Web Strategist

At Poka, we're changing how the world's industrial teams work — capturing the knowledge of their best people and putting it in every operator's hands.

Our connected worker platform is purpose-built for manufacturing and the wider industrial world, with industrial AI inside the shift, not on top of it. The result: frontline performance that becomes compounding knowledge and measurable impact — every shift, every site, every region.

We're proud to support global leaders like Nestlé, Bosch, Mars, and Danone across 3,000+ sites in 70+ countries. And as a fast-growing part of the IFS family, you'll join a team whose daily work directly shapes the platform behind how modern manufacturing gets done.

Poka is looking for a Web Strategist to own how our website gets found and how well it converts. Search is changing fast. Buyers now get answers from Google's AI Overviews, ChatGPT, Perplexity, Gemini, and voice assistants as often as from a traditional results page. We need someone who understands both worlds: classic SEO and Answer Engine Optimization (AEO), which means earning visibility and citations in AI-generated answers. Traffic is only half the job, so you'll also lead Conversion Rate Optimization (CRO) to turn visitors into leads and customers.

This is a strategic and hands-on role. You'll set direction, run experiments, and work closely with content, design, development, and demand generation to improve the website's performance.

What you'll do

Search and answer engine strategy

• Build and own an integrated SEO and AEO roadmap that grows organic visibility, qualified traffic, and brand presence in AI-generated answers.
• Run keyword, topic, and intent research, including the conversational and question-based queries people use with AI assistants, and turn it into content and site architecture plans.
• Structure content so answer engines can extract and cite it, using clear question-and-answer formatting, concise definitions, entity-rich copy, and comprehensive topic clusters.
• Implement and maintain structured data (Schema.org markup such as FAQ, HowTo, Product, Organization, and Article) to improve eligibility for rich results and AI citations.
• Monitor and improve how the Poka appears across AI platforms. Track mentions, citations, and share of voice in tools like ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews.
• Strengthen E-E-A-T signals (experience, expertise, authoritativeness, trustworthiness) through author profiles, original research, and credible sourcing.

Technical SEO