SEO / GEO Specialist (eCommerce)
Location: Peterborough (in office)
12 Months
£35.90/hr Inside IR35
Job Summary
We’re looking for an SEO and GEO Specialist to accelerate organic growth for our international eCommerce storefront. In this role, you’ll own the SEO / GEO strategy end-to-end—driving technical and on-page improvements, suggesting category and product page recommendations, partnering with Marketing and Product to close content gaps and making suggestions on other improvements to the product owner when applicable. Using insights from GA4 and Google Search Console, you’ll identify opportunities, prioritise actions, and deliver measurable gains in visibility and traffic.
What You Will Do
* Search Engine Optimisation
* Own the SEO roadmap for the international store: define initiatives spanning technical SEO, on‑page optimizations, internal linking, and structured data to improve discoverability and conversion paths.
* Run technical SEO audits and lead fixes for crawl/indexation, canonicalisation, pagination, hreflang, and XML sitemaps—protecting crawl budget on a large parts catalog.
* Work with the eCommerce product owner to suggest optimised category (PLP) and product (PDP) templates: titles/meta, headings, content, specs, internal links, and Product/Breadcrumb/FAQ schema to win richer SERP features. This role will also feed requirements into the development backlog where necessary for SEO including issues affecting mobile-optimisation and site speed.
* Collate and interpret data: use GA4, Google Search Console, BrightEdge etc to monitor search terms, landing‑page performance, engagement, and conversions; translate findings into prioritised actions and sharing with stakeholders including marketing and digital.
* Collaborate with Marketing on link‑building initiatives: focus on content marketing and broken‑link outreach, identifying opportunities for internal/external links and suggesting content enhancements to improve off‑page authority. Caterpillar: Confidential Green • Publish monthly SEO performance packs: organic sessions, share of voice/rank movement, indexation coverage, schema validity, and actionable next steps for stakeholders.
* Generative Engine Optimisation
* Optimise content for AI-powered search experiences (e.g., Google AI Overviews, Bing Copilot, ChatGPT Search Mode) by structuring pages for conversational queries and direct answers
* Implement Generative Engine Optimisation (GEO) techniques: create Q&A-style content, concise summaries, and authoritative insights that AI systems can extract and cite in generated responses.
* Monitor AI search trends and performance: track visibility in AI summaries and answer engines; adjust strategies based on emerging platforms (e.g., Perplexity, Gemini, Claude).
* Stay ahead of generative SEO developments: research evolving AI algorithms and integrate best practices for conversational search optimisation.
What You’ll Bring (Skills & Experience)
* Demonstrable eCommerce SEO and GEO expertise across technical, on‑page, and content systems for large catalogs (PLP/PDP/faceted navigation).
* Fluency with GA4 and Google Search Console; comfortable blending behavior and query data to drive decisions.
* Experience with schema/structured data (Product, Breadcrumb, FAQ), canonical rules, robots/parameter controls; solid internal‑linking strategy.
* Hands‑on with SEO toolsets (e.g., BrightEdge); strong Excel/Sheets skills for data wrangling.
* Clear, collaborative communication style for partnering with Product, Content, Dev, and distributor stakeholders. Success Measures
* Organic search engine and AI traffic growth: uplift in qualified sessions and revenue contribution from organic search to the international storefront
* Visibility & coverage: improved rankings for priority categories/parts; higher % of PDP/PLP successfully indexed and enriched with valid schema.
* Quality & engagement: reduced content gaps (published briefs/FAQs/guides), better engagement on core journeys (PLP → PDP → Cart), and clear, actionable reporting cadence.
Tools & Platforms Must have: GA4 experience, Google Search Console
Nice to have: BrightEdge, experience of Google Ads, Google Analytics Individual Qualification (GAIQ)