Role Overview 

The SEO Manager sits at the intersection of content strategy and product visibility, working across traditional and AI search to ensure SharkNinja shows up wherever customers are looking. This is a hands-on, delivery-focused role responsible for improving organic visibility and revenue. The SEO Manager works closely with content, trading, product, and performance teams to make SEO a given, not an afterthought, using data to prove its value and translating performance into clear, actionable recommendations that connect directly to business outcomes. 

Key Responsibilities 

Traditional SEO 

• Facilitate the implementation of our SEO strategy in the UK, recognising market specific nuances  

• Optimise on-page elements, including optimising website content, meta tags, headers and internal linking structure 

• Own the organic blog and informational content roadmap to build topical authority   

• Identify content gaps through competitor analysis and search demand data  

• Brief and work alongside copywriters and compliance teams to ensure content meets search intent and is legally sound 

• Collaborate with the PR team and agencies to ensure we have a best-in-class link acquisition strategy 

• Support DTC campaigns by aligning search strategy with copywriters, creative, and performance teams to maximise discoverability and impact   

• Work alongside the Performance Marketing team to support the Paid Media leads in maximising cross-channel budget efficiencies 

• Stay up to date with search engine algorithm changes and adapt strategies accordingly to maintain or improve rankings 

• Advocate SEO best practices and the benefits of SEO to the wider team 

 

Merchandising SEO 

• Conduct out in-depth, localised keyword research to identify opportunities for existing categories, products and NPD 

• Optimise core category and product pages to increase organic visibility and revenue 

• Identify and address cannibalisation across pages and products  

• Work with product teams and merchandisers to align on category structure and naming conventions 

• Report on weekly and monthly performance against forecast and KPI’s 

• Take a data-driven approach and continuously look for ways to optimise SEO performance, and where relevant, automate 

 

AI Search & Future Readiness 

• Structure product and category page content to win featured snippets, People Also Ask boxes, and AI Overviews 

• Identify and optimise for question-based search patterns across all page types 

• Monitor AI Overview appearances in Google Search Console and third-party tools 

• Track where brand and product names appear (or don't appear) in AI-generated responses across Google, ChatGPT, Perplexity, and similar tools, flagging gaps and opportunities 

• Stay current with emerging Generative Engine Optimisation (GEO) best practices and contribute to an internal testing framework 

• Develop guardrails to ensure any AI informed content meets Google’s guidelines 

 

Skills & Experience 

Essential 

• Hands-on SEO experience in an ecommerce or content-led environment 

• An in-depth knowledge of content SEO best practice 

• Confident use of Google Search Console & SEMrush 

• Solid understanding of on-page optimisation and keyword research 

• Familiarity with AEO practices: featured snippet targeting, People Also Ask, FAQ schemas 

• Strong written communication skills - able to brief and edit content clearly 

 

Desirable 

• Exposure to GEO principles and AI visibility monitoring tools 

• Experience working across large product catalogues or multi-category sites 

• Strong understanding of Salesforce Commerce Cloud or enterprise ecommerce platforms  

• Experience managing agency/vendor relationships   

• Awareness of how LLMs surface and cite content - and curiosity to experiment in this space