SEO & GEO Digital Marketing Specialist

SEO & GEO / Digital Marketing Specialist

The SEO & GEO / Digital Marketing Specialist is responsible for developing and executing comprehensive SEO, local search, and digital visibility strategies that drive organic traffic, lead generation, and market presence for Cross Country Mortgage. This role oversees Google Business Profile management for branch and loan officer locations, local SEO optimization, website performance, content strategy, and emerging Generative Engine Optimization (GEO) initiatives.

The SEO & GEO / Digital Marketing Specialist collaborates with marketing, web, and field teams to enhance search visibility, optimize user experience, improve conversion performance, and ensure compliance with industry regulations while leveraging analytics and emerging technologies to maximize business results.

Job Responsibilities:

• Lead the strategy, optimization, and management of Google Business Profiles for branch and loan officer locations.
• Optimize profiles through accurate business information, categories, services, products, attributes, photos, posts, FAQs, and appointment links.
• Manage profile creation, verification, duplicate suppression, suspensions, and recovery efforts.
• Develop and execute scalable local SEO strategies to improve visibility in Google Search and Maps.
• Partner with internal teams to optimize branch and loan officer landing pages for local search performance.
• Manage local listings, citations, NAP consistency, structured data, and local search rankings across markets.
• Develop scalable processes for loan officer and local market content creation, including blogs and FAQs.
• Execute comprehensive SEO strategies, including keyword research, on-page optimization, technical audits, link building, content development, and competitive analysis.
• Optimize Cross Country Mortgage's website to increase organic traffic, engagement, and conversions.
• Support Generative Engine Optimization (GEO) initiatives by enhancing visibility in AI-powered search experiences, AI Overviews, and answer engines.
• Collaborate with internal teams and field partners to manage SEO and digital marketing requests and implement strategic initiatives.
• Serve as the SEO subject matter expert by educating and providing updates to field marketing staff and loan officers.
• Monitor, analyze, and report on SEO, local search, and website performance, delivering actionable insights and monthly reporting.
• Leverage analytics and third-party tools to evaluate user behavior, identify content opportunities, and improve performance.
• Support website chat assistant implementation, optimization, and ongoing performance enhancements.
• Provide web support for landing pages, loan officer profile customization, and vanity domain management.
• Recommend and implement website, CMS, and user experience enhancements to improve functionality and performance.
• Manage CMS operations, including content publishing, page maintenance, on-page SEO optimization, and troubleshooting.
• Conduct regular website audits to identify, resolve, and prevent technical and performance issues.
• Ensure marketing initiatives comply with all applicable industry regulations and recordkeeping requirements.
• Stay current on SEO, GEO, digital marketing, and emerging search trends to continuously refine strategies that drive traffic and ROI.

Qualifications and Skills:

• Bachelor's degree in Marketing, Communications, Business, Digital Media, or a related field, or equivalent work experience.
• 3+ years of experience in SEO, local SEO, digital marketing, and website optimization.
• Experience with local SEO strategy and tools, best practices, and trends.
• Experience with local citations and generating reviews.
• Experience with web optimization, UX, CRO, analytics, marketing, and communications.
• Experience with GA4, Looker Studio, GTM.
• Experience with Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), related tools, and optimization strategies.
• Experience with Word Press, preferred.
• Experience in financial services, preferred.
• Advanced knowledge of Google Business Profile management for multiple locations.
• Understanding of A/B testing, tracking, testing, and improving campaigns.
• Knowledge of website structure - HTML, CSS, JS, Schema.org markup, and XML.
• Knowledge of voice search and mobile optimization.
• Excellent prioritization and time management skills.

Excellent attention to detail and problem-solving skills.