AI SEO/ Generative Engine optimization (GEO) Specialist

Job Overview:

As AI-powered search and discovery platforms such as ChatGPT, Google AI Overviews, Gemini, Claude, and Perplexity increasingly influence how consumers research products, evaluate brands, and make purchase decisions, search optimization is expanding beyond traditional rankings and website traffic.

B&H is seeking an AI SEO / Generative Engine Optimization (GEO) Specialist to help strengthen the visibility, accuracy, and authority of B&H content across traditional search engines and emerging AI-driven discovery experiences.

This role will focus on improving how search engines, large language models (LLMs), and AI agents understand, interpret, and reference B&H, its products, categories, expertise, and content. The specialist will work alongside the existing SEO team, extending established technical and content SEO practices into AI search, answer engines, and multimodal discovery.

A successful candidate will combine strong SEO fundamentals with an understanding of structured data, entity optimization, content architecture, AI search behavior, analytics, and emerging GEO/AEO practices.

Core Responsibilities:

• Monitor how B&H, its expertise, products, policies, and services are represented across major AI search and answer platforms.
• Identify inaccurate, incomplete, or inconsistent information appearing within AI-generated responses and develop strategies to strengthen authoritative source signals.
• Improve the clarity and consistency of source content used by search engines and AI systems to understand B&H.
• Develop strategies that reinforce B&H as an authoritative entity within photography, video, audio, computers, professional technology, and other priority categories.
• Identify emerging AI search behaviors and determine their implications for B&H's organic search strategy.

• Partner with Technical SEO to manage and evaluate crawler access for AI search engines and agents through related technical controls.
• Audit site architecture, internal linking, HTML structure, metadata, and structured data for machine readability and semantic clarity.
• Improve the ability of search engines and AI systems to identify entities, attributes, relationships, products, categories, authors, and expertise across the site.
• Evaluate emerging technical standards and protocols related to AI search, agents, and machine-readable web content.
• Identify technical barriers that may limit B&H content from being discovered, interpreted, or cited by AI systems.

• Partner with SEO and Content teams to evolve high-value content toward formats that clearly communicate answers, claims, supporting evidence, sources, and expertise.
• Develop content recommendations designed around user questions and information needs rather than keyword targeting alone.
• Improve entity definition and relationships across brands, products, categories, use cases, authors, and topics.
• Recommend and implement appropriate Schema.org structured data to reinforce entities and relationships already represented within page content.
• Identify opportunities for comparison content, FAQs, buying guidance, expert commentary, first-party research, product expertise, and other information likely to provide value within AI-generated answers.
• Establish reusable AI-search content standards and templates for PDPs, category pages, Explora content, buying guides, and other priority page types.

• Monitor when and how B&H is mentioned or cited across major AI platforms for strategically important topics and queries.
• Identify topics where competitors or third-party publishers are disproportionately represented within AI-generated answers.
• Analyze sources frequently cited by AI platforms to identify content, digital PR, partnership, and authority-building opportunities.
• Partner with SEO, PR, Content, and other stakeholders to strengthen external signals supporting B&H's expertise and authority.
• Develop strategies to increase qualified brand mentions and citations from authoritative sources.

• Develop optimization standards for images, video, tables, product specifications, and other structured information used by multimodal search experiences.
• Partner with relevant teams to improve image and video metadata, surrounding context, structured data, accessibility, and entity associations.
• Identify opportunities for B&H's visual and product expertise to surface within image-, video-, and multimodal AI experiences.

• Establish an AI search measurement framework in partnership with SEO, BI, and Analytics teams.
• Evaluate AI visibility and monitoring platforms and help determine appropriate tools for enterprise tracking.
• Build reporting around priority AI-search KPIs, including:
  • Brand visibility
  • Citation frequency
  • Competitive visibility
  • Referral traffic
  • Assisted conversions
• Track changes in AI platform behavior and translate emerging developments into actionable recommendations.
• Develop testing methodologies to evaluate whether technical, content, and authority initiatives correlate with improvements in AI visibility.

Specific Knowledge, Skills and Abilities:

• • Strong understanding of technical SEO, content SEO, and modern search engine behavior.
  • Experience with structured data, Schema.org, semantic HTML, crawlability, internal linking, and site architecture.
  • Understanding of how large language models, retrieval systems, AI search engines, and answer engines discover and synthesize web information.
  • Familiarity with Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), entity SEO, and related emerging disciplines.
  • Strong analytical skills and experience working with SEO and web analytics platforms.
  • Experience translating technical search concepts into actionable recommendations for Content, Product, UX, Engineering, and executive stakeholders.
  • Strong communication skills.
  • Strong understanding of information architecture, digital authority, and content quality principles.
  • Experience with large-scale ecommerce websites is strongly preferred.

Preferred Experience:

• • Experience with enterprise e-commerce SEO.
  • Experience analyzing AI Overviews, ChatGPT, Gemini, Perplexity, Claude, or similar AI discovery platforms.
  • Familiarity with AI visibility platforms such as Semrush, Similarweb, Profound, or comparable tools.
  • Experience with digital PR, backlink analysis, entity optimization, or knowledge graph strategy.
  • Experience working with product feeds, ecommerce structured data, product specifications, reviews, and comparison content.
  • Familiarity with APIs, data analysis, or dashboard development for search-performance monitoring.