SEO Specialist

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 …