Organic Search Lead (SEO & GEO)

The Role and the Team

We're looking for a data-driven and creative Organic Search Lead 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 and ChatGPT.

This is a hands on role where you'll combine data, experimentation and creativity to shape 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 build your skills in App Store Optimisation (ASO) and apply 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

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

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

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

• Partner with our Brand & Comms 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

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

What You'll Bring

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

• Knowledge of site architecture, page speed optimisation, schema markup and Core Web Vitals

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

• Awareness of GEO and how AI driven search is reshaping visibility and discovery

• 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

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

• (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 will vary depending on the role and team. We aim to be flexible, but we aren't able to offer fully remote working.

What We Offer

• Hybrid workingand flexible hours

• Free parking and EV charging onsite at HQ

• 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days

• A company bonus scheme

• Your own Blue Light Card and exclusive access to thousands of discounts

• Generous funded BUPA medical insurance covering pre existing conditions

• Group auto enrolment pension plan

• Enhanced parental leave and absence leave

• Healthcare cashback plan

• Employee assistance programme (including mental health support) and mental health first aiders

• Great social events e.g., festive party, summer party, team socials, sports matches

• Regular company wide recognition events e.g. Monthly Light's Up and The Shine awards

• Relaxed dress code and modern office space (games area, chill out areas, bookclub, free drinks/snacks)

• Onsite gym at HQ (including access to free HIIT & stretch classes)

• Strong learning and development culture