AllTrails is the most trusted and used outdoors platform in the world. We help people explore the outdoors with hand-curated trail maps along with photos, reviews, and user recordings crowdsourced from our community of millions of registered hikers, mountain bikers, and trail runners in 150 countries. AllTrails is frequently ranked as a top-5 Health and Fitness app and has been downloaded by over 50 million people worldwide. AllTrails was selected as Apple’s App of the Year in 2023!

Every day, we solve incredibly hard problems so that we can get more people outside having healthy, authentic experiences and a deeper appreciation of the outdoors. Join us!  

Full-time employees work remotely if outside the Bay Area, while Bay Area employees follow a hybrid schedule with one day onsite in San Francisco.

SEO Product Manager

About the Role

We are looking for a dedicated SEO manager to join the Product Growth team and help AllTrails maximize global organic new user growth. We are looking for someone that is passionate about search optimization and ready to jump on board a fast-paced and fun team. This includes building relationships with internal user groups; influencing the product strategy and roadmap; collaborating with Engineering and Design to produce specifications that optimize our site structure and page content for SEO; and working closely with Engineering to ensure quality deliverables on time. You will sit at the cross-section of Product, Marketing, Data and Engineering, collaborating closely with other cross-functional teams and key stakeholders to help set the SEO roadmap and drive execution.

What You’ll Be Doing:

• Setting and owning SEO strategy including technical site audits, metrics (e.g., indexation, SERP rankings, impressions, clicks) monitoring, performance analyses and report-outs, with a goal of driving organic growth
• Optimizing our site structure and page content for SEO; providing guidance on linking, meta-tags, on-page content and other relevant factors to improve SEO performance
• Participating in scoping, designing and execution of product-led SEO experiments/projects at high velocity to drive learnings and help drive implementation
• Conducting keyword, competitive research and site audits to identify high ROI opportunities and recommend next steps
• Being a thought leader / SEO ambassador at AllTrails; staying on top of key trends and best practices in SEO, creating and maintaining our internal SEO knowledge base, how to guides and best practices
• Collaborating with Growth PMs to advise cross-functional partners on SEO best practices, driving the creation of documentation/processes related to SEO and create a robust SEO strategy 
• Creating a roadmap of prioritized near-term and longer-term product-led SEO initiatives to optimize new user acquisition at scale and business value
• Owning SEO tool usage & vendor relationships to supplement in-house efforts (e.g., SEMRush, Google Tag Manager, Google Search Console...)

Requirements:

• 5+ years of experience working with product and engineering teams on SEO optimizations
• Solid understanding of scalable technical SEO growth levers including site structure, link-building, schema, meta-data and on-page content optimization
• Passion and interest in new and emerging technologies like Gen AI search to help us determine long-term search strategy
• Experience with optimizing SEO for international markets; understanding differences in and successful tactics internationally vs the US
• Strong grasp of SEO metrics and tools - you’re able to identify which KPIs matter most for AllTrails and know how to effectively leverage the tools of the trade (e.g., Google Analytics, Google Search Console, PageSpeed Insights, SEMRush, Screaming Frog, etc.)
• Scrappy and resourceful, a creative problem solver adept at navigating through ambiguity and making data-driven decisions to achieve SEO needs given resources at hand
• Ability to influence cross-functional stakeholders with various levels of familiarity with SEO to help drive SEO projects
• Self-driven, strong sense of ownership and highly organized with a proven ability to prioritize and execute on multiple concurrent initiatives
• Structured thinker with a strong intuition on priorities & trade-offs
• Strong written and verbal communication skills
• Humility, empathy and open-mindedness - no egos

Our Commitment to You:

• A competitive and equitable compensation plan. This is a full-time, salaried position that includes equity
• Physical & mental well-being including health, dental and vision benefits
• Trail Days: First Friday of each month to hit the trails!
• Unlimited PTO
• Flexible parental leave
• Annual continuing education stipend
• Discounts on subscriptions and merchandise for you and your friends & family
• An authentic investment in you as a human being and your career as a professional

$150,000 - $190,000 a year

A successful candidate’s starting salary will be determined based on various factors such as skills, experience, training and credentials, as well as other business purposes or needs. It is not typical for a candidate to be hired at or near the top of the range of their role and compensation decisions are dependent on the factors and circumstances of each case.