Product Manager, SEO

Summary

Join Upwork's expanding SEO team as an SEO Product Manager and help shape the future of search in the age of AI. You will implement traditional SEO best practices and develop strategies for AI-powered search experiences. Collaborate across functions to drive discoverability, understanding how search engines and LLMs process content. This role requires a product mindset, focusing on user-centric solutions aligned with business goals. You will manage SEO projects, conduct experiments, and analyze data to optimize Upwork's visibility. The ideal candidate possesses strong analytical skills, experience with SEO tools, and a passion for AI-driven search.

Requirements

• 2 to 4 years of experience in SEO with a solid understanding of both technical and content-driven strategies
• Exhibited project management abilities to orchestrate collaborative initiatives and achieve results on schedule
• Experience implementing a customer-centric, product-oriented approach to SEO with user experience at the core of the strategy
• Demonstrated experience in driving organic traffic and conversion results, preferably with marketplace, SaaS or e-commerce websites
• Curiosity and foundational knowledge of AI-powered search trends, including how LLMs and generative search engines are reshaping SEO
• Strong analytical skills and hands-on experience using tools like Google Search Console, Looker, Ahrefs, SEOClarity, and StatSig to drive decision-making
• Clear, collaborative communication style and the ability to partner across product, marketing, UX, content, and engineering teams
• A growth mindset and eagerness to adapt and learn in a fast-evolving SEO and AI landscape

Responsibilities

• Advocate for the customer by applying a product mindset to SEO work, ensuring that solutions are user-centric and aligned with core business goals
• Manage and execute SEO projects, emphasizing both traditional optimization and visibility strategies for the AI era
• Examine how generative search models and AIOs impact Upwork's rankings and traffic, and suggest necessary adaptations
• Develop project plans and timelines, ensure alignment among stakeholders, and produce high-quality work with measurable outcomes
• Design and implement SEO and CRO experiments, including split tests and pre/post tests, to assess the effects of changes in content, layout, and technical elements on traffic, engagement, and conversion performance
• Conduct keyword research and perform content audits tailored for both classic SERPs and LLM-generated results
• Collaborate with content, design, and engineering teams to implement structured data, schemas, and technical enhancements that boost visibility in AI-driven search experiences
• Translate data from tools such as Google Search Console and third-party platforms into actionable insights and monitor performance across both traditional and AI-influenced environments
• Keep up with industry shifts, such as algorithm updates and developments in search AI, LLMs, and conversational interfaces
• Ongoing tracking of search results, including ranking changes, page performance, and competitor mix

Benefits

• Comprehensive medical coverage for you and your family
• Unlimited PTO
• A 401(k) plan with matching
• 12 weeks of paid parental leave
• An Employee Stock Purchase Plan