Primary Arms is a leading manufacturer and retailer (online & brick-and-mortar) as well as wholesale distributor (B2B) in the outdoor, sporting goods, and firearms and accessories industry. We are one of the fastest growing E-commerce retailers known for excellent customer experience and great prices. Great customer service aside, we are also known for our line of scopes that feature the patented ACSS reticle system and currently export to 17 countries including the UK, New Zealand, and Canada with that list continuing to grow. Since founding in 2007 by Marshall Lerner, the company has grown exponentially every year. The current team is over 150 people strong located in sunny Houston, TX in a brand-new office with state-of-the-art facilities. Primary Arms uses advanced technology for most of the applications including ERP and E-Commerce systems hosted in the Cloud. With an A+ rating from the Better Business Bureau, Primary Arms is proud to offer outstanding customer service and game changing products to people around the world. For more information, visit https://www.primaryarms.com, http://www.primaryarmsoptics.com and follow on Instagram (@primaryArms, @primaryarmsonline), Twitter (@PrimaryArms), YouTube (PrimaryArmsLLC) and Facebook @primaryarmsllc).

About Primary Arms

Headquartered in Houston, Texas, Primary Arms is a vertically integrated company built around three core business units: optics manufacturing, e-commerce and wholesale distribution, and direct government sales.

We design, engineer, and manufacture Primary Arms Optics through a multinational supply chain that combines global OEM partnerships with U.S.-based production. Our e-commerce and wholesale divisions serve consumers and dealers nationwide with a wide selection of leading brands, including firearms and tactical equipment. Our government division supplies law enforcement and other agencies through dedicated inside and field sales teams.

Across all business units, we are driven by a commitment to innovation, customer service, and operational excellence.

Position Overview

SEO Strategist is responsible for developing all SEO strategies and is expected to function as a junior-level SEO Manager in some cases. SEO Strategist will work directly with the Senior SEO Manager, Director of Inbound, Director of Outbound, and the Product Merchandising team to build SEO strategies to increase keyword ranking, clicks, impressions, organic traffic and organic revenue. He / she / they will be directly responsible for the development of all strategies and for executing those strategies with the SEO Specialist and the Senior SEO Specialist. The SEO Strategy owner functions as "product owner" of SEO strategy.

Requires advanced keyword research using SEMRush. Requires the use of other tools for competitive research. Requires the use of Google Analytics 4 and Google Search Console to develop strategy approaches. Requires knowledge of UX / UI and best design practices. Requires extensive experience with e-commerce. Requires the ability to work with other stakeholders to set goals. Requires some knowledge of social media. Requires knowledge of both technical and content SEO tactics and strategy.
An ideal candidate will have a minimum of 3 years of SEO Experience and be able to work independently and manage small teams as needed.

Responsibilities:

Produce competitive search ranking research of near-peer competitors and new competitors in the firearms space
Perform keyword research and keyword profile gap analysis to contribute to the overall SEO growth strategy
Routine on-page / full-site audits, analyzing expected search intent of the user with delivered UX/UI elements
Combine competitive analysis, keyword research, and UX / UI into executable SEO strategies to gain market share
Provide SEO Strategy for blog and knowledge hub that builds both search presence and provides actionable information for the customer
Keyword map landing pages, PLP and PDPs to correspond to a pre-designed SEO Strategy
Work directly with product merchandising to build product launch strategies that drive SEO value and maintain customer engagement.
Work directly with Social Media team to optimize YouTube channels and other social media channels for search
Share best practices and provide oversight for YouTube SEO
Work directly with Site Experience and DX teams to build new content experiences that attract new users and build value in search
Present SEO Strategies to key stakeholders and executives to achieve buy in
Work directly with Content Team to ensure content goals for SEO are achieved
Work directly with Graphics Team to ensure SEO goals (e.g. infographics, etc) are achieved
Work directly with Affiliate Marketing Manager to identify potential Offsite SEO opportunities (link acquisition)
Work directly with PR Agencies / PR Resources to identify potential opportunities to acquire backlinks
Work with Senior SEO Manager to fully topic map site content to identify strengths, weakness, and gaps
Report monthly on the success metrics of current strategy directly to Senior SEO Manager
Work with Senior SEO Manager to build quarterly reporting that demonstrates value and success of current strategy
Work directly with SEO Specialist to align offsite and content strategy

Skills and Qualifications:

Willingness to work in the gun and firearm industry
High Proficiency in these SEO Strategy Tasks:
- Developing content marketing campaigns using keyword research, user personas, and market research
- Advanced keyword research and gap analysis to inform SEO Strategy
- Using tools like SEMRush, Ahrefs, or Botify for competitive and keyword research
Knowledge of Technical SEO
Understanding of the interplay between Offsite and Content-Related SEO
Strong familiarity with Brand marketing and branding in general
Ability to perform very
Knowledge of best UI / UX Practices
Knowledge of best practices for SEO on YouTube
Familiarity with best practices for social media
Ability to manage small teams
- Oversee SEO Strategy Execution
- Set monthly and Quarterly KPIs
- Work cross-functionally with other business units. Including setting meetings and follow-up to achieve SEO Strategy
- Assigning tasks as needed
Ability to work with key stakeholders and executives to advance SEO strategy goals
Knowledge of CMS like WordPress, ContentStack, Contentful
Knowledge of e-commerce platforms (BigCommerce preferred)
Experience using generative AI (Claude, ChatGPT, Gemini) for:
- Data Analysis
- Strategic Planning
- Content Ideation and generation
Knowledge of HTML, and some knowledge of CSS (knowledge of JS a plus)
Strategic thinking and leadership skills are a must
Ability to plan and manage multiple workstreams at once
Ability to quickly prioritize and re-prioritize work as needed
Ability to explain and educate stakeholders on basic SEO principles, tactics, and strategy
Microsoft Word and Microsoft Excel
- OR: Google Docs and Google Sheets
Proficiency with these administrative tasks:
- Managing several projects concurrently and communicating progress to cross-functional stakeholders
- Tracking and logging tasks in task management software (Asana, JIRA, Monday.com
- Managing workflows in Kanban

Education / Experience:

High school Diploma / GED
3 to 5 five years of SEO Experience
3 to 4 years of experience in digital marketing or an SEO Agency preferred
Current GA4 Analytics Certification
Working Knowledge of Web Development is preferred
Experience working with Brand Marketing preferred
Experience work with Agile and Agile Marketing preferred
1 to 2 years experience executing Content Marketing campaigns preferred but not required

SEO Strategist

Job description

About Primary Arms

Required profile

Experience

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