SEO Content Specialist

Create and improve search-led content

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.

Compliance

Work within compliance constraints and use approved claims and risk language patterns.