Role Description This is a hybrid, content-led SEO role with strong editorial ownership. The successful candidate will manage writers, control content quality and drive organic growth through a structured, commercially focused content strategy for Seopas brands. (e.g. CompareNI and Quotezone) As part of an SEO team, you will lead the development and execution of the SEO content roadmap, aligning content production and optimisation to organic traffic growth, conversion performance, and overall commercial objectives. While supporting wider SEO initiatives, your focus will be on content strategy, editorial standards, and AI-search optimisation. You will support growth and revenue goals and help ensure our brands are discoverable in traditional search results and within AI-generated responses and conversational platforms. Your goal is to create authoritative, well-structured and trustworthy financial content that supports users throughout their customer journey. Duties and Responsibilities Content Strategy & Editorial Ownership Contribute to and maintain the SEO content roadmap, prioritising based on search intent and commercial opportunity. Develop structured topic clusters to strengthen topical authority. Manage external writers and content providers. Create detailed SEO briefs aligned to commercial objectives. Build scalable content workflows, including appropriate use of AI-assisted drafting. Review and approve all content prior to publication, maintaining strong editorial standards and to ensure all content demonstrates: Strong E-E-A-T principles. Clear semantic structure and entity relationships. Effective internal linking. Prevention of duplication and keyword cannibalisation. AI-search readiness and eligibility for summaries where appropriate. Performance & Optimisation Monitor rankings, organic traffic, engagement and conversion metrics. Identify opportunities to improve existing content through optimisation and refresh cycles. Support periodic content audits to strengthen overall site quality. Report on performance trends and organic growth impact. AI Search & Authority Optimise content to improve likelihood of citation within AI-generated responses (e.g. ChatGPT, Gemini and other LLM-powered platforms). Monitor visibility within generative AI tools and adapt content where necessary. Develop structured, high-quality resources designed to strengthen long-term search visibility. Collaboration Work closely with technical SEO, development, PR and paid media teams to ensure content strategy aligns with site structure and commercial priorities. Essential Experience Circa 5 years experience in SEO, with a heavy emphasis on on-page and content strategy. Proven experience managing writers or editorial workflows (internal or freelance). Demonstrated history of growing organic traffic that contributed directly to commercial performance and revenue. Practical experience structuring content to increase eligibility for AI-generated summaries and citations. Strong understanding of semantic search, entity-based optimisation, and structured data. Strong editorial judgment with the ability to optimise content for both human readers and machine interpretation. CMS experience (preferably WordPress). Proficiency with SEO tools (Ahrefs, SEMrush, Google Analytics, Bing Webmaster). Solid understanding of financial products. Desirable Experience analysing AI-search visibility or citation performance in generative platforms. Familiarity with Large Language Models (LLMs) and conversational AI systems. Experience with tools such as Screaming Frog, or CopyLeaks. Experience working cross-functionally with PR and technical teams. Capabilities and Personal Qualities Excellent communication and interpersonal skills. Ability to self-educate and adapt quickly to evolving search technologies. High attention to detail and ability to manage projects against tight deadlines. Must be eligible to work in the UK. Can identify with and adhere to our company values: S MART: We are innovative and strategic, we find better ways to do things E FFICIENT: We maximise productivity and value for money, we minimise waste and duplication O PEN: We are one team diverse, loyal and respectful, we welcome new ideas, challenge and change P ASSIONATE: We are ambitious, positive and driven, we celebrate the success of our company and colleagues A CCOUNTABLE: We are responsible, trustworthy and dependable, we do what we say we will Remuneration : Seopa offers a competitive salary and comprehensive benefits package, including: performance based bonus private medical insurance death-in-service cover enhanced pension and annual free pension clinic health cashback plan full access to our nominated e-learning platform additional service-related holidays option to buy additional holidays cycle to work scheme wide-ranging discount reward schemes Paid for company events including a fully funded Christmas party and other social/hosted events during the year About Seopa This is an excellent time to join our award-winning company as we continue to evolve and innovate across the business and grow in new markets in our mission to help the world find better deals. You will have the opportunity to work in a friendly, dynamic, and inclusive environment with talented and passionate individuals and the option to work in a hybrid work pattern. An indigenous company founded in 2003 with branches in Belfast (Head Office) and Timisoara, we are an industry leader in creating and hosting insurance, finance and utility price comparison engines. In addition to providing our software and systems to other companies, we operate our own insurance comparison brands - and Used by millions of people annually, our systems enable insurance providers to secure business within their target markets and empower consumers to easily identify those providers who meet their financial product requirements at market leading prices. Our Affinity Partnership arrangements facilitate other companies to increase the range of services offered (and revenue generated) via their websites. Our products are used by over 400 financial partners in the insurance, finance and utilities industry. Our success is recognised by a series of awards including six consecutive Deloitte Technology Fast 50 awards, a Deloitte EMEA Technology Fast500 award, several prestigious Deloitte Best Managed Companies awards Gold Standard Best Managed Companies awards (2020, 2021 and 2022) and Platinum Best Managed Companies award 2023, 2024 and 2025. Skills: SEO Wordpress Ahrefs SEMrush Google Analytics Content Management