Amtrak is seeking a qualified vendor to provide comprehensive digital analytics and optimization services aimed at enhancing the organization’s digital visibility, performance, and ability to make data-driven decisions. The selected provider will deliver services including digital experimentation, search engine optimization (SEO), GEO, match/adtech, and commercial/digital analytics. Key objectives include in-depth analysis of Amtrak’s entire digital search presence, covering traditional, local, and social SEO as well as technical, on-page, and off-page audits to identify and prioritize opportunities for improving site performance and search visibility.

The scope also includes development and enhancement of localized SEO efforts to improve geographically specific search results, management of Google Business Profiles, and on-page optimizations such as geo-specific keywords and service pages. The vendor will support social SEO strategies by optimizing social media profiles and incorporating SEO best practices into social content, boosting visibility across multiple platforms and content types including images and videos. Exploration of new SEO tools and platforms is expected to keep strategies up to date with industry advancements.

In addition, the provider will establish consistent business definitions, metrics, and key performance indicators (KPIs) to generate reliable reports and digital dashboards via Power BI, sharing actionable performance insights with various internal stakeholders. Strategic consulting in martech and adtech is required, with alignment to orchestration, personalization, commerce, content optimization, and identity resolution needs. Integrating data and messaging across channels to ensure consistent and seamless digital experiences is also essential. The contract term will be three years, and interested parties must submit any questions by February 12, 2026.