Lead, SEO and AEO

SUMMARY: As the Lead, SEO and AEO, you will be responsible for advancing AmaWaterways’ organic visibility across both traditional and emerging search ecosystems, including large language models (LLMs) and AI-driven answer engines. This role will define and execute a comprehensive search strategy that strengthens AmaWaterways’ brand authority, drives high-quality traffic, and supports conversion across consumer and travel advisor audiences.

Working closely with Digital Experience, Content, UX/UI, Analytics, and Brand teams, this individual will ensure that SEO and AEO practices are embedded into all aspects of the company’s digital ecosystem — including AmaWaterways.com, the Travel Advisor Portal, and international web properties. The ideal candidate possesses both strategic and hands-on expertise in technical SEO, content optimization, structured data, and semantic search, along with curiosity for how generative AI will redefine discoverability.

DUTIES AND RESPONSIBILITIES:

SEO & AEO Strategy

• Develop and execute a comprehensive SEO and AEO strategy aligned with AmaWaterways’ business objectives, guest acquisition goals, and digital transformation roadmap.
• Implement entity-based and semantic optimization to strengthen topical authority for river cruise destinations, themes, and guest experiences.
• Develop AEO strategies for visibility in AI-powered ecosystems (e.g., Google SGE, Bing Copilot, ChatGPT integrations).
• Partner with Brand, Content, and UX/UI to align storytelling and page structure with search intent and user experience.

Content Optimization & Governance

• Conduct keyword and intent research to identify opportunities across the guest journey (awareness, consideration, conversion).
• Collaborate with Content Managers and Copywriters to optimize metadata, headings, internal linking, and structured content.
• Create an SEO style guide and scalable governance framework to ensure brand consistency across U.S., U.K., and EU sites.
• Identify and fill content gaps to support itineraries, blogs, and promotional landing pages.

Technical SEO & Web Architecture

• Oversee site architecture, crawlability, and indexation to ensure maximum visibility.
• Manage XML sitemaps, redirects, canonical tags, and robots.txt configurations.
• Implement and maintain schema markup (FAQ, Organization, Product, and Event) to enhance rich results and AI summarization eligibility.
• Conduct regular technical audits using tools such as Screaming Frog, Botify, or Sitebulb; partner with developers to resolve issues.
• Monitor Core Web Vitals and collaborate with the Front-End and CMS teams to improve site performance and accessibility.

Performance Measurement & Reporting

• Define KPIs including organic traffic growth, booking starts, keyword visibility, share of voice, and engagement metrics.
• Integrate SEO performance into GA4, BigQuery, and Looker dashboards for holistic insight across the marketing funnel.
• Provide monthly and quarterly insights to leadership, including competitor benchmarking and emerging trend analysis.

Cross-Functional Leadership

• Partner with internal teams and agencies to embed SEO and AEO best practices across all digital projects, including the website redesign, Travel Advisor Portal, and mobile app.
• Collaborate with Paid Media to maximize organic–paid synergies and keyword efficiency.
• Lead cross-functional SEO workshops to train content, design, and development teams on evolving search and AI visibility trends.

Innovation & Future Search

• Stay ahead of algorithm updates, AI search trends, and multimodal optimization opportunities.
• Recommend and pilot new tools or methodologies (e.g., AI-driven content optimization, SERP feature tracking, conversational search readiness).
• Act as the internal evangelist for emerging SEO/AEO practices, ensuring AmaWaterways remains a leader in digital discoverability within the luxury travel category.

SUPERVISORY RESPONSIBILITIES:

• This role has no supervisory responsibilities.

QUALIFICATIONS:

• Bachelor’s degree in communications, computer science, marketing, or a related field; Master’s degree a plus.
• Three to five years of experience in SEO, with proven success driving measurable organic growth and engagement.
• Computer skills required: Development Software; Microsoft Office Suite; Project Management Software, Database Software, Design Software, Internet Software, Spreadsheet Software, Word Processing Software, Electronic Mail Software, Presentation Software
• Other skills required:
• Expertise with SEO tools including Google Search Console, SEMrush, Ahrefs, Screaming Frog, and GA4.
• Familiarity with structured data, schema markup, Core Web Vitals, and website performance optimization.
• Working knowledge of HTML, CSS, JavaScript, and CMS optimization (Builder.io or equivalent headless CMS).
• Experience with emerging AEO/LLM optimization techniques and entity-based search frameworks.
• Strong analytical and communication skills; ability to translate rechnical findings into actionable insights.
• Excellent cross-functional collaboration skills and comfort managing vendors or agency partners.
• Passion for travel, luxury brand storytelling, and digital innovation.

