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

814 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.