Job Title: Senior SEO Developer / SEO Lead

Role Overview

This role goes beyond rankings. You will lead SEO strategy, technical SEO, local & franchise SEO, and drive revenue -focused organic growth supporting store visits, online orders, and franchise expansion.

Key Responsibilities

1. SEO Strategy & Leadership

• Own and define the end -to -end SEO strategy for national and franchise -level pages
  

• Align SEO initiatives with brand growth, footfall, online orders, and expansion goals
  

• Convert business objectives into measurable organic KPIs
  

• Act as the primary SEO owner across teams and stakeholders
  

2. Local & Franchise SEO (Core Focus)

• Build and scale local SEO frameworks for multiple franchise locations
  

• Manage and optimize at scale:
  

  • Google Business Profiles (GBP)
    

  • Location landing pages (NAP consistency, schema, menus, reviews)
    

• Drive “near me”, discovery, brand & non -brand local searches
  

• Create scalable SEO processes for new franchise launches
  

3. Technical SEO Excellence

• Lead technical SEO audits and implementation, including:
  

  • Core Web Vitals
    

  • Crawlability, indexing & site architecture
    

  • Mobile -first optimization
    

  • JavaScript & rendering (if applicable)
    

• Work closely with developers to ensure SEO -by -design during releases
  

• Implement structured data (Schema):
  

  • LocalBusiness
    

  • Restaurant
    

  • Menu
    

  • Reviews & FAQs
    

4. Content & Search Intent Optimization

• Define and execute search intent–driven content strategy (brand, local, commercial, informational)
  

• Collaborate with content and design teams to:
  

  • Optimize menus, landing pages, blogs, and campaigns
    

  • Improve conversion rates from organic traffic
    

• Guide and mentor junior SEO/content resources
  

5. Analytics, Reporting & ROI

• Track and report on:
  

  • Organic traffic & keyword growth
    

  • Local pack rankings & visibility
    

  • Store -level organic performance
    

  • Conversions (orders, calls, directions)
    

• Use tools such as:
  

  • Google Search Console
    

  • GA4
    

  • Ahrefs / SEMrush / Screaming Frog
    

  • Local rank tracking tools
    

• Present clear insights to management and franchise stakeholders
  

6. Competitive & Market Analysis

• Monitor competitors within the UK QSR / burger segment
  

• Identify opportunities for:
  

  • Category leadership
    

  • Local SERP gaps
    

  • Branded search protection
    

• Adapt SEO strategy based on campaigns, seasonality, and store launches
  

Requirements

Must -Have

• 6–10+ years of SEO experience
  

• Minimum 3 years in a Senior / Lead SEO role
  

• Strong experience with multi -location or franchise SEO
  

• Deep understanding of the UK local search ecosystem
  

• Strong technical SEO expertise
  

• Hands -on experience managing GBP at scale
  

• Strategic thinker with execution capability
  

Nice -to -Have (Strong Advantage)

• Experience in QSR, food brands, retail chains, or hospitality
  

• Exposure to ecommerce + local SEO hybrid models
  

• Understanding of online food ordering journeys
  

• Experience mentoring or managing SEO team members
  

Mindset We’re Looking For

• Strategic, yet hands -on
  

• Data -driven and ROI -focused
  

• Comfortable working cross -functionally (tech, content, marketing)
  

• Ownership -driven and growth -oriented
  

• Understands brand + local intent, not just keywords
  

What Success Looks Like

• Improved local pack rankings across franchise locations
  

• Consistent growth in store -level organic visibility
  

• Increase in organic -driven:
  

  • Website traffic
    

  • Online orders
    

  • Calls and directions
    

• SEO -ready framework for new franchise rollouts
  

Benefits