Content Designer; SEO​/GEO​/AEO; Boots Online Doctor

Closing Date:
Wednesday 30th September

Location:

Islington, London (hybrid - travel to office as required)

Contract:

Permanent

Welcome to the Digital Experience team at Boots Online Doctor - we shape the online journeys that help people find, understand and access the care they need. Boots Online Doctor offers more than 45 healthcare services and has supported over 1.6 million patients. We work closely with clinical, compliance, marketing, product and design colleagues to make every step of the online experience clear, trustworthy and easy to use.

As more people turn to search engines and AI tools for health information, we're focused on making sure that what they find from us is accurate, helpful and easy to act on.

As our Content Designer, you'll turn complex clinical and regulatory information into clear, accessible content that helps patients make confident, informed decisions about their health. You'll bring together content design and search expertise - SEO, generative engine optimisation (GEO) and answer engine optimisation (AEO) - so our content is found, trusted and cited across Google search, AI Overviews and AI answer engines.

This is a new role reporting to the Head of Digital Experience, with no direct reports.

• Design, brief and collaborate to provide clear, accessible content for our condition, treatment and service pages, online consultation journeys and campaigns - working with writers and delivering to deadline in a current and future content management system (CMS).
• Turn complex clinical, pharmaceutical and regulatory information into plain, easy-to-follow content that helps patients understand their options and act with confidence.
• Own how your content performs in search and AI answers - structuring it for organic search, Google AI Overviews and answer engines using structured data, question-led formats and strong E-E-A-T signals (such as author credentials, medical review, citations and clear sourcing).
• Work within our clinical and regulatory sign-off process, partnering with clinicians, pharmacists and compliance colleagues to keep content accurate and compliant with standards such as MHRA rules on prescription-only medicines and GPhC, CQC and ASA/CAP guidance.
• Use analytics, search and user research data - from tools such as GA4, Google Search Console and Semrush - to understand what patients need, spot gaps and opportunities, and keep improving our journeys based on evidence.
• Work with SEO and conversion rate optimisation (CRO) colleagues to improve the journey from first search to online consultation, removing friction so it's clearer for patients and converts better.
• Own on-page content, structure and metadata standards within our agreed clinical, regulatory and brand guidelines, and help develop our content patterns, style guides and templates for a world where more people find answers through search and AI - first in our component library, then in a new CMS.
• Later on, help implement and roll out the new CMS, including setting the standards for how it's used and helping to train colleagues.
• Champion content design across the business, running sessions and sharing guidance so that content is built to be found from the start.

• Proven content design experience, creating accessible, user-centred online content that delivers on a content strategy and meets both business goals and user needs.
• The ability to take complex technical or clinical information and turn it into clear, easy-to-understand content that helps people achieve their goals.
• Strong SEO expertise, plus a current, demonstrable understanding of GEO and AEO - including how to optimise content for organic search, AI Overviews and answer engines using structured data and E-E-A-T.
• Confidence and credibility working in a regulated environment with formal sign-off processes, balancing discoverability and commercial goals against accuracy and compliance.
• Strong analytical skills, turning data from tools such as GA4, Google Search Console and SEO platforms into clear insight and reporting it in different formats.
• The confidence to challenge constructively using evidence, while knowing when to compromise so content works for both users and the business.
• A good understanding of accessibility standards (WCAG) and writing in plain English for people with different levels of health literacy.

• Working knowledge of structured data and schema markup, and of Google's search…