What are the responsibilities and job description for the Generative Engine Optimization (GEO) Specialist position at VeeAR Projects Inc.?
We are seeking a Generative Engine Optimization (GEO) Specialist to drive Hilti’s visibility in AI-generated search responses across platforms including ChatGPT, Copilot, Gemini, and Perplexity. This role sits at the intersection of content, technical SEO, and community — executing the near-term activation work that will move Hilti’s AI citation share while the broader programme scales, ensuring the brand is accurately represented, discoverable, and authoritative across AI-generated responses.
This is a hands-on execution role. The ideal candidate is comfortable working in Contentful CMS, understands how LLMs select and cite content, can engage authentically in online communities, and can manage short-form social content.
Key Responsibilities
On-Site Content Optimization
- Execute GEO content improvements in Contentful CMS — restructuring PDPs, adding AI-optimized FAQs, converting table-based content to crawlable HTML, and ensuring content freshness (AI engines heavily favour content less than 90 days old)
- Implement and QA schema markup (FAQPage, HowTo, VideoObject, CollectionPage) directly in Contentful — ensuring schema is rendered in-page and visible to AI crawlers, not injected via tag managers
- Optimize page structure for AI comprehension: metadata, heading hierarchy, internal linking, entity coverage, and topic clustering
- Conduct keyword research alongside entity optimization and topic clustering, tailored for both traditional and generative search
- Monitor Hilti’s AI citation share and brand presence using Brandlight and comparable tools; translate findings into prioritized content actions, continuously refining strategies as AI search behaviour and best practices evolve — this is a new discipline and the playbook is still being written
- Analyze performance via Google Search Console, GA4, SEMrush, and Brandlight; report on visibility trends across categories
- Stay current with the evolving landscape of AI search algorithms, LLM behaviour, and search trends
Off-Site & Community
- Manage Reddit participation across relevant communities — authentic engagement, answering product questions, and identifying threads where Hilti content can add value (Reddit is currently the top-cited social domain in AI responses for our categories)
- Manage low-risk community management across other channels while the permanent Social headcount ramps in 1H27
- Create and publish TikTok content aligned to GEO priorities — short-form to support brand presence, longform for AI citation value
- Support outreach to high-citation third-party publishers (e.g., best-of lists, editorial roundups) where Hilti has citation gaps — coordinating briefs, product information, and follow-up
YouTube & Video
- Identify YouTube content gaps based on AI citation data and brief or produce content that matches high-citation formats: ranked/best-of, product explainers, how-to longform
- Optimize video titles, descriptions, chapters, and transcripts for AI discoverability — AI engines index transcripts, not view counts
Required Qualifications
- 3 years of experience in SEO, digital marketing, or a related role
- Hands-on experience with Contentful CMS (or equivalent headless CMS)
- Strong understanding of on-page and technical SEO: schema markup, HTML structure, metadata, internal linking
- Experience with SEO and analytics tools (SEMrush, Google Search Console, GA4)
- Familiarity with how LLMs surface and cite content — GEO, AEO, or AI visibility experience a strong plus
- Demonstrated experience in online community management, including Reddit
- Comfortable creating short-form social content; TikTok experience preferred
- Strong written and verbal communication skills, with a track record of driving cross-functional alignment without direct authority
- Strong analytical and problem-solving skills
Skills
- SEO & GEO strategy and execution
- Content optimization for LLM citation (structure, freshness, entity coverage)
- Contentful CMS — hands-on content creation and management
- HTML and technical SEO
- Schema markup and structured data
- Reddit community management and social engagement
- TikTok content creation
- YouTube content strategy and transcript/metadata optimization
- Third-party editorial outreach and coordination
- AI brand monitoring (Brandlight or equivalent)
- Data analysis and performance tracking
- Cross-functional collaboration
- Adaptability in a fast-evolving AI landscape