Search Engine Optimisation Manager

Applegreen – Group Search Engine Optimisation Manager

Role Introduction:

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €3BN in annual revenue, operating 600 Motorway Service Plazas and forecourt sites internationally and employing over 16,000 people.

Applegreen is in a rapid growth phase and to support this ambitious growth, we are seeking a highly motivated and results-driven Group Search Engine Optimisation Manager to join our team. You will play a pivotal role in in enhancing our online visibility and driving traffic to our business across global maps, search engines, voice assistants, directories and more.

The ideal candidate will have a proven record of increasing organic traffic, conversions and a strong understanding of SEO principles. The successful candidate will be a confident people person who can take ownership and adopt a hands-on approach to their role. This role reports to the Group Head of Digital.

Key Responsibilities:

As Applegreen expands, the responsibilities will evolve and change over time. The core responsibilities will centre around the following areas:

Local SEO strategy and management:

• Develop and execute a comprehensive local SEO strategy driving organic traffic and increased online visibility for all site listings across the Applegreen group.
• Create, manage, and optimise site listings across the Applegreen group of brands to enhance local search visibility across maps, search engines, voice assistants, directories and more.
• Ensure consistency and accuracy across all search platforms.
• Conduct in-depth keyword research to identify relevant local search terms and phrases that align with our target audience and business goals.
• Utilise management platforms to maximise efficiency.

Group Website SEO strategy development:

• Drive and implement comprehensive SEO strategies for group websites.
• Undertake in-depth technical SEO audits, defining URL structures, ensuring all websites are optimised for maximum search visibility.
• Collaborate with cross functional teams including Customer Care, Operations, Brand, Marketing etc. to improve the business’s overall online visibility and deliver an effective backlinking and content plan.

SEO strategy development:

• Conduct in-depth research on SEO trends, user behaviour, and emerging technologies.
• Manage external agencies ensuring they align with the strategy. Monitor agency performance and deliverables.

Analysis and Reporting:

• Utilise analytics tools to track performance and identify optimisation opportunities.
• Monitor and analyse search engine rankings, competitor insights and website traffic to measure the effectiveness of SEO performance.
• Track and analyse key performance indicators (KPIs) related to SEO.
• Prepare regular reports on SEO performance and provide recommendations to improve search visibility.
• Implement strategies to track and measure the impact of SEO efforts on in-store footfall.

Digital Strategy

• Support the overall digital strategy from concept through to implementation and ongoing continuous improvement.

The Candidate should have the following:

Qualifications and Skills

• Strong understanding of local SEO principles, technical SEO, ranking factors, local search algorithms and best practices.
• Proficiency in using local SEO platforms and other relevant SEO tools [e.g SEMrush, Moz, Yext etc.]
• Excellent understanding of Google Analytics and Search Console.
• Experience with Google My Business & Apple Business Connect management.
• Expertise in search engine optimisation within highly competitive sectors e.g hotels, ecommerce etc
• Experience with voice-activated devices and platforms.
• Excellent written and verbal communication skills.
• Knowledge of HTML and CSS.
• Experience managing external agencies.

Additional key skills & attributes:

• A strong commitment to staying updated on the latest developments in SEO best practices.
• A ‘can do’ attitude and a positive solution focused mindset and commitment to continuous improvement.
• Resilient, calm under pressure and comfortable dealing with ambiguity.
• Sound judgement and objective logical decision-making skills.
• A dynamic individual who adapts well to change and can thrive in a rapidly growing organisation that continues to evolve.
• Proven track record of delivering to tight deadlines.
• Excellent planning and organisational skills.
• Ability to execute directly at high quality and pace.
• Attention to detail and ability to work independently.
• Excellent drive, enthusiasm and commitment and a keen interest in developing a career in Applegreen.
• Willing to travel ad hoc if required.

Illustrative Application & Screening Process (subject to change):

Application Process:

• Please submit an up-to-date tailored CV (max 2 pages).

Interview & Selection Process:

• Two interview rounds will be required for this role.