Job Description

Role description

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This is a full-time, hybrid role for an SEO Manager at Hatched in Sydney or Melbourne. As a Google Premier Partner and a recognised agency partner with Meta, LinkedIn and TikTok, Hatched is deeply passionate about the art of media.

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Search has changed shape. AI Overviews, AI Mode, ChatGPT, Perplexity and Copilot now sit between our clients and their customers for a growing share of queries, and zero-click behaviour is the norm rather than the exception. This role is for someone who can operate across both worlds at once: classic organic SEO that still drives the majority of commercial traffic, and Generative/Answer Engine Optimisation (GEO/AEO) that earns citation and visibility inside AI-generated answers.

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As a SEO Manager, you'll develop and execute SEO and AI-visibility strategies that drive organic growth for our clients. You'll work closely with clients to understand their business goals and collaborate with the SEO & Content team to improve search rankings, increase organic traffic, and build citation share across AI platforms. Your responsibilities span keyword and query-fan-out research, competitive analysis, on-page and off-page optimisation, technical and AI-crawler audits, content structuring for extractability, and AI visibility measurement and reporting.

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We're looking for someone who is genuinely curious about how search is evolving, stays ahead of algorithm and AI-platform updates, and thrives in a collaborative, fast-paced environment where the playbook is still being written.

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Reporting directly to the SEO Director, this role offers the opportunity to grow and take on more responsibility as our team rapidly expands to meet the demands of a growing roster of ambitious clients.

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Core responsibilities

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- Develop and execute strategic SEO initiatives that align with client business goals, spanning both traditional organic search and AI/answer engine visibility.
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- Conduct in-depth keyword research, query fan-out mapping and competitive analysis to identify growth opportunities across Google and AI platforms.
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- Structure and brief content for AI extractability so pages are citation-ready as well as rankable.
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- Monitor and analyse performance using tools like Google Analytics 4, Search Console, SEMrush, Ahrefs and Similarweb, alongside AI-visibility tracking to measure citation share in ChatGPT, Perplexity, AI Overviews and AI Mode.
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- Lead technical SEO audits, including AI crawler access checks (robots.txt, llms.txt, JS rendering, Cloudflare bot settings) and collaborate with developers to implement key fixes.
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- Drive high-quality link acquisition and brand-mention strategies (earned media, Reddit, YouTube, Wikipedia, review platforms) to build authority signals that both Google and AI platforms rely on.
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- Stay ahead of industry trends, algorithm updates and AI-platform citation behaviour, proactively adjusting strategies as the search landscape shifts.
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- Deliver clear, data-driven reports that translate both classic SEO metrics and AI-visibility measurement (framed as trends and share-of-voice, not fixed rank) into insight clients can act on.
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- Optimise local SEO efforts, including Google Business Profile management, citation building and local entity consistency.
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What experience and qualifications do you need to have?

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- 3+ years of hands-on SEO experience, either in-house or at an agency.
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- Proven ability to develop and implement SEO strategies that drive traffic and improve rankings, with genuine curiosity about how AI search is reshaping the discipline.
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- Working knowledge of GEO/AEO fundamentals.
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- Proficiency with SEO tools like Google Analytics 4, Google Search Console, SEMrush, Ahrefs and Similarweb; exposure to an AI-visibility tracking platform is a strong plus.
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- Solid understanding of on-page and technical SEO, structured data/schema markup, and content structuring for both crawlers and AI retrieval.
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- Experience with link-building strategies, backlink analysis and third-party brand-mention building
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- Strong analytical skills with the ability to interpret data and turn it into actionable recommendations.
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- Excellent communication skills, both written and verbal, with the ability to explain SEO and AI-visibility concepts to non-technical stakeholders.
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- Ability to manage multiple projects and deadlines effectively.
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- Nice-to-have: basic knowledge of HTML, CSS and CMS platforms such as WordPress.
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- Nice-to-have: experience working alongside paid search specialists or broader media teams to align organic and paid strategy
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What team and people experience are needed to be successful in the role?

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- Able to work independently and autonomously on projects as and when required.
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- A team player, with a can-do attitude and the ability to collaborate with the entire team.
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- Strong passion for learning and growing as the search and AI landscape keeps shifting.
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- Experience managing clients' expectations and excellent communication skills, including setting realistic expectations around AI-visibility volatility.
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- High attention to detail with valuable organisational and project management skills.
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- Analytical and data-driven, with strong problem-solving skills and the ability to think critically about a fast-changing field.
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📌 SEO Manager (Syd or Melb) (New South Wales)
🏢 Hatched
📍 New South Wales