SEO Growth Lead
Team: Product
Reports to: Product Lead
Location: Hybrid (Pune/Mumbai)
Level: Senior (5-8 yrs hands-on SEO; exceptional talent below this range welcome)
Role in one line
Own organic growth for our B2C site — turn search demand, classic and AI-answer, into ranked
pages, qualified traffic, and completed purchases.
Where this role is headed
You own organic today. As the growth function matures, this role is on track to own paid /
performance marketing across B2C (Google Ads, Meta, full-funnel campaign optimization) — so
we're looking for someone who can grow into full-funnel growth ownership, not organic alone.
Organic search is one of our highest-intent, best-margin acquisition channels, and most of what
moves it — page templates, site structure, page speed, structured data, indexation — lives in
the product and codebase. Our site runs on Next.js, and our marketing/landing pages are built
in a Strapi-based page builder whose SEO templates you'll own. Sitting in Product means you
work shoulder-to-shoulder with engineering and design to ship SEO into the product itself, not
lob recommendations over a wall. You own the organic channel end-to-end: strategy, hands-on
execution, measurement, and reporting on organic's contribution to revenue. Product owns
roadmap prioritization and outcome decisions; you bring the search craft and the data.
What you'll own
● Organic performance — rankings, visibility, qualified traffic, and organic's contribution to
orders and revenue.
● SEO in the product roadmap — bring SEO requirements into the backlog; write clear
tickets; partner with engineering and design so search best-practice ships in templates
and features by default.
● Keyword, content & on-page strategy — map search intent to page templates and
content; own titles/meta/H-structure and internal-linking architecture; prioritize by
opportunity size and conversion potential.
● Technical SEO — crawlability, indexation, canonical/hreflang, sitemaps, structured data
(product/FAQ/breadcrumb schema), and Core Web Vitals (LCP/INP/CLS), diagnosed
and fixed with engineering.● AEO / GEO (core, not a side skill) — structure content and data so we win featured
snippets, AI Overviews, and citations in AI answer engines, not just classic rankings.
This is where search is going and it's central to the role.
● Measurement & experimentation — build and maintain the organic reporting layer in
GA4 + Search Console (and Looker Studio or equivalent), attribute organic to the
purchase funnel, and design/run/read SEO tests (templates, internal linking, content
depth) as roadmap input.
First 90 days (what good looks like)
● Full site audit: index coverage, Core Web Vitals, structured-data validity, keyword
cannibalization, thin/duplicate pages, active 404s and crawl issues.
● A prioritized keyword-to-page map for the highest-opportunity categories, including
AEO/GEO opportunities.
● A single source-of-truth organic dashboard (Search Console + GA4) covering visibility,
health, and organic-attributed conversions — with the site cleanly isolated within a
shared, multi-market domain property.
● A ranked SEO backlog integrated into the product process, with the top fixes prioritized
with Product and engineering.
Must-have skills
● 5–8 years hands-on B2C / e-commerce or marketplace SEO with a demonstrable results
track record; recent, in-the-tools experience weighted over raw tenure.
● Expert in Google Search Console and GA4 — can segment, build funnels, attribute
organic to conversions, and isolate a sub-site's performance within a shared domain
property.
● Strong technical SEO: indexation, crawl budget, canonicals, hreflang, XML sitemaps,
structured data / schema.org, and Core Web Vitals diagnosis.
● Multi-market and multilingual SEO — proven experience running organic across multiple
countries and languages (we operate across markets including AE and IN).
● AEO / GEO — working practice in answer-engine and generative-engine optimization (AI
Overviews, featured snippets, AI answer citations).
● AI-first: you use AI tools fluently in the work — content drafting and editing, SERP and
keyword clustering, log and data analysis — with the judgment to fact-check and shape
what they produce.
● Fluent with a modern SEO toolset — a crawler (e.g. Screaming Frog) and a
keyword/backlink tool (e.g. Ahrefs or Semrush), plus Google Trends. You'll help select
and stand up our SEO tooling, so bring an opinion on what's worth paying for.
● Working knowledge of paid search / performance marketing (Google Ads, Meta) —
enough to align organic and paid strategy now, with the runway to own paid campaign
optimization across B2C over time.● Comfortable inside a product/engineering workflow — can write a clear technical ticket,
read a Lighthouse report, sit in sprint rituals, and validate a fix.
● Spreadsheet/data fluency; comfortable building reports in Looker Studio or similar.
● Content sense: can brief writers, edit for search + humans, and design internal-linking
structures.
Nice-to-have
● Experience in a high-consideration or high-volume consumer category (travel, retail,
fintech, marketplaces).
● Hands-on paid/performance marketing experience (Google Ads, Meta) — the area you'd
grow into owning.
● Basic SQL and comfort querying an analytics store.
● Light HTML/CSS/JS literacy to spot rendering/SEO issues without waiting on a dev.
How we'll measure success (KPIs)
Outcome (does the work move the business)
● Organic's contribution to orders and revenue (reported as influence, since checkout,
pricing, and product sit outside this role).
● Keyword rankings for priority, commercial-intent terms.
Visibility (are we winning demand)
● Growth in organic clicks, impressions, average position, and click-through rate (Search
Console).
● Presence in AI Overviews / answer-engine citations for priority queries.
Health (is the site technically sound)
● Indexation coverage: share of important pages actually indexed.
● Valid structured-data rate: share of pages with error-free schema.
● Active 404s and crawl stats trending down.
● Core Web Vitals pass rate on key templates (diagnostic, shared with engineering).
