Web SEO & AEO Strategist

At Poka, we're changing how the world's industrial teams work — capturing the knowledge of their best people and putting it in every operator's hands.

Our connected worker platform is purpose-built for manufacturing and the wider industrial world, with industrial AI inside the shift, not on top of it. The result: frontline performance that becomes compounding knowledge and measurable impact — every shift, every site, every region.

We're proud to support global leaders like Nestlé, Bosch, Mars, and Danone across 3,000+ sites in 70+ countries. And as a fast-growing part of the IFS family, you'll join a team whose daily work directly shapes the platform behind how modern manufacturing gets done.

Poka is looking for a Web Strategist to own how our website gets found and how well it converts. Search is changing fast. Buyers now get answers from Google's AI Overviews, ChatGPT, Perplexity, Gemini, and voice assistants as often as from a traditional results page. We need someone who understands both worlds: classic SEO and Answer Engine Optimization (AEO), which means earning visibility and citations in AI-generated answers.

Traffic is only half the job, so you'll also lead Conversion Rate Optimization (CRO) to turn visitors into leads and customers.

This is a strategic and hands-on role. You'll set direction, run experiments, and work closely with content, design, development, and demand generation to improve the website's performance.

• Build and own an integrated SEO and AEO roadmap that grows organic visibility, qualified traffic, and brand presence in AI-generated answers.
• Run keyword, topic, and intent research, including the conversational and question-based queries people use with AI assistants, and turn it into content and site architecture plans.
• Structure content so answer engines can extract and cite it, using clear question-and-answer formatting, concise definitions, entity-rich copy, and comprehensive topic clusters.
• Implement and maintain structured data (Schema.org markup such as FAQ, How To, Product, Organization, and Article) to improve eligibility for rich results and AI citations.
• Monitor and improve how the Poka appears across AI platforms. Track mentions, citations, and share of voice in tools like ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews.
• Strengthen E-E-A-T signals (experience, expertise, authoritativeness, trustworthiness) through author profiles, original research, and credible sourcing.

• Conduct regular technical audits covering crawlability, indexation, site speed, Core Web Vitals, mobile experience, internal linking, canonicalization, and redirects.
• Work with the development team to prioritize and ship technical fixes, and make sure new pages and site changes are search-friendly from the start.
• Manage XML sitemaps, robots.txt directives, and crawler access policies, including decisions about AI crawlers.

• Own the CRO program from start to finish: find friction points, form hypotheses, design experiments, and report results.
• Plan and run A/B and multivariate tests on landing pages, forms, CTAs, navigation, pricing pages, and key user flows.
• Use analytics, heatmaps, session recordings, user surveys, and usability testing to understand how visitors behave and why they drop off.
• Work with design and copywriting teams to improve messaging, page layouts, and user experience based on test results and research.
• Build and maintain a testing backlog that is prioritized by expected impact and effort.

• Define KPIs and build dashboards that track organic traffic, rankings, AI visibility, engagement, conversion rates, and pipeline or revenue attributed to the website.
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