Organic Search Specialist; SEO & GEO - hybrid

The Role and the Team

We’re looking for a technically minded and data-driven Organic Search Specialist to join our Growth team at Blue Light Card. You’ll play a key role in improving how we show up in search, from traditional SEO through to emerging generative platforms like Google’s Gemini, AI Overviews and ChatGPT.

This is a hands-on role where you’ll combine technical know-how, data, experimentation and creativity to define and deliver strategies that strengthen visibility, grow awareness, and help more members discover the value of Blue Light Card.

While your main focus will be SEO, there’s also real scope to expand into App Store Optimisation (ASO) and apply and develop your expertise across wider growth channels.

Our Growth team is one of the newest at Blue Light Card, using insight and innovation to maximise member acquisition and engagement. By blending performance thinking with creative execution, we’re delivering measurable impact for both our members and our partners.

What You’ll Do

• Define and execute SEO and Generative Engine Optimisation (GEO) strategies to improve visibility across search and AI-driven platforms

• Stay ahead of algorithm changes, SEO trends and generative AI developments, bringing fresh ideas to test, learn and scale

• Audit, monitor and improve technical and on-page SEO, working closely with developers on site health, crawlability and indexation

• Conduct keyword and intent research to understand how audiences (NHS, teachers, armed forces and more) discover discounts and benefits

• Partner with our content team to create human-focused, AI-friendly content that performs in both search engines and generative results

• Design and run A/B tests, analyse funnel performance, and use data to spot opportunities to improve conversion and growth

• Optimise App Store and Google Play listings to increase visibility and installs, with support to grow your ASO skillset

• Monitor, report and share insights using tools like GA4, Search Console, SEMrush and Looker Studio both visually and verbally

What You’ll Bring

• Proven experience in a specialist SEO role (in-house or agency), with a strong grasp of technical SEO

• A curious mindset with a drive to test new ideas, explore emerging channels and stay ahead of industry and AI trends

• In-depth knowledge of site architecture, page speed optimisation, schema markup and Core Web Vitals, from both a technical and deliverables perspective

• Confidence using tools like SEMrush, Google Search Console and GA4, with experience tracking and attributing performance

• Demonstrable experience in GEO experimentation and how AI-driven search is reshaping visibility and discovery. You may not have all the answers yet, but you have the curiosity and methodical approach to find them

• Hands-on experience running A/B or multivariate testing and using insights to optimise journeys and outcomes

• Experience building content strategies informed by keyword research, user intent and performance data

• Strong cross-functional communication skills, able to translate insight into action for non-technical audiences

• (Desirable) Experience with ASO for a discount, ecommerce or membership app

Our Culture

Our mission is simple – make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It’s what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service.

We don’t just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special.

We’re committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve.

We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers – either the HQ in Leicestershire, or London, Holborn office. The frequency and office location…