SEO and AEO Strategy Lead

Description

· Own an integrated SEO and AEO strategy tied to qualified business outcomes, not rankings or traffic alone.

· Maintain a prioritized roadmap across technical foundations, content, authority, conversion, and measurement.

· Develop an entity strategy that distinguishes the collectible or property, auction lot, sale, offer, result, archive record, and possible relisting or consignment.

· Partner on canonical URLs, structured data, internal linking, sitemaps, rendering, faceted navigation, pagination, redirects, and current and historical inventory lifecycles.

· Turn changes in search, AI answers, and agentic discovery into practical recommendations, tests, and investment decisions.

· Map organic demand across the consignment funnel, from valuation and appraisal through submission, expert follow-up, and completed consignment.

· Improve the bidder journey from discovery and research through account creation, registration, lot engagement, and bidding.

· Develop distinct strategies for auction, retail, and wholesale inventory and for trusts and estates, executors, fiduciaries, attorneys, advisors, and families seeking valuation and disposition services.

· Segment opportunities and results by audience, funnel, category, inventory type, and page type.

· Define how Heritage's entities, expertise, facts, and services should be represented so search and answer engines can discover, interpret, cite, and connect them accurately.

· Set search and answer-readiness standards for category pages, lot and object templates, expert content, market guides, consignor resources, and bidder education.

· Expand the discovery value of Heritage's expertise, auction archives, market information, descriptions, provenance, and prices realized while avoiding thin, duplicative, or search-first content.

· Coordinate monitoring and fact-based correction of third-party entity information, including Wikipedia, with Communications, Legal, category experts, and qualified partners.

· Lead technical and content audits, identify root causes, size opportunities, and create sequenced work with clear owners, dependencies, and acceptance criteria.

· Own dashboards, forecasting, experiments, and executive reporting tied to qualified consignments, bidder acquisition, engagement, and commercial value.

· Measure answer-engine visibility, citations, referral traffic, assisted conversions, and category or service gaps.

· Use evidence to improve landing pages, navigation, calls to action, forms, and other conversion steps.

· Work directly in analytics, webmaster, crawling, schema-validation, and work-management tools.

· Evaluate agency and vendor recommendations critically and build durable practices through documentation, training, and recurring reviews.

· Other duties may be assigned.

Requirements

· Seven or more years of progressive SEO experience, including ownership of measurable outcomes for a large, technically complex website or marketplace.

· Success with unique or changing inventory, complex entity relationships, archival pages, or multiple conversion paths.

· Deep technical SEO fluency across crawling and indexation, canonicalization, structured data, JavaScript rendering, information architecture, internal linking, migrations, page performance, log analysis, and template governance.

· Practical knowledge of AEO, GEO, and AI discovery, with experience in entity strategy, machine-readable content, or emerging visibility and citation measurement.

· Experience connecting organic discovery to lead-generation and transaction funnels and distinguishing direct conversion, assisted influence, and unproven correlation.

· Proficiency with Google Search Console, Bing Webmaster Tools, enterprise crawlers, analytics platforms, schema validators, visibility systems, and Jira or comparable tools.

· Strong communication skills and the ability to turn complex evidence into clear decisions for executives, marketers, product managers, engineers, and subject-matter experts.

· A bachelor's degree or equivalent education and directly relevant experience.

· SEO leadership for auctions, luxury resale, collectibles, marketplaces, publishing, or another business with unique entities and changing availability.

· Experience with appraisal, valuation, professional services, trusts and estates, or another high-consideration acquisition funnel.

· Working knowledge of SQL, experimentation, content management systems, APIs, knowledge graphs, or entity resolution.

· Experience coordinating agencies, vendors, content owners, and engineering teams while retaining accountability for results.

Be prepared to discuss a program in which you improved discovery for a complex marketplace or content ecosystem. Explain how you modeled its entities and page types, diagnosed constraints, prioritized work, influenced implementation, and connected the result to a qualified lead or transaction. We are especially interested in how you would approach a Heritage object as it moves through research, consignment, auction, sale, archive, and possible resale.

Heritage Auctions welcomes and encourages applications from women, minorities, veterans, mature workers, and persons with disabilities. EOE.