Off-Page SEO Strategist
Description
Role Overview
We are seeking an Off-Page SEO specialist to play a pivotal role in TELUS' new Generative Engine Optimization (GEO) strategy. In this role, you will be at the forefront of how TELUS appears in AI-powered search results, monitoring and optimizing our brand's citations, mentions, and authority across generative AI platforms. You will combine SEO expertise with digital marking and PR understanding and cutting-edge AI citation tracking to build TELUS' digital authority and visibility.
This is an exciting opportunity to shape the future of search at one of Canada's most recognized brands, working cross-functionally with content, PR, product, and brand teams to amplify TELUS' presence in both traditional search and emerging AI-driven discovery platforms.
Key Responsibilities
Generative Engine Optimization (GEO) & AI Citation Monitoring
Monitor, track, and analyze TELUS’ citations and brand mentions within AI-generated search results using platforms like Ahrefs, Meltwater AI Lens, and other emerging GEO tools
Develop and maintain dashboards and reporting frameworks to measure AI visibility, citation accuracy, and share of voice in generative search results
Identify opportunities and risks related to AI-generated brand mentions, working proactively to optimize how TELUS is represented by AI systems
Stay ahead of industry trends in GEO, LLM optimization, and AI search behavior to inform strategy
Digital PR & Earned Media
Collaborate with the PR team as they develop and execute digital PR campaigns aimed at earn high-quality backlinks and brand mentions from authoritative publications, industry outlets, and relevant digital platforms
Collaborate with TELUS' corporate communications and PR teams to align SEO objectives with broader brand storytelling initiatives
#LI-REMOTE
Off-Page SEO Strategy
Design and implement comprehensive off-page SEO strategies to improve domain authority, backlink profiles, and organic search rankings
Conduct competitive backlink analysis and identify link-building opportunities across TELUS' various lines of business
Leverage digital PR, content partnerships, and strategic collaborations to build sustainable off-page SEO value
Cross-Functional Collaboration
Partner with content, product, brand, and regional marketing teams to identify opportunities for AI mentions and earned media coverage
Work closely with the technical SEO and content teams to ensure off-page efforts align with on-site optimization and content strategies
Educate internal stakeholders on GEO best practices and the evolving landscape of AI search
Collaborate with data and analytics teams to measure the business impact of off-page SEO and GEO initiatives
Reporting & Analysis
Provide regular reporting on brand mention sentiment, and AI citation performance
Translate complex data into actionable insights and strategic recommendations for senior leadership
Set KPIs and benchmarks for off-page SEO and GEO success, continuously optimizing strategies based on performance data
Qualifications
Required Qualifications
3+ years of experience in off-page SEO, digital PR, link building, or a related field
Proven track record of earning high-quality backlinks and brand mentions from authoritative websites and publications
Hands-on experience with SEO tools such as Ahrefs, SEMrush, Moz, or Majestic
Experience with media monitoring and PR platforms
Strong understanding of search engine algorithms, ranking factors, and off-page SEO best practices
Excellent written and verbal communication skills with the ability to craft compelling pitches and stories
Strong analytical skills with experience in data analysis, reporting, and performance tracking
Ability to work cross-functionally and influence stakeholders at all levels
Self-starter with strong project management skills and attention to detail
Nice to Have
Experience with AI search monitoring and familiarity with how LLMs (Large Language Models) cite sources and generate responses
Knowledge of AI-powered media intelligence platforms
Background in digital PR within the telecommunications, technology, or B2C sectors
Understanding of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles and their role in SEO