About the Firm
Dunham & Jones is the largest Texas criminal defense firm representing clients across the state for over 35 years. We are hiring a Digital Manager of Organic Search & AI Optimization to assist the firm with its organic visibility across traditional search, local search, and generative AI platforms.
This is an in-person position based in our Austin office.
What you'll do
Organic Search & Local Visibility
• Own SEO strategy and execution across the firm's website and all city, county, and practice-area landing pages.
• Build and defend rankings for high-intent local searches.
• Manage and optimize Google Business Profiles across every firm location, including reviews, categories, service areas, photos, Q&A, and posting cadence.
• Maintain citation accuracy and profile quality across legal directories and review platforms (Google, Avvo, Justia, FindLaw, Martindale-Hubbell, Yelp, and similar).
• Oversee technical SEO health: site architecture, internal linking, page speed and Core Web Vitals, schema markup (LegalService, Attorney, FAQ, Review), crawlability, and indexation.
AI Search & Generative Discovery
• Measure and improve the firm's visibility inside AI-driven discovery channels - Google AI Overviews, ChatGPT, Perplexity, Gemini, and emerging assistants.
• Structure content, entity data, and citations so the firm is retrievable and quotable by large language models.
• Monitor AI-generated answers and correct inaccurate or reputationally damaging representations at the source.
• Analyze social and community signals (Reddit, YouTube, TikTok, forums), feed AI answers and search results.
• Evaluate, implement, and administer AI tools that support content production, keyword research, competitive monitoring, and intake workflows.
Analytics & Reporting
• Oversee SEO measurement end to end: build, QA, and maintain dashboards connecting rankings, impressions, visibility, traffic, calls, and signed cases.
• Deliver a monthly performance report to firm leadership that translates data into plain-English recommendations and clear priorities - not a wall of metrics.
• Identify performance shifts (algorithm updates, competitor moves, technical regressions) quickly, diagnose root cause, and recommend action.
• Run competitive analysis against other Texas criminal defense firms: share of voice, SERP features, content gaps, backlink profiles, and AI citation share.
• Design and measure experiments - page templates, title structures, schema approaches, content formats - and scale what works.
• Maintain a prioritization framework that ties proposed SEO work to expected case value, so the backlog reflects business impact rather than effort.
What We're Looking For
Required
• 4+ years in SEO, organic growth, or digital marketing analytics, with demonstrated ownership of a site's organic performance.
• Knowledge of ranking signals, search algorithms, technical SEO, and local search.
• Hands-on experience with Google Search Console, Google Analytics (GA4), Google Business Profile, and at least one enterprise SEO platform (Ahrefs, Semrush, Moz, Screaming Frog, or similar).
• Practical experience applying AI tools to marketing work.
• Experience with CMS platforms and basic front-end concepts (HTML, structured data, page speed fundamentals).
• Self-starter mindset.
Preferred
• Experience marketing for a lead-generation-driven professional service business.
• Familiarity with legal intake and CRM systems, call tracking platforms, and lead attribution.
• Multi-location or multi-market local SEO experience.
• Working knowledge of SQL, Python, Looker Studio, or Power BI for data extraction and reporting.
• Video and social content experience, particularly YouTube and short-form platforms.
What We Offer
• Competitive salary.
• Medical, dental, and vision coverage.
• Paid vacation, holidays, and sick leave.
• 401(k) with employer match.
• Life insurance and disability coverage.
• Continuing education and professional development support.
• Direct access to firm leadership and real ownership of a function that visibly moves the business.
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