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About the Role
The SEO Site Manager is responsible for the strategy, performance, and execution of SEO for Sports Direct European Websites. This role involves managing an SEO executive, increasing organic traffic and revenue through information architecture improvements, content management, and SEO techniques, and ensuring projects are prioritized to meet KPIs.
Responsibilities
- Work with the SEO Lead to define and execute the SEO roadmap for EU sites, ensuring clear prioritization of impactful projects.
- Identify and resolve site-level technical issues (e.g., crawlability, indexation, page performance) that impact organic visibility across European markets.
- Use local keyword research and search trends to guide SEO content plans and ensure effective localization across European sites.
- Monitor and benchmark SEO KPIs across EU markets, identifying opportunities and applying learnings across regions.
- Produce regular performance reports and insights, focusing on traffic, rankings, and revenue growth from organic search.
- Analyze search trends and performance data to surface new growth opportunities within and across EU markets.
- Stay up-to-date with industry changes and share relevant learnings, tools, and techniques with internal teams.
Requirements
- Fluency in English and at least one of the following languages is required: French, Dutch, German, Spanish, or Danish.
- Hands-on experience in an SEO-focused role, ideally within an eCommerce environment.
- Proven track record owning and delivering SEO strategies that drive organic traffic and revenue.
- Strong technical SEO skills, including site architecture, crawlability, indexation, and performance optimization.
- Experience managing international or multi-language websites, with a deep understanding of hreflang, geotargeting, and international SEO best practices.
- Experience working with localization and translation teams to scale content effectively across multiple languages and markets.
- Proficient in keyword research, content strategy, and performance analysis to inform and optimize SEO campaigns.
- Skilled in reporting and presenting results, including traffic performance, ROI, and conversion metrics.
- Excellent problem-solving and analytical skills with the ability to prioritize and manage multiple projects.
- Comfortable collaborating with cross-functional and cross-border teams, particularly across marketing and eCommerce.
- Strong understanding of web usability, content optimization, and user experience from an SEO perspective.
Skills
- SEO Strategy
- Technical SEO
- Localisation
- Keyword Research
- Performance Tracking
- Reporting & Analysis
- Opportunity Identification
- Industry Best Practice
- hreflang
- Geotargeting
- International SEO
Location
- European Websites
Work Type
- Full-time
Experience Level
- SEO focused role
- eCommerce environment experience
- International website management experience
Benefits
- Frasers Champion award (peer nominated, winners receive double pay for a month)
- Retail Reconnect program (head office employees spend time in stores/warehouses)
- Fearless 1200 reward scheme
- Frasers Fit wellbeing program (free gym classes, discounted memberships, training, nutrition, lifestyle advice)
- Free access and support from the Retail Trust charity (24-hour wellbeing helpline, wellness hub, counselling, financial/legal support)
About the Company
- Frasers Group is rethinking retail through digital innovation and unique store experiences, serving consumers with the world’s best sports, premium and luxury brands globally.
- Vision: To build the planet’s most admired and compelling brand ecosystem.
- Purpose: To elevate the lives of the many with access to the world’s best brands and experiences.
- Company principles: Own it and back yourself, Think without limits, Be relevant.