Director, SEO

Job description

The Director, SEO is responsible for setting the enterprise organic search vision and leading the strategy, execution, and performance of SEO across AutoNation's portfolio of 260+ web properties and related digital experiences. This role owns organic discoverability across traditional search, AI-powered and zero-click experiences, and local search to drive qualified traffic, leads, and sales for new and used vehicles, service, and F&I products. You will lead a team of internal specialists and agency partners to deliver a modern, data-driven SEO program that integrates technical SEO, content, local, and authority-building initiatives, all aligned to enterprise growth targets and customer journeys. Key Responsibilities 1. Strategy, Leadership, and Roadmap Define the SEO vision, multi-year roadmap, and annual operating plan in support of enterprise revenue and customer acquisition goals, including sales, service, and digital retail experiences. Shift the organization from keyword-centric SEO to intent- and topic-based strategies that align to end-to-end customer journeys and changing SERP and AI surfaces. Set clear KPIs and OKRs for organic performance (traffic, leads, calls, store visits, sales influence, revenue) and ensure alignment with overall performance marketing measurement. Champion SEO as a core growth lever across the organization, educating senior leaders and cross-functional partners on opportunities, trade-offs, and risks. 2. Enterprise SEO and AI-Driven Search Own enterprise SEO strategy across on-page, off-page, and technical pillars, ensuring that fundamentals (crawlability, indexation, site architecture, page speed, Core Web Vitals, structured data) are consistently strong across all sites. Develop a strategy for Generative Engine Optimization (GEO) and Large Language Model Optimization (LLMO) so AutoNation content is eligible and frequently cited in AI overviews and assistant responses. Implement and scale E-E-A-T (experience, expertise, authoritativeness, trustworthiness) signals across content, authorship, and site architecture to protect and grow visibility in both traditional and generative search. Partner with content and product teams to create AI-friendly, structured, and synthesis-ready content (e.g., answer-first formats, FAQ/schema, entities, and topical hubs), especially for high-value categories and comparison journeys. 3. Local, Dealership, and Multi-Location SEO Lead local SEO strategy for all AutoNation stores, including Google Business Profiles, Apple Maps, and other key local platforms, optimizing for both search and map-based discovery. Own business listings data strategy, including aggregators and citation management, to ensure accuracy, consistency, and scalability across 260+ locations. Develop playbooks and governance for store-level pages, service content, and local promotions that balance national standards with local relevance and compliance requirements. 4. Content, On-Page Optimization, and User Experience Partner with content, merchandising, and UX teams to define content strategies and templates for SRPs/VDPs, service pages, EV content, and ownership resources that drive organic visibility and conversion. Oversee on-page optimization at scale, including title/meta strategies, internal linking, structured data, and entity-based content models that reinforce topical authority. Collaborate with product and design to ensure a mobile-first, fast, and accessible user experience that aligns with search engine best practices and improves engagement, leads, and sales. Champion experimentation (A/B and multivariate testing) on SEO-influenced templates and content to systematically improve rankings and conversion performance. 5. Technical SEO and Platform Partnership Lead technical SEO strategy in partnership with Product, Engineering, and external platform vendors, influencing roadmap prioritization for site architecture, templates, and platform capabilities. Oversee regular technical audits (crawl errors, redirects, sitemaps, index bloat, JavaScript rendering, site speed, Core Web Vitals) and drive remediation at scale. Establish standards and governance for new site launches, migrations, redesigns, and experiments to protect and grow organic performance. 6. Data, Analytics, and Forecasting Build and maintain SEO performance dashboards and reporting in partnership with Analytics, leveraging tools such as Google Analytics/GA4, GSC, log file analysis, and leading SEO platforms. Own SEO forecasting and scenario planning to inform annual planning, budget allocation, and leadership expectations. Use cohort, funnel, and attribution analysis to quantify SEO's impact on leads, sales, and customer lifetime value, and to identify new growth opportunities. 7. AI, Content Operations, and Tooling Define guidelines for ethical and effective use of AI in SEO workflows (research, briefs, content at scale, internal linking, testing) while preserving content quality and brand voice. Evaluate and implement SEO and content tools (e.g., enterprise SEO platforms, crawling and log analysis tools, monitoring, and AI-assisted solutions) that improve efficiency and insight. Partner with legal and compliance teams to ensure that all content and experimentation adhere to regulatory, OEM, and brand standards. 8. Team Leadership, Governance, and Vendor Management Lead, mentor, and develop an SEO team, fostering a culture of curiosity, testing, and continuous learning in a rapidly evolving landscape. Establish SEO governance, processes, and documentation to ensure quality and consistency across business units, regions, and partners. Manage SEO-specific agencies, consultants, and vendors, defining scopes, KPIs, and performance expectations, and ensuring strong alignment with internal stakeholders and strategy. Minimum Qualifications 8–10+ years of progressive SEO experience, with at least 3–5 years in leadership roles managing teams and/or large-scale enterprise SEO programs. Demonstrated success driving organic growth for complex, multi-location or multi-site organizations; automotive or retail/multi-unit experience strongly preferred. Deep expertise across technical, on-page, off-page, local, and content SEO, including experience with Core Web Vitals, structured data, log analysis, and large-scale site architectures. Strong understanding of AI-driven and generative search, E-E-A-T, and topical/intent-based strategies, with a track record of adapting programs to major algorithm and SERP changes. Proven ability to partner with product, engineering, analytics, and marketing teams to influence roadmaps and ship SEO-impacting improvements at scale. Highly analytical, with advanced proficiency in SEO and analytics tools (e.g., Google Analytics/GA4, Google Search Console, enterprise SEO platforms, crawling tools, BI/reporting tools). Excellent communication and storytelling skills, including the ability to translate complex SEO concepts and data into actionable narratives for senior leadership. Education BS/BA degree in Marketing, Information Technology, Computer Science, Business Administration, or a related field; advanced degree is a plus. Exciting Benefits and Perks Await You: Competitive compensation and 401k matching Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits. Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear Access amazing deals and discounts through YouDecide, a website with offers from top providers and retailers Join our DRVPNK mission to raise and donate millions of dollars to cancer research and treatment, partnering with cancer charities nationwide AutoNation is one of the largest automotive retailers in the United States, offering innovative products, exceptional services, and comprehensive solutions, empowering our customers to make the best decisions for their needs. With a network of dealerships nationwide strengthened by a recognized brand, we offer a wide variety of new and used vehicles, customer financing, parts, and provide expert maintenance and repair services. Through DRV PNK, we have raised over $40 million for cancer-related causes, demonstrating our commitment to making a positive difference in the lives of our Associates, Customers, and the communities we serve. AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide. We welcome candidates from all backgrounds who are passionate about making a positive impact. Even if you do not meet every requirement, we encourage you to apply. Join our team and help us foster a culture of belonging while contributing to our revolutionary work in the automotive industry. We value innovation, teamwork, and a commitment to making a positive impact in the world.