SEO Specialist

Help more people discover CFA Institute’s expertise, learning and services through search engines and AI-powered discovery experiences. As SEO Specialist, you will deliver hands-on technical, content and performance optimisation across CFA Institute’s enterprise web properties.

You will use search and website data to identify opportunities, diagnose issues and recommend practical improvements. Working with cross-functional and agency partners, you will implement agreed SEO and AI discovery priorities, measure their impact and help embed effective practices across the content and website lifecycle.

• Implement on-page SEO and AI discovery improvements, including metadata, internal linking, keyword targeting, page structure, content optimisation and extractable content formats.

• Diagnose technical SEO issues affecting crawlability, indexability, site health, Core Web Vitals, canonicals, redirects and structured data; define required fixes and validate implementation with Product and Technology partners.

• Conduct keyword research, search-intent analysis, competitor review and content-gap analysis to identify evidence-based opportunities across priority audiences, products, services and content.

• Create SEO and AI discovery content briefs, working with subject-matter experts and content creators to develop accurate, useful and optimised content, including appropriate review of AI-assisted outputs before publication.

• Monitor organic search performance, AI visibility and referral traffic, rankings, customer behaviour and conversions using enterprise search, analytics and reporting tools.

• Produce regular reporting, audits, insights and actionable recommendations, and assess the impact of implemented changes to guide further optimisation.

• Provide SEO and AI discovery input into website enhancements, campaigns, product launches and content initiatives, ensuring agreed best practices are reflected from planning through implementation and measurement.

• Support website migrations and significant releases through audits, redirect mapping, launch assurance and post-release validation, escalating material risks promptly.

• Deliver structured experiments and proof-of-concept activity to evaluate optimisation opportunities and emerging search and AI discovery practices.

• Support international SEO and market-specific delivery, coordinate day-to-day agency activity against agreed priorities and quality standards, and contribute to practical guidance, documentation and knowledge sharing.

• Bachelor’s degree in marketing, digital, communications, analytics or a related field, or an equivalent combination of education and professional experience.
• Four or more years of hands‑on experience in SEO, covering technical SEO, on-page optimisation, content optimisation and performance analysis.
• Strong working knowledge of crawlability, indexability, schema markup, structured data, internal linking, Core Web Vitals, XML sitemaps, redirects and international SEO principles.
• Practical understanding of AI-powered search and generative engine optimisation, including AI retrieval, citation, entity optimisation and content structures that support answer generation.
• Experience conducting keyword, search‑intent, competitor and content‑gap analysis and converting findings into practical recommendations.
• Experience creating SEO briefs and working with subject‑matter experts, content creators, developers and other stakeholders to deliver improvements.
• Proficiency with tools such as Google Search Console, Semrush, Screaming Frog and Adobe Analytics or comparable platforms, alongside experience using an enterprise content management system.
• Strong analytical, writing and communication skills, with the ability to manage…