Search Engine Optimization Lead

Nobody's Child; Greater London; On-site; GBP 65,000 - 100,000; Full time

Job summary

Nobody’s Child in London is seeking an experienced SEO Lead to drive organic growth, align strategy with brand voice, and elevate our ecommerce presence across technical, content and PR channels.

You will own the end-to-end SEO roadmap, collaborate with Buying, Merchandising, Ecom, Copy and Brand, and translate data into actionable content opportunities, site improvements and measurable commercial impact.

Qualifications

• Strategic SEO leadership across technical, content, and brand.
• Capable of turning data into actionable opportunities.
• Experience driving growth in fashion/ecommerce is a plus.

Responsibilities

• Own the end-to-end SEO strategy across technical SEO, content, on-page optimisation, digital PR and emerging search.
• Act as the SEO expert and internal authority, prioritising initiatives and driving them to impact.
• Monitor search behavior and stay ahead of industry changes.
• Embed SEO thinking across Buying, Merchandising, Ecom, Copy, Brand and PR.

Skills

SEO strategy

Technical SEO

Content strategy

Cross-functional collaboration

Analytics & data-driven

Brand voice alignment

Leadership

Tools

Google Analytics

Google Search Console

SEMrush

Screaming Frog

Job description

Nobody’s Child is for the free thinkers, the dreamers, and the go-getters. Born in 2015, we’ve spent the last decade creating clothes that feel as good as they look for people that embrace individuality, live with purpose, and want to leave the world a little better than they found it. It’s been 10 years of creativity, growth, and bold ideas, and the values that guide us haven’t changed.

About You:

We are seeking an experienced and strategic SEO Lead to drive organic growth and elevate our brand presence across digital channels. This role sits at the intersection of brand, content, site trading, product, and technology — ensuring our online experience not only ranks but reflects a cohesive and authentic tone of voice. The ideal candidate will have a strong understanding of fashion, the ability to learn and apply our brand voice, and the skill to translate SEO principles into effective cross-functional practices.

Key Responsibilities

• Own and evolve the end-to-end SEO strategy across technical SEO, content, on-page optimisation, digital PR and emerging search, with clear alignment to commercial and brand objectives.
• Act as the SEO expert and internal authority, independently identifying opportunities, prioritising initiatives and driving them through from insight to implementation and measurable impact.
• Continually monitor the change in Search behaviour, keeping your finger on the pulse with the rapid pace of industry updates & ensure we stay at the forefront of change.
• Embed SEO thinking across the organisation by partnering closely with Buying, Merchandising, Ecom, Copy, Brand and PR.

Brand Tone & Content Excellence

• Own the SEO content strategy, ensuring we create the right content, for the right search intent, at the right time, while maintaining Nobody’s Child's distinctive editorial voice and customer experience.
• Translate search data, customer behaviour and trends into compelling content opportunities across category pages, landing pages, editorial content and campaigns.
• Partner with Ecom to optimise PLPs and category experiences, including copy, metadata, internal linking, navigation, image optimisation and product discoverability.
• Collaborating closely with the copy team to create a keyword strategy that matches natural search language without losing NC tone.
• Ensure all organic content reinforces our fashion editorial tone and customer experience.

Technical SEO & Ecommerce best practice

• Own the technical SEO roadmap and ensure SEO requirements are considered early in product, platform and website development
• Oversee site architecture, indexing, Core Web Vitals, internal linking, structured data, and crawl optimisation.
• Proactively identify technical risks and opportunities, diagnose complex visibility issues and work collaboratively with technical teams to find practical solutions.
• Bring SEO expertise into the product lifecycle, from product naming, taxonomy and attributes through to launch planning, onsite experience and content.

AI, GEO & the future of Search

• Act as a subject-matter expert and internal champion for AI, Generative Search and GEO, helping Nobody’s Child stay ahead of the rapidly evolving search landscape.
• Develop and lead the strategy for improving our visibility across AI-powered search experiences and generative engines, alongside traditional organic search.
• Continuously research developments in AI, search algorithms, LLMs, GEO, AEO and changing user search behaviour, translating emerging developments into practical opportunities for the business.
• Educate senior stakeholders and wider teams on the implications of AI and the future of search, turning complex developments into clear, actionable recommendations.
• Work closely alongside Paid Media & Ecom to manage our feed & ensure product data is thorough to trigger conversational search.

Digital PR & Authority Growth

• Collaborate with our PR team on strategies that support organic growth, elevate brand authority, and drive relevant referral traffic.
• Identify link-building opportunities through editorial content, product launches, seasonal collections, and trend-led campaigns.
• Report on digital PR performance, including link quality, earned coverage, authority growth, and impact on organic visibility.

Measurement & Reporting

• Develop meaningful KPIs and dashboards for organic visibility, rankings, traffic, engagement, and revenue.
• Use Google Search Console, GA4, semrush & other data sources to identify trends, diagnose issues and uncover opportunities.
• Provide regular insights to senior stakeholders with clear actions and commercial impact.
• Establish a culture of testing, learning and continuous improvement, measuring the impact of SEO initiatives and using results to refine the strategy.
• Clearly communicate complex SEO, technical and emerging-search topics to both specialist and non-specialist audiences.
• Actively contribute to our company’s commitment to environmental and social responsibility by integrating sustainable practices into everyday work. This includes minimising waste, promoting responsible sourcing, supporting our circular economy initiatives, and encouraging customers and colleagues to make choices that align with our sustainability values. Every team member at NC plays a role in helping us reduce our environmental impact and create a positive legacy for our communities and the planet.

At Nobody’s Child, we are committed to creating an inclusive, diverse and equitable workplace. We aim to ensure that we are always recruiting, retaining and promoting a diverse mix of talent and encourage all to apply to join our journey