SEO Manager Job at Appian Corporation (McLean)

Job Description

Appian is looking for an SEO Manager to lead our organic visibility strategy beyond the traditional boundaries of Appian.com. As search continues to evolve toward Generative Engine Optimization, Answer Engine Optimization, and AI-driven discovery, this role will focus on strengthening Appian’s presence across high-impact third-party ecosystems, rich media platforms, earned media, partner channels, communities, and B2B review directories. This role is pivotal to helping Appian expand how and where modern buyers discover our brand. You will define and execute strategies that ensure Appian is represented accurately, authoritatively, and consistently across the digital discovery landscape, including AI search engines, YouTube, Reddit, Appian Community, partner websites, analyst platforms, editorial content, and B2B directories.

Job Responsibility

Develop and execute a comprehensive organic discovery strategy optimized for AI search engines, LLMs, answer engines, and traditional search engines
Strengthen Appian’s off-site brand authority through contextual citations, high-quality mentions, backlinks, and strategic third-party visibility
Monitor and optimize Appian’s brand presence across partner networks, B2B directories, community platforms, and other high-value third-party ecosystems
Stay ahead of emerging search trends, algorithm changes, AI search behavior, and generative discovery developments to continuously evolve Appian’s organic visibility strategy
Partner with Strategic Communications and Public Relations teams to maximize the search value of editorials, press releases, executive thought leadership, and earned media
Support backlink acquisition, brand citation quality, and referral conversion opportunities across external publications and market reports
Monitor external content to ensure Appian’s brand references are accurate, optimized, and discoverable by search engines and AI-driven platforms
Identify high-authority third-party websites, digital publications, and executive profiling opportunities that support Appian’s organic discovery goals
Lead the organic search strategy for YouTube, including video optimization, metadata, descriptions, playlists, and channel architecture
Improve Appian’s visibility and authority across relevant communities and forums, including Appian Community, Reddit, Quora, and other buyer research environments
Partner with creative, content, social media, and web teams to identify opportunities for rich media optimization and multi-channel organic growth
Partner with Alliance and Partner Marketing teams to optimize Appian’s visibility across strategic partner websites, marketplaces, and digital ecosystems
Collaborate with Paid Media, On-Site SEO, Email Marketing, Web, Content, PR, and Brand teams to ensure off-site discovery efforts support broader campaign initiatives
Establish performance metrics to measure off-site brand authority, referral impact, search visibility, and third-party discovery performance
Use SEO, analytics, and search visibility tools to track performance, identify opportunities, and provide actionable reporting to stakeholders

Requirements

5+ years of experience in SEO, Digital PR, organic growth, or digital marketing, preferably within a B2B technology or SaaS environment
Proven experience developing organic strategies across both owned and third-party digital channels
Strong understanding of modern SEO principles, semantic search, schema markup, contextual citations, and AI-driven search behavior
Familiarity with Generative Engine Optimization and Answer Engine Optimization concepts, including how LLMs and AI search engines aggregate third-party data and citations
Hands-on experience optimizing non-traditional search environments such as YouTube, Reddit, owned communities, Quora, B2B directories, analyst platforms, and digital publication networks
Strong analytical skills with experience using SEO, visibility, analytics, and reporting tools to measure impact and guide strategy
Excellent communication and collaboration skills, with the ability to build consensus across PR, brand, partner marketing, content, web, and demand generation teams
Highly curious, proactive, and comfortable operating in a rapidly evolving search and digital discovery landscape
Bachelor's degree in Marketing, Communications, Information Technology, or a related field

Nice to have

Experience in enterprise software, SaaS, or B2B technology marketing
Experience working with platforms such as G2, Gartner Peer Insights, YouTube, Reddit, Quora, Appian Community, and partner marketplaces
Familiarity with backlink analysis, digital PR strategy, referral analytics, and brand authority measurement
Experience partnering with communications, analyst relations, and executive thought leadership teams
Experience building reporting frameworks that connect organic visibility, referral traffic, and off-site brand authority to broader marketing outcomes

What we offer

Training and Development
Growth Opportunities
Tuition reimbursement
Community
Health coverage
Employee Assistance Program (EAP) with free mental health support
Life and disability insurance
Employee Stock Purchase Program (ESPP)
Retirement/pension plan
Wellness dollars
Family-forming benefits

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