We are seeking a subject matter expert in Generative Engine Optimization (GEO) to own Binance's presence and citation authority across AI-powered search surfaces — ChatGPT, Perplexity, Gemini, and Claude.
This independent contributor role partners closely with Content, Tech, and Data teams to build GEO into a systematic, measured acquisition channel, closing the citation gap against key competitors and establishing definitional authority in AI-generated crypto content.
Responsibilities:
Own Binance's presence in AI-generated responses across all major LLMs, driving citation authority and entity presence at scale
Build and maintain llms.txt, structured data, and knowledge graph signals across all major page groups, including regional adaptation
Define and track GEO as a standalone acquisition channel — impressions, citations, referral attribution — building measurement frameworks where none currently exist
Translate AI citation gaps into content requirements, embedding GEO into Content, Tech, and Data workflows from brief to ship
Run ongoing LLM prompt testing and citation audits to validate performance and catch regressions
Benchmark competitor GEO positioning (Coinbase, Kraken, OKX, Bybit, Crypto.com) and convert findings into prioritized gap opportunities
Analyze log-level and query-level data to identify AI crawler behavior, citation patterns, and content structure gaps
Track GEO/AI search trends (LLM retrieval mechanics, multimodal search, entity authority, E-E-A-T for AI surfaces) and translate them into actionable frameworks for the wider SEO team
Requirements:
5-6+ years of hands-on SEO experience, including technical SEO at enterprise scale
Real, mechanistic understanding of how LLMs retrieve, weight, and cite web content (RAG architecture, retrieval and ranking signals, citation behavior across ChatGPT/Perplexity/Gemini/Claude) — not prompting familiarity or surface-level AI tool usage
Proven ability to define and lead a GEO/technical SEO strategy independently, not just execute against someone else's roadmap
Expertise in structured data/schema markup, entity-based content architecture, and knowledge graph signals
Hands-on fluency in crawl and indexation mechanics, log file analysis, and Python or SQL for extracting insights at scale
Experience building measurement frameworks and attribution models for channels without established tooling
Enterprise experience — has operated within a cross-functional org (Content, Tech, Data, Compliance) at scale, not solely in an agency or solo-contributor environment
Experience in the cryptocurrency, fintech, or another regulated/trust-sensitive industry is a strong plus
Binance Melbourne, Victoria, AUS Office
Melbourne, VIC, Australia
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