What is the role
This role goes beyond conventional SEO, with responsibility for growing organic traffic, revenue and brand visibility across search engines, AI-powered experiences, and generative discovery platforms. You will shape and execute strategies spanning technical SEO, content optimisation, digital PR, Generative Engine Optimisation (GEO), and AI innovation, ensuring our brands are discoverable wherever customers search, browse and ask to deliver measurable commercial impact.
What you will do
Grow organic traffic, revenue and share of search in line with forecasts and commercial objectives
Lead SEO and organic discovery strategy across traditional search, AI-powered search experiences and emerging LLM ecosystems
Develop and execute on-site, off-site and Generative Engine Optimisation (GEO) strategies to improve visibility in search engines, AI overviews, conversational search and LLM-driven recommendations
Identify opportunities to increase brand and product visibility across evolving discovery surfaces including organic search, AI assistants and shopping ecosystems
Own category, sub-category and campaign optimisation in line with seasonality, trade priorities and customer demand trends
Conduct competitor analysis, keyword gap analysis, search intent research and emerging trend discovery to inform strategy
Develop scalable content strategies including editorial, evergreen, FAQ, expert-led and LLM-friendly content formats designed for both rankings and AI citation
Lead PR and content teams on authority-building and digital PR campaigns to strengthen off-site signals, backlinks and brand mentions
Drive experimentation in AI and automation, using new tools and technologies to improve efficiency, scale content opportunities and surface insights
Monitor, analyse and improve technical SEO performance through regular audits of crawl health, Core Web Vitals, structured data, indexing, internal linking, site architecture, XML sitemaps and robots directives, ensuring best practice across all sites.
Work closely with development and product teams to prioritise technical opportunities and resolve issues
Own reporting across organic performance, AI visibility opportunities, experimentation results and innovation roadmaps, sharing actionable insight with the wider business
Stay ahead of industry changes across search, AI, algorithms and emerging organic discovery trends
What you will bring
Proven experience in SEO, organic growth or search strategy (in-house or agency)
Strong understanding of technical, content and off-site SEO best practice
Experience developing strategies that drive both traffic growth and commercial performance
Interest in emerging search behaviours, AI-powered discovery, LLM visibility and Generative Engine Optimisation (GEO)
Experience using AI and automation tools to scale analysis, content or innovation initiatives
Strong analytical mindset with confidence interpreting performance data and translating insight into action
Confident reporting on KPIs including traffic, rankings, revenue, share of search and broader visibility metrics
Advanced experience with tools such as Google Search Console, GA4, Screaming Frog, SEMrush and similar platforms
Working understanding of HTML, CSS, JavaScript and their impact on search performance
Experience with structured data and schema optimisation
Strong copywriting and content strategy skills
Experience working on eCommerce websites
Excellent stakeholder management and cross-functional collaboration skills
Highly organised, proactive and commercially minded
Cross collaboration across paid search knowledge desirable
Retail or fashion experience desirable
Experience with AI search monitoring, entity optimisation or digital PR strategies desirable
TPBN1_UKTJ
SEO GEO Manager in Peterborough employer: All The Top Bananas
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