Job Description At abrdn, our purpose is to enable our clients to be better investors. Clients worldwide trust us to find future-fit investment opportunities to deliver the outcomes they want. Our technology and insight help empower them to make better decisions, while the powerful partnerships we build help to enhance the expertise that we offer. And by enabling clients to invest responsibly, it helps us to build a better world. We have an excellent opportunity for a SEO Lead to join our Digital Marketing Team. This is a permanent role and can be based in Edinburgh or London. About the Team Through the expertise, insight and innovation of our team, we aim to help clients create more ways for money to make an impact. We set our sights on giving them more confidence to achieve their goals, and more clarity about what they need next. And we focus on delivering outcomes that are more than just financial – by investing sustainably to build a better world. About the Role This role will enhance our digital marketing efforts and be responsible for optimising our online presence to improve search engine rankings and drive organic traffic for our Corporate and Business line audiences. You will support the success of content which is a fundamental element of our brand presence and client experience. As a core part of our performance marketing strategy working within the UX and CRO Team and business leaders you will drive the SEO strategy for abrdn. Key Responsibilities: SEO Strategy – Deliver the roadmap of activity which drives SEO as capability for abrdn. SEO critical metrics and Goals – Embed SEO performance that underpins the creation and shaping of effective SEO within campaigns and business content deployment. Content Optimisation - Collaborate with content creators to optimise content for SEO, including training, keyword integration, content quality, and user experience. SEO performance reporting – Develop and generate regular SEO performance reports, communicate results to stakeholders, and make data-driven recommendations backlog to deliver improvements. Technical SEO - Work with our technical SEO partner including technical SEO audits to implement site improvements to enhance performance, indexing, and crawlability. SEO optimisation backlog – Develop and run the backlog for On-Page and Off-Page performance which implements SEO best practices to enhance website content, meta tags, and backlink profiles. SEO outlook – ensure abrdn has a strategy to develop SEO performance as this capability continues to evolve through AI, search engines, best practice, and competitive analysis. Work cross-functionally to enable the effective deployment, embedding and value of SEO as capability for abrdn. About the Candidate Requirements Experience of SEO in financial services with a key focus on asset management and knowledge or experience of a global web estate. Extensive knowledge of both on and off-page optimisation. Knowledge and or experience of working with CMS systems preferably Sitecore. Proven track record developing and reporting on key SEO metrics, such as organic traffic, rankings, and conversions. Proficiency with SEO tools like SEMrush, Google Analytics, Search Console Demonstration of collaborate stakeholder management which has led to implementing results-driven SEO strategies. Excellent presentation, organisational and project management skills. Experience working in a global matrix environment and driving a culture of agility and innovation. We are proud to announce that we have officially become a Disability Confident Committed – Level One employer. Therefore, if you have a disability and would like to submit an application to one of our UK roles under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire and one of our team will reach out to support you through your application process. Our Benefits There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported. When you join us, your reward will be one of the best around, including 40 days annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare and a range of flexible benefits including gym discounts, season ticket loans and access to an employee discount site amongst many others. You can read more about our benefits here. We’re committed to providing an inclusive workplace where all forms of difference are valued and which is free from any form of unfair or unlawful treatment. We define diversity in its broadest sense – this includes but is not limited to our diversity of educational and professional backgrounds, experience, cognitive and neurodiversity, age, gender, gender identity, sexual orientation, disability, religion or belief and ethnicity and geographical provenance. We support a culture that values meritocracy, fairness and transparency and welcomes enquiries from everyone. If you need assistance or an adjustment due to a disability please let us know as part of your application and we will assist. At abrdn, our purpose is to enable our clients to be better investors. abrdn plc manages and administers £496 billion of assets for clients, and has over 1 million shareholders (as of 30th June 2023). Our business is structured around three vectors – Investments, Adviser and Personal – focused on the changing needs of our clients. Across markets globally, we build investment solutions to enable clients to create more opportunities for their futures. Our platform technology and tools help UK wealth managers and financial advisers create more opportunities for their clients and their businesses. Our personal wealth business offers tailored services to help individuals in the UK create financially secure futures in a way that works for them. abrdn.com