Lead Copywriter (SEO & GEO) in Birmingham

This is a lead SEO & GEO Copywriter role. You will be the go-to search and generative engine optimisation expert within the copy team and the person to turn to for guidance and quality assurance on anything SEO/GEO. You’ll also play a hands-on role producing high quality, optimised content for a range of high-profile clients. You will bring a deep understanding of how search and AI-driven discovery works, a strong editorial instinct, and the ability to harness AI tools (Claude or equivalent) as part of an efficient, high-output content workflow. You are equally at home writing a perfectly structured landing page or explaining E-E-A-T signals to colleagues and clients.

Key Responsibilities

• SEO & GEO Content Production: Write and edit compelling, search-optimised copy across a range of online formats — targeting both traditional search rankings and visibility within AI-generated responses and featured snippets. You will use Claude AI as a core production tool throughout this process, from keyword-informed briefing and drafting through to optimisation and final QC.
• Internal SEO Authority: Serve as the resident SEO and GEO expert for the wider copy team. Be the first point of contact for colleagues with questions on keyword usage, search intent, content structure, metadata, or emerging trends in generative engine optimisation. Share knowledge proactively through informal guidance, training sessions, and documented best practice.
• AI-Assisted Workflow: Use Claude and other AI tools as a core part of your content production process: from research and briefing through to drafting, optimisation, and QC. Help develop and refine AI-assisted workflows that improve team efficiency without compromising content quality or brand voice.
• Peer Review & Quality Guidance: Review copy produced by other writers for SEO and GEO compliance, providing clear, constructive feedback that raises standards across the team. Help colleagues understand not just what to change, but why.
• Brand Voice & SEO Balance: Ensure optimised content never comes at the expense of readability, brand consistency, or genuine reader value. Champion the principle that the best SEO copy is, first and foremost, good copy.
• Staying Current: Keep pace with developments in SEO, GEO, and AI-assisted content — from algorithm updates and SERP feature changes to shifts in how large language models surface and cite content. Feed relevant insights back to the team in an accessible, actionable way.

Client Growth & Development

• Client Retention: Build strong working relationships with existing SEO and GEO client services teams and clients. Act as a trusted content expert who understands their objectives, audiences, and search landscape. Proactively identify opportunities to add value whether through content improvements, new format recommendations, or GEO-readiness audits.
• New Business Support: Contribute your expertise to new business pitches and proposals, helping to position the agency’s SEO and GEO content offer compellingly.
• Onboarding & Knowledge Transfer: Support the onboarding of new SEO and GEO clients, establishing content frameworks, tone of voice guidelines, and keyword strategies from the outset to ensure every new account launches with a strong, optimised foundation.

Requirements

• Proven experience as a senior SEO copywriter, ideally within an agency environment across multiple client accounts.
• Deep, up-to-date knowledge of on-page SEO: keyword research, search intent mapping, heading hierarchy, metadata, internal linking, E-E-A-T, and structured data principles.
• Emerging understanding of GEO (Generative Engine Optimisation) and how to structure content for visibility in AI-generated responses.
• Hands-on experience using AI writing and workflow tools, particularly Claude as part of a production process, not just as a curiosity.
• Exceptional writing and editing skills, with the confidence to work across diverse brand voices and content formats.
• A natural communicator who can explain technical SEO concepts to non-specialist colleagues and clients clearly.
• Confident contributing to client conversations, pitches, and new business environments.
• A portfolio demonstrating strong, results-driven SEO content alongside brand-led copywriting.

Benefits

• Time off that works for you — 25 days' holiday + bank holidays, a paid Wellbeing Day, flexible bank holidays to honour cultural or religious observances, and the option to buy or carry over up to 5 extra days.
• Flexibility & lifestyle — Smart Working with up to 40% from home, and after 12 months, the option to work from abroad for up to 90 days a year.
• Family & life milestones — Enhanced family friendly leave, 3 extra days for your wedding/honeymoon, and an Employee Assistance Programme whenever you need support.
• Financial perks — Pension scheme, Corporate Medical Cash Plan, electric car salary sacrifice scheme, and tax-efficient payroll giving to your favourite charities.
• Growth & recognition — Funding for professional qualifications, monthly Employee of the Month awards (£250 bonus), and referral bonuses of up to £1,500.
• Community & wellbeing — Regular Wellbeing Workshops, 30+ Wellbeing Champions, a paid Volunteer Day, and an online perks platform with discounts on top brands, days out, and gym memberships.

We Value Diversity

We champion and welcome diversity in our workforce and ensure all job applicants receive equal and fair treatment, regardless of age, race, gender or gender identity, religion, sexual orientation, disability, or nationality. We are not only committed to increasing the visibility and recognition of talent from under-represented groups within our organisation, but the wider industry too.

At the end of the day, we make sure we take time to look after ourselves, each other, and the planet, because we’re always stronger together. ITG have a number of community groups available to employees and exist to offer a safe space for like-minded colleagues, with shared interests to connect, socialise and check in with each other.

If you found yourself interested in knowing more, drop us your application and someone from our team will be in touch.