Lead, SEO and AEO at AmaWaterways, LLC

Calabasas, California, United States -

Full Time

Start Date

Immediate

Expiry Date

15 Apr, 26

Salary

0.0

Posted On

15 Jan, 26

Experience

2 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

SEO, AEO, Content Optimization, Technical SEO, Web Architecture, Analytics, Collaboration, Keyword Research, Schema Markup, Performance Measurement, Cross-Functional Leadership, AI Optimization, Digital Strategy, Content Governance, HTML, CSS, JavaScript

Industry

Travel Arrangements

Description

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

Responsibilities

The Lead, SEO and AEO will develop and execute a comprehensive search strategy to enhance AmaWaterways' organic visibility and brand authority. This includes collaborating with various teams to embed SEO and AEO practices across the company's digital ecosystem.