Organic Growth Specialist - SEO/AEO

LondonPermanent - Full Timemid

OtherGrowth Specialist

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Overview

We’re hiring an Organic Growth Specialist to own and scale organic acquisition across Lending, Business Banking and Personal Savings. You will build the strategy, the content systems,

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OtherGrowth Specialist

We’re hiring an Organic Growth Specialist to own and scale organic acquisition across Lending, Business Banking and Personal Savings. You will build the strategy, the content systems, and the measurement infrastructure — and be accountable for the customers and revenue that flow from them.

When a mid-market CFO asks ChatGPT about business savings accounts, when a property developer asks Perplexity about development finance, or when a personal saver asks Google’s AI Overview which bank to trust with their money — OakNorth should be the answer they find. Your job is to make that happen.

This is a strategy and execution role for someone who is AI-native. You will build automated content production pipelines, design systems that take a topic from competitive research through to a branded, compliance-reviewed, published piece, and scale content output across three product lines. You will use AI agents to do the work of a team — a powerful one-person operation superpowered by the tools you build.

A separate content writer will handle editorial quality, voice consistency, and FCA compliance review. You own what gets built, how fast it ships, and whether it drives customers and revenue through the door.

You will sit within the Growth team and collaborate with content, product marketing, compliance, PR and technology.

Own organic customer acquisition across Lending, Business Banking and Personal Savings — measured by organic-attributed account openings, deposit inflows, and lending enquiries, not just traffic
Set and track KPIs: organic sessions, keyword rankings, answer engine share of voice across ChatGPT, Perplexity, Gemini and Claude, organic conversion rate, and organic-sourced revenue
Report on organic channel performance, ROI, and investment recommendations to senior leadership

Design and maintain automated content pipelines: topic input → competitive research → structured brief → AI-assisted draft → image sourcing → branded formatting → human review queue → publication
Build AI agents that accelerate every stage of the pipeline — research, drafting, formatting, monitoring, reporting
Every pipeline includes a human-in-the-loop compliance checkpoint before publication — OakNorth is FCA-regulated
Continuously improve pipeline quality: measure draft-to-publish acceptance rate, compliance revision cycles, and time-to-publish

Build and execute the AEO strategy across all three product lines, ensuring OakNorth is cited by ChatGPT, Perplexity, Google AI Overviews, Claude and Copilot for high-intent queries
Structure content using answer-first writing, self-contained 200–400 word blocks, question-phrased headings, comparison tables, and FAQ schema to maximise AI citation rates
Implement and maintain structured data markup (FAQPage, FinancialProduct, Article, Organization schema with nested @id references) across product pages and key content
Build question fan-out architectures: for each target query, map and create content for the 10–20 sub-questions an AI engine would generate in response
Manage AI crawler access — robots.txt, llms.txt, ClaudeBot, GPTBot, PerplexityBot — and ensure critical content is crawlable and server-side rendered

Own keyword research, on-page SEO, metadata, internal linking and content structure across all three product lines
Build and maintain pillar-and-cluster content architectures, ensuring each landing page targets a topic cluster, not a single keyword
Monitor Core Web Vitals, crawlability and indexation. Escalate technical issues to the product and engineering team with clear prioritisation
Own Bing Webmaster Tools verification and optimisation alongside Google Search Console — Bing is the underlying index for ChatGPT and Copilot

Execute an offsite citation strategy: identify which source types appear in AI answers for OakNorth’s target queries and develop strategies to appear in each
Lead OakNorth’s Reddit and UGC presence — transparent, helpful contributions to relevant communities that earn genuine citations in AI answers
Build OakNorth’s entity presence: Wikidata, Organisation schema with sameAs arrays, consistent brand description across directories and industry platforms
Work closely with the PR team to develop a co-citation strategy — earn mentions alongside established brands in industry roundups, press coverage, and comparison pieces

Set up and run answer tracking across ChatGPT, Perplexity, Gemini and Claude — measuring share of voice and citation frequency for priority questions
Design and run proper AEO experiments: test and control question groups, 2-week baselines, specific interventions, reproducible results
Monitor for misinformation and outdated citations in AI answers. Deploy corrective content rapidly when needed
Own content freshness: flag and prioritise updates when rates change, products launch, or FCA rules update
Track LLM-attributed conversions via post-conversion surveys and branded search volume increases

Ensure FCA financial promotion disclosures are woven into AI-extractable content blocks — not buried in footers that AI engines ignore
Verify all rate claims, product terms and eligibility statements in content before publication
Apply risk-tiered approval routing: know which content can publish fast and which needs compliance sign-off
Work closely with the compliance team to ensure AEO optimisation never creates misleading snippets when extracted out of context

SEO and AEO fluency. You can explain how ChatGPT decides what to cite. You know the difference between RAG and parametric knowledge. You can describe an offsite citation strategy and explain why breadth of citations beats a single top ranking. You’ve optimised content that was subsequently cited by AI answer engines and can show the results.
You’ve built content production pipelines. Not managed one. Not briefed an agency to build one. You’ve wired together tools — n8n, Make, Zapier, custom scripts — to automate multi-step content processes from research through to publication. Show us.
3–7 years in SEO/organic growth with demonstrable results — specific numbers on traffic growth, ranking improvements, or organic revenue attribution
Technical SEO capability: schema markup, structured data, site architecture, crawl optimisation, Core Web Vitals
Working knowledge of AI-assisted content creation — prompt engineering, RAG grounding, quality assurance for AI-generated drafts
Data-driven mindset: comfortable with Google Search Console, GA4, Ahrefs/SEMrush, and answer tracking tools
Ability to run structured experiments with proper control groups
Strong commercial instinct — connects search work to customer acquisition and revenue, not just traffic metrics
Experience in financial services, fintech, or another regulated industry is a plus but not essential

High ownership — you will shape the organic acquisition strategy and build the systems yourself, not inherit someone else’s approach
A bank with genuine product differentiation — multi-entity banking, zero payment fees, dedicated relationship managers, and a £13bn+ lending track record. Strong products make organic growth easier.
You will work with a dedicated content writer who handles editorial quality and compliance review — your job is to build the system and drive the results
Influence at speed: a challenger bank at this scale moves faster than an incumbent and you will see the impact of your work quickly
A marketing team that takes craft seriously, has compliance infrastructure in place, and is investing in organic as a genuine growth channel