Search Engine Optimization (SEO) Specialist

Career Area:

Job Description:

Your Work Shapes the World at Caterpillar Inc.

When you join Caterpillar, you're joining a global team who cares not just about the work we do – but also about each other.  We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here – we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Your Work Shapes the World at Caterpillar Inc. 

Cat Digital is the digital and technology arm of Caterpillar Inc., leveraging the latest technologies to build industry leading digital solutions for our customers and dealers. With over 1.5 million connected assets worldwide, our teams use data, technology, advanced analytics, telematics, and AI capabilities to help our customers build a better, more sustainable world.

When you join Caterpillar, you're joining a global team who cares not just about the work we do, but also about each other. We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here – we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Job Summary:

We are seeking a highly skilled and strategic SEO Specialist to lead SEO projects within our global digital ecosystem. This role will be responsible for ensuring our websites are search and AI generative engine-friendly, scalable, and aligned with SEO & GEO (generative engine optimization) best practices across multiple websites, regions and business units.

The candidate will present SEO requirements and recommendations to developers and business unit partners, and scope and execute SEO improvement projects.  The candidate will be required to consult with and provide education about the benefits and strategy behind SEO & GEO to diverse audiences across a highly matrixed organization.   

What You Will Do

• Collaboration & Integration

  • Partner with web development, UX, and business partners to integrate SEO into site builds, migrations, maintenance, redesigns and retirement.

  • Work with a variety of business partners to identify and explain SEO & GEO strategies, execute keyword research and competitive analysis, execute content initiatives and deliver actionable insights.

• Local SEO

  • Manage and optimize Google My Business listings and other local business directories for Caterpillar locations worldwide.

  • Serve as a subject matter expert for local SEO / GEO, manage the local SEO playbook and educate the enterprise and dealers on local SEO best practices.

  • Provide best practices and requirements for website localization on both a local (city/state) level and at a global level (optimizing for country & language), including content, technical and local-specific tactics.

  • Analyze local search performance metrics and adjust strategies accordingly

  • Collaborate with cross-functional teams to implement comprehensive local SEO strategies

  • Create process and framework for localizing content globally working with agency partners, translations team and other global business partners.

• Monitoring & Reporting

  • Leverage SEO tools (e.g., BrightEdge, Oncrawl, Siteimprove, Google My Business) and analytics platforms (Google Analytics 4, Google Search Console, Tableau, Looker Studio, etc.) for insights and monitoring.

  • Monitor local & global site coverage via Google Search Console and Bing Webmaster Tools.

  • Create dashboards and reports to communicate performance and opportunities to team and stakeholders.

• Technical SEO

  • Consult and provide requirements and recommendations for site architecture, internal linking, URL structures, tagging and hreflang implementation to optimize for local and global audiences.

  • Troubleshoot technical SEO issues, identify solutions and provide impact reports, sometimes at a quick pace.

  • Strong knowledge of technical SEO, including site architecture, crawlability and indexation.

• Innovation & Governance

  • Stay ahead of algorithm updates, emerging technologies, and industry trends, such as the impact and evolution of AI

  • Develop and enforce SEO governance, standards, and documentation.