Reports to: SEO Manager

Employment Details

• Employment Type: Full-time

• Work Location: In office/Remote

• Benefits: Medical/401(k) plan/PTO

Position Overview

Michigan Auto Law is seeking a knowledgeable, detail-oriented SEO Associate to support the implementation and ongoing optimization of our websites and related legal brands.

This is a hands-on execution role. The SEO Manager establishes strategy, priorities, and overall direction. The SEO Associate is responsible for implementing assigned initiatives accurately, efficiently, and independently across multiple websites.

We are looking for someone with an established foundation in SEO who can contribute immediately without extensive training in SEO fundamentals.

We also value critical thinking. The ideal candidate understands why SEO tasks matter, can recognize potential problems, and is comfortable questioning recommendations or suggesting improvements when supported by evidence.

On-Page SEO

• Implement title tags, meta descriptions, heading structures, internal links, and content optimizations.

• Optimize existing practice area pages, location pages, and informational content across multiple websites.

• Execute keyword optimization initiatives based on established SEO priorities.

• Improve existing content for search relevance, structure, readability, and alignment with search intent.

• Identify opportunities to strengthen internal linking and content organization.

• Independently implement and publish approved SEO changes within WordPress.

• Review completed work for accuracy and consistency.

This position focuses on optimizing existing content rather than writing new articles or developing original editorial content.

Technical SEO

• Identify and troubleshoot crawling, indexing, redirect, canonicalization, and duplicate content issues.

• Take ownership of building, implementing, and maintaining Schema.org structured data across our websites according to current best practices and search engine guidelines.

• Independently write, implement, and maintain custom JSON-LD structured data.

• Select appropriate schema types, establish accurate entity relationships, and ensure structured data reflects the content and entities represented on each website.

• Validate structured data using appropriate testing tools and resolve errors, warnings, and inconsistencies.

• Implement technical SEO improvements directly within WordPress.

• Work with XML sitemaps, robots.txt, and SEO plugin configurations.

• Identify technical issues and coordinate with developers when necessary.

• Test and validate completed changes to ensure implementations function as intended.

SEO Monitoring and Reporting

• Monitor organic search performance using Google Search Console, GA4, and professional SEO tools.

• Track keyword rankings, organic traffic, indexing status, and other relevant performance indicators.

• Investigate unexpected performance changes and communicate findings.

• Identify potential SEO issues and opportunities through regular performance monitoring.

• Assist with recurring SEO reporting across multiple websites.

AI Search Optimization

• Implement established optimization initiatives intended to improve website visibility and citation opportunities in AI-powered search experiences.

• Apply current knowledge of AI search systems, including Google AI Overviews and AI-powered answer engines.

• Support content structure, entity clarity, and technical improvements that may improve content discoverability and citation potential.

• Monitor AI search visibility and citation patterns using available tools and established reporting methods.

• Identify opportunities to improve AI search visibility and communicate recommendations to the SEO Manager.

• Evaluate emerging AI search recommendations critically, distinguishing evidence-based practices from unproven claims.

Local SEO and Content Support

• Support optimization of Google Business Profiles and location-specific content.

• Implement SEO improvements across geographically targeted practice area and office location pages.

• Identify outdated, underperforming, or technically problematic pages.

• Support internal linking and content organization initiatives.

• Ensure consistency of relevant business and location information across website content and structured data.

Collaboration and Quality Assurance

• Complete SEO assignments established by the SEO Manager.

• Manage assigned tasks independently and meet deadlines.

• Publish approved website updates without requiring step-by-step supervision.

• Communicate progress, questions, and potential issues proactively.

• Raise concerns when recommendations appear inconsistent with SEO best practices or available evidence.

• Suggest practical improvements to existing implementations and processes.

• Document completed work and verify accuracy.

• Coordinate with developers, content staff, and other team members when necessary.

Required Qualifications

• Minimum 3 years of hands-on SEO experience.

• Strong understanding of on-page SEO, technical SEO, and search engine indexing.

• Demonstrated experience independently writing, implementing, and validating custom JSON-LD structured data using Schema.org vocabulary.

• Ability to select appropriate schema types, establish entity relationships, and troubleshoot structured data issues.

• Experience implementing and publishing SEO changes directly within WordPress.

• Proficiency with Google Search Console and Google Analytics 4.

• Experience with professional SEO tools such as SEMrush, Screaming Frog, Ahrefs, or Moz.

• Working knowledge of Yoast SEO or comparable WordPress SEO plugins.

• Working knowledge of HTML and the ability to troubleshoot common website issues.

• Practical knowledge of AI search optimization, including AI-powered search visibility, content citations, and emerging search technologies.

• Ability to independently investigate common SEO issues and recommend appropriate solutions.

• Strong attention to detail, organization, and written communication.

• Ability to manage assignments across multiple websites without constant supervision.

• Willingness to question assumptions and provide constructive, evidence-based feedback.

What Makes Someone Successful in This Role

We are looking for someone who can take an assigned SEO task and complete it correctly without requiring detailed instructions for every step.

Successful candidates will be comfortable working within an established strategy while applying their own knowledge and professional judgment.

We value team members who recognize problems, investigate potential solutions, and speak up when something could be done better.

The ideal candidate takes ownership of implementation, verifies their work, and understands the importance of maintaining accuracy and consistency across multiple established websites.

This position does not require developing overall SEO strategy, managing client relationships, supervising others, or creating original editorial content. It does require practical SEO knowledge, technical competence, initiative, and a willingness to think critically rather than simply follow instructions.

• Experience with legal SEO or other competitive professional services industries.

• Experience working with large, content-heavy websites.

• Experience managing SEO implementations across multiple related websites or brands.

• Familiarity with local SEO and Google Business Profiles.

• Knowledge of Core Web Vitals and website performance optimization.

• Experience measuring AI search visibility and evaluating citation patterns.

• Familiarity with SEO testing, quality assurance, and change documentation.

Michigan Auto Law is a leading Michigan personal injury law firm with an exclusive focus on auto accident and Michigan No-Fault insurance cases. For more than 50 years, we have represented people seriously injured in motor vehicle crashes, helping them recover medical benefits, lost wages, and full compensation under Michigan law.

Our focused practice allows our attorneys and staff to develop deep subject-matter expertise and deliver consistently strong results for clients. The firm is widely recognized as a trusted authority on Michigan auto insurance law and is known for its professionalism, preparation, and client advocacy.

Our culture is built around a simple principle: People Over Everything. We value accountability, teamwork, and continuous improvement, and we invest in training, technology, and efficient systems so our team can do excellent work and build long-term careers in a supportive, high-standards environment.