Senior SEO Lead
About the Role
We are looking for a Senior SEO Manager to help lead organic search performance across a
portfolio of established transportation and logistics websites.
This is not a basic SEO role. We are looking for someone who can guide strategy, manage
execution, identify growth opportunities, diagnose ranking losses, improve content quality, build
honest reporting, and help turn organic search into a measurable business-growth channel.
Our company operates in highly competitive logistics markets, including heavy hauling,
equipment transport, oversize load transport, freight, logistics, auto transport, container
transport, and related services. We already have established websites, an existing SEO team,
strong industry experience, and a large content footprint. We need someone who can bring
discipline, strategy, growth, prioritization, and high-value ideas to the SEO operation.
The right person will be a player-coach: strategic enough to help build the roadmap, technical
enough to diagnose issues, commercial enough to care about leads and revenue, and hands-on
enough to challenge weak work.
This role reports to the Director of Marketing and will work closely with leadership, developers,
designers, writers, data, and sales teams.
Manages
SEO specialists, content resources, SEO vendors, freelance writers, outreach resources, and
related contractors. Owns organic traffic channel results and growth.
What You Will Own
You will help lead organic search growth across multiple company websites. Your
responsibilities will include:
- Leading day-to-day SEO strategy and execution across a portfolio of established
websites.
- Managing and directing SEO specialists, content resources, freelancers, vendors, and
related contractors.
- Auditing ranking losses, traffic declines, content gaps, competitor gains, and technical
issues.
- Building transparent SEO reporting that shows wins, losses, risks, opportunities, and
business impact.
- Prioritizing SEO work based on qualified lead potential and business value, not vanity
metrics.
- Improving technical SEO, site architecture, internal linking, index quality, and crawl
efficiency.
- Developing content strategies for service pages, location pages, equipment pages, route
pages, cost guides, case studies, industry resources, and other high-value page types.
- Creating and managing content briefs that lead to useful, accurate, differentiated, and
conversion-focused pages.
- Improving existing content through refreshes, consolidation, pruning, redirects, internal
linking, and better search intent alignment.
- Supporting programmatic SEO initiatives while maintaining quality, uniqueness, and
index control.
- Leading link-building, digital PR, partnership, and authority-building initiatives.
- Working with developers to improve templates, technical SEO implementation, schema,
page speed, internal linking systems, and scalable SEO infrastructure.
- Working with designers and writers to make pages more useful, trustworthy, readable,
and conversion-focused.
- Working with PPC and data teams to identify high-value keywords, lead quality patterns,
and organic opportunities.
- Improving conversion paths from organic traffic to quote requests, phone calls, and
qualified leads.
- Monitoring competitors and identifying where we are gaining or losing visibility.
- Creating 90-day, 6-month, and 12-month organic growth roadmaps.
- Helping create SEO SOPs, QA processes, reporting standards, and team accountability
systems.
What Success Looks Like
You will be successful in this role if you can:
Increase qualified organic leads across the website portfolio.- Recover lost organic visibility across priority pages, keywords, and services.
- Improve the quality, usefulness, and conversion value of our content.
- Reduce low-value SEO work and replace it with focused, high-impact execution.
- Create reporting that marketing leadership can trust and act on.
- Make the SEO team more focused, accountable, and productive.
- Identify opportunities before competitors take them.
- Improve technical SEO health, index quality, and internal linking across the portfolio.
- Build authority through better content, partnerships, links, digital PR, and industry
credibility.
- Help turn SEO from a task list into a predictable business-growth channel.
Required Experience
Strong experience leading SEO strategy for competitive industries.- Experience managing SEO for large websites, content-heavy websites, or multiple
websites.
- Experience with lead-generation SEO, not just ecommerce or publishing.
- Strong understanding of technical SEO, content SEO, local SEO, link building, and
on-page SEO.
- Ability to diagnose traffic and ranking declines using data from Google Search Console,
GA4, ranking tools, crawl tools, and other SEO platforms.
- Experience creating content strategies that go beyond basic blog posts.
- Experience creating content briefs for service pages, location pages, comparison pages,
guides, resources, and conversion-focused pages.
- Ability to manage SEO specialists, content resources, freelancers, vendors, and
agencies.
- Strong understanding of keyword mapping, search intent, internal linking, content
refreshes, redirects, and indexation.
- Understanding of conversion optimization, lead quality, and how SEO impacts actual
business outcomes.
- Ability to communicate clearly with marketing leadership, executives, developers, writers,
designers, data, and sales teams.
- Strong judgment around what SEO work matters and what work is a waste of time.
- Ability to document strategy, priorities, processes, and performance clearly.
Preferred Experience
Experience in transportation, logistics, trucking, construction, equipment, industrial
services, marketplace, home-service, legal, finance, or other competitive lead-generation
industries.
- Experience with programmatic SEO or large location-based websites.
- Experience with content pruning, consolidation, redirects, and index-quality audits.
- Experience building linkable assets and digital PR campaigns.
- Experience with call tracking, CRM attribution, lead-quality reporting, and
revenue-focused SEO reporting.
- Experience managing writers, freelancers, agencies, outreach teams, or SEO vendors.
- Experience creating SEO dashboards for marketing leadership.
- Experience working directly with WordPress, Elementor, custom CMS environments,
developers, and technical SEO implementations.
- Experience with schema strategy, Core Web Vitals, page speed, and scalable internal
linking systems.
Tools You Should Know
Google Search Console- GA4
- Looker Studio
- Ahrefs, Semrush, SurferSEO for content optimization
- SEOTesting for series reporting
- Screaming Frog, Sitebulb, or similar crawl tools
- PageSpeed Insights and Core Web Vitals tools
- WordPress or custom content management environments
- Familiarity with Airtable as CMS is a plus.
- Project management tools such as ClickUp
What We Are Not Looking For
We are not looking for someone who only reports keyword wins while ignoring losses.
We are not looking for someone who spends weeks on minor edits with no business impact.
We are not looking for someone who only follows generic SEO checklists.
We are not looking for someone who waits for leadership to tell them what to do.
We are not looking for someone who treats SEO as traffic only.
We are not looking for someone who only knows blog SEO and cannot think through technical
SEO, scalable page systems, internal linking, indexation, or lead generation and quality.
We need someone who brings ideas, finds opportunities, challenges low-value work, and
creates measurable company value.
First 90 Days
In your first 90 days, you will be expected to:
- Learn the company’s brands, services, markets, website portfolio, and SEO history.
- Complete a full SEO audit across the website portfolio.
- Identify major ranking, traffic, content, technical, indexation, and competitor issues.
- Review current SEO team workflows, priorities, reporting, and accountability.
- Build or improve a transparent SEO dashboard alongside marketing leadership.
- Create a prioritized recovery and growth roadmap.
- Reorganize SEO team priorities around high-impact work.
- Launch improvements on the highest-value pages and page types.
- Identify content, technical, internal linking, programmatic SEO, and authority-building
opportunities.
- Present a 6-month organic growth plan to the Director of Marketing and leadersh
