SEO Copywriter

Tide; Gurugram District; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Tide in Gurugram is seeking a Copywriter – SEO & ASO to lead our organic growth for MSME‑focused financial products, owning end-to-end SEO and ASO strategy to drive high‑intent traffic and sign‑ups.

The role requires hands-on experience with SEO, ASO, keyword planning, technical SEO, and app store analytics; collaboration with product and content teams; proficiency with GA4, Ahrefs, SEMRush, and other tools.

Qualifications

• 3+ years hands-on SEO & ASO, preferably Fintech/BFSI.
• Proven ability to scale organic acquisition with measurable impact.
• Strong analytical skills and stakeholder communication.

Responsibilities

• Own end-to-end SEO and ASO strategy for organic growth.
• Perform keyword research and competitor analysis across MSME segments.
• Optimize website structure, pages, blogs, and performance pages.
• Lead technical SEO improvements: crawlability, Core Web Vitals, structured data.
• Develop content strategy with product and content teams.
• Track funnel performance and optimize sign-ups and revenue.
• Manage agencies and internal resources.

Skills

SEO

ASO

Keyword research

Analytics

Cross-functional collaboration

Fintech domain knowledge

Tools

GA4

Google Search Console

Ahrefs

SEMRush

App Radar

AppTweak

Firebase

Data Studio

Hotjar

Job description

At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting.

Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France.

Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love.

• Tide is available for UK, Indian, German and French SMEs
• Over 2 million members across UK and India
• Over $300 million raised in funding
• Over 2,800 Tideans globally
• Recognised with Great Place to Work certification three years in a row, and among India’s Top 50 Best Workplaces in Banking, Financial Services, and Insurance in 2026
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram, New Delhi, Berlin, Paris and Luxembourg

ABOUT THE ROLE

We are looking for a highly skilled and data-driven Copywriter – SEO & ASO to lead our organic growth efforts across web and mobile. The ideal candidate will own end-to-end SEO and ASO strategy to drive high-intent organic acquisition for our MSME-focused financial products including Fixed Deposits, Insurance/Assurance, Lending, Prepaid Cards, and business banking solutions.

Key Responsibilities:

Search Engine Optimization (SEO)

• Build, own, and execute organic acquisition strategy to drive high-quality traffic and conversions from MSME merchants and financial product seekers.
• Conduct keyword research and competitor analysis across MSME, lending, FD, assurance, and prepaid card segments.
• Optimize website architecture, internal linking, product landing pages, blogs, and performance pages to improve rankings & search visibility.
• Lead technical SEO improvements: crawlability, indexing, Core Web Vitals, site speed, structured data/schema.
• Build content strategy with product & content teams—blog articles, product guides, comparison pages, FAQ hubs, UGC, etc.
• Track organic funnel performance and optimize for sign-ups, applications, and revenue impact.
• Manage agency relationships, freelancers, and internal resources.

App Store Optimization (ASO)

• Own the growth of organic app installs for Android & iOS.
• Optimize metadata: titles, descriptions, screenshots, preview videos, and localized content.
• Research and implement keyword expansion, competitor benchmarking, and A/B testing strategies.
• Improve app rating, reviews management, and conversion from store listing views to installs.
• Partner with product teams to align features and releases with store optimization opportunities.

Analytics & Performance

• Analyze data using GA4, Search Console, App Radar/Sensor Tower, AppFollow, SEMRush, Ahrefs, SimilarWeb, and other tools.
• Define KPIs and report on organic install growth, ranking improvements, conversion impact, and business outcomes.
• Build forecasting models for organic acquisition ROI & revenue contribution.
• Collaborate with performance marketing to reduce CAC via organic uplift.

Qualifications & Skills

• 3+ years of hands‑on experience in SEO & ASO, ideally in Fintech or BFSI.
• Proven track record of scaling organic acquisition and driving measurable business impact.
• Strong expertise in keyword planning, technical SEO, link‑building strategies, and app store analytics.
• Comfort with tools like GA4, GSC, Ahrefs, SEMRush, App Radar, AppTweak, Firebase, Data Studio, Hotjar, etc.
• Good understanding of MSME user behavior, digital lending ecosystem, RBI compliance environment, and financial product search trends.
• Strong analytical & stakeholder communication skills; ability to convert insights into action.

What You’ll Bring

• Growth mindset with ownership attitude.
• Ability to work cross-functionally with product, tech, and performance teams.
• Passion for solving