The SEO Manager sits at the intersection of content strategy and product visibility, working across traditional and AI search to ensure SharkNinja shows up wherever customers are looking. This is a hands-on, delivery-focused role responsible for improving organic visibility and revenue. The SEO Manager works closely with content, trading, product, and performance teams to make SEO a given, not an afterthought, using data to prove its value and translating performance into clear, actionable recommendations that connect directly to business outcomes.

Key Responsibilities

Traditional SEO

• Facilitate the implementation of our SEO strategy in the UK, recognising market specific nuances
• Optimise on-page elements, including optimising website content, meta tags, headers and internal linking structure
• Own the organic blog and informational content roadmap to build topical authority
• Identify content gaps through competitor analysis and search demand data
• Brief and work alongside copywriters and compliance teams to ensure content meets search intent and is legally sound
• Collaborate with the PR team and agencies to ensure we have a best-in-class link acquisition strategy
• Support DTC campaigns by aligning search strategy with copywriters, creative, and performance teams to maximise discoverability and impact
• Work alongside the Performance Marketing team to support the Paid Media leads in maximising cross-channel budget efficiencies
• Stay up to date with search engine algorithm changes and adapt strategies accordingly to maintain or improve rankings
• Advocate SEO best practices and the benefits of SEO to the wider team

Merchandising SEO

• Conduct out in-depth, localised keyword research to identify opportunities for existing categories, products and NPD
• Optimise core category and product pages to increase organic visibility and revenue
• Identify and address cannibalisation across pages and products
• Work with product teams and merchandisers to align on category structure and naming conventions
• Report on weekly and monthly performance against forecast and KPI’s
• Take a data-driven approach and continuously look for ways to optimise SEO performance, and where relevant, automate

AI Search & Future Readiness

• Structure product and category page content to win featured snippets, People Also Ask boxes, and AI Overviews
• Identify and optimise for question-based search patterns across all page types
• Monitor AI Overview appearances in Google Search Console and third-party tools
• Track where brand and product names appear (or don't appear) in AI-generated responses across Google, ChatGPT, Perplexity, and similar tools, flagging gaps and opportunities
• Stay current with emerging Generative Engine Optimisation (GEO) best practices and contribute to an internal testing framework
• Develop guardrails to ensure any AI informed content meets Google’s guidelines

Skills & Experience

Essential

• Hands-on SEO experience in an ecommerce or content-led environment
• An in-depth knowledge of content SEO best practice
• Confident use of Google Search Console & SEMrush
• Solid understanding of on-page optimisation and keyword research
• Familiarity with AEO practices: featured snippet targeting, People Also Ask, FAQ schemas
• Strong written communication skills - able to brief and edit content clearly

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