Head of SEO

Summary

Join PetLab Co. as their Head of SEO, leading the evolution of organic search strategy in the modern landscape. This role goes beyond traditional SEO, encompassing AI-generated results and all aspects of the Search Engine Results Page (SERP). You will own PetLab Co.'s organic search strategy, analyze SERP performance, and collaborate with cross-functional teams. The ideal candidate has 5+ years of SEO experience, including leadership roles, and a deep understanding of technical, on-page, and off-page SEO. You will be responsible for optimizing across multiple SERP components and staying up-to-date on generative search and AI-influenced rankings. This is a remote or hybrid role based in the UK with monthly travel to the London HQ.

Requirements

• 5+ years in SEO, with at least 2 years in a leadership or ownership role
• Strong understanding of technical, on-page, and off-page SEO
• Proven experience optimizing across multiple organic SERP components—not just owned-site links
• Up-to-date with the latest trends in generative search, AI-influenced rankings, and Google’s evolving page structure
• Comfortable navigating ambiguity and creating systems for new spaces like Generative Engine Optimisation
• Experience working cross-functionally with creative, social, PR, and content teams
• Able to think strategically, act tactically, and communicate clearly
• An innovative thinker with a strong grasp of content strategy and organic acquisition
• Extensive experience in traditional SEO (technical, content, and offsite)
• Deep understanding of the changing nature of search and AI integrations
• Familiarity with tools like Google Search Console, Ahrefs, as well as AI-monitoring and visibility platforms
• Strong analytical skills and the ability to draw insights from complex data sets
• Experience working in fast-paced DTC, ecommerce, or subscription-based environments
• Hands-on mindset—willing to get deep into strategy, tooling, and execution
• Strong written and verbal communication skills, including stakeholder management and reporting

Responsibilities

• Own PetLab Co.'s entire organic search strategy across traditional SEO, AI-generated results, and SERP real estate
• Track, analyze and optimize how our brand appears across all elements of the modern SERP (owned content, AI answers, videos, forums, editorial, shopping)
• Lead a roadmap for generative engine optimisation (GEO) visibility—ensuring our brand is contextually represented in AI-summarized answers
• Coordinate with content, social, community, and influencer teams to create high-impact assets that influence SERP placements
• Monitor and improve our presence in third-party editorial, UGC platforms, and forum mentions (e.g., Reddit, Quora, niche pet forums)
• Optimize our organic shopping presence across key marketplaces and listings
• Own tooling, reporting and data visibility around all facets of our SERP performance
• Guide technical SEO implementation in collaboration with product and engineering teams
• Educate the business on emerging search trends and build internal alignment around the future of organic visibility
• Strategy (30%) – Define and iterate the vision for holistic organic visibility across traditional SEO and the evolving SERP landscape
• Execution (25%) – Manage SEO campaigns, content production, implement initiatives, conduct audits, and improve technical health
• AI/Generative SEO (20%) – Lead the strategy for optimizing brand presence in AI-driven search experiences and generative SERPs
• Cross-functional Input (15%) – Provide guidance across content, social, PR, community and product teams to ensure alignment
• Analysis (10%) – Track performance, report on rankings, AI appearance, content impact, and test results across all organic surfaces

Benefits

• Private Health Care through Vitality
• Generous Annual Leave - 28 days + public and bank holidays
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while travelling, or in the office!
• Help@Hand – Employee Assistance Programme
• Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Nursery Salary Sacrifice Scheme
• Generous Learning and development budget – We always want you to keep learning
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin twice a year
• Generous Learning and development budget – We always want you to keep learning
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office
• Working Environment – dogs are welcome!
• Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary
• Discount Vouchers & Gym Memberships – get discounts at a whole range of retailers and gym memberships through our provider, WellHub
• Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance
• Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity
• Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental