SEO & GEO Growth Lead - Retail AI Search

BOOTS; Greater London; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Boots Retirement Savings Plan

Discretionary annual bonus

Generous employee discounts

Enhanced parental leave pay

Job summary

Boots is seeking an SEO/GEO Manager to shape how Boots.com appears in search and AI-generated answers. You will own the day-to-day delivery of our SEO and GEO strategy across Health, Wellness, General Merchandise and Beauty, helping customers find the right product, advice and store no matter how they search.

Based in Nottingham, you’ll collaborate with trading, content, PR, Product, Engineering and UX teams to improve discoverability and AI-readiness while building scalable workflows and

Qualifications

• Minimum of 5 years of hands-on technical SEO experience, preferably in retail or e-commerce.
• In-depth knowledge of HTML, CSS, JavaScript, and other web technologies.
• Experience in AI search optimisation and Generative Engine Optimisation (GEO).
• Experience managing large enterprise retail websites and delivering growth across traditional and AI-driven search.
• Proficiency with enterprise SEO and analytics tools.
• Strong analytical skills and the ability to provide actionable insights.
• Proven project management skills with the ability to lead multiple projects simultaneously.

Responsibilities

• Design and deliver end-to-end organic growth strategies across traditional SEO and emerging AI-driven search, tailored to Boots' categories.
• Lead GEO strategy, optimising content, entities, and structured data for AI-generated answers.
• Identify and prioritise growth opportunities across web, app, and in-store journeys using SEO and AI search insights.
• Run technical SEO and AI-search readiness audits and prioritise fixes based on impact.
• Collaborate with trading and category teams to translate search data into concrete plans.
• Work with content, social, PR, Product, Engineering, UX, and UI teams to improve discoverability and customer experience.
• Ensure strong technical foundations like site architecture, speed, structured data, mobile optimisation, and AI-readiness signals.
• Look for smarter ways to work through better briefing, clearer processes, and automation.
• Build scalable workflows that automate SEO and GEO delivery across Boots.
• Turn data into clear, honest insights for trading and leadership.
• Mentor junior colleagues and support training in SEO and GEO.

Skills

Technical SEO

GEO / AI search

Enterprise SEO

Analytics & insights

Project management

Stakeholder collaboration

Content collaboration

Education

Bachelor's degree in marketing, CS or related

Tools

Google Search Console

Google Analytics 4

Screaming Frog

Lumar

Pi Datametrics

Sistrix

Salesforce Commerce Cloud

Job description

Boots is seeking an SEO/GEO Manager to shape how Boots.com appears in search and AI-generated answers. You will own the day-to-day delivery of our SEO and GEO strategy across Health, Wellness, General Merchandise and Beauty, helping customers find the right product, advice and store no matter how they search.

Based in Nottingham, you’ll collaborate with trading, content, PR, Product, Engineering and UX teams to improve discoverability and AI-readiness while building scalable workflows and