SEO Specialist - Boots Opticians

Boots; Nottingham; On-site; GBP 60,000 - 80,000; Full time

Job summary

A leading optical retailer in Nottingham is seeking an SEO Specialist to optimise their digital platform and enhance online visibility. You will conduct keyword research, manage on-page SEO elements, and analyse performance metrics. The ideal candidate has proven experience in SEO best practices, strong analytical skills, and a collaborative mindset. This is a full-time, permanent role offering a range of benefits including a retirement savings plan and employee discounts.

Benefits

Boots Retirement Savings Plan

Discretionary annual bonus

Generous employee discounts

Flexible benefits scheme

Access to 24/7 counselling and support

Qualifications

• Strong understanding of content optimisation for organic traffic generation.
• Demonstrable experience in SEO best practice.
• Collaborative approach to working with various teams.

Responsibilities

• Conduct keyword research to support content planning.
• Optimise on-page elements and ensure alignment with SEO best practices.
• Perform regular technical audits and resolve crawlability issues.
• Analyse and report on SEO performance using analytics tools.

Skills

SEO best practice

On-page SEO

Off-page SEO

Technical SEO

Keyword research

Tools

Google Analytics

Google Search Console

SEMrush

Job description

Job Description

Role: SEO Specialist - Boot Opticians

Contract: Permanent

Shift Pattern: Full Time

Location: Nottingham

Closing date: 17th October 2025

Recruitment Partner: Matthew Nelligan

About the role

Boots Opticians is on an exciting journey to develop, launch, maintain and evolve a new online, cross-channel Digital experience which positions Boots Opticians as a leader in the High Street Optical sector in the UK. Our goal is to develop new digital experiences based around high-quality content that position Boots Opticians as a leading provider of clinical expertise, innovative eye health services and premium eyewear products.

As customers become increasingly comfortable with engaging with conversational and generative AI search platforms and engage with brands across a broad mix of channels, a strong focus on creating findable content with strong authority and clear calls to action is more important than ever.

Key responsibilities

We are seeking an experienced SEO specialist to join our Digital team as we embark on our digital transformation journey. The specialist will play an important role in optimising our digital platform, content, product information and other digital media.

• Conducting comprehensive keyword research to inform content planning and supporting user needs across clinical, product and service content
• Optimising on-page elements (titles, metadata, headings, internal linking) and ensuring consistency with SEO best practices
• Performing regular technical audits and collaborating with developers or CMS administrators to resolve issues impacting crawlability, speed, and indexation
• Analysing and reporting on SEO performance using tools like Google Analytics (GA4), Google Search Console, SEMrush, or equivalent
• Providing SEO guidance during content creation, creation and management of product information and digital campaigns to ensure alignment with organic search strategy
• Supporting structured data implementation (e.g. Schema.org) to enhance visibility in search features
• Monitoring competitors and industry trends to identify opportunities for organic growth
• Ensuring that SEO activities align with regulatory and accessibility requirements relevant to healthcare
• Acting as the point of expertise within the team around SEO and guiding other team members appropriately

What you'll need to have

• Strong understanding of the optimisation of content for organic traffic generation
• Demonstrable experience in SEO best practice
• Strong knowledge of on-page, off-page and technical SEO
• A collaborative approach to working with a broad mix of teams to support our overarching brand and marketing strategy
• An energetic, commercially-savvy and organised approach
• The drive to ensure that every customer that interacts with us is better for it

It would be great if you also have

• Experience of working in a healthcare or other regulated environment
• Experience of working with Salesforce Commerce Cloud or other similar content & commerce platforms

Our benefits

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes and much more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.

We have a great range of benefits in addition to the above that offer flexibility to suit you - find out more at boots.jobs/rewards. Exclusions may apply, eligible roles only. Please note, any salary estimates given on third-party sites are not provided or endorsed by Boots and may not be accurate.

Why Boots

At Boots, we foster a working environment where consideration and inclusivity help everyone to be themselves and reach their full potential. We are proud to be an equal opportunity employer, passionate about embracing the diversity of our colleagues and providing a positive and inclusive working environment for all. As the heart of everything we do at Boots, with you, we change for the better.

What's next

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.

This role requires the successful candidate to complete a Pre-employment check after receiving an offer. Depending on your location you will be asked to submit either a DBS (Disclosure & Barring Service), PVG (Protection of Vulnerable groups) or an Access NI Check.

Boots is a Ban the Box employer and will consider the suitability of applicants with criminal convictions on a case-by-case basis.