Barrel partners with CPG brands to elevate their online presence and drive growth through e-commerce, website optimization, email, SEO, and content strategy. As a globally distributed team, we are united by a mission to help clients succeed through thoughtful, customer-centric solutions. Our goal is to create experiences that resonate, add value, and build lasting connections with their communities.

The Role

We're looking for an SEO/GEO Specialist to lead organic and AI search visibility work across our client engagements. This is a hands-on, client-facing role: you'll run audits, build strategies, present findings directly to brand stakeholders, and own the ongoing work that moves the needle on both traditional search and AI-driven discovery.

The way we think about it: roughly 80% of what works for SEO is exactly what works for GEO — and the other 20% is a new discipline entirely. You'll need to be strong on the fundamentals (technical SEO, content strategy, site architecture) while staying on the forefront of how LLMs like ChatGPT, Perplexity, Gemini, and Claude discover, cite, and recommend brands. We treat LLMs as another customer: how a brand presents information to them is now as important as how it presents to people.

Our clients are CPG brands navigating an omnichannel reality — DTC, retail, Amazon, and beyond. You'll often be advising brands whose conversions happen off their own site, which means you need to think about visibility and brand authority, not just rankings and traffic.

Responsibilities

• Conduct comprehensive SEO/GEO audits covering technical SEO (schema and structured data, redirects, canonicals, site architecture, broken backlinks), organic performance analysis, and competitive visibility benchmarking
• Run our GEO methodology end-to-end: develop test prompts from high-intent keywords, track brand mentions, sentiment, and share of voice across LLMs using prompt-tracking tools, and identify the third-party sources informing AI answers
• Translate audit findings into prioritized, realistic recommendations — quick wins through larger initiatives — tailored to each client's resources and business goals
• Develop and guide offsite visibility strategies including digital PR direction, Reddit and UGC engagement, editorial citations, and third-party profile optimization
• Lead ongoing client engagements: monthly syncs, quarterly strategy sessions, content brief development, PDP and collection page optimization, and performance reporting (organic KPIs, AI referral traffic, GEO share of voice)
• Present audits and strategy directly to senior client stakeholders, explaining complex and evolving concepts in plain, confident language
• Support new business by contributing audits, methodology walkthroughs, and strategic POVs to pitches and proposals
• Advise on SEO/GEO implications of site redesigns and platform migrations, including URL transition planning, in partnership with our design and engineering teams
• Stay ahead of how AI search is evolving — separating signal from noise — and feed that thinking back into Barrel's methodology, service offerings, and thought leadership

Skills

• Deep technical SEO knowledge: structured data and schema, crawlability, redirects, canonicalization, Core Web Vitals, and e-commerce-specific architecture (Shopify experience a strong plus)
• Working fluency in GEO/AI search: prompt testing, LLM citation analysis, AI referral attribution, and the offsite signals (editorial, UGC, reviews, community) that influence LLM recommendations
• Strong command of the SEO/analytics toolset: GA4, Search Console, Semrush or similar, crawlers, and prompt-tracking platforms
• Excellent client communication — you can walk a room of senior marketers through a dense audit and leave them clear on what matters and why
• A practical, prioritization-first mindset: you recommend what will actually move the needle for a client's situation and resources, not a generic 100-item checklist
• Comfort with ambiguity and rapid change — AI search is a moving target, and you enjoy being the person who keeps clients ahead of it
• Collaborative instincts: you work well alongside designers, engineers, strategists, and account teams on integrated engagements

Experience

• 4+ years in SEO, with meaningful recent experience in GEO/AI search visibility work
• Direct experience working with CPG, DTC, or e-commerce brands; understanding of how omnichannel dynamics (retail, Amazon, third-party retailers) affect search and attribution strategy
• A track record of client-facing work: leading audits, presenting strategy, and managing ongoing engagements that delivered measurable results
• Agency experience is a plus, as is experience contributing to new business or proposals

Compensation

Salary range for this fully remote position is dependent on experience and location.