SEO Specialist

About the Role As an SEO Manager at Niyo, you will play a key role in driving organic growth, improving search visibility, and building a scalable SEO engine for the business. This is a high-impact, hands-on individual contributor role within the in-house SEO team. You will independently own the SEO roadmap for assigned product categories — from identifying growth opportunities and improving rankings to solving technical SEO challenges, optimizing content, and improving organic conversion. You will work closely with Product, Engineering, Content, & Design teams to translate business priorities into an actionable SEO roadmap and ensure timely execution. Beyond traditional search, you will also help shape Niyo’s approach to emerging discovery channels such as AI Overviews, answer engines, and AI-powered search experiences. This role is ideal for someone who combines strong SEO fundamentals with analytical thinking, technical depth, experimentation, and the ability to independently drive initiatives from insight to execution. What You’ll Own 1. SEO Strategy & Organic Growth • Own and execute the SEO roadmap for assigned product categories, aligned with business and acquisition goals. • Identify and prioritize organic growth opportunities across keywords, landing pages, content, technical SEO, and conversion. • Translate SEO opportunities into clear initiatives, expected impact, timelines, and measurable outcomes. • Continuously evaluate search trends, competitor movements, SERP changes, and emerging opportunities. • Partner with internal stakeholders to ensure SEO considerations are incorporated into product and website decisions. 2. On-Page SEO & Content Optimization • Conduct keyword research and search-intent analysis to identify new content and landing-page opportunities. • Build and optimize keyword clusters at a page and topic level, rather than focusing only on individual keyword rankings. • Optimize page structure, metadata, headings, internal linking, content depth, and information architecture. • Identify content gaps, cannibalization, and underperforming pages and define clear optimization actions. • Work closely with content teams to ensure content is useful, differentiated, search-friendly, and aligned with user intent. • Develop scalable SEO frameworks and best practices for new pages and content launches. 3. Technical SEO • Own technical SEO strategy, prioritization, and execution in partnership with Engineering. • Manage and optimize sitemaps, structured data, canonical tags, redirects, robots.txt, internal linking, and crawl directives. • Monitor crawlability, indexation, rendering, and overall search-engine accessibility. • Diagnose and resolve technical SEO issues related to duplicate content, canonicalization, redirects, JavaScript rendering, and site architecture. • Monitor and improve site speed, mobile performance, and Core Web Vitals. • Support website migrations, URL changes, product launches, and large-scale site updates from an SEO perspective. • Conduct technical audits using tools such as Screaming Frog, Ahrefs, SEMrush, and Google Search Console. • Establish monitoring and alerting systems for major SEO issues such as indexing drops, crawl anomalies, broken pages, and traffic declines. 4. Analytics, Reporting & Performance • Track SEO performance at page, keyword-cluster, product, and business levels. • Build and maintain dashboards using tools such as Google Search Console, GA4, Looker Studio, and BigQuery. • Identify material performance movements and conduct structured root-cause analysis when required. • Distinguish between normal ranking volatility and changes that require monitoring, investigation, or immediate action. • Translate SEO data into clear insights and recommendations for internal stakeholders. • Define measurable success metrics for SEO initiatives and evaluate their impact post-launch. 5. Experimentation & Conversion Optimization • Identify opportunities to improve conversion from organic landing pages, not just traffic and rankings. • Develop hypotheses for changes to page structure, messaging, CTAs, navigation, and conversion journeys. • Partner with Product, Design, and Analytics teams to run website experiments. • Design and evaluate A/B tests using platforms such as VWO or similar experimentation tools. • Apply sound experimentation principles, including appropriate sample sizing, statistical significance, and test duration. • Use experiment results and behavioural data to recommend improvements to key landing pages and conversion flows. 6. AI Search & Emerging Discovery • Monitor how Niyo and its product categories appear across AI-powered search experiences, including Google AI Overviews and answer engines. • Identify opportunities to improve content structure, authority, entity signals, and discoverability across emerging search platforms. • Evaluate how changing search behaviour affects traditional SEO strategies and organic acquisition. • Help build Niyo’s evolving approach to SEO in an AI-driven search ecosystem. You May Be a Good Fit If You • Have 6+ years of hands-on SEO experience, preferably in consumer internet, fintech, travel, e-commerce, or other high-growth digital businesses. • Have independently owned SEO roadmaps and are comfortable being accountable for business outcomes, not just SEO deliverables. • Have strong fundamentals across technical SEO, on-page SEO, content strategy, and analytics. • Understand how search engines crawl, render, index, and rank modern websites. • Have hands-on experience solving complex SEO challenges including migrations, redirects, canonicalization, duplicate content, crawl issues, and indexation. • Are comfortable working with HTML and CSS and can review implementations for potential SEO issues. • Have strong working knowledge of tools such as Google Search Console, GA4, Screaming Frog, Ahrefs, and SEMrush. • Can work with large datasets and use data to identify patterns, prioritize opportunities, and diagnose performance changes. • Have experience building automation into SEO workflows using Claude, other LLM tools, APIs, or no-code/low-code automation platforms to improve efficiency, monitoring, analysis, or execution. • Understand how to evaluate SEO performance beyond keyword rankings and connect organic performance to traffic and business outcomes. • Have experience working closely with Engineering, Product, Content, Design, and Analytics teams. • Can clearly communicate technical and analytical insights to non-SEO stakeholders. • Are comfortable challenging assumptions, forming hypotheses, and using data to arrive at decisions. • Can independently manage multiple initiatives and drive them from identification through implementation and measurement. What Success Looks Like In this role, success means: • Growing qualified organic traffic and its contribution to business acquisition. • Improving rankings and visibility across strategically important product and non-branded search categories. • Increasing conversion from organic landing pages. • Building scalable SEO systems, reporting, automation, and monitoring rather than relying on one-off optimizations. • Identifying performance movements early and converting data into clear actions. • Ensuring SEO is embedded into website, product, and content workflows. • Building Niyo’s readiness for the evolving search landscape across both traditional and AI-powered discovery. Department: Performance Marketing Experience: 3-5 Years