SEO Analyst

Overview

Because we strive to put people first. Culture, our way.

Digital at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

The SEO Analyst is a hands-on, data-driven role responsible for transforming SEO into a measurable growth channel, while also ensuring content is optimised to capture and influence search demand.

Our digital teams are right at the heart of what we do. Surrounded by some of the best digital specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward-thinking team.

What You’ll Do as a SEO Analyst

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:

• Own and scale SEO as a measurable growth channel, translating strategy into executable test‑and‑learn frameworks across content, copywriting, digital merchandising, and campaigns, while supporting delivery of the SEO content roadmap through effective prioritisation and timeline management.
• Lead SEO experimentation, analysis, and optimisation, including keyword research, competitor and in‑SERP analysis, site health monitoring, content decay, cannibalisation, and emerging search opportunities, with hands‑on optimisation of commercial and editorial content to maximise visibility, engagement, traffic, and conversion.
• Design, automate, and maintain robust SEO measurement and reporting, ensuring data accuracy and consistency across platforms, with dashboards tracking branded and non‑branded performance, sessions, impressions, clicks, CTR, engagement, conversions, forecasting versus plan, and clear attribution of SEO impact to business outcomes.
• Deliver deep performance insights and strategic recommendations, translating complex SEO, user intent, demand, and market data into clear visualisations and actionable guidance for SEO, editorial, brand, marketing, trading, product, and technical stakeholders.
• Collaborate cross‑functionally to embed SEO into wider workflows, partnering with technical SEO, engineering, marketing, trading, and product teams to plan and evaluate tests, support campaign planning, contribute to weekly trade meetings, and prioritise organic growth initiatives.
• Proactively evolve SEO strategy and execution, staying ahead of algorithm updates, AI search developments, and international trends while identifying risks, opportunities, and efficiency improvements, and communicating insights clearly with messaging tailored to different stakeholder groups.

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular:

• Extensive hands‑on SEO experience (3+ years) with a proven track record of delivering measurable performance improvements, supported by strong analytical, problem‑solving, and forecasting skills to model SEO performance, identify trends, and proactively manage risks and opportunities.
• Deep expertise in SEO analytics, measurement, and automation, including Google Analytics, Google Search Console, and platforms such as SEMrush, Data Studio, Botify or similar, with experience building automated dashboards, ensuring data accuracy, and tracking branded and non‑branded performance across categories and product‑level search aligned to commercial objectives.
• Strong test‑and‑learn and optimisation capability, with experience designing and executing experimentation frameworks to optimise content, campaigns, and site performance, translating complex SEO and search data into actionable insights, clear visualisations, and recommendations for both technical and non‑technical stakeholders.
• Excellent planning, organisation, and prioritisation skills, with the ability to manage multiple initiatives, stakeholders, and timelines, work in a structured and organised way, manage own time effectively, take ownership of delivery,…