Job Description

At abrdn, our purpose is to enable our clients to be better investors.

Clients worldwide trust us to find future-fit investment opportunities to deliver the outcomes they want. Our technology and insight help empower them to make better decisions, while the powerful partnerships we build help to enhance the expertise that we offer. And by enabling clients to invest responsibly, it helps us to build a better world.

We have an excellent opportunity for a SEO Lead to join our Digital Marketing Team. This is a permanent role and can be based in Edinburgh or London.

About the Role

This role will enhance our digital marketing efforts and be responsible for optimising our online presence to improve search engine rankings and drive organic traffic for our Corporate and Business line audiences. You will support the success of content which is a fundamental element of our brand presence and client experience. As a core part of our performance marketing strategy working within the UX and CRO Team and business stakeholder you will support the SEO & Content strategy for abrdn.

Key Responsibilities:

• Content Optimisation - Collaborate with content creators to optimise content for SEO, including training, keyword integration, content quality, and user experience.

• Technical SEO - Work with our technical SEO partner including technical SEO audits to implement site improvements to enhance performance, indexing, and crawlability.

• SEO optimisation backlog – Develop and run the backlog for On-Page and Off-Page performance which implements SEO best practices to enhance website content, meta tags, and backlink profiles.

• Collaborate with the marketing team to develop comprehensive content strategies that align with business objectives and target audience interests.

• Conduct keyword research to identify high-value, relevant keywords and topics with the potential to drive organic traffic.

• Create compelling, well-researched content optimised for search engines, including website copy, blog posts, emails, articles, and social media content.

• Optimize on-page elements such as meta titles, meta descriptions, headers, and URLs to improve search visibility and click-through rates.

• Stay up-to-date with industry trends and algorithm updates to ensure content strategies remain effective and compliant with best practices.

• Collaborate with designers, developers, and other stakeholders to ensure content is aligned with brand guidelines and user experience goals.

• Continuously evaluate and iterate on content strategies based on performance data and feedback.

• Implement on-page and off-page SEO techniques to drive organic traffic.

• Content Design and Development:

  • Create engaging and relevant content for various digital channels, including the company website, blog, email and display banners.

  • Collaborate with internal teams to ensure content aligns with brand messaging and marketing objectives.

  • Optimise content for SEO, ensuring a balance between readability and search engine visibility.

• Digital Copywriting:

  • Craft compelling and persuasive copy for online assets, including landing pages, emails, advertisements, and promotional materials.

  • Support the CRO team to refine and optimise copy for maximum effectiveness.

• UX Writing:

  • Enhance user experience through effective UX writing, ensuring clear and concise communication on digital interfaces.

  • Collaborate with designers and developers to create user-centric and accessible content that aligns with the overall brand tone and voice.

• Analytics and Reporting:

  • Work with the analytics team to monitor, analyse, and report on website and content performance using tools such as Google Analytics & ContentSquare.

• Provide insights and recommendations based on data to improve overall SEO and content effectiveness.

About the Candidate Requirements

• Experience of digital copywriting and SEO in financial services with a key focus on asset management and knowledge or experience of a global web estate (beneficial).

• Familiarity with UX writing principles and its impact on user engagement.

• Experience using UX tools like Figma (beneficial)

• Proven experience as a content designer and digital copywriting with a focus on SEO.

• Extensive knowledge of both on and off-page optimisation.

• Experience in providing content for conversion rate optimisation and personalisation.

• Proven track record developing and reporting on key SEO metrics, such as organic traffic, rankings, and conversions.

• Proficiency with SEO tools like SEMrush, Google Analytics, Search Console.

• Demonstration of collaborate stakeholder management which has led to implementing results-driven SEO & content strategies.

• Knowledge and or experience of working with CMS systems preferably Sitecore.

• Excellent presentation, organisational and project management skills.

• Experience working in a global matrix environment and driving a culture of agility and innovation.

• Strong understanding of search engine algorithms and SEO best practices.

• Exceptional writing and editing skills with a keen eye for detail.

• Ability to work collaboratively in a fast-paced environment

We are proud to announce that we have officially become a Disability Confident Committed – Level One employer. Therefore, if you have a disability and would like to submit an application to one of our UK roles under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire and one of our team will reach out to support you through your application process.

Our Benefits

There's more to working life than coming home with a good salary. We have an environment where you can learn, get involved and be supported.

When you join us, your reward will be one of the best around, including 40 days annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare and a range of flexible benefits including gym discounts, season ticket loans and access to an employee discount site amongst many others. You can read more about our benefits here.

We’re committed to providing an inclusive workplace where all forms of difference are valued and which is free from any form of unfair or unlawful treatment. We define diversity in its broadest sense – this includes but is not limited to our diversity of educational and professional backgrounds, experience, cognitive and neurodiversity, age, gender, gender identity, sexual orientation, disability, religion or belief and ethnicity and geographical provenance. We support a culture that values meritocracy, fairness and transparency and welcomes enquiries from everyone.

If you need assistance or an adjustment due to a disability please let us know as part of your application and we will assist.