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Role purpose
Organic search is evolving fast. AI tools are reshaping how information is discovered, and being visible in those results takes a different approach to traditional SEO. This role will own organic performance end-to-end, ensuring the website is well optimised to surface across every organic touchpoint. You’ll also be responsible for maximising digital visibility and running experiments to find what moves the needle.
Responsibilities
Key responsibilities
Run week-on-week on-page analysis and optimisations across our highest-priority pages. Identify and implement changes that improve rankings, traffic and conversions.
Design, run and analyse conversion rate optimisation (CRO) experiments from ideation through to results, using what you learn to shape the next round of testing.
Research and build new intent-led pages and use cases, taking opportunities from keyword research all the way through to published.
Grow SafetyCulture’s presence in AI-powered search by building and optimising content that gets cited in large language model (LLM) results.
Keep the site healthy by catching and resolving indexation issues, 404s and crawlability problems, working with the web team to see issues through to resolution
Produce weekly performance reports and ad hoc deep-dives that give the SEO Growth team and Organic Growth team clear, actionable insights
Keep SEO best practices documentation up to date and share learnings with content and outreach team members so improvements land consistently across the site
Work with the content, web and marketing teams on optimisation tasks, technical checks and cross-functional projects that affect organic performance
Qualifications:
Required skills & experience
Technical skills
Proven track record of running on-page SEO optimisations at scale on a high-volume site, with a clear ability to prioritise what moves the needle
Strong keyword research skills with the ability to identify intent-led opportunities and match them to the right page types and content formats
Hands-on experience with CRO, including hypothesis development, test setup and results analysis
Solid technical SEO foundations across crawlability, site architecture, canonicalisation, indexation, sitemaps and structured data, with enough depth to diagnose issues and communicate effectively with developers
Proficient with Google Search Console, Ahrefs and Screaming Frog; comfortable building reports and working with data in Google Sheets
Experience working in Contentful or a comparable CMS, with the ability to publish and update pages without developer support
Able to write and publish SEO-optimised content independently, including new page types like forms, audits and use case pages
Behavioural skills
Spots problems and opportunities before being asked and acts on them
Turns complex performance data into a clear story and recommendation for both technical and non-technical audiences
Works effectively across content, engineering and marketing teams, and able to move things forward without direct authority
Adapts quickly as search evolves, whether that's algorithm updates, new formats or shifts in AI search behaviour
Organised and methodical with the ability to keep multiple workstreams, experiments and projects moving at once
Documents learnings and shares them so the whole team improves
AI skills
Uses AI tools, like Claude, to accelerate content drafting, iteration and optimisation workflows, with practical experience applying them to real SEO tasks
Builds and uses AI workflows and agents to reduce manual work, automate repetitive analysis and scale output without scaling effort
Understands how LLMs surface and cite content, and uses that to inform on-page and content decisions that build share of voice in tools like ChatGPT and Perplexity
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