SEO Site Manager

The SEO site manager is responsible for strategy, performance and execution of SEO for Frasers Group's sports brands. Managing an SEO executive and reporting into the SEO Lead, with support from external partners (Botify, Pi-data metrics), you will be responsible for managing the website and increasing organic traffic and revenue by way of information architecture improvements, content management, and SEO techniques. You will be data-driven and performance minded, ensuring projects are prioritised accordingly and optimised to meet KPIs.

• SEO performance – owning, driving and optimising performance on Sports Direct
• Delivering the SEO strategy – work with the SEO Lead to develop the site’s SEO roadmap and strategy
• Carry out keyword research and manage site technical issues to support the SEO roadmap
• Team management – line management of SEO executives
• Reporting and KPIs – monitor and improve the site’s KPIs and revenue targets
• Insight and opportunity analysis – highlight opportunities and developments across the channel
• PR campaigns – work with the SEO Lead to deliver SEO link‑building campaigns
• Best practice – stay abreast of and contribute to wider industry developments
• Share initiatives, best practices and results

• Hands‑on experience in an SEO‑focused role
• Strong focus on the technical aspects of SEO
• Working knowledge of link building using various techniques
• Experience owning SEO responsibilities at a site that derives its revenue through consumer traffic
• Experience with keyword research and strategy, daily optimisation, test‑plan construction, and in‑depth analysis
• Experience creating and presenting campaign reports including ROI and conversion rates
• Strong understanding of web usability and site design; a quantitative approach to traffic measurement and experience collecting and interpreting site‑visitor statistics
• Research skills to identify, build and prioritise essential keyword sets
• Excellent problem‑solving and analytical skills
• Ability to self‑manage and keep track of multiple projects
• Genuine passion for SEO and online marketing
• Experience with content marketing and social campaigns

• Continuously and proactively improve the quality of service delivered
• Willingly take the initiative and suggest new approaches
• Respect individuals’ views and positively contribute to a learning environment in which people are supported and encouraged to excel
• Provide vision and clear direction to inspire individuals and engage the team to deliver excellence
• Advanced understanding of SEO and Google’s ranking algorithm
• Competent in implementing on‑page and off‑page SEO techniques
• Analytical and able to make data‑driven decisions to prioritise projects and optimise content to improve KPIs
• Experienced using content management systems
• Strong written and communication skills
• Working under pressure and to tight deadlines

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers and GAME.

Our vision – we are building the world’s most admired and compelling brand ecosystem. Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences. At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way.

The potential to elevate your career is massive and the experience unrivalled.

To be able to make the most of it you need to live and breathe our principles:

• Think without limits – think fast, think fearlessly and take the team with you
• Own it and back yourself – own the basics, own your role and own the results
• Be relevant – relevant to our people, our partners and the planet. Frasers Champion – our employees are at the heart of our business and we ensure individuals are recognised every…