Sec. 01 — Overview · for the SEO & SEM Specialist role
275 stores. Zero indexable store pages.
The posting asks for SEO on Dunham's local store pages. There aren't any. The store locator is a 274-option dropdown of hashed IDs, /stores/ returns raw JSON, no store has a URL in any sitemap, and /stores/troy-mi is a 404. Meanwhile the Shopware migration left category duplicates — /apparel-1/ and /apparel-2/ both live and indexed while /apparel/ 404s — and no page on the site carries structured data. This is the store-page system I'd build.
SEO on local store pages
“Identify and make recommendations to further optimize key pages, including homepage, category pages, product pages, vendor pages, content pages, local store pages.” Those pages don't exist yet — building them is the single biggest organic opportunity for a 275-store chain.
You already serve it
/stores/ returns 268 active stores with address, city, state, zip and phone. A template turns each into an indexable page with hours, departments, a map and LocalBusiness schema — capturing “Dunham's + city” and “near me”.
Consolidate the catalog
301 the 41 “-1/-2” duplicates to clean slugs, generate unique metadata for 1,764 categories, add Product schema, and give the sitemap real lastmod values instead of one bulk-stamped date.