Senior SEO Specialist

Position Description: Modern Family Law, a fast-growing national law firm specializing in family law, is seeking a Senior SEO Specialist. Organic search is one of our largest sources of new clients, and we are continuing to invest in its growth. Our current SEO footprint spans five states and 15 markets. In November, the firm plans to launch a new website structured around state, market, and practice-area content. Local search, technical SEO, content strategy, and AI search visibility must move forward together. Currently, these efforts often move in sequence. This role will help advance them in parallel. You will be measured on consultations attributed to organic search, commercial search visibility in the markets where we practice, and the technical health of the website supporting both. We use Google Search Console, GA4, and HubSpot to measure performance and connect SEO initiatives to business outcomes. What You Will Own: Local Search Across 15 Markets Own and manage local search performance across Denver, Colorado Springs, Fort Collins, Oakland, San Jose, Palo Alto, Austin, San Antonio, Dallas, Seattle, Bellevue, Everett, Atlanta, Savannah, and Alpharetta. This includes Google Business Profiles, local landing-page structure, citations, review signals, and the internal-linking strategy that connects state guides and city pages to consultation opportunities. Technical SEO and Website Migration Take on strategy, planning, and organization/documentation of technical SEO readiness for the planned November website launch and continue managing the site’s technical health following the migration. This includes crawl and index health, rendering, redirects, canonical tags, structured data, and post-launch monitoring. while Webmaster review, flag anything that needs extra attention or clarification, and then implement these tasks. Collaboration is an utmost necessity and requirement between the two functions. Answer Engine Optimization Own and expand the firm’s visibility across AI-powered search platforms, including Google AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity, and Copilot. Use citation and visibility data to identify opportunities and strengthen the firm’s presence, particularly outside Google, where visibility is currently limited. Keyword and Content Strategy We are expanding our keyword strategy to focus on the situations prospective clients search for, including divorce, custody, child support, spousal maintenance, and property division, organized by state and market. You will identify content gaps, develop the keyword and content map, and prioritize the order in which content is created. Measurement and Reporting Measure and report the impact of SEO initiatives using Google Search Console, GA4, and HubSpot. Evaluate whether changes improve impressions, clicks, and consultations, and clearly identify initiatives that do not produce the intended results. Cross-Functional Collaboration Collaborate with Content, Web, and Marketing leadership to align technical SEO, content development, website changes, and organic growth priorities. Your First 90 Days Days 1-30 Develop an understanding of the complete client-conversion funnel, from an initial query in Google Search Console through a signed case in HubSpot. Audit local search performance across all 15 markets and identify the three highest-priority issues affecting organic search results. Days 31-60 Lead technical SEO readiness for the November website launch. Implement the first group of market and practice-area pages identified through the content-gap analysis, collaborate with relevant partners on the new website pages, and serve as the proactive strategist responsible for advancing organic growth. Days 61-90 Collaborate with the Marketing team to advance the firm’s answer engine optimization program. Evaluate the firm’s current visibility across AI-powered search platforms and present a prioritized plan for strengthening visibility on platforms where the firm is currently underrepresented. Requirements Required Skills & Qualifications • Four or more years of professional SEO experience, including at least two years supporting multi-location or multi-market websites. • Strong technical SEO expertise, including the ability to interpret crawl reports, diagnose rendering issues, and collaborate effectively with web developers to resolve technical problems. • Advanced proficiency in Google Search Console and GA4, with the ability to use first-party data to evaluate performance, identify opportunities, and make informed recommendations. • Experience managing the technical SEO requirements of at least one website migration through launch and post-launch monitoring. • Demonstrated experience connecting SEO initiatives to measurable business outcomes, including qualified leads, consultations, conversions, or revenue—not solely search rankings. Helpful, but Not Required: • Experience working in the legal, healthcare, or another regulated professional-services industry. • Hands-on experience using AI-search visibility and answer engine optimization tools to monitor citations, brand presence, and share of answer. • Experience implementing and validating structured data and schema markup. • Spanish-language SEO • Experience using HubSpot to track organic leads, consultations, and conversions through the client-acquisition funnel. How Success Will Be Measured • Growth in commercial-intent organic clicks across the markets in which the firm practices. • Number of consultations booked and attributed to organic search. • Growth in citations, brand visibility, and share of answer across AI-powered search platforms. • Improvement in search rankings and organic impressions across the firm’s local markets. • Completion and timely launch of market and practice-area pages identified in the approved content plan. Tools and Technology Google Search Console · GA4 · Ahrefs · Otterly.ai · HubSpot integrated with Salesforce · CallRail · Screaming Frog or equivalent ADA Compliance: All candidates and incumbents are expected to perform the duties as assigned so long as they can meet the expectations set forth with or without reasonable accommodations. Should a candidate or incumbent require accommodation, they need to advise the Director of People & Culture in advance. Compensation: $110,000 - $120,000. This range is a reasonably reliable estimate of the base salary that this role is expected to receive. Actual pay will be adjusted based on experience, location, and other job-related factors permitted by law. Full time employees may be eligible for health insurance with an optional HSA, short-term disability, long-term disability, dental insurance, vision care, life insurance, Healthcare and Dependent Care Flexible Spending Accounts, 401(k), vacation, sick time, and an employee assistance program. Additional voluntary programs include voluntary accident insurance, voluntary life, voluntary disability, voluntary long-term care, voluntary critical illness and cancer insurance and pet insurance. Commuter and Transit programs may also be available in certain markets. Pursuant to the local Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records. Modern Family Law is committed to diversity and inclusion in the workplace. Individuals seeking employment at MFL are considered without regard to race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, disability, veteran status, or genetic information, among other protected bases. Benefits Health Care Plan (Medical, Dental & Vision) Retirement Plan (401k, IRA) Life Insurance (Basic, Voluntary & AD&D) Paid Time Off (Vacation, Sick & Public Holidays) Short Term & Long Term Disability Training & Development