Create and improve search-led content that matches intent and supports conversion, covering both traditional SEO and Generative Engine Optimisation (GEO) for AI-driven search and answer engines. Focus is content quality, structure, refresh cadence, on-page optimisation, and content performance, with consistent use of approved wording patterns, required risk language, and adherence to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) content standards.
Key responsibilities:
Write and update high-intent SEO content (commercial pages, comparison pages, FAQs, education where it supports intent).
Write content optimised for GEO (Generative Engine Optimisation), structuring and phrasing content so it can be clearly understood, cited, and surfaced by AI-driven search and answer engines (e.g. ChatGPT, Perplexity, Google AI Overviews), alongside traditional SEO.
Maintain a refresh plan: identify decay, update content, and improve coverage gaps.
Conduct keyword research to identify content opportunities, search intent, and coverage gaps across markets, feeding findings into the content plan.
Grow First Time Trader (FTT) volumes from generic, non-brand keyword terms through SEO content, reducing reliance on brand search and expanding acquisition from new audiences.
Apply on-page best practice: headings, structure, internal linking updates, meta inputs, and content QA before publish.
Localise (rather than directly translate) content for country-specific websites, adapting to local search intent and market nuances while avoiding content cannibalisation, duplication, and duplicate-content flags across the global site network.
Manage and coordinate content across multiple global/country websites, maintaining consistency of structure, tone, and compliance while reflecting local relevance.
Write and edit content in line with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) principles, reflecting the standards required for financial content.
Review content performance (rankings, organic traffic, engagement, conversion) and use insights to optimise existing content and improve rankings.
Work within compliance constraints and use approved claims and risk language patterns. Requirements
Strong SEO writing and editing, with clear understanding of intent and SERP formats.
Ability to follow content templates and create consistent, scannable structures.
High attention to detail, accuracy, and deadline discipline.
Comfortable with feedback loops and iteration based on performance data.
Understanding of GEO principles and how content is surfaced and cited by AI/LLM-driven search and answer engines.
Strong keyword research skills, using SEO tools to identify search intent, opportunity, and content gaps.
Experience managing content across global/multi-country websites, with a good understanding of avoiding content cannibalisation and duplication.
Good working knowledge of E-E-A-T and YMYL content requirements, ideally within a regulated or financial services environment.
Performance-led approach; confident reviewing content performance data and optimising content to improve rankings.
Experience with Storyblok CMS advantageous. Performance Measures
Content shipped and refreshed to plan, with on-time delivery and low rework rate.
Improvement in performance of priority pages (rankings, traffic quality, engagement).
Increase in FTTs
Content quality maintained: fewer compliance revisions, fewer factual errors, consistent structure.
Refresh cadence maintained with clear tracking of what changed and why.
Improved visibility and citation of content within AI-driven search and answer engines (GEO performance).
Successful localisation of content across country/language websites with no cannibalisation, duplication, or duplicate-content issues flagged.
