Expedia Group
Manager, SEO Content & AI Search Optimization (SEM)
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Manager, SEO Content & AI Search Optimization (SEM)
Manager, SEO Content & AI Search Optimization (SEM) – Expedia Group
At Expedia Group, we help travelers explore the world, one journey at a time. As a global travel company powered by passionate people, trusted partnerships, and leading technology, we connect travelers, partners, and advertisers through our consumer brands, B2B network, and travel advertising business. Our five key behaviors—Travellers First, Think Big, Operate with Excellence, Ownership Mindset, and Succeed Together—drive our collaborative and inclusive culture.
Join our team and help shape the future of travel by building solutions that make discoveries easier, more transparent, and more joyful.
About the Role
We’re hiring a Manager, SEO Content & AI Search Optimization (SEM) to sit within the SEM team, focusing on optimizing content used by AI-powered search and ads—features that enhance query matching, dynamically optimize ad creatives, and refine landing page targeting for search campaigns.
This high-visibility individual contributor role involves close collaboration with:
- SEM, SEO, Product & Tech
- Analytics professionals
- External media partners
Responsibilities
Core Focus: SEO & AI-Powered Search Optimization
- Own the intersection of SEO content and AI-driven SEM asset optimization
- Evaluate how search and ad platforms use landing page content (e.g., meta titles, descriptions, schema) to generate ad creative and final URLs
- Identify on-brand, compliant messaging improvements that perform well for both SEO and SEM
- Create a shared experimentation roadmap for search snippets and landing pages to boost relevance and performance
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Collaboration & Strategy
- Partner with SEO and Product Teams to test and optimize AI-driven meta elements and on-page content
- Represent Expedia Group as the primary SEM/SEO point of contact for key search partners
- Provide structured feature requests and requirements to evaluate and validate new AI capabilities (e.g., increased control, transparency, and reporting)
- Advocate for standardized, scalable playbooks based on AI-driven behavior insights
Experimentation & Data-Driven Decisions
- Design and run structured experiments (A/B, multivariate testing) with SEM Ops & Analytics
- Define hypotheses, measure experiment frameworks, and translate findings into actionable recommendations
- Generate adoption/performance dashboards using SQL and Python to query large-scale datasets
Documentation & Leadership
- Author clear, concise documents (briefs, test plans, playbooks, FAQs) to demystify AI behavior
- Lead recurring cross-functional forums for alignment on roadmaps, status, and decisions
- Champion AI-assistant workflows, collaborating with LLMs and AI agents to automate repetitive tasks (content audits, clustering, test ideation)
Technical & Growth Focus
- Proactively explore LLMs for data analysis to uncover patterns, reinstall tests, and guide strategy
- Share best practices for responsible AI adoption across the team
Requirements
Technical & Domain Expertise
- Extensive SEO experience: Technical SEO (site structure, schema, internal linking) or content-focused SEO (meta tags, descriptions)
- Thorough knowledge of how search engines evaluate landing pages and keyword relevance
- Comfortable collaborating with Product & Engineering on continuous SEO optimization policies
- SEM ideation or prior experience (a bonus) with curiosity toward AI’s impact on search ads, match types, Quality Score, and programmatic targeting
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Product & Analytical Mindset
- Manager-level experience acting as a product-adjacent PM or growth/marketing IC, capable of:
- Independently owning cross-stakeholder roadmaps in marketing or product environments
- Querying data with advanced SQL and analyzing high-dimensional datasets
- Data-driven decision-making: experiment design, hypothesis testing, and impact validation
Communication & Documentation
- Able to translate complex AI/technical concepts into practical narratives for non-domain experts
- Strong written communication skills—Treat documentation as your source of truth (e.g., operating guides, report summaries)
- Evangelist mindset: Eager to scale best practices and mentor others on AI-assisted workflows
Culture & Inclusivity
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Proven enthusiasm for learning emerging AI tools and middleware
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Commitment to Expedia Group’s inclusive and open culture
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Prio
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Focus on AI-advanced search content (Title tags, descriptions, schema)
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Linking SEO and SEM creativity under AI-driven content features
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