Search Optimization Specialist
We are seeking a skilled and motivated Search Optimization Specialist to join our digital marketing team. In this role, you will be responsible for implementing and maintaining all Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) strategies across our website. You will work closely with content, development, and compliance teams to ensure our digital presence meets the highest standards of discoverability, structured data integrity, and performance tracking.
This is an excellent opportunity for a technically proficient professional who understands web development, structured data, and AI-driven search optimization within the highly regulated financial services sector.
Key Responsibilities
SEO Implementation & Management
Implement, and maintain on-page and off-page SEO strategies across web pages.
Conduct regular keyword research, competitive analysis, and content gap assessments tailored to financial services audiences.
Optimize meta tags, canonical URLs, heading structures, internal linking, and page speed to meet search engine best practices.
Monitor and resolve technical SEO issues including crawl errors, broken links, duplicate content, and indexation problems.
Implement and validate HTTP response codes (301, 302, 404, 410, etc.) to ensure proper redirect management and URL health.
GEO (Generative Engine Optimization) Implementation
Collaborate with the team to develop and execute GEO strategies to optimize content for visibility within AI-powered search engines and large language model (LLM) responses.
Structure content and metadata to ensure accurate, authoritative representation across generative AI search platforms.
Collaborate with content writers to align copy with GEO and AEO best practices, including clear entity definition, authoritativeness signals, and citation-worthiness.
Monitor brand and product mentions across generative AI tools and refine strategies based on findings.
Structured Data & Schema Markup
Implement and maintain JSON-LD structured data schema across all relevant pages, including FinancialService, FAQPage, BreadcrumbList, Organization, and WebPage schemas.
Validate and test JSON-LD implementations using Google’s Rich Results Test, Schema.org validator, and other structured data tools.
Ensure schema markup is compliant with Google Search Guidelines and updated in response to schema.org vocabulary changes.
Web Development & Maintenance
Perform routine website maintenance tasks including content updates, plugin/module updates, and bug fixes related to SEO and GEO functionality.
Assist with the technical implementation of SEO recommendations in CMS environments (e.g., WordPress, Episerver, or similar).
Monitoring, Analytics & Reporting
Use industry-leading SEO and GEO monitoring tools to track keyword rankings, organic traffic, Core Web Vitals, and search visibility.
Prepare and present regular performance reports to stakeholders, highlighting trends, wins, and areas for improvement.
Monitor algorithm updates and adapt strategies to maintain and improve organic search performance.
Key Competencies
- Analytical Thinking: Able to interpret data, identify trends, and translate findings into action.
- Attention to Detail: Precise in schema implementation, compliance requirements, and reporting accuracy.
- Adaptability: Keeps pace with rapidly changing search engine algorithms and GEO landscape.
- Communication: Communicates technical SEO concepts clearly to non-technical stakeholders.
- Collaboration: Works effectively across content, development, compliance, and marketing teams.
- Initiative: Proactively identifies optimization opportunities without waiting to be directed.
Qualifications
Education
Associate’s degree in computer science, Information Technology, Digital Marketing, Web Development, or a related field (required).
A bachelor’s degree in a relevant discipline is advantageous but not mandatory.
Relevant certifications (e.g., Google Analytics, SEMrush SEO Toolkit, HubSpot SEO) will be considered favourable.
Experience
2–3 years of experience in web development and website maintenance, with a demonstrable focus on SEO and/or GEO.
Proven track record of improving organic search rankings and traffic for content-heavy or regulated websites.
Prior experience working within a financial service, fintech, or similarly regulated digital environment is highly desirable.
Technical Skills
HTTP Protocol Knowledge: Understanding of HTTP/HTTPS, status codes, request/response cycles and their impact on SEO.
Demonstrated experience implementing structured data.
Familiarity with HTML5, CSS3, and basic JavaScript as they relate to SEO performance and page rendering.
Working knowledge of CMS platforms (WordPress, Episerver, or similar) and the ability to make SEO-oriented changes.
Understanding of Core Web Vitals (LCP, INP, CLS) and how to diagnose and resolve performance issues.
SEO & GEO Monitoring Tools
Candidates must have working knowledge of the following top-rated tools:
Google Search Console – Performance tracking, index coverage, and Core Web Vitals monitoring.
Google Analytics 4 (GA4) – Traffic analysis, user behaviour, and conversion tracking.
SEMrush or Ahrefs – Keyword research, backlink auditing, and competitor analysis.
Screaming Frog SEO Spider – Technical site audits and crawl analysis.
Additional Information
An ideal candidate will be able to align their personal work values to the OUTsurance values of Awesome Service, Dynamic, Honest, Human, Passionate and Recognition.
In accordance with OUTsurance Insurance Company Ltd Employment Equity goals, preference will be given to individuals who meet the job requirements and are from the various designated groups.