SEO Specialist
Go City
3 days ago
Full-time
On-site
London, London, United Kingdom
£42,000 - £48,000 GBP yearly
SEO Specialist
Go City is transforming the way people see and experience the world’s greatest destinations.
We give our customers total flexibility to choose the experiences, tours and activities they want to visit at incredible savings.
We give our customers total flexibility to choose the experiences, tours and activities they want to visit at incredible savings.
Search behaviour is shifting fast. Alongside Google, people now find and compare travel experiences through ChatGPT, Gemini and AI Overviews just as often as a traditional results page. We want strong visibility wherever that search happens, not just on one channel.
This role exists to scale our organic and AI search performance across 28 destinations and five brand sites, owning keyword research, on-page optimisation and our growing visibility in AI answers. You'll be the person making sure our pages compete strongly wherever people search, whether that's a classic Google results page or an AI generated answer citing us as the source.
You'll join a small, focused SEO team working across all five brand sites, with real scope to shape how we approach a genuinely fast-moving discipline. You'll report to our SEO Director and work as part of a small SEO team covering all five brand sites. Your closest working relationship will be with the content team, shaping briefs, guiding optimisation on new and existing pages, and making sure search and AI visibility are built in from the start. From time to time you'll also work with paid search, sharing keyword insight so the two channels complement each other, and occasionally with the tech team when an SEO or GEO change needs building.
Worth knowing before you apply: this is a large multilingual site with some legacy quirks, priorities do move when Google or the AI landscape changes, and you'll rarely work on one thing at a time.
What you'll own
SEO strategy and keyword research
- Scale our keyword research across all 28 destinations, turning insight into clear, prioritised optimisation plans.
- Prioritise opportunities across a large portfolio, judging where effort will move the needle most.
- Keep keyword mapping and tracking up to date as search behaviour and destinations evolve.
- Feed keyword and search trend insight into wider marketing planning, not just SEO specific work.
On-page and content optimisation
- Drive on-page optimisation for our key page types, attraction pages and destination hubs, improving rankings and organic clicks.
- Partner with the content team so new and refreshed pages are search-ready and AI-ready from the start.
- Set and maintain on-page SEO standards, including titles, meta data, structured data and internal linking, across the site.
- Monitor page performance after optimisation, iterating where results fall short of expectations.
AI search and GEO visibility
- Grow our visibility in AI search surfaces such as ChatGPT, Gemini and AI Overviews, measured through citations, AI referral traffic and conversions.
- Build a genuine understanding of how AI search surfaces and cites content, applying it to Go City's pages.
- Test and adapt our GEO approach as best practice in this space continues to form.
Outreach, collaboration and reporting
- Manage our outreach freelancer, setting briefs and quality standards so off-site work builds genuine authority.
- Review off-site work for quality and relevance, protecting the site's authority and reputation.
- Share keyword and search insight with paid search so organic and paid strategies complement each other.
- Report on organic and AI channel performance clearly, in a way the wider business can act on.
- Work with the tech team when an SEO or GEO change needs building into the site.
What you'll bring
Essentials
- Solid hands-on SEO experience, you've owned keyword research and on-page optimisation end to end, with results to show for it.
- Strong keyword research skills at scale, with good judgement on prioritisation across a large portfolio.
- A working understanding of how AI search surfaces and cites content, and genuine interest in GEO.
- Confidence with core SEO tooling, Google Search Console, a research platform like Semrush, and a crawler like Screaming Frog.
- Comfort with data, you can pull performance numbers from GSC and other data sources and explain what they mean.
Bonus points if you have
- Experience with travel, e-commerce or large multi-brand / multilingual sites.
- Familiarity with Amplitude, AI citation tracking tools.
This role is for you if
- You're comfortable working in a fast-evolving area like AI search, where best practice is still forming.
- You're self-directed and good at prioritising when there's more to do than time allows.
- You get satisfaction from building repeatable, scalable processes, not just one-off wins.
- You enjoy working across teams and can explain SEO clearly to people outside the discipline.
- You test, measure and adjust, and change course when the data says so.
This may not be a good fit if you
- Prefer a settled discipline with established best practice over one that changes frequently.
- Want to focus purely on deep technical SEO, this role is weighted towards content, on-page and AI visibility.
- Prefer executing a detailed plan handed to you over shaping your own priorities.
- Are looking for a people-management role right now, this one has no direct reports.
Benefits
- Annual Go City Explorer Pass allowance
- Enhanced pension contributions. (5% employer)
- Life assurance: 4x your base salary
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Time off:
- Annual leave: 25 days + bank holidays
- Option to buy additional 5 days annual leave per year
- Upgraded Family Leave
- 1x Community day. Take a day off to give back to the community
- Work from Anywhere for up to 4 weeks per year
- Health care cash plan
- Personal Learning Budget & dedicated time for development
- EAP providing access to counselling, finance support, etc.
- Cycle to Work Scheme