About this role.
BetterHelp is seeking an experienced International SEO/AEO Manager to lead organic growth across key international markets, including Spanish, French, Dutch, and German. This role uniquely blends traditional technical SEO with emerging Answer Engine Optimization (AEO) to improve visibility across AI Overviews, LLMs, and other discovery surfaces. You will own multilingual content production workflows, manage a distributed network of freelancers and agencies, and drive technical strategy for international expansion. The position operates in a regulated industry, requiring a careful balance of innovation and compliance. As part of the world's largest online therapy service, you'll work in a supportive, mission-driven environment with a strong focus on employee well-being.
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Cover letter sample
Dear Hiring Manager,
I am excited to apply for the International SEO/AEO Manager position at BetterHelp. With over [X] years of experience driving organic growth in multilingual markets, I have developed a deep expertise in both traditional SEO and the emerging answer engine landscape. I have successfully led initiatives that improved visibility across AI Overviews, LLMs, and other discovery surfaces while maintaining rigorous editorial and compliance standards.
Your mission to make therapy accessible truly resonates with me, and I would be honored to contribute my technical and operational skills to such a meaningful cause. I am eager to bring my experience in building AI-assisted, human-reviewed content workflows and leading distributed freelance networks to better serve your Spanish, French, Dutch, and German markets.
Thank you for your consideration. I look forward to the possibility of discussing how I can help BetterHelp achieve its global organic growth objectives.
Sample interview questions
I start by analyzing each market's search behavior, including the penetration of AI Overviews and LLM-based tools. For early-adopter markets, I prioritize structured data, clear entity definitions, and content that directly answers user intent. For other markets, I maintain a strong focus on traditional rankings while building foundational AEO elements. I also track citation share and visibility metrics to adapt strategies continuously.
In my previous role, I built a distributed content network with freelancers across five countries. I implemented a centralized content calendar, style guides tailored to each language, and a quality assurance process that included native speakers plus SEO checks. I used AI-assisted drafting for efficiency, but all content was human-reviewed for accuracy, brand voice, and regulatory compliance. This approach increased production capacity by 40% while maintaining high editorial standards.
Beyond standard metrics like organic traffic and keyword rankings, I would track AI citation share, visibility in AI-generated answers, and quality of user engagement. In regulated industries, it's crucial to ensure compliance and brand safety, so I would also monitor sentiment and accuracy of AI representations. The ultimate success metric is qualified user acquisition that aligns with business goals and conversion rates.
I begin by auditing the existing architecture to identify issues with crawlability, indexation, and hreflang implementation. For new expansions, I evaluate subdomain vs. subdirectory based on factors like existing authority, market strategy, and operational complexity. I prioritize a scalable approach that supports localized content while consolidating authority. I also ensure Core Web Vitals and structured data are optimized for each language version.
I actively monitor industry publications, run controlled experiments, and participate in SEO communities. I also set up tracking for AI visibility metrics and regularly audit how our brand appears across different AI platforms. When changes occur, I conduct cross-functional debriefs and iterate on our playbook. For instance, I recently adjusted our FAQ schema and content format to align with new AI Overview behaviors, resulting in a 25% increase in AI citation share.
Who are we and why should you join us?
BetterHelp is on a mission to remove the traditional barriers to therapy and make mental health care more accessible to everyone. Founded in 2013, we are now the world’s largest online therapy service, providing affordable and convenient therapy across the globe. Our network of over 30,000 licensed therapists has helped millions of people take ownership of their mental health and change their lives forever. And we’re not stopping there – as the unmet need for mental health services continues to grow, BetterHelp is committed to being part of the solution.
As the International SEO/AEO Manager at BetterHelp, you’ll join a diverse team of licensed clinicians, engineers, product pros, creatives, marketers, and business leaders who share a passion for expanding access to therapy. And as a mental health company, we take employee mental health just as seriously as we do our mission. We deeply invest in our team’s well-being and professional development, because we know that business and individual growth go hand-in-hand. At BetterHelp, you’ll carve your own path, make an immediate impact, and be challenged every day – with a supportive community behind you the whole way.
What are we looking for?
We’re looking for an experienced International SEO/AEO Manager to own organic growth across our priority international markets. You’ll sit at the intersection of technical strategy, content, and editorial — driving qualified user acquisition for a global brand operating in a highly regulated industry. As AI reshapes how people discover and consume information, this role requires equal fluency in traditional search and the emerging answer engine landscape: AI Overviews, blue links, LLMs, and beyond. You’ll bring that lens to our Spanish, French, Dutch, and German markets and build the playbook for what comes next.
What will you do?
