Content Writing - Contractual

Abhibus; Hyderabad; On-site; INR 800,000 - 1,200,000; Full time

Job summary

AbhiBus is seeking a proactive content and SEO-focused professional to own high-value pages across its ecosystem. You will research, write, and optimize pages to perform on Google, AI overviews, and AI-powered answers, ensuring content remains accurate as routes, operators, and policies evolve.

You will work with product, engineering and SEO teams to improve titles, headings, FAQs, internal linking, and on-page elements, while building scalable content systems for future growth.

Qualifications

• Curious and loves researching things.
• Excellent writing ability with clear, concise copy.
• Ability to spot when something doesn’t make sense and ask questions.
• Willingness to experiment with Google and AI search.
• Takes ownership of their work and learns quickly from feedback.

Responsibilities

• Identify high-value search opportunities across bus routes, operators, destinations, SRTCs, travel queries and booking-related journeys.
• Research user intents behind queries, not just keywords.
• Conduct keyword, SERP and competitor analysis to find content gaps and opportunities.
• Study AI search surfaces (ChatGPT, Gemini) and optimize content for AI-powered answers.
• Build scalable content templates, frameworks, and internal linking for AbhiBus content ecosystems.
• Collaborate with product, engineering and SEO teams to enhance on-page experience and accuracy.

Job description

AbhiBus is a leading online bus-ticketing platform that aggregates ticket inventory from over 4,000 bus operators - including major State Road Transport Corporations (SRTCs), covering more than 3.5 lakh (350,000+) routes across India. The AbhiBus website and apps allow users to check amenities provided by bus operators, compare booking fares, check bus timings in the searched route, live tracking of the bus before arrival, cancellation protection options and other facilities. It is the official ticketing partner for several state road transport corporation bus tickets and IRCTC bus bookings.

AbhiBus is owned and operated by ixigo (Le Travenues Technology Limited), India’s leading OTA for the Next Billion Users. With over 54 crore Annual Active Users in FY25, ixigo offers AI-powered train, flight, bus, and hotel bookings through its platforms - ixigo, ConfirmTkt, and AbhiBus.

Job Description

We are looking for someone who can help abhibus become the most useful and discoverable destination for people searching for bus travel information and booking options.

This is not a traditional content-writing role.

You will own the process of researching, creating, optimizing and continuously improving high-value pages on abhibus so that they perform across:

Google Search

AI Overviews

ChatGPT

Gemini

Other AI/LLM-powered discovery experiences

Emerging search and answer engines

The goal is simple: when a traveller searches for something related to bus travel, routes, operators, destinations, fares, timings, travel planning or booking, abhibus should be one of the most useful and authoritative answers they encounter.

What You'll Do

Identify high-value search opportunities across bus routes, operators, destinations, SRTCs, travel queries and booking-related journeys.

Understand what users are actually trying to accomplish behind a search query, not just the keyword.

Conduct keyword, SERP and competitor research to identify content gaps and opportunities.

Identify emerging search behaviours and topics before they become obvious opportunities.

Build content opportunities around both high-volume and high-intent queries.

Understand how search behaviour differs between informational, commercial and transactional queries.

2. Own Important AbhiBus Pages

Research, write and optimize key landing pages across the AbhiBus ecosystem.

Improve existing pages rather than simply producing new content.

Create content that helps users make decisions while naturally moving them towards booking.

Improve titles, headings, copy, FAQs, internal linking, entity coverage and other on-page elements.

Work with product, engineering and SEO teams to improve the overall search experience of important pages.

Ensure content remains accurate, useful and relevant as routes, operators, prices, policies and traveller behaviour change.

3. Build for Google + AI Search

Understand how Google Search, AI Overviews and LLM-based search experiences surface information.

Study how ChatGPT, Gemini and other AI systems answer travel-related questions.

Identify what makes a webpage useful and quotable/citable in AI-generated answers.

Experiment with content structures, topical coverage, entity relationships, FAQs, structured information and other approaches that may improve visibility in AI search.

Track where and how AbhiBus appears or fails to appear in AI-generated answers.

Develop hypotheses around Generative Engine Optimization / AI Search Optimization and test them rather than blindly following trends.

Continuously experiment as search engines and LLMs evolve.

You will formulate hypotheses, launch experiments, measure results and document learnings.

Does changing page structure improve rankings?

Does adding better first-hand information improve organic traffic?

Does restructuring FAQs improve visibility?

Which internal-linking structures improve discovery?

Which content formats perform better in AI-generated answers?

Can we identify pages with high impressions but low CTR and improve them?

Can content changes improve both organic visibility and booking conversion?

What happens when we refresh outdated pages versus creating new pages?

Which topics should AbhiBus build authority around?

You will formulate hypotheses, launch experiments, measure results and document learnings.

5. Develop Content Systems

At abhibus, there are thousands of potential combinations across routes, cities, operators, SRTCs, travel queries and user needs. You will help develop scalable approaches to:

Page templates

Content frameworks

Internal linking

Topic clusters

Programmatic content

Content refreshes

Content quality checks

Search-intent mapping

AI-assisted research and content workflows

Qualifications

We are looking for someone who:

Is genuinely curious.

Loves researching things.

Can write well.

Notices when something doesn't make sense.

Wants to understand why something works.

Is excited to experiment with Google and AI search.

Learns quickly from feedback.

Takes ownership of their work.

Additional Information

Candidates are responsible for safeguarding sensitive company data against unauthorized access, use, or disclosure, and for reporting any suspected security incidents in line with the organization's ISMS (Information Security Management System) policies and procedures.