📌 Core Information
🔹 Job Title: Product Manager, SEO
🔹 Company: Upwork
🔹 Location: Remote
🔹 Job Type: Full-time
🔹 Category: Software Development
🔹 Date Posted: May 28, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Driving discoverability in the evolving SEO landscape
- Collaborating across functions to implement SEO strategies
- Adapting to AI-powered search experiences like Google’s AI Overviews (AIOs) and large language models (LLMs)
- Managing SEO projects and experiments to boost organic traffic and conversions
ASSUMPTION: This role requires a strong understanding of both traditional SEO and emerging AI-driven search trends. Candidates should be comfortable working in a dynamic, rapidly evolving environment.
📋 Key Responsibilities
✅ Advocate for the customer by applying a product mindset to SEO work
✅ Manage and execute SEO projects, emphasizing both traditional optimization and visibility strategies for the AI era
✅ Examine how generative search models and AIOs impact Upwork's rankings and traffic, and suggest necessary adaptations
✅ Develop project plans and timelines, ensure alignment among stakeholders, and produce high-quality work with measurable outcomes
✅ Design and implement SEO and CRO experiments, including split tests and pre/post tests, to assess the effects of changes in content, layout, and technical elements on traffic, engagement, and conversion performance
✅ Conduct keyword research and perform content audits tailored for both classic SERPs and LLM-generated results
✅ Collaborate with content, design, and engineering teams to implement structured data, schemas, and technical enhancements that boost visibility in AI-driven search experiences
✅ Translate data from tools such as Google Search Console and third-party platforms into actionable insights and monitor performance across both traditional and AI-influenced environments
✅ Keep up with industry shifts, such as algorithm updates and developments in search AI, LLMs, and conversational interfaces
✅ Ongoing tracking of search results, including ranking changes, page performance, and competitor mix
ASSUMPTION: This role requires a balance of technical SEO skills, data analysis, and collaboration with various teams to drive successful SEO strategies.
🎯 Required Qualifications
Education: Bachelor's degree in a related field (e.g., Marketing, Business, or Computer Science) or equivalent experience
Experience: 2 to 4 years of experience in SEO with a solid understanding of both technical and content-driven strategies
Required Skills:
- Proven experience in driving organic traffic and conversion results, preferably with marketplace, SaaS, or e-commerce websites
- Strong analytical skills and hands-on experience using tools like Google Search Console, Looker, Ahrefs, SEOClarity, and StatSig to drive decision-making
- Curiosity and foundational knowledge of AI-powered search trends, including how LLMs and generative search engines are reshaping SEO
- Clear, collaborative communication style and the ability to partner across product, marketing, UX, content, and engineering teams
- A growth mindset and eagerness to adapt and learn in a fast-evolving SEO and AI landscape
Preferred Skills:
- Experience with A/B testing and experimentation frameworks
- Familiarity with programming languages (e.g., Python, JavaScript) for SEO automation and data analysis
- Background in project management methodologies (e.g., Agile, Scrum)
ASSUMPTION: Candidates with a strong background in SEO and a willingness to adapt to emerging AI trends will be most successful in this role.
💰 Compensation & Benefits
Salary Range: $136,250 - $194,000 USD per year (based on the provided range and industry standards for SEO Product Manager roles)
Benefits:
- Comprehensive medical coverage for you and your family
- Unlimited PTO
- 401(k) plan with matching
- 12 weeks of paid parental leave
- Employee Stock Purchase Plan
Working Hours: Full-time, typically 40 hours per week, with flexibility for remote work
ASSUMPTION: The provided salary range is inclusive of the base annual compensation. Additional compensation may include bonuses and equity-based incentives.
📌 Applicant Insights
🔍 Company Context
Industry: Upwork operates in the Software Development industry, focusing on connecting businesses with independent talent worldwide through its work marketplace platform.
Company Size: Upwork is a mid-sized company with 501-1,000 employees, providing a collaborative and dynamic work environment.
Founded: Upwork was founded in 2015, with a mission to create economic opportunities for professionals worldwide by connecting them with businesses in need of their services.
Company Description:
- Upwork is the world’s work marketplace, connecting businesses with independent talent from across the globe.
- The platform serves everyone from one-person startups to large, Fortune 100 enterprises.
- Upwork's talent community encompasses more than 10,000 skills in categories including website & app development, creative & design, customer support, finance & accounting, consulting, and operations.
Company Specialties:
Company Website: https://www.upwork.com/
ASSUMPTION: Upwork's focus on connecting businesses with independent talent creates a unique work environment that values collaboration and adaptability.
📊 Role Analysis
Career Level: This role is at the mid-level career stage, requiring a balance of technical SEO skills, data analysis, and collaboration with various teams.
Reporting Structure: The SEO Product Manager will likely report to the Head of SEO or a similar role within the SEO team.
Work Arrangement: This role is remote-friendly, offering flexibility for candidates to work from home or a co-working space.
Growth Opportunities:
- As Upwork continues to grow and adapt to emerging AI trends, there may be opportunities for the SEO Product Manager to take on additional responsibilities or move into a leadership role.
- Upwork's focus on professional development and employee growth may provide opportunities for career advancement within the company.
ASSUMPTION: The SEO Product Manager role offers opportunities for growth and development within Upwork's expanding SEO team.
🌍 Location & Work Environment
Office Type: Upwork has physical offices in Palo Alto, California, but currently hires full-time employees in 21 U.S. states, making it easier to join the mission from wherever you call home.
Office Location(s): 475 Brannan St, Suite 430, San Francisco, California 94107, US; 525 W Van Buren St, Suite 1100, Chicago, Illinois 60607, US
Geographic Context:
- Upwork's remote-friendly work environment allows employees to work from various locations within the United States.
- The company's headquarters in San Francisco, California, provides access to a vibrant tech industry and diverse cultural experiences.
Work Schedule: Full-time, typically 40 hours per week, with flexibility for remote work
ASSUMPTION: Upwork's remote-friendly work environment offers candidates the flexibility to work from home or a co-working space, with opportunities to collaborate with team members in person at the company's offices.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- Technical assessment or case study
- Final interview with the SEO team or other stakeholders
Key Assessment Areas:
- SEO knowledge and experience
- Data analysis and problem-solving skills
- Collaboration and communication skills
- Adaptability to emerging AI trends in SEO
Application Tips:
- Highlight your experience with AI-powered search trends and generative search models in your resume and cover letter.
- Prepare for behavioral interview questions that focus on your ability to collaborate with cross-functional teams and adapt to changing SEO landscapes.
- Be ready to discuss your approach to SEO experimentation and data-driven decision-making.
ATS Keywords: SEO, AI, LLM, AIO, organic traffic, conversion optimization, collaboration, data analysis, experimentation, growth mindset
ASSUMPTION: Upwork's interview process will focus on assessing candidates' SEO expertise, data analysis skills, and ability to collaborate with cross-functional teams in a dynamic, AI-driven search environment.
🛠️ Tools & Technologies
- Google Search Console
- Looker
- Ahrefs
- SEOClarity
- StatSig
- Programming languages (e.g., Python, JavaScript)
- SEO experimentation and A/B testing frameworks
ASSUMPTION: The SEO Product Manager will be expected to have experience with industry-standard SEO tools and be comfortable learning new tools and technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- Trust
- Risk-taking
- Customer focus
- Excellence
Work Style:
- Collaborative and cross-functional teamwork
- Adaptability to emerging AI trends in SEO
- Data-driven decision-making
Self-Assessment Questions:
- How do you stay up-to-date with the latest developments in AI-powered search trends and generative search models?
- Can you provide an example of a time when you collaborated with cross-functional teams to drive successful SEO strategies?
- How do you approach SEO experimentation and data analysis to optimize organic traffic and conversions?
ASSUMPTION: Upwork values candidates who are adaptable, data-driven, and collaborative, with a strong focus on customer-centric SEO strategies.
⚠️ Potential Challenges
- Keeping up with the rapidly evolving SEO landscape, particularly in the context of AI-powered search trends
- Collaborating effectively with cross-functional teams to drive successful SEO strategies
- Managing SEO projects and experiments to optimize organic traffic and conversions in a dynamic search environment
- Balancing technical SEO skills with data analysis and collaboration with various teams
ASSUMPTION: The SEO Product Manager role presents unique challenges in the context of Upwork's expanding SEO team and the rapidly evolving SEO landscape.
📈 Similar Roles Comparison
- Compared to traditional SEO roles, this position requires a stronger focus on emerging AI trends and generative search models.
- Upwork's remote-friendly work environment offers flexibility for candidates to work from home or a co-working space, with opportunities to collaborate with team members in person at the company's offices.
- Career advancement opportunities within Upwork's expanding SEO team may include taking on additional responsibilities or moving into a leadership role.
ASSUMPTION: The SEO Product Manager role at Upwork offers unique opportunities and challenges compared to similar roles in the industry, with a focus on emerging AI trends and a collaborative work environment.
📝 Sample Projects
- Conducting a comprehensive content audit and keyword research to optimize Upwork's website for both classic SERPs and LLM-generated results
- Designing and implementing an A/B testing framework to assess the effects of changes in content, layout, and technical elements on organic traffic and conversions
- Collaborating with cross-functional teams to develop and execute a comprehensive SEO strategy that adapts to emerging AI trends in search
ASSUMPTION: The SEO Product Manager role at Upwork involves a wide range of projects, from technical SEO and data analysis to collaboration with cross-functional teams and adaptation to emerging AI trends.
❓ Key Questions to Ask During Interview
- How does Upwork support its employees in staying up-to-date with the latest developments in AI-powered search trends and generative search models?
- Can you describe the team structure and dynamics within the SEO team at Upwork?
- How does Upwork approach collaboration and communication between the SEO team and other departments, such as content, design, and engineering?
- What opportunities are there for growth and development within the SEO team at Upwork?
- How does Upwork measure the success of its SEO strategies, and how are these metrics communicated to the team and other stakeholders?
ASSUMPTION: Asking thoughtful questions during the interview process will help candidates better understand Upwork's SEO team dynamics, growth opportunities, and approach to collaboration and communication.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience with AI-powered search trends, generative search models, and SEO experimentation
- Prepare for behavioral interview questions that focus on your ability to collaborate with cross-functional teams and adapt to changing SEO landscapes
- Follow up with Upwork's hiring team one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
