SEO Specialist

1. Responsibilities & Main tasks:

SEO Strategy & Execution

• Develop and implement SEO strategies to improve organic performance across internal websites.
• Identify high-impact SEO opportunities based on data, commercial relevance, and competitive landscape.
• Build and maintain keyword research frameworks aligned with category priorities and market intent
• Create and maintain keyword mapping and page targeting strategies across internal pages.

Technical SEO & Site Performance

• Conduct routine technical SEO audits (crawlability, indexation, redirects, canonicalisation, duplication, internal linking, schema).
• Monitor and improve Core Web Vitals, page speed, and technical health to support organic visibility.
• Identify and resolve issues relating to indexing, crawl efficiency, and site architecture.
• Collaborate with developers to implement SEO fixes and ensure best practice deployment processes.
• Manage and maintain structured data (schema) implementation to improve search and AI comprehension.

On-Page SEO & Content Optimisation

• Guide writers to optimise key pages for metadata (titles, descriptions), headings, content structure, internal linking, and entity clarity.
• Review content performance and implement refresh plans for declining, outdated, or underperforming pages.
• Provide SEO content briefs to guide writers and ensure content aligns with search intent and conversion objectives.
• Support content expansion initiatives through pillar/cluster planning and internal linking pathways.

AI Search Visibility (AI Rankings & Inclusion)

• Track and monitor AI Search Visibility across priority topics and branded/non-branded discovery queries.
• Evaluate whether Zeder brands are being referenced, recommended, or cited in AI-generated responses.
• Identify gaps in content structure, authority signals, and topical depth that reduce AI inclusion.
• Build visibility benchmarks against competitors and support actions to improve AI surface presence.

Generative Engine Optimisation (GEO)

• Support and implement GEO initiatives, ensuring key content is structured for AI extraction and citation.
• Improve page formatting to support AI-friendly content patterns (clear definitions, lists, FAQs, comparisons, decision frameworks.
• Enhance trust and credibility signals (E-E-A-T alignment) across content where required.
• Ensure structured data coverage supports machine readability and brand/entity clarity.

Reporting, Measurement & Insights

• Maintain dashboards and reporting for organic performance, rankings, indexing, and AI search visibility.
• Report monthly on SEO performance, key initiatives delivered, and next priority actions.
• Provide clear recommendations backed by evidence and performance data.
• Support forecasting and prioritisation of SEO work based on traffic and revenue potential.

Cross-Functional Collaboration

• Collaborate with marketing, product, and digital teams to align SEO with broader commercial strategy.
• Work with content teams to ensure ongoing SEO-driven publishing, optimisation, and brand consistency.
• Partner with developers to ensure SEO requirements are captured, implemented, and QA’d correctly.
• Support the paid media team with organic search insights that inform campaign direction and landing page quality.

2. Requirements:

• Proven experience as an SEO Specialist (or similar role), with strong performance outcomes across organic search growth.
• Familiarity with content management systems (CMS) and a basic understanding of HTML/CSS.
• Strong technical SEO capability (auditing, crawling/indexing analysis, schema, site architecture, Core Web Vitals).
• Experience using SEO tools such as Ahrefs, SEMrush, Screaming Frog, Sitebulb, Google Search Console, and GA4.
• Ability to conduct keyword research and build structured content strategies based on search demand and intent.
• Strong understanding of on-page optimisation and content performance improvement methodologies.
• The SEO Specialist must have strong written and spoken English, able to deliver clear recommendations, documentation, and optimisation requirements. This role requires the capability to collaborate with stakeholders and translate complex SEO concepts into actionable recommendations for technical teams, content teams, and marketing.
• Strong analytical and reporting skills, with the ability to interpret complex SEO and search performance data.
• Deep understanding of modern search behaviour, the emergence of AI-generated search surfaces, ranking strategies, and SEO best practices.
• Strong stakeholder management skills and the ability to communicate recommendations clearly.
• Certification in Google Analytics or similar analytics platforms.
• Experience with local SEO strategies and optimization.
• High attention to detail with an ability to execute with consistency and precision.

Desirable Skills (Nice to Have):

• Experience managing SEO performance across multiple regions (Australia, America, UK).
• Experience working with multi-brand website.
• Understanding of AI-driven search behaviours and experience tracking AI visibility performance.
• Experience implementing structured content templates and GEO-driven optimisation strategies.
• Familiarity with project management tools like Asana, Trello, or Monday.com.
• Familiarity with the automotive aftermarket industry (or ability to learn quickly).