The Role
What you’ll actually be doing: leading the SEO and AEO strategy across UK and international markets, technical, content and authority, for traditional search engines and emerging answer platforms.
* Leading the SEO and AEO strategy. UK, international, technical, content, authority - across traditional search engines and emerging answer platforms.
* Optimising for prompts, not just keywords. Structuring content and data to surface in LLMs, answer engines and AI-powered search experiences.
* Tracking brand visibility across platforms. Google, ChatGPT, Perplexity, Gemini - wherever customers are searching, we need to show up.
* Driving technical SEO. Site speed, crawlability, schema, canonicalisation, Core Web Vitals - working closely with Product & Engineering.
* Using AI and LLMs. Automating metadata, internal linking, content classification and structured data - without sacrificing quality.
* Building forecasting models. Predicting traffic, revenue and ROI - and using that to secure investment.
* Defining content strategy for AEO. Creating formats LLMs prefer - listicles, comparisons, structured Q&A - and aligning with Health Hub and commercial priorities.
* Expanding off-site presence. Partnerships, syndication - building authority beyond our own domains.
* Running audits and governance. Across multiple domains and markets - making sure best practices stick.
* Embedding SEO into everything. Trading plans, marketing campaigns, product launches - SEO isn’t an afterthought here.
* Collaborating cross-functionally. Paid Media, CRM, Analytics, International - ensuring SEO aligns with other teams.
* Educating the business. Helping teams understand the shift from keywords to prompts - and what that means for how we show up online.
* Tracking performance. Organic traffic, AI visibility, conversions - and reporting it in a way stakeholders care about.
* Driving innovation. Deploying scalable, AI-powered SEO workflows that make the team faster, smarter and more efficient.
How We\'ll Know You\'re Nailing It
* You\'re showing up in places Google can\'t reach - LLMs, answer engines, AI platforms.
* Our content\'s being cited, not just crawled.
* Organic traffic\'s up. Conversions are up. And no one\'s asking “what does SEO actually do?”.
* Teams are using your frameworks without needing a reminder.
* You\'ve made old-school SEO look like dial-up.
Location
We\u2019ve got offices in Nuneaton (Head office) and London. You\'ll need to spend at least one of your office days a week in Nuneaton, but beyond that we\u2019re flexible. We ask for two days a week in the office - and if you\u2019re based in London, that works. Plenty of the team operate from there and move between the two when needed.
The Person
What you\'ll need:
* You\'ve led SEO before - not just managed it, but owned it.
* You know technical SEO inside out. Site speed, crawl budgets, schema, canonicalisation - you\'ve fixed it, scaled it and made it stick.
* You\u2019ve moved beyond keywords. You understand how LLMs surface content and how to influence what gets seen.
* You\u2019ve built workflows using AI and LLMs - not just played with tools, but deployed them at scale.
* You\u2019ve scaled SEO across multiple markets. Localisation, international domains, market-entry strategies - you\u2019ve delivered them.
* You can forecast and build business cases. You speak the language of ROI, not just rankings.
* You\u2019ve worked with affiliates, syndication and external partners to build authority beyond your own domain.
* You\u2019re comfortable in chaos. AI search, rapid indexing, shifting SERPs - you adapt fast.
* You know how to get Product, Content and Marketing working together - and keep them aligned.
What You'll Get
* A competitive salary - we\'ll talk numbers early.
* Bonus scheme - you help drive growth, you share in the reward.
* 25% off everything at H&B - even the fancy supplements.
* Pension contributions - because future-you deserves a break.
* Perks from other retailers - discounts, advice and savings from brands you actually use.
* And more - but we won\u2019t pretend free fruit is a selling point.
Holland & Barrett does not accept unsolicited resumes from search firms/recruiters. Please do not forward resumes to our job alias, employees, or any other company location. Holland & Barrett is not and will not be responsible for any fees if a candidate submitted by a search firm/recruiter unless otherwise agreed with respect to specific open position(s).
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