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Head of SEO (Organic, Gen AI, SERP)

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PetLab Co.

6d ago

  • Job
    Full-time
    Senior Level
  • Marketing
    Product
  • London

AI generated summary

  • You have 5+ years in SEO, 2+ in leadership, experience with SERP components, strong analytical skills, and are up-to-date on generative AI trends. You thrive in fast-paced environments and communicate effectively.
  • You will manage the organic search strategy, optimize SERP presence, lead generative engine visibility, coordinate with teams, enhance UGC mentions, oversee technical SEO, and educate on search trends.

Requirements

  • 5+ years in SEO, with at least 2 years in a leadership or ownership role. Strong understanding of technical, on-page, and off-page SEO.
  • Proven experience optimizing across multiple organic SERP components—not just owned-site links.
  • Up-to-date with the latest trends in generative search, AI-influenced rankings, and Google’s evolving page structure.
  • Comfortable navigating ambiguity and creating systems for new spaces like Generative Engine Optimisation.
  • Experience working cross-functionally with creative, social, PR, and content teams.
  • Able to think strategically, act tactically, and communicate clearly.
  • An innovative thinker with a strong grasp of content strategy and organic acquisition.
  • Extensive experience in traditional SEO (technical, content, and offsite).
  • Deep understanding of the changing nature of search and AI integrations.
  • Familiarity with tools like Google Search Console, Ahrefs, as well as AI-monitoring and visibility platforms.
  • Strong analytical skills and the ability to draw insights from complex data sets.
  • Experience working in fast-paced DTC, ecommerce, or subscription-based environments.
  • Hands-on mindset—willing to get deep into strategy, tooling, and execution.
  • Strong written and verbal communication skills, including stakeholder management and reporting.

Responsibilities

  • Own PetLab Co.'s entire organic search strategy across traditional SEO, AI-generated results, and SERP real estate.
  • Track, analyze and optimize how our brand appears across all elements of the modern SERP (owned content, AI answers, videos, forums, editorial, shopping).
  • Lead a roadmap for generative engine optimisation (GEO) visibility—ensuring our brand is contextually represented in AI-summarized answers.
  • Coordinate with content, social, community, and influencer teams to create high-impact assets that influence SERP placements.
  • Monitor and improve our presence in third-party editorial, UGC platforms, and forum mentions (e.g., Reddit, Quora, niche pet forums).
  • Optimize our organic shopping presence across key marketplaces and listings.
  • Own tooling, reporting and data visibility around all facets of our SERP performance.
  • Guide technical SEO implementation in collaboration with product and engineering teams.
  • Educate the business on emerging search trends and build internal alignment around the future of organic visibility.

FAQs

How many years of SEO experience are required for this position?

The ideal candidate should have 5+ years of SEO experience, with at least 2 years in a leadership or ownership role.

Is this position focused solely on traditional SEO?

No, this role is focused on a combination of traditional SEO, AI-generated results, and all components of the Search Engine Results Page (SERP).

Will the Head of SEO need to work collaboratively with other teams?

Yes, the Head of SEO will work closely with content, social, community, and influencer teams to create high-impact assets that influence SERP placements.

What kind of reporting is expected in this role?

The Head of SEO will own tooling, reporting and data visibility around all facets of SERP performance, tracking metrics such as rankings, AI appearances, and content impact.

Are there any specific tools or platforms that the candidate should be familiar with?

Candidates should be familiar with tools like Google Search Console, Ahrefs, and AI-monitoring and visibility platforms.

What is the work environment like at PetLab Co.?

The work environment at PetLab Co. is collaborative, data-driven, and passionate about making a real impact. It operates in a high-growth setting where ideas move fast and results matter.

Will the candidate need to travel for this role?

Yes, there will be monthly travel to the London HQ for this role, as it is remote or hybrid-based within the UK.

What are the benefits offered for this position?

Benefits include private health care, generous annual leave, flexible working hours, enhanced maternity/paternity leave, a learning and development budget, and additional perks like Puppy Therapy, health cash benefits, and more.

Is prior experience in DTC or eCommerce environments preferred?

Yes, experience working in fast-paced DTC, eCommerce, or subscription-based environments is preferred for this position.

What kind of skills are necessary for an ideal candidate?

The ideal candidate should have strong analytical skills, a deep understanding of SEO, innovative thinking, and the ability to communicate clearly, especially when collaborating with cross-functional teams.

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PetLab Co.

We’re PetLab Co. A company built for pet owners, by pet owners.

Manufacturing & Electronics
Industry
51-200
Employees
2018
Founded Year

Mission & Purpose

PetLab Co. is a professional community of animal lovers that uses scientific research to guide our product development. We provide everything from vitamin supplements and grooming products, to general expert advice – all aimed at maximising the health and well-being of every pet. At PetLab Co., we grew frustrated with the market of cheaply produced and ineffective dog supplements and, as humans, we can personally bear the pain of low quality products, but dog’s can’t trial-and-error like we do. So, where pets are concerned, we dedicate ourselves to rigorous research and total transparency which allows our customers to rely on us, worry free. For this reason, we live, breathe and operate with 100% belief that anything consumed by our dogs & cats should be safe, natural and effective... That’s why we NEVER cut corners.