SEO & AEO Lead – Contractor in London

Applications are considered on a rolling basis. Multiple locations. Remote.

Basware is the clear market leader in Invoice Lifecycle Management, trusted by over 6,000 global customers and recognised #1 by Gartner, Forrester, and IDC. We revolutionised how the world’s largest organisations manage and automate AP, processing more than $10 trillion in invoices with unmatched accuracy, compliance, and control. If you’re inspired by innovation, growth, and a value‑driven culture, this is your chance to help shape the future of finance.

We are looking for an experienced SEO, AEO & GEO contractor to lead and own Basware's organic search strategy across traditional SEO, AI answer engines (AEO) and generative/LLM-powered search environments (GEO). This role goes beyond classic SEO and focuses on ensuring Basware is visible, well-structured and competitively positioned across Google, ChatGPT, Perplexity, Google AI Overviews and other evolving discovery platforms.

The person will be responsible for:

• Improving our technical SEO foundations
• Shaping search-led content priorities
• Strengthening our visibility in AI search
• Collaborating with marketing teams to make recommendations for building Basware's off-site authority and presence in the data sources LLMs train on
• Managing the tools and reporting needed to support this area effectively

This is a hands-on specialist role for someone who can work strategically but also get into the detail, identify opportunities quickly, and turn insight into action. The contract is expected to run for 6–12 months, with an estimated time commitment of around 20 hours per week. The role is fully remote and ideally starts as soon as possible.

Key Responsibilities

1. SEO, AEO & GEO Strategy
   • Define and execute Basware’s global organic search strategy across traditional and AI-powered search environments.
   • Own roadmap covering:
   • Traditional SEO performance (rankings, traffic, conversions)
   • AI search visibility and citation presence
   • Entity authority and semantic relevance
   • Content discoverability across buyer journey stages
2. Align organic search strategy to:
• Brand visibility in high-intent categories (e.g. AP automation, e-invoicing, SAP aligned solutions)
• Organic pipeline contribution
• Market expansion priorities
• Product positioning themes / Product launches
3. Conduct competitor and AI visibility benchmarking across priority markets, including share of voice across priority topics in both traditional search and AI-generated responses.
4. Systematically test buyer-intent prompts across AI platforms (ChatGPT, Perplexity, Gemini, Copilot, Claude) to audit how Basware appears relative to competitors, and track citation share-of-voice over time.
5. Identify emerging search behaviour shifts and translate these into actionable optimisation priorities.
6. Technical SEO & Search Foundations
   • Working with the Web Manager, lead on technical SEO across site structure, crawlability, indexation, internal linking, structured data (including Organization, FAQ, HowTo and SameAs schema markup) and Core Web Vitals.
   • Own Basware's brand entity presence across Google Knowledge Panel, Bing entity panel and Wikidata, ensuring accuracy, completeness and consistent SameAs linking across all Basware web properties.
   • Work closely with the Web team to ensure the site is set up effectively for both traditional search engines and AI-driven discovery, with clear architecture and strong technical foundations.
7. AI Search / AEO & GEO Optimisation
   • Define and implement structured content approaches that improve machine readability, semantic clarity and contextual understanding across AI-powered search environments.
   • Monitor and analyse AI search visibility trends using relevant AEO tooling (e.g. Profound-type platforms or similar), translating insights into clear, actionable recommendations that inform content prioritisation, optimisation strategy and broader discoverability improvements.
   • Develop and evolve Basware’s visibility across AI-driven discovery platforms, including ChatGPT, Perplexity, Google AI Overviews / Gemini, Bing Copilot, Claude and other LLM-powered environments.
   • Implement approaches that strengthen:
   • Citation frequency within AI-generated responses
   • Entity recognition, association and knowledge graph presence
   • Semantic authority across priority topic clusters
   • Structured content signals that support AI interpretation and retrieval
   • Basware's presence in the off-site sources LLMs draw from (e.g. Wikipedia, Wikidata, G2, TrustRadius, analyst reports, industry publications)
8. Coordinate with PR, Comms and Analyst Relations to ensure Basware's narrative is well-represented in the third-party sources that influence LLM training data and retrieval-augmented generation (RAG) results.
9. Ensure content is optimised for emerging search behaviours, including:
• Conversational and natural language queries
• Question-led discovery patterns
• Long-tail informational intent
• Synthesis-based answers generated by large language models
10. Translate AI search insights into clear recommendations for content structure, topic prioritisation and optimisation opportunities, ensuring Basware remains visible and competitive as search behaviour continues to evolve.
11. Content Direction & Search Briefing
    • Work proactively with the Content team to identify content opportunities based on search demand, intent gaps, topic authority priorities and emerging AI search trends.
    • Identify content gaps and topic cluster opportunities aligned to buyer journeys and priority solution areas, helping strengthen Basware’s authority across key themes.
    • This role will not be responsible for writing content, but will lead on briefing requirements — including recommended topics, structure, target queries, internal linking approach, page intent, AI-friendly content formatting (e.g. concise definitions, direct Q&A structures, comparison tables, stat-rich summaries) and key optimisation considerations, enabling the Content team to execute effectively and consistently optimise for both traditional and AI search environments.
12. Tooling, Analytics & Performance Insight
    • Own the day-to-day management of SEO and AEO tooling, including Google Search Console, Google Analytics, HubSpot analytics, relevant SEO platforms, and any in-house AI search / AEO monitoring tool.
    • Use these tools to monitor performance over time, benchmark visibility across traditional and AI search environments, identify opportunities, and translate insights into clear, actionable recommendations.
    • Build a consistent view of how organic search contributes to visibility, engagement and pipeline, ensuring reporting is practical and supports prioritisation and decision-making.