Head Search Engine Optimization

Key Responsibilities

1. SEO Strategy & Execution

• Own organic traffic targets: Drive 10x growth in organic sessions, leads, and revenue attribution

from search.(Non Brand)

• Technical SEO: Lead site architecture, Core Web Vitals, crawl optimisation, structured data, indexing

strategy.

• Content SEO: Build topical authority clusters, keyword mapping, and content briefs across upskilling

verticals.

• Link Authority: Build a scalable, white-hat backlink acquisition program (digital PR, HARO,

partnerships).

• Programmatic SEO: Design and deploy landing pages at scale for long-tail demand capture across

course, exam, and location keywords.

2. Generative Engine Optimisation (GEO)

• AI Visibility: Ensure prominent brand mentions and citations in AI-generated responses – in

ChatGPT, Gemini, Perplexity, Claude,Copilot etc., for relevant edtech queries. Develop proprietary /

market level methodology to track the outcomes.

• Build NxtWave's presence in LLM training corpor: Through Wikipedia, Wikidata entity creation,

citations in authoritative publications, and structured data that AI systems trust and reference.

• Structured Content Strategy: Reformat content to improve AI-citation probability

• Knowledge Graph Optimisation: Build entity associations in Google's Knowledge Graph to increase

brand authority for AI overviews.

• Agentic Approach: Build and deploy SEO agents that automate high-volume intelligence tasks –

keyword clustering, content brief generation, etc.

3. Answer Engine Optimisation (AEO)

• Own Google's AI Overviews (AIO) strategy: proactively monitor which of our target queries trigger

AIOs, ensure NxtWave is cited within them, and manage the traffic transition as zero-click behaviour

grows.

• Featured Snippets: Systematically capture featured snippet positions across high-intent queries in

education and career verticals.

• People Also Ask (PAA): Build a PAA domination playbook to own the question-answer graph in our

domain.

• Voice & Conversational AI Search: Optimise content for voice queries and conversational AI

interfaces.

• Schema Markup: Implement and maintain FAQ, HowTo, Course, Review, and BreadcrumbList

schemas at scale.

4. Team & Stakeholder Management

• Build & Lead: Hire, coach, and retain a high-performing SEO team across content, tech, and

analytics.

• Cross-functional Collaboration: Work closely with Product, Engineering, Content, and Paid

Acquisition teams to embed SEO into every roadmap.

• Vendor Management: Manage agency partners, freelance writers, and SEO tool vendors.

• Executive Reporting: Present organic growth metrics, forecasts, and investment cases to CMO and

founders monthly.

5. Analytics & Measurement

• Attribution Modelling: Build robust SEO-to-revenue attribution models beyond last-click.

• SEO Dashboard: Maintain real-time dashboards using GA4, GSC, Looker Studio, or equivalent.

• Competitive Intelligence: Run regular SEO gap analyses against top EdTech competitors

What We're Looking For

Must-Have Experience

• 8–14 years of SEO experience, with at least 3 years in a team leadership role.

• Proven track record of scaling organic traffic to 5M+ monthly sessions in a B2C or marketplace

environment.

• Deep technical SEO expertise: site audits, log file analysis, JS rendering, Core Web Vitals, and crawl

budget management.

• Hands-on experience with programmatic SEO at scale (1000+ landing pages).

• Understanding of GEO principles: AI overview optimisation, entity SEO, and LLM citation strategies.

• Strong command of AEO tactics: featured snippets, PAA, schema implementation, and voice search.

• Proficiency in SEO tools: Ahrefs, SEMrush, Screaming Frog, Google Search Console, GA4, Looker

Studio.

• Experience managing a team of at least 5 direct reports.

Good to Have

• Prior experience in EdTech / high-Traffic B2C platforms.

• Knowledge of Automation (data scraping, keyword clustering, log analysis).

• Understanding of CRO and how organic traffic converts across funnel stages.

• Familiarity with AI content tools and their responsible use.