Senior GEO/SEO Content Strategist

About Walker Advertising

Since 1984, Walker Advertising has bridged the gap between a law firm's need to grow and an underserved community's need for trustworthy legal services. Our teams lead with empathy and without ego to serve others through integrity and trust. We dare to think differently and work to consistently raise the bar, creating a workplace environment based on respect.

We believe that our employees are not just numbers; they are people. People with families and lives outside of work. We understand that a career is just one piece of the puzzle that makes people successful, happy individuals. That's why as we grow our teams, we focus on the whole person.

About the role

We are looking for a Senior GEO/SEO Content Strategist to lead content development for Walker Advertising 's organic ecosystem, with a primary mandate: earning visibility and citation in AI Overviews, answer engines, and AI assistants (ChatGPT, Google AI Overviews, Perplexity, Claude, etc.), alongside strong performance in traditional search. This role is a GEO-first content function that shapes how audiences and the AI systems increasingly mediating their searches find, understand, and trust our brands, including Los Defensores, our Spanish-language legal referral service connecting accident victims with attorneys in the Hispanic community.

This is a hybrid strategist/writer role. The person will own the content pipeline across blogs, web pages, white papers, video scripts, ad adaptations, and press releases writing and structuring every asset so it is retrievable, extractable, and citable by LLMs, not just rankable in traditional search.

What you'll do

- Own the GEO (Generative Engine Optimization) content strategy as the top priority, structuring content for AI Overviews and answer-engine visibility — schema markup, entity clarity, extractable formatting, citation-friendly structure.

- Write and oversee production of LLM-optimized blog posts, white papers, and long-form web content, alongside web pages, landing pages, ad copy, video scripts, and press releases, in English and Spanish.

- Adapt core content into video scripts, ensuring structure supports both video SEO and AI summarization/transcript extraction.

- Develop ad-hoc paid media copy adaptations (search, social, display) derived from core content assets.

- Optimize content for discoverability across formats text, video, and images (alt text, structured captions, transcript optimization) for both traditional search and AI retrieval.

- Translate keyword research, search intent, audience questions, and AI search/retrieval behavior into clear, authoritative content that LLMs can parse and cite.

- Adapt content for English and Spanish audiences through transcreation and cultural nuance rather than direct translation.

- Monitor and report on GEO/AI-citation performance metrics distinct from traditional SEO KPIs (share of AI answer citations, extractability scores, AI Overview appearances).

- Stay current on evolving LLM retrieval mechanics, AI Overview algorithm changes, and generative search behavior.

- Edit and quality-check content for accuracy, grammar, tone, brand consistency, and compliance across both languages. Maintain content briefs, style guidelines, messaging frameworks, and documentation that scale consistent quality and GEO standards.

- Use AI tools responsibly for ideation, drafting, and optimization while holding a high bar for originality, accuracy, and human quality.

- Ensure all content follows brand standards, legal sensitivity, accessibility best practices, and compliance requirements.

Qualifications

- 5–6+ years in SEO/content strategy, brand messaging, or copywriting, with demonstrated recent hands-on experience in GEO/AI-search optimization specifically — not only traditional SEO.

- Working knowledge of how LLMs retrieve, summarize, and cite web content (chunking, structured data, entity recognition) and of AI Overview mechanics.

- Demonstr