Organic Growth Lead - SEO and AEO (Sydney)

Workyard is a growing startup focussed on the U.S construction and trades markets, operating in an industry where $300 billion is spent annually on labor. We develop an industry changing technology SaaS solution to manage labor for construction companies. Through a unique approach into the market, we are fundamentally changing the experience for both companies and workers by adding trust, transparency, and technology to the labor management process.

With a high-retention core product and a new multi-product roadmap ahead, we are hiring an Lead: Organic Growth to help us scale by owning how Workyard shows up across the internet and how that increased visibility converts into revenue. This is a hands-on individual contributor role, with a sharp focus on AEO and SEO, with execution support from an external design and development agency, an external link building agency, two in-house content leads and a team of in-house writers.

This is a hybrid role: 2 days/week onsite (Sydney, NSW) and 3 days remote.

About the Role

You will manage our full organic acquisition system. This includes improving visibility in answer engines, rankings in traditional search, reputation on review sites and community platforms, and mentions from independent third parties. You will decide what we publish, where we publish it, and what others need to publish about us all in the name of increasing long-term authority, visibility and - ultimately - new business pipeline.

This role is not just for technical optimization. It will also see you collaborating with our two content leads to plan and execute our content strategy across 3 content layers:

1. Our own site. High control and the foundation of our message.

2. Community platforms like Quora, Reddit, YouTube, Facebook groups, G2, and Capterra. Lower control but higher impact.

3. Independent third parties. Lowest control but highest long-term value including PR, awards, industry publications, associations, and influencer mentions.

As our resident AEO and SEO expert, you will conduct tracking and analysis, then help define the plan on where Workyard needs to show up, whilst the content team and external agencies will handle execution.

What You’ll Do

Answer Engine Optimisation

• Map the topics and prompts where we must appear.

• Track and improve our presence across AI Overviews, Gemini, ChatGPT, AI Mode, and standard SEO results.

• Run experiments to find patterns that improve visibility.

• Build a clear AEO playbook based on data and experimentation.

SEO and Organic Acquisition

• Redefine the role and importance of traditional SEO in the changing search landscape.

• Review current performance and set clear targets for rankings, traffic, and revenue.

• Create a focused plan that links intent to leads to revenue.

• Identify and attack the highest value opportunities.
  

Online Reputation and Public Presence

• Make sure Workyard is mentioned in the right places by credible sources.

• Manage and improve our ratings on review sites like app stores, G2 and Capterra.

• Plan and oversee guest posting and outreach to industry publications.

• Negotiate with third-party platforms for PR opportunities and content placements.

• Decide where we should publish content across Quora, Reddit, YouTube, Facebook groups and industry communities.

• Drive a consistent drumbeat of positive mentions, awards, and references from trusted industry voices.

Who You Are

• You have 5 or more years in B2B growth function at a SaaS startup / early scale up. B2B-specific experience is critical.

• You have spent the majority of that time working in SEO, AEO and content strategy. Your ability to discuss in depth examples of how you’ve driven commercial growth in all 3 areas will be critical in the interview process.

• You’re excited about a chance to scale a great Australian product in the US market. This role is a potential career-maker for the right candidate.

• You’re a team player who enjoys being part of a team always aiming to do big things.

• You are adept at self-serve data analysis, using tools like Tableau, Amplitude, Ahrefs etc.

• You can ladder up and down between analysis and planning and hands-on execution.