GEO Senior Specialist

Job Description

The Role

General Motors (GM) is a global leader in automotive manufacturing and technology with innovation spanning electric vehicles autonomous driving and connected services. Our in-house search team ensures that our brands (Chevrolet Cadillac GMC Buick etc.) remain discoverable and competitive across both traditional search engines and emerging AI-driven surfaces. As search evolves from 10 blue links to AI-powered summaries and conversational experiences Generative Engine Optimization (GEO) has become a critical extension of our SEO program. We are seeking a highly motivated and analytical GEO Senior Specialist (L6) with 35 years of hands-on SEO experience and emerging GEO experience to help optimize our digital properties for both traditional and generative this role you will drive technical GEO/SEO audits performance analysis and hands-on implementation in partnership with cross-functional teams and agency partners.

What Youll Do

• Conduct comprehensive technical SEO and GEO audits of GMs websites and experiences identifying issues related to crawlability indexability site speed mobile usability structured data and international SEO with a specific focus on how these factors affect generative AI visibility.
• Partner with development and engineering teams to prioritize and implement technical recommendations (e.g. HTML CSS JavaScript optimization XML sitemaps canonicalization hreflang schema markup).
• Monitor and troubleshoot technical issues impacting both traditional search and generative experiences (e.g. server errors broken links rendering problems and content gaps surfaced by GEO tools).
• Track analyze and report on key performance metrics across organic and generative search including traffic rankings conversions user engagement and visibility in LLM-powered experiences.
• Develop and maintain dashboards scorecards and recurring reports to communicate GEO SEO performance and insights to stakeholders across media product analytics and brand teams.
• Support the execution and interpretation of outputs from GEO/SEO tools and platforms such as Adobe LLM Optimizer Profound Brandlight Bluefish and traditional SEO tools (e.g. Google Search Console Google Analytics Adobe Analytics SEMrush Ahrefs).
• Conduct in-depth keyword topic and entity research to identify new opportunities for organic and generative search growth including queries that commonly surface generative answers.
• Evaluate how GM content and experiences are represented in generative AI search engines and LLMs documenting risks gaps and opportunities and translating findings into clear prioritized recommendations.
• Provide GEO SEO best practices and strategic input for new website content site refreshes experience enhancements and ongoing content optimization and experimentation.
• Collaborate on the development of page templates and experience patterns so GEO/SEO best practices are built into new development cycles from the start.
• Partner effectively with product development UX/UI content analytics and brand/marketing teams to ensure GEO SEO considerations are integrated throughout the digital product lifecycle.
• Serve as a day-to-day coordination point with agencies and vendors (e.g. Dentsu and GEO/SEO partners) for report intake quality checks follow-ups on recommendations and validation of implementation and impact.
• Help maintain central documentation playbooks and intake/prioritization workflows for GEO SEO requests and recommendations and contribute to the broader GEO/SEO roadmap and strategic initiatives.

Additional Job Description

Your Skills & Abilities (Required Qualifications)

• 35 years of dedicated SEO experience with a strong emphasis on technical SEO performance analysis and hands-on execution.
• Demonstrated understanding of or direct experience with Generative Engine Optimization (GEO) or adjacent work evaluating performance in AI-powered search LLMs or conversational assistants.
• Proven track record of driving measurable organic growth through technical implementations and data-driven strategies; experience contributing to GEO-related initiatives is a plus.
• In-depth knowledge of search engine algorithms ranking factors and SEO best practices and how they intersect with emerging generative search experiences.
• Proficiency with industry-standard tools including:
  • SEO analytics & diagnostics: Google Search Console Google Analytics Adobe Analytics SEMrush Ahrefs Screaming Frog DeepCrawl (or similar)
  • GEO/LLM-focused tools (nice to have but strongly preferred): Adobe LLM Optimizer Profound Brandlight Bluefish or equivalent platforms
• Solid understanding of web technologies (HTML CSS JavaScript) as they relate to GEO/SEO with the ability to understand and interpret code for optimization purposes.
• Strong analytical skills with the ability to interpret complex datasets identify trends and anomalies and translate insights into clear prioritized action plans.
• Experience with website migrations redesigns and new site launches from an SEO perspective.
• Foundational understanding of content SEO principles (keyword and entity integration content structure user intent) and interest in how these signals influence generative AI outputs.
• Excellent communication and interpersonal skills with the ability to explain complex GEO/SEO concepts to non-technical stakeholders and collaborate across diverse teams.
• Proactive self-starter mentality with the ability to work independently manage multiple projects simultaneously and follow through on GEO SEO recommendations.

What Will Give You a Competitive Edge (Preferred Qualifications)

• Experience working in a large complex enterprise environment with multiple brands and stakeholder groups.
• Experience with various Content Management Systems (CMS) and their GEO/SEO implications.
• Knowledge of server-side vs. client-side rendering and how these architectures may influence both traditional and generative search.
• Familiarity with testing and experimentation frameworks (e.g. A/B testing CRO) to validate GEO/SEO hypotheses and measure impact.
• Prior experience working with agencies and third-party vendors on GEO/SEO projects and tools (e.g. Adobe LLM Optimizer Profound Brandlight Bluefish).

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