Generative Engine Optimization; GEO Specialist

We are seeking a Generative Engine Optimization (GEO) Specialist to drive Hilti’s visibility in AI-generated search responses across platforms including ChatGPT, Copilot, Gemini, and Perplexity. This role sits at the intersection of content, technical SEO, and community — executing the near-term activation work that will move Hilti’s AI citation share while the broader programme scales, ensuring the brand is accurately represented, discoverable, and authoritative across AI-generated responses.

This is a hands‑on execution role. The ideal candidate is comfortable working in Contentful CMS, understands how LLMs select and cite content, can engage authentically in online communities, and can manage short‑form social content.

• Execute GEO content improvements in Contentful CMS — restructuring PDPs, adding AI‑optimized FAQs, converting table‑based content to crawlable HTML, and ensuring content freshness (AI engines heavily favour content less than 90 days old)
• Implement and QA schema markup (FAQPage, How To, Video Object, Collection Page) directly in Contentful — ensuring schema is rendered in‑page and visible to AI crawlers, not injected via tag managers
• Optimize page structure for AI comprehension: metadata, heading hierarchy, internal linking, entity coverage, and topic clustering
• Conduct keyword research alongside entity optimization and topic clustering, tailored for both traditional and generative search
• Monitor Hilti’s AI citation share and brand presence using Brandlight and comparable tools; translate findings into prioritized content actions, continuously refining strategies as AI search behaviour and best practices evolve — this is a new discipline and the playbook is still being written
• Analyze performance via Google Search Console, GA4, SEMrush, and Brandlight; report on visibility trends across categories
• Stay current with the evolving landscape of AI search algorithms, LLM behaviour, and search trends

• Manage Reddit participation across relevant communities — authentic engagement, answering product questions, and identifying threads where Hilti content can add value (Reddit is currently the top‑cited social domain in AI responses for our categories)
• Manage low‑risk community management across other channels while the permanent Social headcount ramps in 1H27
• Create and publish Tik Tok content aligned to GEO priorities — short‑form to support brand presence, longform for AI citation value
• Support outreach to high‑citation third‑party publishers (e.g., best‑of lists, editorial roundups) where Hilti has citation gaps — coordinating briefs, product information, and follow‑up

• Identify You Tube content gaps based on AI citation data and brief or produce content that matches high‑citation formats: ranked/best‑of, product explainers, how‑to longform
• Optimize video titles, descriptions, chapters, and transcripts for AI discoverability — AI engines index transcripts, not view counts

• 3+ years of experience in SEO, digital marketing, or a related role
• Hands‑on experience with Contentful CMS (or equivalent headless CMS)
• Strong understanding of on‑page and technical SEO: schema markup, HTML structure, metadata, internal linking
• Experience with SEO and analytics tools (SEMrush, Google Search Console, GA4)
• Familiarity with how LLMs surface and cite content — GEO, AEO, or AI visibility experience a strong plus
• Demonstrated experience in online community management, including Reddit
• Comfortable creating short‑form social content;
  Tik Tok experience preferred
• Strong written and verbal communication skills, with a track record of driving cross‑functional alignment without direct authority
• Strong analytical and problem‑solving skills

• SEO & GEO strategy and execution
• Content optimization for LLM citation (structure, freshness, entity coverage)
• Contentful CMS — hands‑on content creation and management
• HTML and technical SEO
• Schema markup and structured data
• Reddit community management and social engagement
• Tik Tok content creation
• You Tube content strategy and transcript/metadata optimization
• Third‑party editorial outreach and coordination
• AI brand monitoring (Brandlight or equivalent)
• Data analysis and performance tracking
• Cross‑functional collaboration
• Adaptability in a fast‑evolving AI landscape