SEO and Answer Engine Optimization Manager

Founded in 2012, the Institute of Product Leadership (IPL) is Asia s first B-School dedicated to accelerating the career paths of working professionals with outstanding potential for innovation and leadership. With campuses in Bangalore, Pune, and Houston, IPL offers accredited and certification programs that blend real-world insights with cutting-edge frameworks through a unique experiential pedagogy of Learning by Doing in Product, Design, Strategy, Leadership, and Applied Data Science.

Our mission is to create 10,000 product and tech leaders within five years, and we are looking for a Growth Marketing Manager who will play a critical role in driving admissions and revenue
growth

• Develop and manage a complete SEO roadmap for all IPL properties, including program pages, blogs, resource hubs, and event pages.
• Conduct detailed keyword research based on intent, competition and program relevance.
• Map search pathways for Product Management, Product Leadership, Technology Management and related career categories.
• Plan long term search visibility initiatives using structured content, topical authority and internal linking.
• Ensure the website maintains a stable and search-oriented structure that supports high quality organic traffic.

• Write and optimize page level elements including titles, descriptions, headers and semantic structures.
• Ensure content is aligned to search intent, factual accuracy and user clarity.
• Improve page content depth and layout for readability and search performance.
• Create on page templates that support consistent quality across all content types.
• Review published content regularly to maintain alignment with program information and search expectations.

• Identify and secure high credibility references and placements that strengthen domain authority.
• Build relationships with external platforms that provide relevant citations for product and technology education.
• Monitor all external mentions to ensure IPL is represented accurately and consistently.
• Study competitor visibility and adjust authority-building activities based on gaps and opportunities.

• Conduct regular audits of the entire website to ensure correct indexing and crawl health.
• Work with the technology team to improve core performance metrics, load times, and mobile readiness.
• Fix issues related to redirects, sitemaps, broken links, and incorrect page signals.
• Maintain clean URL structures and ensure all critical pages are discoverable and stable.

• Prepare IPL content for accurate appearance in AI-generated answers, recommendations, and summaries.
• Create structured factual content blocks that AI systems can easily reference.
• Maintain verified details such as program outcomes, fees, durations, eligibility, faculty information and special highlights.
• Strengthen IPL entity understanding so AI systems identify and categorize the institute correctly.
• Monitor how AI platforms interpret and display IPL content and correct any inconsistencies.
• Develop content structure that increases the chances of being included and cited in AI driven responses.

• Create and maintain structured data for programs, FAQs, how to content and organization details.
• Ensure schema covers all required elements for enhanced search visibility and AI recognition.
• Monitor structured data performance using available tools and update it as website content evolves.
• Verify that structured data supports the factual clarity needed for accurate AI response generation.

• Work with the content team to create search-aligned content calendars based on keyword priority, audience demand and program goals.
• Build pillar and cluster structures for search categories such as Product Management Careers, MBA related searches, and emerging technology roles.
• Ensure all content is well structured, factual, clearly written and consistent with IPL narratives.
• Integrate faculty insights, alumni outcomes and industry examples to strengthen authority.
• Provide detailed briefs for content writers focusing on clarity, structure and accuracy.

• Track keyword rankings, organic conversions, traffic quality, and user behaviour.
• Monitor IPL visibility across AI search responses and record where IPL appears in generated answers.
• Measure parameters related to AI search presence, including
  AI visibility share
  AI citation count
  AI result position
  AI answer inclusion rate
  Entity recognition accuracy
  Factual consistency across AI responses
  AI discovery queries
  AI traffic contribution
• Build weekly and monthly dashboards that combine traditional search metrics and AI search visibility.
• Identify issues, propose improvements, and drive experiments to enhance organic and AI-based visibility.
• Share insights with leadership teams and present clear action plans.

• Work with Product Marketing on program positioning, page narratives, and content accuracy.
• Collaborate with Admissions to understand lead quality, conversion journeys, and traffic outcomes.
• Partner with Performance Marketing to balance organic and paid leads and reduce overall acquisition cost.
• Align content and search planning with events

• IPL content appears consistently in AI-driven search outputs, summaries, and recommendations.
• Strong improvement in keyword rankings across all priority clusters.
  Growth in high-intent organic traffic that contributes to admissions.
• Increase in organic Sales, Accepted Leads with improved lead quality.
  Higher factual accuracy in AI search interpretations of IPL programs.
• Clear visibility of IPL data in structured formats recognised by search and AI systems.
• Better organic contribution to the overall revenue pipeline.

• 5-6 years of experience in SEO or organic growth roles.
• Understanding of AI engine behaviour in search and answer generation.
• Strong knowledge of technical SEO, including indexing, structured data, sitemaps, and performance.
• Ability to guide content teams with clear briefs and factual clarity.
• Experience in search and analytics tools, including GA4, Google Search Console, and major SEO platforms.
• Strong analytical and problem-solving capability.
• Experience in education or B2C funnels is a strong advantage.