About Vitality Medical
Vitality Medical is a well-established and growing ecommerce company that has served customers for more than 20 years. We have been recognized multiple times as an Inc. 5000 Fastest-Growing Company and offer thousands of medical equipment and supply products—from everyday essentials to life-saving equipment.
We are seeking an experienced Ecommerce SEO Manager to own and execute the organic search strategy for VitalityMedical.com. You will develop this strategy in close collaboration with our catalog and technical teams, incorporating their product knowledge, technical expertise, operational experience, and business priorities.
This is an execution-first position—not a consultant-only role. We need someone who will identify opportunities, develop solutions, and personally complete the work whenever possible. When an initiative requires support from another department, you will work alongside that team and remain actively involved through implementation, testing, and measurement.
The right candidate will be comfortable moving between long-term strategy and detailed execution. You may spend one day developing the SEO roadmap and the next correcting metadata, improving internal links, analyzing an indexing issue, optimizing a category page, conducting backlink outreach, or working with developers on a technical problem.
You must also be flexible as priorities change. The ability to shift focus, respond to urgent issues, and take advantage of new opportunities—without losing sight of long-term objectives—is essential.
Direct ecommerce SEO experience is required.
Working knowledge of Magento is a strong plus.
What You’ll Be Doing
Own and Execute the SEO Strategy
- Own and drive the overall SEO and AI search strategy for VitalityMedical.com.
- Develop the strategy collaboratively with our catalog, technical, content, merchandising, marketing, and leadership teams.
- Build and maintain a prioritized SEO roadmap based on customer value, revenue potential, business impact, technical risk, and required effort.
- Turn strategy into completed work—not just audits, presentations, and recommendations.
- Own initiatives from initial research and diagnosis through implementation, testing, measurement, and continued maintenance.
- Personally execute SEO improvements whenever access, skills, and systems allow.
- Establish organic search goals, performance benchmarks, and key performance indicators.
- Regularly communicate priorities, progress, risks, results, and next steps to leadership.
- Adjust the strategy based on performance, company objectives, algorithm changes, competitor activity, and evolving customer behavior.
- Remain flexible as priorities shift and reorganize the roadmap when business needs, technical issues, or new opportunities require attention.
- Balance long-term strategic initiatives with urgent maintenance, catalog, technical, and revenue-impacting needs.
Work Closely With the Catalog Team
- Partner with the catalog team to improve product data, category structures, manufacturer pages, product relationships, attributes, navigation, and product discoverability.
- Develop SEO standards for adding, updating, organizing, and discontinuing products.
- Identify opportunities to improve product and category names, descriptions, metadata, images, attributes, and internal links.
- Determine how new products and categories should fit within the existing website structure.
- Develop processes for new, out-of-stock, seasonal, replacement, and discontinued products.
- Help determine when pages should be created, optimized, consolidated, redirected, canonicalized, or removed.
- Work directly with catalog team members to implement improvements rather than simply handing off recommendations.
- Review catalog changes for SEO quality and help team members understand how their work affects organic visibility and revenue.
- Create templates, documentation, and repeatable processes that allow SEO best practices to scale across a large product catalog.
Work Closely With the Technical Team
- Partner with the technical team to identify, prioritize, and resolve technical SEO issues.
- Improve crawling, indexing, site architecture, page speed, Core Web Vitals, canonicalization, redirects, structured data, XML sitemaps, and robots directives.
- Address ecommerce challenges involving filters, faceted navigation, pagination, product variants, duplicate content, and complex URL structures.
- Include technical team members early when evaluating opportunities that may require development or platform changes.
- Create clear technical requirements when development work is necessary.
- Stay involved during implementation to answer questions, review decisions, and resolve unexpected issues.
- Test deployed changes and confirm they achieve the intended SEO result.
- Monitor releases for unintended effects on crawling, indexing, rankings, customer experience, and conversions.
- Remain accountable for the SEO outcome rather than considering the project complete when a development ticket is submitted.
Perform Hands-On SEO Maintenance
- Regularly audit the website and personally correct SEO issues when possible.
- Identify and fix broken links, 404 errors, redirect chains, duplicate content, incorrect canonical tags, and indexing problems.
- Maintain page titles, meta descriptions, headings, images, schema markup, and other on-page elements.
- Monitor and improve the health of internal links.
