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 sourced from generic/non-brand keyword terms, with a growing share of organic conversions coming from non-brand SEO content. 

• 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.