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About the Role
Create and improve search-led content, focusing on quality, structure, and performance for both traditional SEO and Generative Engine Optimisation (GEO). Ensure adherence to E-E-A-T and YMYL standards, particularly for financial content.
Responsibilities
- Write and update high-intent SEO content, including commercial pages, comparison pages, FAQs, and educational content.
- Optimize content for GEO, structuring and phrasing it for clear understanding, citation, and surfacing by AI-driven search and answer engines.
- Maintain a content refresh plan, identifying decay, updating content, and addressing coverage gaps.
- Conduct keyword research to identify content opportunities, search intent, and coverage gaps across markets.
- Increase First Time Trader (FTT) volumes from generic, non-brand keyword terms through SEO content.
- Apply on-page SEO best practices, including headings, structure, internal linking, and meta inputs.
- Localize content for country-specific websites, adapting to local search intent and market nuances while avoiding content cannibalisation and duplication.
- Manage and coordinate content across multiple global/country websites, ensuring consistency and local relevance.
- Write and edit content in line with E-E-A-T and YMYL principles for financial content.
- Review content performance (rankings, organic traffic, engagement, conversion) and use insights for optimization.
- Work within compliance constraints, using approved claims and risk language patterns.
- Ensure content quality, structure, refresh cadence, on-page optimization, and performance.
- Ensure consistent use of approved wording patterns and required risk language.
Requirements
- Strong SEO writing and editing skills with a 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 optimizing content to improve rankings.
- Experience with Storyblok CMS is advantageous.
Skills
- SEO
- Generative Engine Optimisation (GEO)
- Content Quality
- Content Structure
- Content Refresh
- On-page Optimisation
- Content Performance
- Keyword Research
- Content Localisation
- Content Management
- E-E-A-T
- YMYL
- Compliance
- Storyblok CMS
Work Type
- Full-time
Salary/Compensations
- Competitive salary
- Discretionary annual bonus
Benefits
- Private healthcare
- Life Insurance
- Critical Illness cover
- Income Protection cover
- Active Lifestyle allowance
- Annual leave above minimum entitlement
- Up to 3 weeks allowance to work in any location
- Enhanced parental leave packages