- Own international organic growth strategy across all priority markets, with success defined by increasing organic user acquisition through both traditional search and AI-driven discovery surfaces
- Develop and execute AEO strategy: optimizing content for all search platforms with a clear-eyed approach to what’s measurable in a rapidly evolving landscape
- Monitor and analyze how our brand and content appear across AI-powered search surfaces and build strategies to improve visibility and accuracy of representation
- Own the operational model for multilingual SEO/AEO content production, leading a distributed ecosystem of international freelancers and agency partners
- Develop and manage AI-assisted, human-reviewed content workflows, establish editorial quality frameworks and performance standards, and ensure high-quality execution and continuous optimization across markets.
- Drive technical SEO strategy with an international lens: site architecture, crawlability, indexation, hreflang implementation, Core Web Vitals, and structured data
- Consult on site structure decisions for international expansion, including subdomain vs. subdirectory strategy and URL architecture
- Build and manage a content refresh program to maintain and improve rankings and answer engine presence across existing pages in all active languages
- Partner with content creators and translators, and leverage AI tools responsibly — maintaining accuracy, brand voice, and regulatory compliance while increasing output capacity
- Define and report on KPIs tied to organic traffic, rankings, AI citation share, and user growth by market
What will you NOT do?
- You will NOT worry about “runway”, “cash left”, or “how much time we have until the next round”. We have the startup DNA but we’re fully backed and funded, all the way to success.
- You will NOT be confined to your “job”. You will get involved in product, marketing, business strategy, and almost everything we do.
- You will NOT be bogged down by office politics, ego, or bad attitude. Only positive, pleasure-to-work-with people are allowed here!
- You will NOT get yourself burned out. We work hard but we believe in maintaining a sustainable work/life balance. Really.
Can I work remotely?
Yes. We operate on PST and candidates in any time zone are welcome to apply. We ask employees to travel to our San Jose, CA office up to three times per year plus one company-wide offsite to collaborate in person and strengthen working relationships. Travel expenses are covered and reasonable accommodations are made for those under unique circumstances who cannot travel.
Requirements
- 5+ years of SEO experience, with at least 2 years focused on international/multilingual SEO
- Demonstrated understanding of AEO principles and hands-on experience optimizing content for AI-driven search surfaces
- Experience integrating AI tools (Claude, ChatGPT, Gemini, or similar) into content creation and editorial workflows, including quality control processes for regulated content
- Proven track record of driving organic growth in non-English markets
- Deep technical SEO fluency
- Experience managing editorial or content teams, ideally across time zones and languages
- Familiarity with content strategy and governance in regulated industries (healthcare, finance, legal, or similar)
- Strong analytical skills; comfortable in GSC, Ahrefs, LLM visibility tools, and Looker
Nice to Have
- Experience building AI content workflows with human-in-the-loop review at scale
- Familiarity with how LLMs are trained and how that influences content discoverability and citation
- Background in CMS internationalization (hreflang, locale routing, translation management systems)
- Understanding of E-E-A-T in regulated verticals
- Fluency in one or more of our active languages (Spanish, French, Dutch, German) is a strong plus
Benefits
- Remote work with regular in-person bonding experiences sponsored by the company
- Competitive compensation
- Holistic perks program (including free therapy, employee wellness, and more)
- Excellent health, dental, and vision coverage
- 401k benefits with employer matching contribution
- The chance to build something that changes lives – and that people love
- Any piece of hardware or software that will make you happy and productive
- An awesome community of co-workers
The base salary range for this position is $110,000 – $130,000. In addition to the base salary, this position is eligible for a performance bonus and the extensive benefits listed here (subject to eligibility requirements): Teladoc Health Benefits 2026. Total compensation is based on several factors – including, but not limited to, type of position, location, education level, work experience, and certifications. This information is applicable to all full-time positions.
At BetterHelp we thrive on difference and individuality, and as part of the Teladoc Health family, we are proud to be an Equal Opportunity Employer. We never have and never will discriminate against any job candidate or employee due to age, race, ethnicity, religion, sex, color, national origin, gender, gender identity, sexual orientation, medical condition, marital status, parental status, disability, or Veteran status.
Notice to Candidates:
BetterHelp has been made aware of fraudulent job postings and unaffiliated third parties posing as our recruiting team – please know that we have no affiliation or connection to these situations. We only post open roles on our career page (betterhelp.com/careers) or reputable job boards like our official LinkedIn or Indeed pages, and all official BetterHelp recruitment emails will come from the domain @betterhelp.com. Our commitment is to ensure a safe and transparent hiring experience for all candidates. We will never ask you for money, gift cards, or any form of payment during our hiring process, and we will never send money or checks to candidates. If you experience this, it is a scam.
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