SEO Strategist

Job description

Role summary:

This is a senior, client-facing leadership role responsible for developing and executing comprehensive search discoverability strategies. The successful candidate will lead projects both internally and with clients, driving performance across traditional SEO, ecommerce optimisation, Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO).

You will be the strategic voice for search discoverability, ensuring our clients' brands are visible wherever their customers search, whether on Google, Bing, AI assistants, or emerging LLM-powered platforms.

Core responsibilities:


Client leadership and project management

• Lead client meetings, presentations, and strategic workshops. You will serve as the primary point of contact for all search discoverability matters
• Drive project delivery from strategy through to implementation, managing timelines, resources, and stakeholder expectations
• Build and maintain strong relationships with clients and their technical teams, agencies, and third-party vendors
• Translate complex search strategies into clear, compelling recommendations for non-technical stakeholders
• Educate clients and internal teams on evolving search landscapes, trends and emerging opportunities

Ecommerce SEO strategy:

• Develop and execute ecommerce-specific SEO strategies including product page optimisation, category architecture and so on
• Implement structured data and schema markup strategies for rich results, product snippets, and merchant listings
• Optimise for Google Shopping, product feeds, and marketplace visibility
• Drive conversion-focused content strategies for product discovery and purchase intent queries
• Navigate SEO challenges specific to major ecommerce platforms including Hybris, Shopify, WooCommerce, Magento, and custom solutions

• Develop strategies to optimise content for AI-powered search experiences including Google AI Overviews, Bing Copilot, ChatGPT, Perplexity, and emerging LLM platforms
• Structure content for featured snippets, knowledge panels, and zero-click search opportunities
• Implement entity-first SEO strategies to establish brand authority and improve LLM recognition
• Monitor and analyse brand visibility and citation patterns across AI answer engines
• Stay ahead of algorithm changes and adapt strategies for evolving AI search behaviours

• Conduct comprehensive technical audits covering crawlability, indexation, site architecture, and Core Web Vitals
• Collaborate with development teams to resolve technical issues and implement SEO best practices
• Develop and maintain technical SEO documentation and standards for the agency

• Conduct advanced keyword research with focus on search intent, semantic clustering, and opportunity analysis
• Deliver competitive analysis including SERP landscape assessment, content gap analysis, and market positioning
• Develop content strategies that serve both traditional search engines and AI discovery platforms
• Create link building and digital PR strategies that enhance domain authority and brand citations
• Experience with international SEO and multi-market strategies
• Understanding of paid search and how it integrates with organic strategy

• Design and deliver executive-level reporting that connects SEO performance to business outcomes
• Establish KPIs and measurement frameworks for traditional and AI-driven search visibility
• Proactively identify risks, opportunities, and competitive movements; escalate urgent issues appropriately

• 5+ years' experience in search and discoverability, with at least 1 year at a senior or lead level (agency or retail experience strongly beneficial)
• Proven track record in ecommerce SEO with demonstrable results in product visibility and revenue growth
• Strong understanding of AI Search, AEO and GEO principles and experience optimising for AI-powered search platforms
• History of successful client relationship management at senior stakeholder level
• Exceptional presentation and communication skills
• Confident presenting to C-suite stakeholders
• Strategic thinker with strong analytical capabilities and commercial awareness
• Ability to translate technical concepts into clear business recommendations
• Self-motivated with excellent project management and organisational skills

• Expert proficiency with SEO tools: Ahrefs, SEMrush, Screaming Frog, AWR, Google Search Console, Google Analytics 4
• Strong knowledge of structured data, schema markup, and technical SEO implementation
• Familiarity with major CMS and ecommerce platforms and their SEO capabilities and limitations
• Working knowledge of HTML, CSS, and JavaScript as they relate to SEO
• Experience with AI and automation tools relevant to SEO workflows
• Strong Microsoft Office skills