GEO Strategist

We are seeking a subject matter expert in Generative Engine Optimization (GEO) to own Binance's presence and citation authority across AI-powered search surfaces — ChatGPT, Perplexity, Gemini, and Claude.

This independent contributor role partners closely with Content, Tech, and Data teams to build GEO into a systematic, measured acquisition channel, closing the citation gap against key competitors and establishing definitional authority in AI-generated crypto content.

Responsibilities:

Own Binance's presence in AI-generated responses across all major LLMs, driving citation authority and entity presence at scale

Build and maintain llms.txt, structured data, and knowledge graph signals across all major page groups, including regional adaptation

Define and track GEO as a standalone acquisition channel — impressions, citations, referral attribution — building measurement frameworks where none currently exist

Translate AI citation gaps into content requirements, embedding GEO into Content, Tech, and Data workflows from brief to ship

Run ongoing LLM prompt testing and citation audits to validate performance and catch regressions

Benchmark competitor GEO positioning (Coinbase, Kraken, OKX, Bybit, Crypto.com) and convert findings into prioritized gap opportunities

Analyze log-level and query-level data to identify AI crawler behavior, citation patterns, and content structure gaps

Track GEO/AI search trends (LLM retrieval mechanics, multimodal search, entity authority, E-E-A-T for AI surfaces) and translate them into actionable frameworks for the wider SEO team

Requirements:

5-6+ years of hands-on SEO experience, including technical SEO at enterprise scale

Real, mechanistic understanding of how LLMs retrieve, weight, and cite web content (RAG architecture, retrieval and ranking signals, citation behavior across ChatGPT/Perplexity/Gemini/Claude) — not prompting familiarity or surface-level AI tool usage

Proven ability to define and lead a GEO/technical SEO strategy independently, not just execute against someone else's roadmap

Expertise in structured data/schema markup, entity-based content architecture, and knowledge graph signals

Hands-on fluency in crawl and indexation mechanics, log file analysis, and Python or SQL for extracting insights at scale

Experience building measurement frameworks and attribution models for channels without established tooling

Enterprise experience — has operated within a cross-functional org (Content, Tech, Data, Compliance) at scale, not solely in an agency or solo-contributor environment

Experience in the cryptocurrency, fintech, or another regulated/trust-sensitive industry is a strong plus