COMPETENCIES:

• Diversity - Shows respect and sensitivity for cultural differences; Promotes a harassment-free environment.
• Ethics - Treats people with respect; Keeps commitments; Inspires the trust of others; Works with integrity and ethically; Upholds organizational values.
• Adaptability - Adapts to changes in the work environment; Manages competing demands; Changes approach or method to best fit the situation; Able to deal with frequent change, delays, or unexpected events.
• Analytical - Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.
• Attendance/Punctuality - Is consistently at work and on time; Ensures work responsibilities are covered when absent; Arrives at meetings and appointments on time.
• Business Acumen - Demonstrates knowledge of market and competition; Aligns work with strategic goals.
• Change Management - Develops workable implementation plans; Communicates changes effectively; Monitors transition and evaluates results.
• Cost Consciousness - Contributes to profits and revenue; Conserves organizational resources.
• Customer Service - Manages difficult or emotional customer situations; Responds promptly to customer needs; Solicits customer feedback to improve service; Responds to requests for service and assistance; Meets commitments.
• Dependability - Follows instructions, responds to management direction; Takes responsibility for own actions; Keeps commitments; Commits to long hours of work when necessary to reach goals; Completes tasks on time or notifies appropriate person with an alternate plan.
• Design - Generates creative solutions; Translates concepts and information into images; Uses feedback to modify designs; Applies design principles; Demonstrates attention to detail.
• Initiative - Volunteers readily; Undertakes self-development activities; Seeks increased responsibilities; Takes independent actions and calculated risks; Looks for and takes advantage of opportunities; Asks for and offers help when needed.
• Innovation - Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
• Interpersonal Skills - Focuses on solving conflict, not blaming; Maintains confidentiality; Listens to others without interrupting; Keeps emotions under control; Remains open to others' ideas and tries new things.
• Judgment - Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
• Leadership - Exhibits confidence in self and others; Accepts feedback from others; Gives appropriate recognition to others.
• Motivation - Sets and achieves challenging goals; Demonstrates persistence and overcomes obstacles; Measures self against standard of excellence; Takes calculated risks to accomplish goals.
• Oral Communication - Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.
• Organizational Support - Follows policies and procedures; Completes administrative tasks correctly and on time; Supports organization's goals and values; Supports affirmative action and respects diversity.
• Planning/Organizing - Prioritizes and plans work activities; Uses time efficiently; Sets goals and objectives; Develops realistic action plans.
• Problem Solving - Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations; Uses reason even when dealing with emotional topics.
• Professionalism - Approaches others in a tactful manner; Reacts well under pressure; Treats others with respect and consideration regardless of their status or position; Accepts responsibility for own actions; Follows through on commitments.
• Project Management - Develops project plans; Coordinates projects; Communicates changes and progress; Completes projects on time and budget.
• Quality - Demonstrates accuracy and thoroughness; Applies feedback to improve performance; Monitors own work to ensure quality.
• Quality Management - Looks for ways to improve and promote quality; Demonstrates accuracy and thoroughness.
• Quantity - Meets productivity standards; Completes work in a timely manner; Strives to increase productivity; Works quickly.
• Safety and Security - Observes safety and security procedures; Reports potentially unsafe conditions; Uses equipment and materials properly.
• Strategic Thinking - Understands organization's strengths and weaknesses; Analyzes market and competition; Identifies external threats and opportunities; Adapts strategy to changing conditions.
• Teamwork - Balances team and individual responsibilities; Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Supports everyone's efforts to succeed.
• Technical Skills - Assesses own strengths and weaknesses; Pursues training and development opportunities; Strives to continuously build knowledge and skills; Shares expertise with others.
• Visionary Leadership - Displays passion and optimism; Inspires respect and trust.
• Written Communication - Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.

PHYSICAL DEMANDS AND WORK ENVIRONMENT:

• Occasionally required to stand
• Occasionally required to walk
• Continually required to sit
• Continually required to utilize hand and finger dexterity
• Occasionally required to climb, balance, bend, stoop, kneel or crawl
• Frequently required to talk or hear
• While performing the duties of this job, the noise level in the work environment is usually moderate
• The employee must occasionally lift and/or move up to 10 pounds
• Specific vision abilities required by this job include: Close vision; Color vision

Monday-Friday; 8:00am-5:00pm PT