SEO Specialist

SEO Specialist Location: On-Site in Coppell, TX Who We Are At Fonroche Lighting America, we are transforming the way outdoor spaces are illuminated with off-grid, solar-powered street lighting. As the industry leader in autonomous solar lighting, we provide municipalities, developers, and commercial facilities with a cost-effective, reliable, and sustainable alternative to traditional grid-connected lighting. With our U.S. headquarters in Fort Worth, TX, and regional offices nationwide, we are rapidly expanding—offering a dynamic work environment where innovation meets impact. Position Overview We are seeking an experienced SEO Specialist to join our Marketing Team and lead the continued growth of our organic search presence. This role will focus on technical SEO, keyword strategy, content optimization, search intent, analytics, and organic performance. Working alongside the Marketing Team, you will develop and execute SEO strategies that increase our visibility across traditional search engines while ensuring our website provides valuable, authoritative information to prospective customers. You will work across technical SEO, on-page optimization, content strategy, competitor research, and performance analytics to improve rankings, qualified organic traffic, and conversions. As search continues to evolve, you will also stay informed on emerging AI-powered search experiences and incorporate relevant best practices into our broader organic search strategy. Key Responsibilities SEO Strategy & Organic Growth Develop and execute comprehensive SEO strategies aligned with company marketing and business goals. Conduct keyword research, competitor analysis, search-intent analysis, SERP analysis, and content-gap research. Identify opportunities to increase organic visibility for high-value commercial, municipal, industry, and product-related searches. Monitor keyword rankings, organic traffic, conversions, and overall search performance. Develop strategies to improve rankings, qualified traffic, engagement, and lead generation. Research emerging search trends and adjust SEO strategies accordingly. Technical SEO Conduct regular technical SEO audits and identify opportunities for improvement. Monitor and improve site architecture, crawlability, indexability, canonicalization, redirects, internal linking, and URL structure. Monitor Core Web Vitals, page speed, mobile usability, and overall website performance. Identify and troubleshoot technical issues affecting organic visibility. Implement and maintain structured data and Schema.org markup. Work with development and website resources to prioritize and resolve technical SEO issues. Support SEO requirements for website redesigns, migrations, new pages, and other website initiatives. On-Page SEO & Content Optimization Optimize existing website pages to improve rankings, relevance, and user experience. Develop SEO recommendations for landing pages, product pages, case studies, FAQs, blog articles, project pages, and educational resources. Create SEO-focused content briefs based on keyword research, customer questions, search intent, and competitive analysis. Optimize title tags, meta descriptions, headers, internal links, image attributes, URLs, and on-page content. Develop and maintain topic clusters to strengthen topical authority. Identify opportunities to improve existing content based on search performance and changing search intent. Ensure content is optimized for both search engines and human readers. Link Building & Authority Identify opportunities to strengthen website authority through high-quality backlinks, industry mentions, partnerships, and digital PR. Monitor backlink profiles and identify potentially harmful or low-quality links. Research competitor backlink strategies and identify relevant opportunities. Support strategies that increase the company's authority and visibility within relevant industries. Analytics & Reporting Establish and monitor SEO KPIs and performance benchmarks. Track organic rankings, traffic, conversions, engagement, backlinks, and technical SEO health. Use Google Search Console, GA4, SEMrush, Ahrefs, Screaming Frog, and other SEO tools to analyze performance. Identify trends and opportunities within organic search data. Prepare regular SEO performance reports and communicate actionable insights to the Marketing Director and other stakeholders. Connect organic search performance to qualified leads and broader marketing objectives. AI & Emerging Search Stay current with developments in AI-powered search and evolving search engine features. Monitor how AI-generated search experiences may affect organic search behavior and website visibility. Identify opportunities to structure and optimize content so it can be effectively understood and surfaced by emerging search technologies. Incorporate relevant AI search, semantic search, and entity optimization practices into the overall SEO strategy as the industry evolves. Required Qualifications 3+ years of hands-on SEO experience , preferably in B2B, technology, infrastructure, manufacturing, construction, SaaS, or other complex sales environments. Strong understanding of technical SEO, on-page SEO, keyword research, search intent, and content optimization. Demonstrated experience developing and implementing SEO strategies. Experience conducting technical SEO audits and identifying website optimization opportunities. Experience with Google Search Console, GA4, SEMrush, and SEO tools such as Ahrefs and Screaming Frog. Working knowledge of structured data and Schema.org. Strong analytical and problem-solving skills with the ability to turn data into actionable recommendations. Strong written and verbal communication skills. Ability to manage multiple SEO initiatives and prioritize opportunities based on business impact. Curiosity and willingness to continuously learn and adapt as search engines and SEO best practices evolve. Preferred Qualifications WordPress experience; Avada experience is a plus. Experience with enterprise or B2B SEO. Experience with local and geographic SEO. Experience with technical SEO for large or complex websites. Experience with content strategy and topic-cluster development. Experience with link-building, digital PR, and authority-building strategies. Knowledge of entity SEO and semantic search. Familiarity with AI-powered search platforms and emerging search technologies. Experience in municipal, government, infrastructure, engineering, construction, energy, sustainability, or architectural markets is a plus. What Success Looks Like Within the first year, the successful candidate will help our company: Increase qualified organic visibility and rankings for high-value commercial and municipal searches. Increase qualified organic traffic and conversions. Improve the technical health, crawlability, and overall SEO performance of the website. Build stronger topical authority around customer needs, applications, technologies, products, and markets. Identify and capitalize on new keyword and content opportunities. Develop a consistent, data-driven SEO reporting and optimization process. Improve the company's authority and visibility within relevant search results. Establish a scalable SEO strategy that supports continued organic growth. The Candidate We’re Looking For We're looking for an SEO professional who is equally comfortable digging into technical website issues, analyzing search data, researching competitors, and identifying content opportunities. You should be able to look at a website and determine not only what is preventing it from ranking, but also what opportunities exist to improve its visibility and attract the right customers. We're looking for someone who is analytical, curious, proactive, and excited about building a strong organic search presence for a growing company. #J-18808-Ljbffr