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.