SEO/AIO Lead

Role Overview

• Own the SEO / AIO strategy and roadmap across the UK and international markets, plus Multi-language technical setup, aligned to growth goals and customer needs.
• Build and maintain a clear prioritisation framework that balances technical foundations, content opportunities, and commercial impact.
• Identify high-impact opportunities across non-brand demand (rankings, CTR, content gaps) and translate them into an executable plan.
• Define success metrics and ensure stakeholders are aligned on what “good” looks like (traffic, visibility, rankings, CTR, conversions, and incremental value).
• Lead technical SEO delivery across crawlability, indexation, internal linking, site architecture, redirects, structured data/schema, metadata, and page performance fundamentals.
• Partner closely with Product and Engineering to embed SEO requirements into releases, QA, and platform decisions.
• Support and guide SEO best practice during platform changes (including migrations), ensuring risks are managed and improvements are shipped.
• Maintain technical hygiene through audits, monitoring, and issue triage (e.g. index bloat, duplication, thin content, canonicalisation).
• Partner with Content to develop a scalable SEO / AIO content strategy (pillars, clusters, templates) mapped to user intent and business priorities.
• Optimise existing and new content for performance: including on-page structure (H1–H3), internal linking, metadata, entity coverage, FAQs, and AI-readiness.
• Help establish consistent expert-led signals (author profiles, expert attribution, review processes) to strengthen trust and E-E-A-T across priority topics.
• Work with stakeholders to ensure content is accurate, brand-aligned, and built for long-term compounding organic growth.
• Ensure content and technical foundations are optimised for emerging AI discovery surfaces (LLMs, AI summaries/answers, rich results, Answer Engine Optimisation) alongside traditional SEO.
• Track shifts in search and AI behaviour, identify risks and opportunities, and translate insights into practical changes across content and technical foundations.
• Champion best practices for AIO across the business, ensuring we evolve with the landscape.
• Establish reporting and monitoring for SEO / AIO performance, surfacing opportunities, risks, and wins clearly and regularly.
• Build a testing and optimisation cadence to improve rankings, CTR, engagement, and conversion quality over time.
• Quantify incremental impact where possible (especially non-brand growth), and communicate progress in a stakeholder-friendly way.
• Continuously improve ways of working (templates, checklists, workflows, QA) to scale output without compromising quality.
• Collaborate with Product, Engineering, Data, CRM, Brand, and Performance Marketing to ensure SEO / AIO is integrated into the broader growth system.
• Act as the internal subject-matter expert for SEO / AIO, raising standards and capability across teams through guidance and best practice.
• Establish lightweight governance (standards, documentation, QA checks) so SEO / AIO execution is scalable, consistent, and reliable.

Requirements

• Strong hands-on SEO experience (typically 5–10+ years), including experience building or rebooting SEO within a high-growth consumer or marketplace environment.
• This role is ideal for someone who:
• Has built SEO foundations from scratch or successfully reset underperforming channels
• Enjoys operating independently and thrives in ambiguity
• Is commercially focused — thinking beyond rankings to revenue, conversion, and LTV
• Wants ownership over performance outcomes, not just execution
• Proven ability to independently own technical SEO strategy, prioritisation, and delivery
• Deep expertise across on-page, technical SEO, and content optimisation
• Strong understanding of emerging AI-driven discovery (e.g. AI Overviews, generative search) and how SEO strategy must adapt
• Hands-on experience setting up, managing, and extracting insight from SEO tool stacks (e.g. SEMrush, Ahrefs, Moz), including tracking frameworks and reporting
• Strong analytical capability — comfortable turning data into clear commercial priorities
• Experience partnering closely with Product and Engineering teams to ship SEO improvements
• Solid understanding of schema, structured data, and advanced SERP features
• Experience working with modern CMS platforms (e.g. Webflow)
• Experience operating SEO across multiple markets and multi-languages technical setup