SEO Specialist Leicester

Leicester-based employee reviews highlight a strong, purpose-driven culture and a positive work environment, with Glassdoor showing roughly 4.5/5 in Leicester and about 81% of reviewers willing to recommend the company. (glassdoor.com)

Common criticisms include concerns about senior management communication and limited progression, plus mixed views on pay/benefits which are typically mid-range rather than high market rates. (glassdoor.co.uk)

CSR and sustainability appear robust: the Blue Light Card Foundation is a registered charity in Leicester aimed at funding wellbeing initiatives for the blue light community, with governance and eligibility documented and the goal of raising over £1 million annually. (register-of-charities.charitycommission.gov.uk)

Public sentiment around the product itself is strong (Trustpilot around 4.6/5 with thousands of reviews), but job-seeker specific feedback is limited and mixed, so Leicester-relevant signals should be treated as indicative rather than fully representative. (trustpilot.com)

What will I do in this SEO Specialist role?

• Contribute to and execute SEO and GEO strategies to improve visibility across traditional search and generative platforms (e.g., Google Gemini, ChatGPT).
• Conduct keyword research to understand how target audiences (NHS staff, teachers, armed forces, etc.) search for relevant terms.
• Audit, monitor, and improve on-page and technical SEO; partner with developers to ensure site health, crawlability, and proper indexation.
• Collaborate with Brand & Communications to create human-focused, AI-friendly content that performs well in both search engines and generative platforms.
• Design, run, and analyze A/B tests; evaluate funnel and cohort performance to identify growth opportunities and improve conversions.
• Optimize App Store and Google Play listings (ASO) to increase visibility and app installs, while expanding skills into mobile-channel growth.
• Monitor, report, and share insights on organic performance using GA4, Google Search Console, SEMrush, Looker Studio, and other analytics tools.
• Stay ahead of algorithm changes, generative AI developments, and SEO trends; bring fresh ideas for testing and learning.

What qualifications and tools are required?

• Demonstrated experience in a specialist SEO role (in-house or agency) with strong technical SEO knowledge (site architecture, page speed optimization, schema markup, Core Web Vitals).
• Proficiency with key tools: SEMrush, Google Search Console, and GA4; experience with data visualization platforms (e.g., Looker Studio) to track, analyze, and attribute results.
• Awareness of Generative Engine Optimisation (GEO) and how AI-driven search is shaping visibility.
• Practical experience running A/B and multivariate tests; ability to translate test findings into actionable optimizations.
• Experience developing content strategies informed by keyword research and user intent; ability to implement these within a CMS.
• Strong cross-functional collaboration skills and the ability to communicate insights clearly to non-technical stakeholders.
• A natural curiosity to test new ideas, explore emerging channels, and stay ahead of industry and AI trends.
• Hands-on approach and comfort working in a fast-paced Growth team environment.

How does GEO and AI influence this role?

• GEO (Generative Engine Optimisation) means optimizing content not only for traditional search engines but also for AI-driven platforms and generative results.
• You’ll design content and experiments that perform well on both search results pages and AI-generated outputs, ensuring relevance, accuracy, and user value.
• The role emphasizes collaboration with Brand & Communications to craft AI-friendly content that resonates with human readers while meeting AI-driven ranking and display criteria.
• You’ll stay updated on the latest generative AI developments and algorithm changes, continually testing new approaches to improve visibility and engagement.

How is success measured in this role?

• Increases in organic visibility across search engines and generative platforms.
• Growth in app installs and memberships through improved ASO and content strategy.
• Improved site health metrics (crawlability, indexation, page speed, Core Web Vitals) and technical SEO health.
• Successful A/B and multivariate experiments leading to higher conversions or lower bounce rates.
• Clear, data-backed insights reported via GA4, Search Console, SEMrush, and Looker Studio.
• Effective cross-functional collaboration and ability to translate data into practical improvements for non-technical stakeholders.

What is the application process and where is the role based?

• Location: Leicester. The posting notes the role is based in Leicester; it does not specify remote or hybrid work arrangements.
• Application process specifics are not detailed in the posting. Typically, you would submit your CV (and possibly a cover letter) and may be invited to interviews and a practical assessment or case study. For exact steps and timelines, please refer to the official job listing or contact Blue Light Card’s HR team.

If you’d like, I can tailor these questions further to match any additional details you plan to include in the posting.