Create and improve search-led content that matches intent and supports conversion, covering both traditional SEO and Generative Engine Optimisation (GEO) for AI-driven search and answer engines. Focus is content quality, structure, refresh cadence, on-page optimisation, and content performance, with consistent use of approved wording patterns, required risk language, and adherence to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) content standards.
Key responsibilities:
- Write and update high-intent SEO content (commercial pages, comparison pages, FAQs, education where it supports intent).
- Write content optimised for GEO (Generative Engine Optimisation), structuring and phrasing content so it can be clearly understood, cited, and surfaced by AI-driven search and answer engines (e.g. ChatGPT, Perplexity, Google AI Overviews), alongside traditional SEO.
- Maintain a refresh plan: identify decay, update content, and improve coverage gaps.
- Conduct keyword research to identify content opportunities, search intent, and coverage gaps across markets, feeding findings into the content plan.
- Grow First Time Trader (FTT) volumes from generic, non-brand keyword terms through SEO content, reducing reliance on brand search and expanding acquisition from new audiences.
- Apply on-page best practice: headings, structure, internal linking updates, meta inputs, and content QA before publish.
- Localise (rather than directly translate) content for country-specific websites, adapting to local search intent and market nuances while avoiding content cannibalisation, duplication, and duplicate-content flags across the global site network.
- Manage and coordinate content across multiple global/country websites, maintaining consistency of structure, tone, and compliance while reflecting local relevance.
- Write and edit content in line with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) principles, reflecting the standards required for financial content.
- Review content performance (rankings, organic traffic, engagement, conversion) and use insights to optimise existing content and improve rankings.
- Work within compliance constraints and use approved claims and risk language patterns.
Requirements
- 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.
Performance Measures
- Content shipped and refreshed to plan, with on-time delivery and low rework rate.
- Improvement in performance of priority pages (rankings, traffic quality, engagement).
- Increase in FTTs sourced from generic/non-brand keyword terms, with a growing share of organic conversions coming from non-brand SEO content.
- Content quality maintained: fewer compliance revisions, fewer factual errors, consistent structure.
- Refresh cadence maintained with clear tracking of what changed and why.
- Improved visibility and citation of content within AI-driven search and answer engines (GEO performance).
- Successful localisation of content across country/language websites with no cannibalisation, duplication, or duplicate-content issues flagged.