SEO Specialist

Fortune Brands Innovations, Inc. is an industry-leading home, security and digital products company. We’re focused on exciting opportunities within the home, security and commercial building markets. Our driving purpose is to elevate every life by transforming spaces into havens. We believe our work and our brands can have incredibly positive impacts for not just our business and shareholders, but for people and the planet, too.

At Fortune Brands, we’re building something big. We’re advancing exciting innovations in all of our products and processes. We’re delivering trust, dependability, sustainability, and style. To make it all happen, we’ve transformed our workplace into an environment where smart, ambitious people have the support to reach their fullest potential.

When you join Fortune Brands, you become part of a high-performing team empowered to think big, learn fast and make bold decisions. We support an inclusive culture where everyone is encouraged be their authentic selves, and where our differences and unique perspectives are a key strength.

Explore life at Fortune Brands here.

The Search Engine Optimization Specialist for our Master Lock brand will research and develop SEO strategies to drive organic traffic, engagement and discoverability across Fortune Brands Innovations’ online ecosystem. This role will be responsible for designing, implementing, tracking and optimizing SEO and GEO strategies across a variety of channels, including owned websites, product pages, eCommerce sites and more.

You will work closely with the Digital Marketing team to implement search and AI enhancements, including keyword research, on-site optimizations, technical SEO improvements, link building strategies and content. You will also play a key role in crafting compelling copy that informs, engages and converts consumers while adhering to SEO best practices.

Location: This is a hybrid role that reports to our headquarters in Deerfield, IL with the option for remote work on Mondays & Fridays

What you will be doing

• Conduct keyword research and competitor analysis to identify high-value target keywords for website optimization and content creation.
• Lead website audits to identify and address technical SEO issues that hinder search engine visibility.
• Proactively identify opportunities to improve website architecture, page speed, mobile responsiveness, schema markup, and internal linking to support crawlability and indexing.
• Integrate SEO best practices with GEO and AI-driven search techniques to create FAQ content, landing pages and educational resources optimized for both traditional search and LLMs.
• Collaborate with the Category and Product Management teams to develop PDP content that will enhance discoverability and conversion for eCommerce and owned websites.
• Write engaging and informative content (including website copy, landing pages, blog posts, PDPs, meta descriptions, etc.) that is optimized for search and LLMs and aligned with brand voice and messaging.
• Create and maintain SEO playbooks with guidelines and proven best practices for eCommerce and owned sites.
• Manage the day-to-day relationship with agency partners, ensuring alignment on priorities, deliverables, and brand standards
• Track and analyze website performance metrics (organic traffic, rankings, conversions) using analytics tools, and stay up to date on the latest SEO trends, algorithm changes, GEO best practices and the impacts of AI-powered search.
• Partner closely with eComm, marketing, paid media and product teams to develop and execute SEO strategies.
• Communicate effectively with stakeholders to ensure alignment with overall business goals.

• 3 - 5 years of experience in SEO with a proven track record of success in increasing organic traffic and conversions (ideally within a Consumer Packaged Goods environment)
• Strong understanding of SEO and GEO best practices, search engine algorithms and technical SEO factors. Experience supporting content and SEO in a B2C/DTC space
• Experience conducting keyword research and analyzing website performance data using SEO tools
• Strong interpersonal and relationship-building abilities and willing to work collaboratively
• Proficient in Microsoft Office Suite and SEO software tools like Google Search Console, Google Analytics, Ahrefs, SEMrush, Screaming Frog, JungleScout, etc.
• Detail-oriented, self-starter with a strong ownership mentality and excellent time management and organizational skills

Nice to Have:

• Bachelor's degree in Marketing, Communications, Journalism, or related field
• Excellent writing, editing and proofreading skills with a flair for crafting engaging and persuasive copy

Fortune Brands believes in fair and equitable pay. A reasonable estimate of the base salary range for this role is Hiring Pay Range: $56,000 USD - $84,700 USD. Please note that actual salaries may vary within the range, or be above or below the range, based on factors including, but not limited to, education, training, experience, professional achievement, business need, and location. In addition to base salary, employees will participate in either an annual bonus plan based on company and individual performance, or a role-based sales incentive plan.

At Fortune Brands, we support the overall health and wellness of our associates by offering comprehensive, competitive benefits that prioritize all aspects of wellbeing and provide flexibility for our teammates’ unique needs. This includes robust health plans, a market-leading 401(k) program with a company contribution, product discounts, flexible time off benefits, adoption benefits, and more. We offer numerous ERGs (Employee Resource Groups) to foster a sense of belonging for all associates.

Fortune Brands is built on industry-leading brands and innovation within the high-growth categories of water, outdoors and security. The Company makes innovative products for residential and commercial environments, with a growing focus on digital solutions and products that add luxury, contribute to safety and enhance sustainability. To learn more, visit our website at fbin.com.

Equal Employment Opportunity

Fortune Brands is an equal opportunity employer. Fortune Brands evaluates qualified applicants without regard to race, color, religion, sex, gender identity or expression, national origin, ancestry, age, disability/handicap status, marital status, protected veteran status, sexual orientation, genetic history or information, or any other legally protected characteristic.

Reasonable Accommodations

Fortune Brands is committed to working with and providing reasonable accommodations to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application or interview process, please contact us at fbinleave.fbhs@fbin.com and let us know the nature of your request along with your contact information.

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