Senior SEO Specialist – Link Building & Digital PR
Department: Digital Marketing – Sales & Marketing
Reports to: Digital Growth & SEO Strategist
Location: Guadalajara, Mexico / Remote – TBD
Schedule: Full-time, aligned with Pacific Time business hours
Headcount: 1
About the Role
Farahi Law Firm is a California personal injury law firm competing in one of the most aggressive organic search markets in the country.
For us, authority is a major growth lever. This is a senior, hands-on SEO role focused specifically on link building, digital PR, and off-page authority. You will own our off-page SEO strategy end to end—from prospecting and outreach to securing high-quality editorial placements and measuring their impact.
You will work across both our English and Spanish properties, build authority around our priority practice areas and California markets, and mentor our existing Link Builder to raise the quality and effectiveness of our link acquisition efforts.
This is not a technical SEO role. Our in-house development team handles technical SEO implementation and site fixes. Your focus is building the authority that helps our content and pages compete.
What You'll Do
Link Acquisition & Digital PR
- Own the off-page SEO roadmap, including target pages, anchor strategy, link velocity, and authority goals by practice area and city.
- Personally prospect, pitch, negotiate, and secure high-quality editorial placements.
- Build relationships with legal directories, local news outlets, community organizations, industry publications, universities, associations, and other relevant publishers.
- Run digital PR and expert-source campaigns similar to HARO/Qwoted, positioning firm attorneys as credible sources for journalists and publishers.
- Develop linkable assets in partnership with the content team, including original data studies, safety and claims research, local resource hubs, and statistics pages.
- Create and optimize outreach sequences, pitch angles, and follow-up processes that generate repeatable placements.
- Build and maintain a pipeline of publishers, journalists, editors, and other relevant contacts.
Local & Geographic Authority
- Build citation and local authority for California service-area pages and Google Business Profiles.
- Identify sponsorships, community events, partnerships, and local opportunities that can generate legitimate editorial links and brand mentions.
- Coordinate with marketing, events, merchandise, and vendor teams to ensure sponsorships and partnerships translate into meaningful online visibility and links.
- Identify opportunities to strengthen authority in priority California cities where competitors are outperforming us.
Quality Control & Risk Management
- Establish and enforce a clear quality standard for every acquired placement.
- Evaluate opportunities based on real traffic, editorial standards, topical relevance, domain quality, and long-term SEO value.
- Avoid PBNs, link farms, manipulative link schemes, and placements that could put the domain at risk.
- Conduct ongoing backlink audits and identify potentially toxic or spammy links.
- Monitor competitor backlink profiles and turn link gaps into actionable prospecting opportunities.
- Stay current on Google's link spam policies and evolving off-page SEO best practices.
Team Leadership & Reporting
- Mentor and guide our existing Link Builder, including reviewing prospect lists, outreach quality, follow-up processes, and acquired placements.
- Establish clear standards and expectations for link acquisition.
- Report monthly on qualified links acquired, referring-domain growth, authority movement, and ranking impact.
- Work closely with the SEO Content Lead, English and Spanish writers, and reporting team to ensure on-page and off-page strategies support the same priority pages.
- Use data to evaluate what is working, what is not, and where we should invest additional effort.
What Success Looks Like
First 30 Days
- Complete a comprehensive backlink and competitor gap audit for our English and Spanish properties.
- Deliver a prioritized 90-day link acquisition roadmap with named targets and page-level goals.
- Establish and document a clear placement quality standard.
First 60 Days
- Have an active outreach pipeline with a documented prospect list and tracked response rates.
- Secure the first placements on priority pages.
- Begin toxic-link identification and cleanup.
First 90 Days & Ongoing
- Consistently meet an agreed monthly quota of qualified referring domains.
- Demonstrate measurable authority growth across priority practice-area and city pages.
- Drive ranking improvements across an agreed target keyword set.
- Maintain zero placements that violate search engine guidelines.
Required Qualifications
- 5+ years of SEO experience, with at least 3 years specifically focused on link building, digital PR, or off-page SEO.
- Demonstrated experience personally securing high-quality link placements.
- A portfolio or track record of campaigns you can walk us through, including your outreach strategy and measurable outcomes.
- Experience in a competitive commercial or YMYL vertical such as legal, medical, finance, insurance, or a comparable industry.
- Excellent written English with strong persuasive communication skills. Outreach is a writing job before it is an SEO job.
- Strong working knowledge of Ahrefs or Semrush, Google Search Console, and Google Analytics 4.
- Experience with outreach and CRM platforms such as Pitchbox, BuzzStream, Hunter, Apollo, or similar tools.
- Strong understanding of Google's link spam policies and off-page SEO risk.
- Ability to work independently, own strategy, and execute hands-on.
- Comfortable being measured on outcomes and communicating performance clearly.
Preferred Qualifications
- Bilingual English/Spanish.
- Experience marketing a personal injury law firm or other legal services business.
- Existing relationships with journalists, editors, publishers, or relevant media contacts in the U.S.
- Experience with local SEO, citation building, and multi-location Google Business Profile authority.
- Experience developing and promoting original research or data-driven linkable assets.
- Experience mentoring or managing junior SEO/link-building professionals.
What We Offer
- A senior role with real ownership of a core SEO function, rather than a task-based position.
- Direct collaboration with the Digital Growth & SEO Strategist and visibility with firm leadership.
- Budget and support for outreach tools, digital PR, and linkable asset production.
- An established content, design, and development team to execute against your strategy.
- The opportunity to help shape the firm's organic growth strategy across English and Spanish markets.
- Growth potential toward broader leadership within the organic search function.
How to Apply
Please submit your resume along with the following:
1. Three link placements you personally secured
For each, briefly explain the placement, your outreach approach, and the impact it had.
2. One campaign that did not work
Tell us what you tried, why you believe it failed, and what you changed afterward.
3. Your SEO perspective
Where do you believe a California personal injury firm should be earning links that its competitors are not?
If you have personally built links that moved rankings in a competitive market, we want to hear from you.
