Search Engine Optimization Specialist

Company Description

Knights & Walker is a luxury leather accessories brand established in 2002, renowned for its exceptional craftsmanship and use of genuine leather in designing high-quality products. The brand has supplied its meticulously crafted leather goods, including small leather items, portfolios, and bags, to a global clientele, including numerous Fortune 500 companies, for over two decades. Currently focusing on a direct-to-consumer (D2C) business model, Knights & Walker offers its exclusive collections online across Europe, the Middle East, Asia-Pacific, and North America. Headquartered in Dubai, United Arab Emirates, the brand also operates through subsidiaries and partnerships in India, the UK, and the US.

Key Responsibilities

Backlink Generation & Off-Page SEO

▸     Research, identify, and execute backlink acquisition strategies to strengthen domain authority.

▸     Submit and manage listings on relevant business directories, citation sites, and niche platforms.

▸     Identify and outreach to high-authority guest posting opportunities to earn quality editorial links.

▸     Monitor and disavow toxic or spammy backlinks to maintain a healthy link profile.

▸     Track backlink growth, referring domains, and anchor text diversity using tools like Ahrefs / SEMrush.

Content Collaboration & Strategy

▸     Work closely with the content writing team to brief, review, and optimise articles for target keywords.

▸     Ensure all published content follows SEO best practices — proper heading structure, keyword placement, internal linking, and meta data.

▸     Develop content calendars in alignment with keyword opportunities and search trends.

▸     Conduct content gap analyses and identify topics that can drive incremental organic traffic.

Guest Posting & Digital PR

▸     Build and nurture relationships with bloggers, editors, and webmasters for guest posting opportunities.

▸     Pitch, coordinate, and manage the end-to-end guest post process — from outreach to publication.

▸     Maintain a database of vetted guest post sites with relevant metrics (DA, DR, traffic).

Technical SEO

▸     Conduct regular technical SEO audits to identify and resolve issues affecting crawlability and indexability.

▸     Optimise Core Web Vitals, page speed, mobile usability, schema markup, and structured data.

▸     Manage XML sitemaps, robots.txt, canonical tags, hreflang, and redirect chains.

▸     Collaborate with the development team to implement technical recommendations.

▸     Monitor site health using Google Search Console, Screaming Frog, and similar tools.

AI & GEO Optimisation

▸     Develop and implement strategies to optimise content for AI-powered search experiences (SGE, Perplexity, ChatGPT, etc.).

▸     Stay current with evolving AI search trends and adapt SEO strategies to maintain visibility in AI-generated responses.

▸     Identify opportunities to structure content so it is referenced and cited by AI search tools.

▸     Experiment with prompt-aware content formats that align with generative and conversational search behaviour.

Google Business Profile (GBP) Management

▸     Regularly update and optimise Google Business Profile listings — business info, photos, posts, services, and Q&A.

▸     Monitor and respond to reviews to maintain a strong local reputation and engagement.

▸     Track GBP performance metrics and identify opportunities to improve local search rankings.

▸     Manage GBP for multiple locations where applicable, ensuring consistency and accuracy across all listings.

Reporting & Analysis

▸     Prepare weekly/monthly SEO performance reports covering rankings, traffic, conversions, and link metrics.

▸     Use GA4, Google Search Console, Ahrefs, SEMrush, and other tools for data-driven insights.

▸     Set KPIs, track progress against targets, and continuously optimise strategy based on results.

Qualifications

▸     0–2 years of hands-on SEO experience (agency, in-house, or internship). Freshers with strong foundational knowledge are welcome to apply.

▸     Proven track record in link building, guest posting, and directory listing campaigns.

▸     Strong working knowledge of technical SEO — audits, schema, Core Web Vitals, site architecture.

▸     Familiarity with AI search tools (SGE, Perplexity, Bing Copilot) and emerging GEO (Generative Engine Optimisation) strategies.

▸     Experience managing and optimising Google Business Profiles.

▸     Proficiency in SEO tools: Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog.

▸     Excellent written communication skills for outreach, briefs, and collaboration.

▸     Analytical mindset with the ability to translate data into actionable recommendations.