Director of Local SEO
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Job Description
Director of Local SEO for TopDog Law, handling local search and LSA strategies across multiple markets. Leading optimization to maximize calls, brand trust, and conversion in legal services.
Responsibilities:
- Own TopDog Law’s local search, LSA, and external authority strategy end-to-end across all active and expansion markets
- Define and evolve strategy for Google Business Profiles, Local Services Ads, local rankings, external links, and local conversion performance
- Establish standards and governance for scale across 40+ locations and service areas
- Drive consistent optimization to maximize calls, clicks, and trust signals
- Own review strategy as a growth and trust engine across GMB and LSAs
- Define and maintain the canonical source of truth for firm and location data
- Own external link acquisition strategy focused on local relevance, authority, and trust
- Lead schema markup strategy including LocalBusiness, LegalService, Review, FAQ, and Service schema
- Use performance insights to guide prioritization and optimization across GMB, LSAs, links, and organic traffic
- Collaborate with web, product, performance marketing, CX, legal, and creative teams to ensure local presence, directories, and LSAs reinforce brand credibility, trust, and seriousness across markets.
Requirements:
- Proven experience owning and scaling local SEO, LSAs, and link acquisition across many locations or service areas
- Deep expertise in Google Business Profiles, LSAs, reviews, citations, and local ranking factors
- Strong experience managing legal-specific lawyer directories and authority platforms or similar experience in other industries
- Hands-on experience with LSA verification, compliance, and optimization
- Strong understanding of schema markup and authority signals in local search
- Experience building repeatable systems that scale
- Demonstrated ability to connect local, LSA, and authority performance to real business outcomes
- Strong analytical mindset with comfort using performance data to guide decisions
- Proven success operating in high-ownership, fast paced environments
- Ability to collaborate cross-functionally with technical, creative, legal, and CX teams
- Clear communicator who can present insights, risks, and recommendations to stakeholders.
Benefits:
- Comprehensive medical, dental, vision, life, and protection plans
- 4% 401(k) company match
- Company-paid holidays, two floating holidays, and five paid sick days
- Paid time off: 120 hours in year one, 160 hours beginning your second anniversary, 200 hours annually starting your fifth anniversary
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