GEO Strategist

Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, Web3 features, and more. We leverage the power of digital assets and blockchain to build an inclusive financial ecosystem to advance the freedom of money and improve financial access for people around the world.

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

Why Binance• Shape the future with the world’s leading blockchain ecosystem• Collaborate with world-class talent in a user-centric global organization with a flat structure• Tackle unique, fast-paced projects with autonomy in an innovative environment• Thrive in a results-driven workplace with opportunities for career growth and continuous learning• Competitive salary and company benefits• Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team)
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