The Search Engine Optimization Specialist for our Master Lock brand will research and develop SEO strategies to drive organic traffic, engagement and discoverability across Fortune Brands Innovations’ online ecosystem. This role will be responsible for designing, implementing, tracking and optimizing SEO and GEO strategies across a variety of channels, including owned websites, product pages, eCommerce sites and more. You will work closely with the Digital Marketing team to implement search and AI enhancements, including keyword research, on-site optimizations, technical SEO improvements, link building strategies and content. You will also play a key role in crafting compelling copy that informs, engages and converts consumers while adhering to SEO best practices. Location: This is a hybrid role that reports to our headquarters in Deerfield, IL with the option for remote work on Mondays & Fridays. What you will be doing. Conduct keyword research and competitor analysis to identify high-value target keywords for website optimization and content creation. Lead website audits to identify and address technical SEO issues that hinder search engine visibility. Proactively identify opportunities to improve website architecture, page speed, mobile responsiveness, schema markup, and internal linking to support crawlability and indexing. Integrate SEO best practices with GEO and AI-driven search techniques to create FAQ content, landing pages and educational resources optimized for both traditional search and LL - Ms. Collaborate with the Category and Product Management teams to develop PDP content that will enhance discoverability and conversion for eCommerce and owned websites. Write engaging and informative content (including website copy, landing pages, blog posts, PD - Ps, meta descriptions, etc.) that is optimized for search and LL - Ms and aligned with brand voice and messaging. Create and maintain SEO playbooks with guidelines and proven best practices for eCommerce and owned sites. Manage the day-to-day relationship with agency partners, ensuring alignment on priorities, deliverables, and brand standards. Track and analyze website performance metrics (organic traffic, rankings, conversions) using analytics tools, and stay up to date on the latest SEO trends, algorithm changes, GEO best practices and the impacts of AI-powered search. Partner closely with e. Comm, marketing, paid media and product teams to develop and execute SEO strategies. Communicate effectively with stakeholders to ensure alignment with overall business goals. Qualifications 3 - 5 years of experience in SEO with a proven track record of success in increasing organic traffic and conversions (ideally within a Consumer Packaged Goods environment)Strong understanding of SEO and GEO best practices, search engine algorithms and technical SEO factors. Experience supporting content and SEO in a B 2 C/ DTC space. Experience conducting keyword research and analyzing website performance data using SEO tools. Strong interpersonal and relationship-building abilities and willing to work collaboratively. Proficient in Microsoft Office Suite and SEO software tools like Google Search Console, Google Analytics, Ahrefs, SE - Mrush, Screaming Frog, Jungle. Scout, etc. Detail-oriented, self-starter with a strong ownership mentality and excellent time management and organizational skills. Nice to Have:Bachelor's degree in Marketing, Communications, Journalism, or related field. Excellent writing, editing and proofreading skills with a flair for crafting engaging and persuasive copy