SEO Strategist

SEO Strategist

The Ferraro Law Firm, P.A. Location: Brickell, Miami, Florida (full-time, fully onsite) Industry: Legal Services | Asbestos, Mass Torts & Personal Injury

About the Role

The Ferraro Law Firm is hiring an SEO Strategist to own and grow the Firm's organic search presence across Google, AI-powered search experiences, and the other places prospective clients research legal issues.

SEO is run in-house, and this role will lead it: setting the strategy, shaping the roadmap, and establishing how SEO connects to leads and signed cases.

We go beyond keyword rankings toward intent, entity, and topic-based strategy, with a clear focus on qualified leads and business outcomes rather than traffic alone.

How You'll Work

• Partner with the Firm's Technical Director, who owns technical implementation. You identify, prioritize, and validate technical SEO improvements; the Technical Director builds and deploys them.
• Work with attorneys and the marketing team through an established content workflow covering practice area pages, blog content, and citations.
• Collaborate with the marketing team's paid media, creative, and social specialists on a unified, search-driven content strategy.

What You'll Do

Strategy and roadmap

• Own the Firm's organic search strategy and maintain a 12-month roadmap across content, technical SEO, authority building, and AI search.
• Lead day-to-day SEO execution across content, technical, and authority work.
• Identify organic growth opportunities in the Firm's core practice areas: asbestos and mesothelioma, mass torts, and personal injury.
• Track changes in search behavior, SERP features, and AI-generated results, and turn them into concrete priorities.

AI search optimization

• Develop the Firm's strategy for visibility in AI Overviews, generative search engines, and AI assistant responses.
• Structure content so it can be understood, referenced, and cited by AI systems: answer-first formats, structured data, entity-based optimization, and topic clusters.
• Monitor and report on the Firm's visibility and citations in AI search results.

Content, authority, and E-E-A-T

• Use search intent, competitive research, and performance data to guide the content strategy.
• Build topical hubs around high-value legal subjects that establish the Firm as a leading source of information.
• Strengthen E-E-A-T signals: attorney authorship, credentials, sourcing, editorial standards, and clear relationships among attorneys, practice areas, and legal topics.
• Develop ethical link-building and authority strategies.
• Advise on search discoverability within YouTube and social platforms, in partnership with the marketing team.
• Manage local search presence, including Google Business Profile, citations, and reviews, for the Firm's office location and priority markets.

Technical SEO

• Run regular technical audits covering crawlability, indexation, site architecture, internal linking, Core Web Vitals, structured data, and mobile performance.
• Prioritize technical fixes by expected impact and validate results after implementation, in partnership with the Technical Director.

Compliance

• Ensure all SEO content and link-building practices go through the Firm's attorney review process and align with Florida Bar advertising rules.

Analytics and reporting

• Build reporting that connects organic search to qualified leads and signed cases.
• Focus on a core set of KPIs: qualified organic leads, signed-case attribution, conversion rate, visibility in priority topics, AI search visibility, and technical site health.
• Deliver executive reporting that explains what changed, why, what it means for the business, and what to do next.

What Success Looks Like

• First 90 days: Complete a full SEO audit and deliver a prioritized 12-month roadmap.
• First 6 months: Reporting in place that ties organic traffic to leads and signed cases. First topical hubs launched in priority practice areas.
• First year: Measurable growth in qualified organic leads and in AI search visibility for core topics.

Qualifications

• 5+ years of professional SEO experience, including ownership of strategy in a competitive lead-generation market.
• Prepared to walk through specific case studies with measurable results.
• Advanced understanding of technical, on-page, off-page, content, and local SEO.
• Working knowledge of AI Overviews, generative search, entity SEO, and structured data.
• Experience with YMYL content (legal, medical, financial) and E-E-A-T strategy.
• Proficiency with Google Search Console, GA4, Google Business Profile, and tools such as Ahrefs, Semrush, or Screaming Frog.
• Ability to turn search and performance data into clear business recommendations.
• Strong communication and presentation skills, including reporting to leadership.
• Experience with WordPress.

Preferred: SEO experience with law firms, personal injury, mass torts, healthcare, or another highly regulated industry.

About the Firm

We are a plaintiff-side personal injury law firm committed to providing exceptional representation and service to individuals and families affected by serious injuries. Our team works collaboratively across legal, claims, settlements, accounting, and administrative departments to deliver strong results while maintaining a high standard of professionalism and client service.

Equal Opportunity Employer

We are an equal opportunity employer and consider qualified applicants without regard to legally protected characteristics.