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ALLAN’S COMMENTS: We’re working with a southeastern US-based auto parts retailer in its search for a Sr. SEO Manager. This position can be REMOTE but some travel to the office would be expected.
The client seeks a highly sophisticated organic marketing leader with deep expertise in SEO to own the strategy and execution and lead a small team. You’ve heard of this client, and there’s even a possibility you’ve shopped with them on one of their primary channels: Mobile web, mobile app, or desktop, or in-store.
Some things will never change, however, like the significance of the automotive space. Terrestrial travel isn’t going anywhere.
Last year, 37,000 establishments sold upwards of $90 billion worth of auto parts — a figure that looks to grow by 3.4% by the end of this year. The industry includes retailers of new and used auto parts, and demand is driven by the age and mileage of vehicles and tends to increase when fewer new cars are sold (like now) and older cars are kept on the road longer (also like now).
To an auto parts retailer, a recession (plus new car price inflation) can be a good thing.
The US industry is concentrated: the 50 largest companies generate about 60% of industry revenue. The four largest companies account for about 45% of industry revenue. Competitors include national, regional, and local auto parts chains, independently owned parts stores, online parts stores, wholesale distributors, jobbers, repair shops, car washes, and auto dealers, as well as mass merchandise stores, hardware stores, supermarkets, and convenience stores.
Industry-wide, auto parts are sold to two main groups of customers.
- Do-it-yourself (DIY) customers are consumers who work on their own cars; and
- Do-it-for-me (DIFM) customers include commercial installers such as auto repair shops, gas stations, fleet operators, and car dealer service departments. Parts sellers who provide installation and repair services may also categorize customers of those services as DIFM.
About the Company
Our client is one of America’s leading retailers and distributors of automotive replacement parts and accessories, with hundreds of stores in the United States, Puerto Rico, Mexico, and Brazil. Each store carries an extensive product line for cars, sport utility vehicles, vans, and light trucks.
Additionally, the company operates a commercial sales program that provides commercial credit and prompt delivery of parts and other products to local, regional, and national repair garages, dealers, service stations, and public sector accounts.
Its website offers products for pick-up in-store or to be shipped directly to a customer’s home or business. Additionally, it offers smartphone apps that provide customers with store locations, driving directions, operating hours, the ability to purchase products, and product availability.
The firm classifies its products in three main categories:
- Failure: A/C Compressors, Batteries & Accessories, Bearings, Belts & Hoses, Calipers, Carburetors, Chassis, Clutches, CV Axles, Engines, Fuel Pumps, Fuses, Ignition, Lighting, Mufflers, Radiators, Tire Repair, Thermostats, Starters & Alternators, Water Pumps.
- Maintenance: Antifreeze & Windshield Washer Fluid, Brake Drums, Rotors, Shoes & Pads, Chemicals, including Brake & Power, Steering Fluid, Oil & Fuel Additives, Oil & Transmission Fluid, Oil, Air, Fuel & Transmission Filters, Oxygen Sensors, Paint & Accessories, Refrigerant & Accessories, Shock Absorbers & Struts, Spark Plugs & Wires, Windshield Wipers
- Discretionary: Air Fresheners, Cell Phone Accessories, Drinks & Snacks, Floor Mats & Seat Covers, Interior & Exterior Accessories, Mirrors, Performance Products, Protectants & Cleaners, Sealants & Adhesives, Steering Wheel Covers, Stereos & Radios, Tools, Wash & Wax
Throughout the firm’s vast network, each store carries the same basic products, although the company tailors its inventory to the makes and models of the vehicles in each store’s trade area. Obviously, it takes a sky-high digital IQ to do that, and these people have it.
About the Role
This is a huge job in which you will be the strategic leader for demand generation through all things SEO. We’re looking for a Strategist! This hire has to be someone who can own the strategy, roadmap, and continuous growth and development of the team.
As you can imagine, this position will have high visibility within a large organization and will require direct contact with C-level and senior cross-functional leaders.
We’re looking for an experienced Sr SEO Manager who has expertise in leading an end-to-end SEO roadmap. You’ll need enterprise-level SEO chops and be extremely knowledgeable regarding the technical backend and creative/content that can impact organic rankings and successes.
Your job is to build a best-in-class ecommerce/omnichannel SEO program.
This job is about driving the strategy as the SEO lead. Obviously, you’ll need to be able to roll up your sleeves and dive into an audit to start out, but on Day One you’ll have a few seasoned professionals on your team to help execute. (Not to mention very strong cross-functional partners within the organization and an agency devoted just to this channel.)
This role is neither a workout nor a turnaround, and you will have complete ownership of your team and its agencies. This role is about growing and scaling from where they are today.
You won’t believe how much we know about this search …
I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …
- The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
- The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every SEO job has these — and this one’s no different.
- What your average day/week will look like in this role. There’s what you read in the standard SEO job posting … then there’s reality. We’ve got the reality.
- The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
- The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this SEO job.
I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.
View Allan Seibert’s profile
RESPONSIBILITIES
- Direct the strategic development and management of new and existing initiatives that will drive organic traffic, conversion, revenue growth, and profitability for the online channel
- Prioritize and manage optimization efforts to drive search metrics and rankings
- Lead SEO Projects across IT, Product, Finance, Marketing, and Merchandising
- Leverage prior and new SEO knowledge to enhance projects that drive solutions for real-world problems
- Evangelize SEO throughout the company and work cross-functionally to gain alignment and buy-in on SEO strategy and projects
- Blend performance with an intense focus on scale, growth, and business impact
- Create link strategies and coordinate with Content, Merchandising, and IT to ensure growth in Domain Authority
- Manage Domains across the organization in partnership with IT to enhance the SEO position
- Analyze Google Console to understand and take tactical action to ensure SEO rank remains unchanged and improves
- Identify technical opportunities to improve SEO rankings
- Measure and analyze the impact of existing functionalities
- Identify opportunities to innovate and improve, providing additional benefits to the customer
- Build strong internal relationships
- Work closely with Store Operations to identify opportunities and drive execution to resolve
- Work closely with website analysts to understand all SEO activities, impact, and understand hurdle rates for new activities
- Spot opportunities for improving the customer experience and work with the digital experience teams to implement
- Stay abreast of changes in the online SEO environment to serve the objectives of the organization best and adjusts plans accordingly
- Partner with Paid Digital teams to enhance search and drive sales
- Develop processes and reports to ensure accuracy of data and its presentations
- Partner with the Content and Catalog teams, developing a process that ensures SEO value and optimizations
- Manage Third-party relationships and optimizations
REQUIREMENTS:
- 7+ years SEO experience in a multi-channel retail environment
- 3+ years of experience leading high-performance SEO teams in a fast-paced environment, with a focus on mobile-first SEO strategies
- Previous experience in scaling organic search capabilities for large eCommerce sites
- Ability to successfully strategize and deploy technical SEO initiatives to drive extraordinary SEO growth at scale
- Strong communication skills with the ability to engage and influence senior executives to drive decision making
- Working knowledge of enterprise SEO platforms
- Strong knowledge in HTML, CSS, JavaScript
- Project Management skills
- B2B and B2C experience
- Multinational experience a plus