- Find orphaned, underlinked, outdated, competing, and underperforming pages.
- Diagnose changes in organic traffic, rankings, indexing, conversions, and revenue.
- Conduct keyword, competitor, content-gap, search-intent, and customer-question research.
- Optimize product, category, manufacturer, brand, and informational pages directly.
- Write or edit metadata, page copy, content briefs, internal links, and SEO recommendations.
- Verify that completed changes were implemented correctly and continue monitoring their results.
- Maintain the overall SEO health of the website instead of treating SEO as a collection of one-time projects.
Lead Ecommerce SEO
- Improve organic performance across thousands of products, categories, manufacturers, and informational pages.
- Develop scalable optimization methods for a large ecommerce catalog.
- Improve navigation, site architecture, internal linking, and product discoverability.
- Align product and category pages with customer search intent.
- Identify opportunities for new category, manufacturer, comparison, buying-guide, and educational pages.
- Prevent keyword cannibalization and unnecessary duplication across similar products and categories.
- Connect SEO priorities to qualified traffic, conversions, revenue, and customer value—not rankings alone.
- Consider the entire customer journey, from initial research through product selection and purchase.
Own Content Optimization
- Develop and execute a content strategy that supports customers throughout the research and purchasing journey.
- Identify opportunities involving products, categories, medical conditions, comparisons, buying guides, FAQs, and customer questions.
- Personally create, edit, or optimize content when appropriate.
- Produce actionable content briefs covering search intent, target topics, page structure, internal links, supporting sources, and conversion goals.
- Work alongside writers and subject-matter experts to produce accurate, useful, original, and search-focused content.
- Review content for accuracy, sourcing, search intent, readability, and business value.
- Update, consolidate, redirect, or remove outdated and underperforming content.
- Establish appropriate sourcing, citation, and review standards for medical and health-related information.
Manage External Links and Authority
- Own and execute Vitality Medical’s backlink, external-linking, and off-site authority strategy.
- Identify and pursue opportunities involving manufacturers, suppliers, associations, industry partners, publishers, resource pages, and digital PR.
- Conduct outreach directly and manage opportunities through completion.
- Build relationships that can produce relevant links, mentions, referral traffic, and brand authority.
- Monitor the backlink profile for new, lost, broken, low-quality, or potentially harmful links.
- Reclaim broken backlinks and convert appropriate unlinked brand mentions into links.
- Review outbound links to ensure they direct customers to accurate, trustworthy, and current resources.
- Establish external-linking and citation standards for medical and health-related content.
- Ensure link-building activities follow search engine guidelines and avoid manipulative or high-risk tactics.
- Measure the effect of external-link initiatives on authority, rankings, referral traffic, conversions, and revenue.
Own AI Search and AI-Assisted SEO
- Develop and implement strategies to improve Vitality Medical’s visibility in Google AI Overviews, AI assistants, answer engines, and other emerging discovery platforms.
- Improve content structure, entity signals, structured data, citations, and brand authority so AI systems can better understand and reference Vitality Medical.
- Monitor AI search visibility, citations, brand mentions, referral traffic, and changes in customer search behavior.
- Use AI tools to improve keyword research, content analysis, content briefs, internal linking, reporting, and other SEO workflows.
- Build repeatable AI-assisted processes and automations where they provide measurable value.
- Establish quality standards for AI-generated and AI-assisted content.
- Ensure AI-assisted content is accurate, original, useful, brand-appropriate, and properly reviewed—especially when it involves medical or health-related information.
- Test new AI tools and determine where they can improve execution without sacrificing quality or customer trust.
Mentor and Develop Others
- Mentor catalog, content, technical, merchandising, and marketing team members on SEO best practices.
- Teach by working alongside team members on actual projects and problems.
- Explain what needs to change, why it matters, and how it should be implemented.
- Review completed work and provide specific, constructive feedback.
- Help team members develop the ability to identify and prevent SEO issues.
- Create checklists, templates, training materials, and quality-control processes.
- Lead through expertise, communication, collaboration, and hands-on participation.
- Help departments become more SEO-capable without becoming disconnected from day-to-day execution.
Measure and Report Performance
- Track organic traffic, rankings, conversions, revenue, backlink growth, AI visibility, and other key performance indicators.
