SEO/AEO/GEO Content Designer (AI, Search & Personalisation)
An opportunity exists for an experienced Content Designer to shape and scale content across AI-driven, search, and personalised experiences. This role sits at the intersection of content design, SEO/GEO strategy, and emerging AI technologies, with responsibility for creating structured, discoverable, and high-performing content across multiple markets and platforms.
The successful candidate will operate as a “full stack” content designer—owning both the design of content systems and the hands-on creation and management of content within a CMS. They will work cross-functionally with product, engineering, data, research, and marketing teams to ensure content is effective for users and optimised for machines.
Key Responsibilities
Content systems & structure
* Design and maintain scalable content models that support omnichannel delivery, personalisation, and machine readability.
* Define and implement metadata, taxonomies, and schema strategies to improve search visibility and AI retrieval.
* Create modular, reusable content that can be dynamically composed, localised, and adapted across platforms.
* Partner with CMS and development teams to optimise structured content for headless and API-driven environments.
AI-enabled content design
* Develop content strategies tailored for AI-driven experiences, including conversational interfaces and generative outputs.
* Design prompt frameworks, templates, and structured formats that enable consistent, high-quality AI-generated content.
* Build and optimise workflows using AI tools to accelerate content creation, transformation, and localisation.
* Establish quality, safety, and governance standards for AI-assisted content, including tone, accuracy, and bias mitigation.
Search & discoverability (SEO/GEO)
* Create and implement content strategies that improve visibility across traditional search engines and emerging generative platforms.
* Optimise content for semantic search, structured data, and AI-driven discovery experiences.
* Ensure content is designed for global audiences, with strong localisation and multilingual considerations.
* Collaborate with analytics and research teams to measure performance and continuously improve discoverability and engagement.
Personalisation & experimentation
* Support initiatives to deliver personalised content experiences that improve user engagement and conversion.
* Collaborate with experimentation teams to test and refine content using data-driven approaches.
* Design adaptable content that can be tailored to different user contexts, behaviours, and markets.
Governance & collaboration
* Establish clear documentation, standards, and best practices for content design, AI usage, and structured content.
* Advocate for user needs while balancing business goals and technical constraints.
* Work closely with cross-functional teams to embed content design into product and platform development.
Skills & Experience (Must-have)
* 7+ years’ experience in Content Design, UX Writing, or Content Strategy.
* Experience with AEO/GEO
* Strong experience designing structured, scalable content systems (including metadata and taxonomy).
* Proven understanding of SEO principles, semantic search, and content discoverability.
* Hands-on experience using AI tools (e.g. LLMs) to support content creation and workflow optimisation.
* Experience working with headless CMS platforms and API-driven content delivery.
* Ability to design content for both human users and machine consumption.
* Strong cross-functional collaboration skills, particularly with technical and data-focused teams.
* Ability to translate complex concepts into clear, user-centred content.
Nice to Have
* Experience with personalisation strategies and experimentation platforms.
* Familiarity with AI systems such as RAG pipelines, vector search, or knowledge graphs.
* Experience with schema markup and structured data implementation.
* Understanding of responsible AI principles and content governance.
* Background in accessibility, inclusive design, and plain language.
What Success Looks Like
* Content is consistently discoverable across search engines, AI platforms, and non-owned channels.
* Scalable content systems enable efficient reuse, localisation, and personalisation.
* AI-assisted workflows improve speed, quality, and consistency of content production.
* Content performs strongly against user needs, engagement metrics, and business goals.
* Clear standards and governance enable teams to create high-quality, on-brand content at scale.