GEO/AEO Copywriting Specialist

About Lee Valley Tools

Since 1978, Lee Valley has recognized that for many, woodworking and gardening are more than just hobbies. Lee Valley Tools enjoys a proud history of providing high-quality woodworking, gardening, hobby, hardware, gift and seasonal merchandise to customers worldwide. We pride ourselves on providing quality products and renowned customer service.

Lee Valley has been honored with many prestigious awards, including being recognized as one of Canada's Best Managed Companies. Additionally, we have been ranked #1 for In-Store Experience in Ontario by Leger Marketing Inc.

A position at Lee Valley is more than just a job – we honor the time and dedication that our people give by providing sustained and meaningful employment while striving to provide an environment where learning and development are encouraged.

Overview: GEO/AEO Copywriting Specialist

Lee Valley is seeking a copywriting specialist to help shape how our product knowledge is discovered and presented in emerging generative and answer-based search environments.

Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are evolving disciplines. We do not expect candidates to arrive as finished experts. We do expect strong editorial judgment, subject-matter confidence, and the ability to learn and apply new standards quickly and rigorously. This role is grounded in clear, factual copywriting. The successful candidate will adapt existing Lee Valley copy and new product introductions so they remain accurate, useful, and unmistakably Lee Valley—while also being structured for AI-driven discovery.

Key Responsibilities

• Shepherd content collection and adapt existing Lee Valley product copy, instructions, and supporting content to meet evolving GEO/AEO standards, improving clarity and structure without altering meaning or intent
• Apply the same principles to new product introductions, ensuring clarity and accuracy from first publication
• Create original technical, instructional, and product-focused content when no suitable source material exists, including product launches, landing pages, focus pages, customer-facing explanations, video transcripts, and blog content
• Structure both adapted and newly created content so it can be cross-linked and accurately summarized and surfaced by AI-driven search and answer platforms
• Use AI tools extensively, including designing and refining custom GPTs or similar workflows, to support consistent production at scale
• Interface effectively with vendor SEO, GEO, and AEO software platforms, applying insights appropriately to Lee Valley copy
• Work within website publishing and content management systems (e.g., ContentStack) to support accurate and timely publication

How You’ll Work

• Follow AEO/GEO guidance from vendors, Lee Valley standards, and proven existing copy
• Maintain the Lee Valley voice: calm, factual, precise, and authoritative
• Apply strong subject-matter knowledge in woodworking and gardening to independently govern technical accuracy
• Use AI tools thoughtfully, with clear editorial judgment and verification
• Learn and adapt as standards, platforms, and internal practices evolve
• Interface with vendor partner software for publishing content, as well as tracking and optimization of same

Knowledge and Skills

• Professional experience as a copywriter, technical writer, or content editor
• Demonstrated ability to maintain a disciplined brand voice across large volumes of content
• Strong working knowledge of woodworking and gardening
• Excellent editorial judgment, attention to detail, and clarity of thinking
• Comfort working with AI tools as part of a structured, production-oriented workflow

Key skills/competency

• GEO Optimization
• AEO Optimization
• Copywriting
• Technical Writing
• Content Editing
• Brand Voice Consistency
• Woodworking Knowledge
• Gardening Knowledge
• AI Tools
• Content Management Systems (CMS)