Web & Organic Growth Manager in Durham

ServiceTrade is a leading SaaS company transforming the fire protection and mechanical industries. We’re seeking a motivated and skilled Web & Organic Growth Manager to join our growing team. In this role, you will be responsible for driving organic visibility, discoverability, and digital performance across search engines, generative AI platforms, and owned web properties. This role blends technical SEO, AIO (Artificial Intelligence Optimization), Generative Engine Optimization (GEO), and web strategy and management to ensure the brand’s digital ecosystem is optimized for both traditional search and AI-driven discovery experiences.

This role will also build and manage AI-assisted content and monitoring workflows that improve organic performance and AI-driven discovery. This includes using AI to transform internal inputs (e.g., competitive battle cards, product messaging, and enablement materials) into publish-ready web content designed to rank in search and appear accurately in generative answers. Reporting to the Brand & Communications Director, this role works cross-functionally with content, product marketing, design, and engineering to deliver a cohesive and high-performing digital presence aligned with brand strategy.

Key Responsibilities and Activities:

• SEO & Organic Growth
  • Develop and execute comprehensive SEO strategies (technical, on-page, and off-page)
  • Conduct keyword research, competitive analysis, and search trend monitoring
  • Optimize website architecture, metadata, internal linking, and content structure to ensure SEO best practices are embedded in all outputs
  • Monitor rankings, traffic, and conversions; provide actionable insights and reporting
• Artificial Intelligence Optimization (AIO) and Generative Engine Optimization (GEO)
  • Optimize content and structured data for visibility in AI-driven search experiences (e.g., LLMs, answer engines)
  • Track and analyze performance across emerging AI discovery platforms to identify opportunities to improve brand presence in generative search outputs
  • Collaborate with content and PR teams to increase authoritative citations and mentions
  • Develop and scale AIO-ready content frameworks and knowledge structuring systems to support long-term visibility in generative and AI-powered search
• CRO & Growth Optimization (Web)
  • Own the CRO strategy for key site journeys and high-value pages (product, integrations, campaign landing pages)
  • Use performance and user behavior insights to identify friction and prioritize improvements
  • Plan and run an experimentation program (hypotheses, testing roadmap, results share-outs) in partnership with design and engineering
  • Improve lead capture and conversion performance through landing page and form optimization, tied to pipeline outcomes
• Web Management
  • Own day-to-day management of the company website and creative agency, ensuring performance, uptime, and usability
  • Produce and publish web updates directly in the CMS (new pages, landing pages, SEO refreshes, content updates) while maintaining governance and QA standards
  • Optimize site speed, mobile responsiveness, accessibility, and UX
  • Ensure proper tracking implementation (analytics, tags, pixels)
• Analytics & Performance
  • Define KPIs across SEO, GEO, and web performance
  • Build dashboards and reports to track traffic, engagement, and conversion metrics
  • Translate data into strategic recommendations for leadership

Knowledge and Skills:

Required

• 4–7+ years of experience in SEO and/or web management
• Strong understanding of technical SEO (site architecture, indexing, schema, Core Web Vitals)
• Experience with web platforms and CMS (e.g., WordPress, Elementor, Webflow, headless CMS)
• Familiarity with AIO/GEO concepts and AI-driven search trends
• Proficiency in analytics tools (e.g., Google Analytics, Search Console, SEO platforms)
• Basic understanding of HTML, CSS, and web development principles
• Strong analytical, problem-solving, and communication skills

Preferred

• Experience optimizing for AI search / LLM visibility
• Familiarity with structured data and semantic search
• Experience in B2B, SaaS, or tech environments
• Knowledge of CRO and experimentation frameworks

Benefits:

• Medical through Cigna, PPO and HDHP options, including a Health Savings Account with company contributions
• Dental and Vision through Unum
• Flexible Spending Account and Dependant Care Account
• Company-paid Life insurance, STD and LTD
• Voluntary benefits including Supplemental Life Insurance, Critical Illness, Accident and Pet Insurance
• 401(k) with up to 3% employer match and NO vesting period
• Flexible PTO policy
• 10 company holidays
• Parental Leave
• Paid Time Off for Volunteering
• Employee Reimbursement Program to use for well-being, technology and/or professional development

ServiceTrade provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.