- Build and maintain reporting that connects SEO activity to business results.
- Use data to identify opportunities, investigate performance changes, and prioritize work.
- Measure completed initiatives to determine whether they produced the expected results.
- Continue improving projects after launch instead of treating implementation as the end of the work.
- Monitor algorithm updates, competitor activity, technical changes, and emerging search behavior.
- Clearly explain performance, opportunities, and next steps to technical and nontechnical stakeholders.
Required Experience and Qualifications
- Direct, hands-on ecommerce SEO experience is required.
- At least four years of professional SEO experience, including meaningful responsibility for an ecommerce website.
- Demonstrated success increasing qualified organic traffic, conversions, or ecommerce revenue.
- Experience owning both SEO strategy and day-to-day execution.
- Experience taking SEO projects from research through implementation, verification, and measurement.
- Experience working with large product catalogs and complex ecommerce site structures.
- Strong knowledge of technical SEO, on-page optimization, content strategy, internal linking, site architecture, and structured data.
- Experience developing and executing backlink, external-linking, digital PR, or off-site authority strategies.
- Ability to independently identify and complete high-impact work without waiting for someone else to manage each task.
- Willingness to perform ongoing maintenance and detailed implementation work in addition to strategic planning.
- Ability to collaborate across departments without defaulting to handing projects off.
- Experience teaching, mentoring, or guiding others through hands-on work.
- Ability to adapt quickly, manage changing priorities, and maintain progress in a fast-moving ecommerce environment.
- Sound judgment when deciding what requires immediate attention, what can be postponed, and how changes affect the broader SEO strategy.
- Strong analytical, organizational, project-management, and problem-solving skills.
- Excellent written and verbal communication skills.
- High levels of ownership, accountability, initiative, integrity, and self-motivation.
- Familiarity with AI-powered search and the practical use of generative AI in SEO workflows.
Preferred Skills and Experience
- Working knowledge of Magento or Magento 2 is a strong plus.
- Experience making SEO, product, category, and content updates within an ecommerce platform.
- Experience with Google Search Console, GA4, Google Tag Manager, Semrush, Ahrefs, Screaming Frog, or similar tools.
- Experience with AI tools such as ChatGPT, Claude, Gemini, or Perplexity.
- Experience creating repeatable AI prompts, workflows, custom tools, or automations.
- Working knowledge of HTML, CSS, JavaScript, schema markup, and common web technologies.
- Familiarity with SQL, APIs, Python, automation platforms, or data-analysis tools.
- Experience with product feeds, Google Merchant Center, ecommerce analytics, and conversion tracking.
- Experience with website redesigns, migrations, platform changes, or large-scale content updates.
- Experience in healthcare, medical supplies, durable medical equipment, or another regulated industry.
- Bachelor’s degree in marketing, business, computer science, communications, or a related field is preferred but not required.
What Success Looks Like
- Vitality Medical has a clear SEO strategy developed collaboratively across the company.
- The SEO roadmap consistently turns into completed, measurable improvements.
- The Ecommerce SEO Manager personally completes work and remains actively involved when other teams are needed.
- SEO projects move from discovery through implementation without stalling after an audit or recommendation.
- Priorities are adjusted effectively as business needs, technical issues, and new opportunities arise.
- The catalog and technical teams have a clear understanding of current SEO priorities.
- Technical, content, internal-linking, and external-authority improvements are maintained consistently.
- Other departments make better SEO decisions because they receive practical guidance, mentoring, and hands-on support.
- Product, category, manufacturer, and informational pages gain greater organic visibility.
- Vitality Medical earns greater authority across traditional and AI-powered search platforms.
- Organic search produces measurable growth in qualified traffic, conversions, and revenue.
- Leadership receives clear reporting on completed work, results, opportunities, risks, and next steps.
What We Offer
- Medical, dental, and vision insurance
- Accident, cancer, hospital indemnity, group life, legal, identity protection, and pet insurance
- Paid holidays and paid time off
- Retirement plan
- Career growth and advancement opportunities
- Casual and enjoyable work environment
Vitality Medical is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran status, or any other status protected by applicable law.
Job Type: Full-time
Pay: $70,000.00 - $100,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Flexible schedule
- Health insurance
- Paid time off
- Vision insurance
Work Location: Hybrid remote in Salt Lake City, UT 84121
