SEO Content Specialist

• Create and improve search-led content that matches intent and supports conversion, covering traditional SEO and Generative Engine Optimisation (GEO).
• Write and update high-intent SEO content, including commercial pages, comparison pages, FAQs, and education content where it supports intent.
• Structure and phrase content for GEO so it can be understood, cited, and surfaced by AI-driven search and answer engines such as ChatGPT, Perplexity, and Google AI Overviews.
• Maintain a refresh plan by identifying content decay, updating content, and improving coverage gaps.
• Conduct keyword research to identify content opportunities, search intent, and coverage gaps across markets.
• Grow First Time Trader (FTT) volumes from generic, non-brand keyword terms through SEO content.
• Apply on-page best practices, including headings, structure, internal linking, meta inputs, and pre-publication content QA.
• Localise content for country-specific websites while adapting to local search intent and market nuances and avoiding cannibalisation and duplication.
• Manage and coordinate content across multiple global and country websites.
• Write and edit content according to E-E-A-T and YMYL principles for financial content.
• Review rankings, organic traffic, engagement, and conversion performance to optimise content and improve rankings.
• Work within compliance constraints using approved claims and risk-language patterns.
• Deliver and refresh content to plan while maintaining quality, compliance, factual accuracy, consistent structure, and localisation across websites.
• Improve content visibility and citation within AI-driven search and answer engines.

• Strong SEO writing and editing, with clear understanding of intent and SERP formats.
• Ability to follow content templates and create consistent, scannable structures.
• High attention to detail, accuracy, and deadline discipline.
• Comfortable with feedback loops and iteration based on performance data.
• Understanding of GEO principles and how content is surfaced and cited by AI/LLM-driven search and answer engines.
• Strong keyword research skills, using SEO tools to identify search intent, opportunity, and content gaps.
• Experience managing content across global/multi-country websites, with a good understanding of avoiding content cannibalisation and duplication.
• Good working knowledge of E-E-A-T and YMYL content requirements, ideally within a regulated or financial services environment.
• Performance-led approach; confident reviewing content performance data and optimising content to improve rankings.
• Experience with Storyblok CMS advantageous.