Key Performance Area

Key Responsibility

Strategy, Planning and Delivery

• Develop a holistic organic growth strategy that balances traditional search (Google, Bing, Baidu) with emerging AI-driven search experiences (AI Overviews, ChatGPT integrations, Perplexity, etc.).
• Implement Generative Engine Optimization (GEO) strategies to ensure IDP and IELTS content is surfaced in AI-generated summaries and responses.
• Align with business objectives to drive leads, ecommerce transactions, and visibility in both search engine results pages (SERPs) and AI-driven answer boxes.
• Coordinate with developers, content creators, and marketing teams to deliver a future-proof SEO strategy.

Technical SEO Analysis and Remediation

• Ensure all technical elements (crawlability, indexation, sitemaps, structured data, hreflang, redirects) are correctly implemented and maintained.
• Implement advanced structured data (FAQ, How-to, Course, Event, etc.) to increase chances of inclusion in featured snippets and AI-generated results.
• Conduct regular SEO + AI readiness audits, assessing how content is interpreted by both search engines and AI models.
• Explore semantic search optimizations, entity-based SEO, and schema enhancements to align with Google’s Knowledge Graph and AI indexing models.
• Track, report, and disseminate metrics, including traditional KPIs (rankings, CTR, organic traffic) and emerging ones (AI Overview mentions, conversational query presence).

On Page Optimization

• Utilise the latest techniques to ensure a high ranking across pages including: 
  • Site structure and architecture improvements
  • internal linking optimizations
  • Identify duplicate content issues
  • Meta & Heading tags management
  • Page speed & image optimization
  • Use of heading, canonical, no-follow and hreflang tags
  • Manage sitemaps 
  • Structured data / rich & featured snippets implementation
  • Language & location tags
  • Content improvement recommendations based on competitor analysis
  • Continuously optimize site architecture, internal linking, and semantic markup to strengthen authority and visibility in AI-augmented search.
  • Ensure content is optimized for both SERPs and AI answer engines, focusing on clear, structured, and authoritative responses to user intent.
  • Recommend content enhancements informed by LLM output analysis (e.g., identifying where AI surfaces competitor content instead of ours).

Off Page & Content Marketing

• Identify link-building and entity association opportunities, focusing on authoritative mentions that improve brand visibility in AI-generated responses.
• Audit and refresh content to reduce cannibalization while strengthening authority for high-value queries.
• Collaborate with content teams to create AEO-ready content that answers questions directly and concisely, increasing the likelihood of being referenced by AI engines.

Collaboration

• Work with the IDP SEO Community and contribute experience and lessons learned
• Leverage successful SEO ideas / initiatives from across country and share that within the IDP SEO Community
• Act as one POC for all region SEO requirements
• Contribute to building a positive work environment within the team based on a shared commitment to IDP’s values and quality

Financial Management

• Manage budget and resource allocations effectively to deliver business priorities
• Exercise appropriate stewardship over IDP assets and intellectual property
• Expenditure is in line with agreed budget and business priorities

General

• Undertake any other lawful duties as reasonably directed by management

PERSON SPECIFICATION

Essential requirements (skills, knowledge experience & qualification(s)):

• Educated to Graduation level or equivalent
• Minimum 3 years of experience in organic search space, local business optimisation, search engine ranking factors and on-page and off-page optimisation
• Strong understanding of AI-driven search changes (AI Overviews, AEO, GEO, conversational search).
• Experience in structured data, schema markup, and entity-based SEO.
• Experience using Content Management Systems, Experience with Headless CMS’ and JavaScript Frameworks an advantage
• Understanding of how LLMs and AI engines interpret content (prompted content analysis, semantic search).
• Reporting & tracking SEO performance on regular basis
• Must have good understanding of Google search console, Google Analytics, Screaming Frog & other SEO tools like SuperMetrics, Ahrefs or similar (Dragon Metrics experience a plus)
• Able to read, analyse and interpret information effectively and use & apply findings to deliver better SEO outcomes (growth in organic traffic and enquiries) moving forward
• Basic IT Skills - MS office or Google equivalency
• Good verbal and written communication skills
• Good organisational skills with an ability to develop standard processes and practices

Desirable requirements:

• Experience in working in dynamic global environment
• Experience in the education or travel industries
• Great fluency in English is compulsory.
• Agency experience with exposure to a variety of different websites and proven outcomes for clients
• Experience in writing or editing web content