SEO Analyst

Because we strive to put people first. Culture, our way. Digital at Primark. What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

The SEO Analyst is a hands-on, data-driven role responsible for transforming SEO into a measurable growth channel, while also ensuring content is optimised to capture and influence search demand. Our digital teams are right at the heart of what we do. Surrounded by some of the best digital specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward-thinking team.

Responsibilities

• Own and scale SEO as a measurable growth channel, translating strategy into executable test-and-learn frameworks across content, copywriting, digital merchandising, and campaigns, while supporting delivery of the SEO content roadmap through effective prioritisation and timeline management.
• Lead SEO experimentation, analysis, and optimisation, including keyword research, competitor and in-SERP analysis, site health monitoring, content decay, cannibalisation, and emerging search opportunities, with hands-on optimisation of commercial and editorial content to maximise visibility, engagement, traffic, and conversion.
• Design, automate, and maintain robust SEO measurement and reporting, ensuring data accuracy and consistency across platforms, with dashboards tracking branded and non-branded performance, sessions, impressions, clicks, CTR, engagement, conversions, forecasting versus plan, and clear attribution of SEO impact to business outcomes.
• Deliver deep performance insights and strategic recommendations, translating complex SEO, user intent, demand, and market data into clear visualisations and actionable guidance for SEO, editorial, brand, marketing, trading, product, and technical stakeholders.
• Collaborate cross-functionally to embed SEO into wider workflows, partnering with technical SEO, engineering, marketing, trading, and product teams to plan and evaluate tests, support campaign planning, contribute to weekly trade meetings, and prioritise organic growth initiatives.
• Proactively evolve SEO strategy and execution, staying ahead of algorithm updates, AI search developments, and international trends while identifying risks, opportunities, and efficiency improvements, and communicating insights clearly with messaging tailored to different stakeholder groups.

Qualifications

• Extensive hands-on SEO experience (3+ years) with a proven track record of delivering measurable performance improvements, supported by strong analytical, problem-solving, and forecasting skills to model SEO performance, identify trends, and proactively manage risks and opportunities.
• Deep expertise in SEO analytics, measurement, and automation, including Google Analytics, Google Search Console, and platforms such as SEMrush, Data Studio, Botify or similar, with experience building automated dashboards, ensuring data accuracy, and tracking branded and non-branded performance across categories and product-level search aligned to commercial objectives.
• Strong test-and-learn and optimisation capability, with experience designing and executing experimentation frameworks to optimise content, campaigns, and site performance, translating complex SEO and search data into actionable insights, clear visualisations, and recommendations for both technical and non-technical stakeholders.
• Excellent planning, organisation, and prioritisation skills, with the ability to manage multiple initiatives, stakeholders, and timelines, work in a structured and organised way, manage own time effectively, take ownership of delivery, and follow standards and processes to ensure quality outcomes.
• Highly effective communicator and collaborator, able to build strong, productive relationships, present SEO insights clearly and compellingly to stakeholders at all levels, adapt communication and presentation style to different audiences, work flexibly with others to help the team succeed, and remain open to feedback and new ideas.
• Strong personal drive and customer-centric mindset, thriving in a fast-paced environment with adaptability to change, energy, enthusiasm, positivity, and determination, a genuine interest in fashion and passion for the Primark brand, an obsession with customer experience, sound decision-making, rapid problem resolution, self-awareness of development needs, and a proactive approach to learning and growth.

Does this sound like you? Great, because we can’t wait to see what you’ll bring. You’ll be supported within a team of equally capable people, celebrating who you are and aiding you reach your potential. At Primark, we’re excited about our future - and we’re excited to develop yours.

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to over 80,000 colleagues and over 480 stores in 18 countries today and growing. So, what’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. It’s that feeling that turns a job into something more. Celebrating the wins, working at pace, and pulling through the challenging times with passion, courage, and your team by your side. It’s what drives us every day. You’re our driving force. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

If you need any reasonable adjustments or have an accessibility request during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns, please reach out to our talent acquisition team to discuss. Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.