SEO Manager

Role: SEO Manager
Contract: Fixed Term
Shift pattern: Full time
Location: Nottingham
Recruitment Partner: Matthew Nelligan

 

About the role

We are seeking an experienced and highly motivated SEO Manager to join our dynamic digital team. The SEO manager will be responsible for driving organic search growth through advanced SEO and AI search strategies and practices. This role requires a deep understanding of search engine algorithms, technical SEO best practices, and a proven track record of improving site performance and LLM visibility

 

Key responsibilities

The SEO Manager will be responsible for delivering the onsite, technical, offsite strategy to help improve our SEO and GEO strategy for Boots.com. As we embark on our digital transformation journey, the SEO manager will work closely with the Head of SEO and our agency partners to define our future commerce platform.

• Design and execute end-to-end organic growth strategies that elevate performance across traditional SEO and emerging AI-driven search experiences (LLMs, AI overviews, generative search)
• Become a key point of contact to help business teams understand trade performance, uncovering trends in customer demand, and interpreting insights from organic search.
• Identify and prioritise new growth opportunities to increase discovery and acquisition across web, app, and in-store journeys, using both traditional search data and generative AI search opportunities.
• Lead technical SEO and AI-search readiness audits, identifying issues impacting site performance, crawlability, indexability, and LLM visibility, and prioritising fixes based on impact.
• Partner with Product, Engineering, UX and UI teams to implement technical SEO and AI-search enhancements that strengthen discoverability and deliver a seamless customer experience.
• Ensure best-in-class technical foundations, including site architecture, URL structure, page speed, structured data, mobile optimisation, semantic markup, and AI-readiness signals.
• Utilise tools including Google Search Console, Google Analytics 4, Screaming Frog, Lumar, Pi Datametrics and Sistrix for analysis and reporting.
• Mentor and guide junior members of the SEO team by providing expertise and support in both traditional SEO and evolving AI Search methodologies.
• Work closely with cross-functional teams including Trading, Marketing, Digital Experience, Product and Merchandising to ensure SEO is integrated into all projects.

 

What you'll need to have

• Bachelor's degree in Marketing, Computer Science, or a related field. · Minimum of 5 years of hands-on technical SEO experience, preferably in a retail or e-commerce environment. ·
• In-depth knowledge of HTML, CSS, JavaScript, and other web technologies. · Experience in AI search optimisation, with a strong understanding of how LLMs operate and influence discoverability. ·
• Experience managing large enterprise retail websites, with a proven track record of designing and delivering impactful organic growth initiatives. · Proficient in using tools including Google Search Console, Screaming Frog, GA4, Similar Web, Lumar, Sistrix and other large enterprise tools.
• Strong analytical skills with the ability to interpret data and provide actionable insights. · Strong written and verbal communication skills. · Ability to explain complex concepts to non-technical stakeholders.
• Proven project management skill with the ability to lead multiple projects simultaneously.

 

It would be great if you also have

• Understanding of user experience (UX) and its impact on SEO
• AI fundamentals Google or Microsoft
• Desirable skills that are not essential but preferred. · Product management experience working on large digital transformation projects.
• Familiarity with AI-driven SEO tools and techniques · Experience working on Salesforce Commerce Cloud Technology Stack.
• Working knowledge of technology stacks (Servers, Applications, Middleware, Edgeware, and Front-End).

 

Our benefits

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes and much more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.

We have a great range of benefits in addition to the above that offer flexibility to suit you - find out more at boots.jobs/rewards. Exclusions may apply, eligible roles only. Please note, any salary estimates given on third-party sites are not provided or endorsed by Boots and may not be accurate.

 

Why Boots

At Boots, we foster a working environment where consideration and inclusivity help everyone to be themselves and reach their full potential. We are proud to be an equal opportunity employer, passionate about embracing the diversity of our colleagues and providing a positive and inclusive working environment for all. As the heart of everything we do at Boots, with you, we change for the better.

 

What's next

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.

This role requires the successful candidate to complete a Pre-employment check after receiving an offer. Depending on your location you will be asked to submit either a DBS (Disclosure & Barring Service), PVG (Protection of Vulnerable groups) or an Access NI Check.

Boots is a Ban the Box employer and will consider the suitability of applicants with criminal convictions on a case-by-case basis.

Keywords
The SEO Manager will be responsible for delivering the onsite, technical, offsite strategy to help improve our SEO and GEO strategy for Boots.com. As we embark on our digital transformation journey, the SEO manager will work closely with the Head of SEO and our agency partners to define our future commerce platform