Senior SEO & AI Search Strategist · Phoenix, AZ

Building search
strategy at scale.

Thirteen years from store operations to enterprise search strategy. I've built and led SEO, CRO, and AI search programs for organizations serving millions of users — including Discount Tire and the U.S. Air Force & Space Force. Now I'm helping brands become the ones AI cites.

View experience Sable Search ↗

$87M+

Tracked organic revenue impact

13 yrs

Search & conversion strategy

150K+

Daily users served

+22%

CVR lift (1.35% → 1.65%)

About

Operator first.
Strategist second.

I started at Discount Tire in store operations — changing tires, building customer trust, learning how the business actually worked from the ground up. That foundation shapes everything I do in search and product strategy today.

After 13 years, I've led search and conversion programs at two organizations most strategists never get near: Discount Tire, one of the largest independent tire retailers in the US, and the U.S. Air Force & Space Force, where I built organic and conversion infrastructure for mission-critical digital properties.

I hold a CSPO certification, I'm completing an MS in Data Analytics at ASU, and I'm self-studying for AWS Cloud Practitioner certification. I apply CXL Institute methodologies to content and experimentation daily.

"Show up. Work hard. Be kind."

Family motto · Personal operating principle

Cert

Certified Scrum Product Owner

CSPO · Scrum Alliance

MS Data Analytics

In progress · Arizona State University

AWS

AWS Cloud Practitioner

In progress · Self-study

CXL

CXL Institute

Conversion optimization · Applied to briefs & testing

Stack

Tech Stack

Botify · Adobe Analytics · Scrunch · Dynatrace · GSC

Experience

Where I've built.

From store floors to enterprise search programs — 13 years of building things that scale.

2024 — Present

Senior CRO & SEO Product Strategist

Discount Tire · Scottsdale, AZ

Leading search and conversion strategy for one of the largest independent tire retailers in the US — 150K+ daily users, 900+ locations. Accountable for digital product performance across Technical SEO, GEO/AI search, and CVR optimization. $87M+ in career-tracked organic revenue impact. +22% CVR improvement (1.35% → 1.65%). Driving AI Search & Conversion Strategy framework across a cross-functional team.

Technical SEO GEO/AEO CRO Botify Adobe Analytics A/B Testing

2022 — 2024

Search & Conversion Strategy Lead

U.S. Air Force & Space Force

Built and led organic search and conversion infrastructure for mission-critical digital properties serving Air Force and Space Force personnel and families. Designed SEO and CRO programs from the ground up in a highly regulated, high-stakes environment. $24M+ in A/B testing uplift attributed to experimentation programs.

Enterprise SEO Conversion Strategy A/B Testing Government Digital

2011 — 2022

Store Operations → Digital Strategy

Discount Tire · Phoenix, AZ

Thirteen years with Discount Tire beginning in store operations. Built a deep understanding of how the business works at ground level before transitioning into digital strategy. This foundation — knowing the customer, the product, and the operational reality — informs every search and conversion decision I make.

Store Operations Customer Experience Digital Transition

Expertise

What I do best.

The disciplines I've built deep, accountable track records in.

GEO / AI Search

Generative engine optimization — making brands the ones AI cites in ChatGPT, Claude, Perplexity, and Google AI Overviews. Entity architecture, structured data, content extraction patterns, locale-specific citation strategy.

Technical SEO

Crawlability, indexation, pre-rendering, Core Web Vitals, schema implementation at scale. Botify-native. Built and shipped technical SEO roadmaps across 150K+ daily user environments.

Conversion Rate Optimization

A/B testing, funnel analysis, UX-to-revenue attribution. $24M+ in A/B testing uplift. CVR from 1.35% to 1.65% — a 22% lift — through structured experimentation and data-driven iteration.

Product Strategy

CSPO-certified. Leading cross-functional product work at the intersection of search, analytics, and engineering. Running sprint-based delivery with accountability to KPIs, not just outputs.

Analytics & Measurement

Adobe Analytics, Google Search Console, Scrunch (AI share of voice), Dynatrace (CWV). Building dashboards and measurement frameworks that connect search activity to revenue — not just traffic.

Content Architecture

Cluster strategy, GEO-first content briefs, FAQ schema, PDP heading architecture. Building content systems designed for AI extraction and human conversion — not just keyword ranking.

Sable Search

Consulting

Need GEO/AEO strategy for your brand?

My consulting practice — productized audits, retainers, and fractional engagements. $3K audits delivered in 14 days. $87M+ in tracked revenue impact behind the methodology.

GEO Visibility Audit — $3K Strategy Retainer — $4.5K/mo Fractional Head of GEO — $10K/mo Agency White-Label — $175/hr

Free GEO snapshot ↗ View all services ↗

Contact

Let's connect.

Open to senior individual contributor and leadership roles in SEO, AI search, and digital product strategy. Based in Phoenix, AZ — open to hybrid and remote.

Current status

Actively exploring senior IC and director-level opportunities. Available for introductory conversations now.

jason@sablesearch.com

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Consulting

sablesearch.com

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jason-summers-762977412

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Writing

jasoncsummers.com/blog/

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