Local SEO Director

Rankings.io • Full-time • Remote • 4d ago

The Director of Local SEO & LSA will serve as the strategic leader driving Rankings.io’s local visibility across all client accounts — blending deep expertise in Local SEO with advanced knowledge of Google Local Services Ads (LSA) to help law firms dominate local search results and generate high-quality leads.

This role will lead the development and execution of local strategies that integrate organic and paid visibility, scaling processes, mentoring a high-performing team, and ensuring every client experiences measurable growth in both traffic and lead generation.

At Rankings.io, we help law firms own their market through technical excellence, local dominance, and campaigns that convert. The Director of Local SEO & LSA will set the vision for local optimization across the agency, building the frameworks, tools, and culture that sustain performance and innovation at scale.

Responsibilities

Leadership & Strategy

Develop and execute a comprehensive Local SEO + LSA strategy aligned with Rankings.io’s broader client growth objectives.
Lead, mentor, and grow the Local SEO team — including managers, specialists, and coordinators — fostering a culture of innovation, performance, and accountability.
Serve as a senior advisor to clients and internal stakeholders on complex local visibility challenges, balancing both paid and organic strategies.
Partner with the VP of SEO and executive leadership to define department KPIs, establish service-level standards, and forecast staffing and resource needs.

Client Performance & Growth

Oversee all Local SEO and LSA accounts, ensuring clients experience measurable ranking improvements, increased traffic, and lead volume growth.
Build and maintain executive-level relationships with clients, identifying opportunities for retention, upsell, and cross-channel growth.
Develop data-driven performance reports showcasing ROI, CPL (Cost per Lead), and attribution insights from both organic and paid local channels.
Troubleshoot and resolve complex local visibility issues, including LSA verification, account setup, and ad eligibility.

Innovation & Execution

Stay at the forefront of Local SEO and LSA trends, Google Business Profile updates, LSA verification changes, and emerging AI tools that enhance local performance.
Test and implement new strategies that integrate Local SEO and LSA campaigns for maximum lead capture and conversion.
Oversee collaboration between Local SEO, Paid Media, Content, and Account Strategy departments to deliver unified client results.
Ensure compliance with Google guidelines, ad policies, and ethical data practices.

Operational Excellence

Develop scalable frameworks for local listing management, citation auditing, multi-location optimization, and LSA campaign workflows.
Standardize QA processes for GBP optimization, ad approvals, and lead tracking accuracy.
Monitor team performance, productivity, and profitability; implement professional development plans and performance reviews.
Evaluate and manage tools such as BrightLocal, Whitespark, Semrush, Ahrefs, Google Ads, and LSA management dashboards.

10+ years of professional SEO experience, including 5+ years in senior leadership or agency management roles.
Proven success leading Local SEO and Google LSA initiatives with measurable growth in rankings, leads, and ROI.
Deep understanding of: Google Business Profile optimization, LSA setup, verification, dispute resolution, and performance optimization, Local schema markup, citation strategies, and AI-driven optimization tools
Experience managing tools like BrightLocal, Whitespark, Google Ads, Semrush, Ahrefs, and CallRail.
Strong leadership, communication, and analytical skills with a strategic, data-driven mindset.
Agency experience strongly preferred; legal or professional services industry experience a plus.