SEO Manager
Department: Marketing
Reports to: Head of Digital
Location: Ripe Head Office, The Royals, Manchester M22 4BJ
Job Purpose
The primary purpose of the SEO Manager is to own all SEO activity including the overall SEO strategy, ensure the team successfully implement the SEO strategy and deliver the required KPIs for Ripe’s insurance product portfolio. This role reports into the Head of Digital, currently has one direct report and works closely with the wider SEO and marketing team.
Principal Accountabilities
Team leadership
- Manage the SEO team to drive performance and deliver the required SEO activity to a high standard at the required pace.
- Provide clear direction to SEO, content and digital PR colleagues to ensure the team is always aligned on priorities, targets, requirements and deadlines.
Strategy development
- Devise, develop and deliver the SEO strategy for all Ripe products, including new product launches, with the overall objectives of improving SEO performance and exceeding the business objectives.
Stakeholder management
- Build effective cross-functional relationships with other departments, particularly with the in-house development team, as well as the product and underwriting teams, to ensure SEO activity aligns with the marketing strategy, business objectives and seasonality
- Build strong relationships within the Marketing team to ensure SEO activity aligns with marketing strategy, business objectives, and seasonality
- Build a strong relationship with the PPC Manager to ensure SEO activity and PPC activity are working closely together, sharing data and insight to benefit both channels
- Own the relationship between SEO and the wider marketing and digital teams
Market research and analysis
- Own the consistent delivery of market research, search trends and analysis to inform SEO and wider business strategy
- Monitor competitors and adjust SEO strategy as required
- Upskill the wider team on on-site optimisation and technical SEO to identify areas for improvement and opportunities to boost SEO performance
SEO
- Own the development and execution of the SEO strategy for all Ripe websites in order to achieve required SEO KPIs
- Use a variety of SEO software to monitor all aspects of SEO performance and regularly identify opportunities to improve performance
- Own and manage the SEO roadmap for all products, ensuring technical, content and digital PR plans align with SEO and broader marketing strategy
- Keep up to date with SEO developments and ensure these are reflected in the SEO strategy
Performance delivery & reporting
- Own delivery of all SEO performance KPIs, including sales targets and budget
- Own SEO performance reporting and analysis, and present to Marketing team and wider business
Own the delivery of automated SEO reports to highlight areas of improvements and ensure these are reflected in the SEO roadmap
Key Objectives
- Deliver targeted sales and achieve KPIs across the PPC channel.
- Manage budgets effectively, capitalising on opportunities and minimising inefficiencies.
- Continuously evaluate and improve PPC effectiveness.
- Build strong relationships with internal and external stakeholders, including platform partners.
Experience Requirements
Essential
- Experience of successfully managing an SEO team with at least 2-3 people
- Experience of developing a data-led SEO strategy covering all aspects of SEO
- Proven track record in delivering improvements in SEO performance in competitive markets
- Demonstrable experience analysing and interrogating data to inform SEO outcomes
- In-depth understanding of the evolving search landscape and comprehensive knowledge of Google update history
Desirable
- Experience in an e-commerce role within the financial services sector
- Extensive experience with various digital media outputs including blogging, infographics, case studies, podcasts and video.
- Understanding of the unique marketing challenges faced by medium sized e-commerce companies
- Strong grasp of user experience (UX) principles and their impact on SEO
- Knowledge of other digital marketing practices including PPC, social media and email marketing.
