Role overview 

The SEO & GEO specialist is responsible for driving organic growth and digital discoverability across traditional search engines and emerging AI-powered discovery platforms. 

The role combines technical SEO, content strategy, search intelligence, analytics, and Generative Engine Optimisation (GEO) to improve brand visibility, engagement, and conversions across multiple markets. Working closely with regional teams and senior stakeholders, the SEO & GEO specialist will identify high-impact opportunities, deliver optimisation initiatives, and help ensure the business remains at the forefront of organic search and AI-driven discovery. 

Organic Growth & Search Performance 

• Own assigned organic growth initiatives from planning and implementation through to reporting and performance evaluation 

• Drive growth across assigned markets through technical optimisation, content enhancement, authority development, and search visibility initiatives 

• Identify and prioritise opportunities that deliver measurable improvements in traffic, engagement, leads, and revenue 

• Develop and execute initiatives that improve visibility across both traditional search engines and AI-powered discovery platforms 

• Work closely with regional stakeholders to align organic search activities with commercial objectives 

Technical SEO & Website Optimisation 

• Lead technical SEO audits and optimisation projects across websites and digital properties 

• Ensure SEO best practices are implemented across site architecture, crawlability, indexability, internal linking, structured data, and page experience 

• Collaborate with product, development, and UX teams to define requirements and oversee implementation of recommendations 

• Monitor search engine accessibility and indexing performance, identifying opportunities for improvement 

• Support optimisation initiatives relating to Core Web Vitals, rendering, site performance, and structured data deployment 

Content Strategy & Discoverability 

• Contribute to content strategies designed to improve organic visibility and user engagement 

• Produce keyword research, content opportunities, optimisation recommendations, and content briefs 

• Identify content gaps, topical opportunities, and search demand trends across assigned markets 

• Ensure content structures support both search engine understanding and AI-driven content discovery 

• Partner with content teams to improve content quality, relevance, authority, and search performance 

GEO & AI Search Optimisation 

• Monitor and evaluate visibility within AI-powered search experiences, large language models, and generative search environments 

• Identify opportunities to improve brand discoverability and prominence within AI-generated responses and answer engines 

• Support optimisation initiatives focused on entity recognition, topical authority, and machine-readable content structures 

• Assess how AI-powered search experiences impact user behaviour, traffic acquisition, and content strategy 

• Leverage AI-enabled tools to support research, analysis, forecasting, and workflow efficiency 

• Stay informed on developments in AI search, GEO and organic discovery, sharing findings and recommendations with the wider team 

Analytics & Reporting 

• Analyse organic search performance across markets and identify growth opportunities 

• Build actionable insights from web analytics, search visibility, content, and conversion data 

• Create regular performance reports for stakeholders and senior management 

• Track progress against agreed KPIs and business objectives 

• Demonstrate the commercial impact and return on investment of organic acquisition initiatives 

Stakeholder Management & Collaboration 

• Partner with marketing, product, content, development, data, and commercial teams to ensure SEO & GEO considerations are incorporated into projects 

• Act as an internal advocate for organic growth and search best practices 

• Educate stakeholders on search engine developments, AI search trends, and optimisation opportunities 

• Present recommendations, findings, and strategic initiatives to senior stakeholders 

Team Development & Innovation 

• Support, mentor, and share expertise with other team members when required 

• Contribute to the continuous improvement of internal processes, standards, and best practices 

• Proactively monitor industry developments, search engine updates, and emerging technologies 

• Help ensure the organisation remains at the forefront of search and AI-driven discovery innovation 

Authority & Off-Page Optimisation 

• Undertake backlink audits and authority assessments 

• Support and execute ethical link acquisition and digital PR initiatives 

• Identify opportunities to strengthen authority, trust, and brand visibility across relevant markets 

Knowledge & Experience 

Essential 

• Native-level or full professional proficiency in Arabic 

• Business-level English proficiency 

• Minimum 5 years of experience in organic search, or digital growth roles 

• Strong experience across technical, content optimisation and on-page search 

• Experience managing optimisation activities for international and multilingual websites 

• Advanced knowledge of search engine ranking factors, indexing, and crawling processes 

• Strong understanding of website architecture, structured data, and technical optimisation 

• Proven experience using industry-standard platforms including Google Analytics, Google Search Console, Semrush, Screaming Frog and similar tools. 

• Experience translating data into actionable recommendations and business outcomes. 

• Strong stakeholder management and communication skills. 

AI, GEO & Emerging Search 

• Understanding of Generative Engine Optimisation (GEO) and AI-powered search experiences 

• Familiarity with large language models (LLMs) and emerging AI discovery platforms 

• Knowledge of entity optimisation, topical authority, and content discoverability principles 

• Experience leveraging AI tools to support research, content analysis, and optimisation workflows 

• Understanding of how AI systems interpret, reference and surface online content 

• Ability to assess the impact of AI search developments on organic acquisition strategies 

Desirable 

• Experience within financial services, trading, investing, or other regulated industries 

• Experience working with multiple languages and regional websites 

• Understanding of digital PR, link acquisition, and authority-building strategies 

• Familiarity with content intelligence and competitive search analysis tools 

Qualifications & Skills 

• Strong commercial mindset with a focus on ROI and business impact 

• Excellent analytical and problem-solving capabilities 

• Strong understanding of web analytics and performance measurement 

• Ability to manage multiple projects and priorities simultaneously 

• Excellent written and verbal communication skills 

• Strong attention to detail and organisational skills 

• Self-motivated with the ability to work independently and collaboratively 

• Passion for emerging search technologies and digital innovation 

• Continuous learner with a proactive approach to industry developments