SEO/AEO Manager

SEO/AEO Manager

The Body Art Alliance (BAA) is at the forefront of innovation, creating the tools and products to better serve our artist. From the first truly wireless tattoo machine, to the groundbreaking novel tattoo parlor on a cruise ship, BAA has cultivated the industry and been the “first of many.” We are dreamers, artists, creatives, innovators and pioneers, driven to propel the body art community across the world.

We’re here to elevate, empower and take our industry to the next level. Our family of brands will continue to be led by their day one founders and continue to create and oversee our innovative product lines. While we are better united, our brands will always have that special touch that makes them unique. Our new partnership will allow us to create, design and manufacture products, create best-in-class educational content that transcends, and have a direct social impact in the communities we serve.

The Body Art Alliance welcomes you home! Discover all that we offer and join our winning team.

About the Role:

The SEO/AEO Manager owns organic search and answer engine visibility across BAA’s portfolio of tattoo, permanent makeup and body jewelry brands and ecommerce sites. This role leads technical SEO, on-site content and product page optimization, and ensures BAA’s brands are found and cited in both traditional search and AI-driven answer engines (e.g., Google AI Overviews, ChatGPT, Perplexity), driving organic traffic and revenue from professional artists and consumers.

Responsibilities:

• Organic Search Strategy
  • Develop and execute the SEO and AEO roadmap across all BAA brand ecommerce sites, prioritizing opportunities by revenue impact and industry relevance.
  • Conduct keyword and topic research covering both professional (tattoo artists, PMU artists, piercers, studios) and consumer search intent.
• Technical SEO
  • Own site health across BAA ecommerce sites, including crawlability, indexing, site speed, Core Web Vitals and structured data (schema).
  • Partner with ecommerce and development teams on site migrations, redesigns and new site launches to protect and grow organic traffic.
  • Manage cross-brand considerations such as duplicate content, canonical tags and internal linking across sites selling similar products.
• Content & Product Page Optimization
  • Optimize product, collection and category pages for tattoo, PMU and body jewelry assortments, including titles, descriptions and on-page content across portfolio of websites.
  • Brief and partner with content and creative teams on guides, how-to and educational content that builds authority with professional artists.
• Answer Engine Optimization (AEO)
  • Structure content, FAQs and product data so BAA brands are surfaced and cited in AI-generated answers and search features.
  • Monitor brand visibility and share of voice in AI answer engines, staying current on emerging search behavior and platform changes.
• Reporting & Collaboration
  • Set KPI targets in conjunction with leadership, measure results using dashboards and reports on organic traffic, rankings, AI visibility and organic revenue.
  • Partner with Paid Media, Marketplace and CRM/Loyalty teams to share keyword, audience and content insights.
• Performs other related duties as assigned.

Skills:

• Expert knowledge of technical, on-page and off-page SEO for ecommerce sites (e.g., Shopify).
• Working knowledge of AEO/GEO practices, structured data and how AI answer engines source content.
• Proficient in SEO tools such as Google Search Console, GA4, Semrush or Ahrefs and Screaming Frog.
• Strong content and copy instincts, with the ability to brief writers and creative teams and provide constructive feedback.
• Analytical mindset with strong reporting skills; proficient in Excel and dashboard tools.
• Strong project management skills, with the ability to manage multiple sites and stakeholders.

Key Performance Indicators (KPI):

• Visibility
  • Keyword rankings and share of voice for priority terms across brands
  • Brand presence and citations in AI answer engines and search features
  • Trend analysis on new and emerging topics across organic discipline, identifying growth opportunities
• Traffic & Revenue
  • Organic impressions, session volume, conversion rate and organic revenue growth
  • Non-branded organic traffic growth across ecommerce sites
• Site Health
  • Technical health scores, indexation and Core Web Vitals
  • Organic traffic retained through site migrations and launches

Qualifications:

• Bachelor’s degree in Marketing, Communications, Business or a related discipline preferred
• 5+ years of SEO experience, including 3+ years in ecommerce
• Hands-on experience managing SEO across multiple sites or brands
• Strong knowledge of and demonstrated success in executing AEO & GEO best practices
• Experience supporting site migrations or new site launches
• Experience in consumer products, beauty or professional supply preferred

Total Rewards:

We are constantly adapting to provide our employees with an optimal workplace. We believe that your work should be engaging and rewarding. Below are just a few of the benefits to our employees:

• Medical, dental, vision and supplemental insurance offerings
• 401K match
• Paid time off in addition to paid holidays
• Wellness Program
• Incentive Programs
• Employee Referral Program
• Tuition Reimbursement
• Paid Parental Leave

Other things to know about the job:

• Location: Hanover, MD
• Hybrid: 2-3 days a week
• Reports to: VP of Digital & Ecommerce

At Body Art Alliance (BAA), we don't just accept difference - we celebrate it, we support it, and we thrive on it for the benefit of our employees, our products, and the community we serve. BAA is proud to be an equal opportunity employer. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.

Qualifications

QUALIFICATIONS AND EDUCATION REQUIREMENTS:

• Bachelor’s degree in Marketing, Communications, Business or a related discipline preferred
• 5+ years of SEO experience, including 3+ years in ecommerce
• Hands-on experience managing SEO across multiple sites or brands
• Strong knowledge of and demonstrated success in executing AEO & GEO best practices
• Experience supporting site migrations or new site launches
• Experience in consumer products, beauty or professional supply preferred

PHYSICAL REQUIREMENTS:

• Prolonged periods of sitting at a desk and working on a computer
• Must be able to lift up to 15 pounds if needed
• Ability to travel up to 10%