SEO Strategist

The Ferraro Law Firm, P.A. Location:
Brickell, Miami, Florida (full-time, fully onsite) Industry: Legal Services | Asbestos, Mass Torts & Personal Injury

The Ferraro Law Firm is hiring an SEO Strategist to own and grow the Firm's organic search presence across Google, AI-powered search experiences, and the other places prospective clients research legal issues.

SEO is run in-house, and this role will lead it: setting the strategy, shaping the roadmap, and establishing how SEO connects to leads and signed cases.

We go beyond keyword rankings toward intent, entity, and topic-based strategy, with a clear focus on qualified leads and business outcomes rather than traffic alone.

• Partner with the Firm's Technical Director, who owns technical implementation. You identify, prioritize, and validate technical SEO improvements; the Technical Director builds and deploys them.
• Work with attorneys and the marketing team through an established content workflow covering practice area pages, blog content, and citations.
• Collaborate with the marketing team's paid media, creative, and social specialists on a unified, search-driven content strategy.

• Own the Firm's organic search strategy and maintain a 12-month roadmap across content, technical SEO, authority building, and AI search.
• Lead day-to-day SEO execution across content, technical, and authority work.
• Identify organic growth opportunities in the Firm's core practice areas: asbestos and mesothelioma, mass torts, and personal injury.
• Track changes in search behavior, SERP features, and AI-generated results, and turn them into concrete priorities.

• Develop the Firm's strategy for visibility in AI Overviews, generative search engines, and AI assistant responses.
• Structure content so it can be understood, referenced, and cited by AI systems: answer-first formats, structured data, entity-based optimization, and topic clusters.
• Monitor and report on the Firm's visibility and citations in AI search results.

• Use search intent, competitive research, and performance data to guide the content strategy.
• Build topical hubs around high-value legal subjects that establish the Firm as a leading source of information.
• Strengthen E-E-A-T signals: attorney authorship, credentials, sourcing, editorial standards, and clear relationships among attorneys, practice areas, and legal topics.
• Develop ethical link-building and authority strategies.
• Advise on search discoverability within You Tube and social platforms, in partnership with the marketing team.
• Manage local search presence, including Google Business Profile, citations, and reviews, for the Firm's office location and priority markets.

• Run regular technical audits covering crawlability, indexation, site architecture, internal linking, Core Web Vitals, structured data, and mobile performance.
• Prioritize technical fixes by expected impact and validate results after implementation, in partnership with the Technical Director.

• Ensure all SEO content and link-building practices go through the Firm's attorney review process and align with Florida Bar advertising rules.

• Build reporting that connects organic search to qualified leads and signed cases.
• Focus on a core set of KPIs: qualified organic leads, signed-case attribution, conversion rate, visibility in priority topics, AI search visibility, and technical site health.
• Deliver executive reporting that explains what changed, why, what it means for the business, and what to do next.

• First 90 days: Complete a full SEO audit and deliver a prioritized 12-month roadmap.
• First 6 months: Reporting in place that ties organic traffic to leads and signed cases. First topical hubs launched in priority practice areas.
• First year: Measurable growth in qualified organic leads and in AI search visibility for core topics.

• 5+ years of professional SEO experience, including ownership of strategy in a competitive lead-generation market.
• Prepared to walk through specific case studies with measurable results.
• Advanced understanding of technical, on-page, off-page, content, and local SEO.
• Working knowledge of AI Overviews, generative search, entity SEO, and structured data.
• Experience with YMYL content (legal, medical, financial) and E-E-A-T strategy.
• Proficiency with Google Search Console, GA4, Google Business Profile, and tools such as Ahrefs, Semrush, or…