SEO & Social Media Specialist – E-commerce

Job Description (JD)
Department
Digital Marketing, Growth & Marketplace Optimization
Reporting To
Digital Marketing Head
Location
Ahmedabad (On-site)

Employment Type

Full-time
Experience Required
Minimum 1–3 years hands-on experience
E-commerce / Marketplace experience is mandatory

About Handmark
Handmark is a purpose-driven Indian e-commerce marketplace focused on artisans, handicrafts, GI-tag products, handmade items, and region-specific traditional products. The platform enables artisans and sellers to reach customers directly while promoting Indian craftsmanship, local manufacturing, and self-reliance.
Digital growth, especially  SEO and organic social media , is a core business function for Handmark / Swaraj and directly impacts product discovery, seller visibility, brand trust, and sales.

Role Objective
The SEO & Social Media Executive will be responsible for  end-to-end organic growth  of the Handmark platform. This includes SEO for products, categories, sellers, and content, along with  organic social media management  to improve brand visibility, engagement, and traffic.
The role requires strong execution capability, coordination with content and tech teams, and a data-driven mindset.

Key Objectives of the Role
Increase organic visibility of products, categories, and sellers
Drive qualified organic traffic from search engines and social media
Improve organic conversions and sales
Build long-term search authority and brand credibility
Strengthen brand presence on social platforms through consistent content

Detailed Responsibilities
1. Product, Category & Collection SEO (Core Responsibility)
Product Page SEO
Perform keyword research for:
Individual products
Product variants
Regional and craft-specific searches
Optimize:
Product titles
Product descriptions
Meta titles and meta descriptions
Product URLs
Ensure correct keyword placement without keyword stuffing
Optimize product images with:
ALT text
Proper file naming
Compression for page speed
Align product pages with correct search intent (informational vs transactional)

Category & Collection SEO
Design and optimize SEO-friendly category structures for:
Handicrafts
Artisan products
GI-tag items
Festival-based collections
Optimize category pages with:
SEO-rich introductory content
Proper H1, H2, H3 hierarchy
Strong internal linking to sub-categories and products
Manage SEO for filters, attributes, and faceted navigation to avoid duplication issues
2. Seller Page & Marketplace SEO
Optimize seller profile pages for:
Artisan and brand name searches
Regional craft discovery
Maintain consistent SEO structure across all seller pages
Define SEO content guidelines for seller-uploaded product information
Improve seller discoverability using internal linking and structured content
3. Content SEO & Organic Growth Strategy
Blog & Informational Content
Plan SEO-driven content around:
Indian handicrafts
Artisan stories
GI-tag products
Regional crafts
Festival buying guides
Conduct keyword research for blogs and landing pages
Create detailed SEO briefs for content writers including:
Primary and secondary keywords
Search intent
Suggested headings
Internal linking strategy
Optimize existing content to improve rankings, CTR, and engagement
Seasonal & Campaign SEO
Prepare SEO strategy for:
Diwali
Navratri
Raksha Bandhan
Wedding and gifting seasons
Optimize campaign landing pages before launch
Track seasonal keyword trends and update content accordingly

4. Technical SEO (Coordination & Validation)
The candidate is  not expected to code , but must clearly understand technical SEO and coordinate with the development team.

Responsibilities include:

Conduct regular SEO audits to identify:
Indexing issues
Crawl errors
Duplicate content
Broken links
Page speed and Core Web Vitals issues
Coordinate implementation of:
XML sitemaps
Robots.txt rules
Canonical tags
Pagination and filtering logic
Validate SEO compliance during:
Website updates
New feature launches
Seller module enhancements

5. Off-Page SEO & Authority Building
Plan and execute ethical, white-hat link building strategies
Build backlinks through:
Guest posts
Craft, culture, lifestyle, and business blogs
Relevant directories and listings
Avoid spammy or black-hat SEO practices
Monitor backlink quality and…