(1) Vendor needs to provide digital analytics and optimization services.– Provide services that include digital experimentation, SEO, match/adtech, and commercial / digital analytics services, aimed at improving digital performance, experience, and data driven decision making.– Provide comprehensive whole search, SEO and GEO services to enhance Amtrak’s digital visibility and performance, including but not limited to: • Conduct in–depth analysis of entire search presence including traditional SEO, GEO, local SEO, social signals and more to support development of a unified whole search strategy • Conduct thorough technical, on–page and off–page SEO audits, identifying and prioritizing issues that impact site performance and search visibility. • Develop and enhance localized SEO for improving geographically specific search queries and inclusive of Google Business Profile management and on–page optimizations like geo–specific keyword and location–specific service pages • Provide social SEO strategy and support including the optimization of social media profiles and incorporation of SEO best practices into social media content to boost visibility in both social channels and search engine results for content, image and video results • Exploration of new SEO tools and platforms. Establish consistent business definitions, metrics, and KPIs across functions to ensure reports and dashboards are trusted and comparable. • Create digital dashboards using Power BI and share performance insights with various business units, team members, and management and answer ad hoc questions • Provide martech and adtech strategy consulting or strategic martech / adtech services aligned to orchestration, personalization, commerce and content optimization or identity resolution needs • Integrating data and messaging across channels to provide consistent messaging and seamless digital experience. (2) The contract period will be for three years. (3) All the questions must be submitted no later than February 12, 2026.