SEO Analyst

Role Overview

We are looking for a strategic, technically adept SEO & GEO Lead to own and grow ICICIDirect's organic search presence across traditional search engines (Google, Bing) and the emerging generative AI discovery landscape (AI Overviews, ChatGPT, Perplexity, Gemini). This is a rare role that sits at the intersection of technical SEO, content strategy, conversion rate optimisation, and enterprise CMS management.

You will report to the Head of Digital Marketing and manage an SEO Analyst. You will be the primary owner of organic traffic, keyword rankings, and the CRO strategy for ICICIDirect's web properties including pages on Adobe Experience Manager (AEM). You will also lead the organisation's approach to Generative Engine Optimisation as AI-driven search reshapes how financial consumers discover and evaluate products.

Key Responsibilities

1. SEO Strategy & Ownership

•   Define the keyword universe: deep research covering transactional, informational, navigational, and YMYL intent clusters relevant to the Indian investor audience.

•   Build and maintain a priority keyword matrix mapped to business value, search volume, competition level, and funnel stage, updated quarterly.

•   Develop topic cluster and pillar content architecture to establish ICICIDirect as a topical authority in Indian personal finance.

•   Lead competitor SEO analysis: benchmark against Zerodha Varsity, Groww, ET Money, Moneycontrol, and other high-authority destinations.

•   Own organic traffic, keyword ranking, CTR, and conversion targets; report progress with clear attribution to business outcomes.

2. Generative Engine Optimisation (GEO) — Core to this Role

•   Develop and lead strategy for visibility in AI-generated search results: Google AI Overviews, ChatGPT browsing, Perplexity AI, Gemini, Bing Copilot, and emerging LLM answer engines.

•   Audit content for GEO readiness: entity coverage, structured data, E-E-A-T signals, and citation-worthiness affecting LLM sourcing decisions.

•   Implement FAQ, HowTo, FinancialProduct, and speakable schema for AI snippet eligibility.

•   Build monitoring framework for brand/product mentions in AI responses using Brandwatch, SE Ranking AI, or custom LLM query monitoring.

•   Stay at the forefront of GEO research; establish and evolve ICICIDirect's internal GEO playbook.

3. Technical SEO

•   Comprehensive audits using Screaming Frog, Semrush Site Audit, Ahrefs, and GSC; prioritise and project-manage resolution.

•   Own Core Web Vitals optimisation (LCP, INP, CLS, TTFB) with engineering and AEM teams using Google Lighthouse as baseline.

•   Crawl budget management: robots.txt, XML sitemaps, canonical tags, hreflang, pagination (rel=next/prev), and internal link architecture.

•   Implement and maintain structured data (JSON-LD) across all page types: Article, FAQPage, BreadcrumbList, Organization, Product, Review, FinancialProduct.

•   Audit JS rendering, SPA routing, and dynamic content indexation for AEM-delivered pages. Manage log file analysis for Googlebot crawl behaviour.

•   Write or review Python scripts for bulk metadata auditing, redirect mapping, log file parsing, and SERP tracking automation.

4. AEM Platform Ownership

•   SEO authority within AEM workflows: review and approve page templates, components, and content fragments before deployment.

•   Configure AEM's SEO features: page properties, URL structures, XML sitemap generation. Build custom SEO components: structured data injectors, hreflang managers, dynamic metadata rules.

•   Define AEM content authoring standards: heading hierarchy (H1–H6), image alt text, internal linking conventions, URL slug guidelines.

•   Bulk SEO operations via AEM query builder or Groovy console scripts. Coordinate on dispatcher caching, CDN settings affecting crawlability.

5. CRO Strategy

•   Own CRO for organic landing pages, product pages, and account opening funnel. Audits using heatmaps (Hotjar, Clarity), session recordings, GA4 funnel analysis.

•   Design and run A/B and multivariate tests on headlines, CTAs, form structure, trust signals, page layout using VWO or alternatives.

•   Build SEO-CRO aligned landing pages that rank for high-intent keywords and convert. Conversion-focused internal linking strategy.

6. Content, Off-Page & Team

•   Define content strategy for organic growth: identify gaps, brief on articles, guides, calculators, tools. AI content tools for ideation. E-E-A-T and SEBI/AMFI/IRDAI/RBI compliance.

•   Link acquisition from high-authority Indian financial media (ET, Mint, Moneycontrol, Business Standard). Digital PR outreach. Backlink profile management.

•   Own SEO/GEO dashboards (Looker Studio, Power BI). Monthly reviews with leadership. Manage and develop the SEO Analyst. Track Google algorithm updates proactively.