Assistant Manager - Search Engine Optimization

Assistant Manager - SEO

Company: Practo

Department: Organic Growth / Digital Marketing

Experience: 4 - 6 years

Location: Bengaluru, India

Key Responsibilities:

1. Organic Growth & SEO Strategy:

- Drive organic traffic growth across key page types, including doctor profiles, clinic and hospital listings, speciality pages, and healthcare content.

- Develop and execute SEO strategies covering keyword research, search intent mapping, on-page optimisation, internal linking, and content expansion.

- Identify growth opportunities across keywords, categories, locations, and page templates to improve organic visibility and user acquisition.

- Monitor keyword rankings, organic traffic, impressions, clicks, CTR, and landing-page performance to identify opportunities and address traffic declines.

- Track competitor performance and search trends to identify gaps and incremental growth opportunities.

2. Technical SEO:

- Work closely with product and engineering teams to identify and resolve technical SEO issues related to crawling, indexing, canonicalisation, redirects, sitemaps, robots directives, structured data, and page rendering.

- Conduct regular technical SEO audits and prioritise issues based on their potential impact on organic traffic and business outcomes.

- Optimise large-scale, template-driven websites to improve crawl efficiency, indexation quality, and search performance.

- Collaborate with engineering teams on website architecture, internal linking, page speed, Core Web Vitals, and other technical improvements.

- Monitor index coverage, organic landing pages, and technical changes to identify and mitigate potential SEO risks.

3. Content SEO & Optimisation:

- Drive content optimisation initiatives across existing pages to improve relevance, search intent alignment, rankings, and organic traffic.

- Partner with content teams to develop SEO-friendly content briefs, page structures, metadata, FAQs, and other on-page elements.

- Identify content gaps and opportunities across healthcare categories, specialities, localities, and high-intent search queries.

- Scale content improvements across large page inventories using templates, workflows, and automation wherever appropriate.

- Ensure content is useful, accurate, well-structured, and aligned with healthcare quality and trust requirements.

4. AEO / GEO & AI Search Optimisation:

- Develop a working understanding of Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), with a focus on improving Practo's visibility across AI-powered search experiences.

- Help optimise content structure, factual clarity, headings, FAQs, entity relationships, and structured data to improve content discoverability and eligibility for AI-generated answers and citations.

- Identify opportunities to increase Practo's brand mentions, citations, and visibility across relevant AI search platforms.

- Track emerging AI search trends and evaluate their impact on organic discovery, referral traffic, and user acquisition.

- Experiment with new optimisation approaches and measure their impact using available AI visibility and traffic metrics.

5. Analytics, Reporting & Performance Tracking:

- Use Google Search Console, Google Analytics 4, and SEO platforms to analyse organic performance and identify actionable insights.

- Build and maintain dashboards and trackers to monitor SEO KPIs, keyword performance, indexation, and initiative-level impact.

- Conduct performance analysis to understand traffic fluctuations, seasonality, ranking changes, and the impact of SEO releases.

- Translate analysis into clear recommendations, prioritised action plans, and performance updates for stakeholders.

- Measure the effectiveness of SEO initiatives and continuously refine execution based on outcomes.

6. Cross-functional Collaboration & Execution:

- Work closely with product, engineering, content, design, and analytics teams to implement SEO initiatives.

- Own execution timelines, maintain initiative trackers, and ensure timely delivery of agreed SEO priorities.

- Identify opportunities to automate repetitive SEO workflows, streamline processes, and improve execution efficiency.

- Stay updated on search engine algorithm changes, industry developments, and emerging SEO best practices.

Required Skills & Qualifications:

- 4 - 6 years of hands-on experience in SEO, preferably in a consumer internet, marketplace, healthcare, e-commerce, or other large-scale website environment.

- Strong understanding of technical SEO, on-page optimisation, keyword research, internal linking, and content optimisation.

- Experience working with Google Search Console, Google Analytics 4, and SEO tools such as Ahrefs, Semrush, or Screaming Frog.

- Strong analytical skills, with the ability to interpret SEO data and translate findings into actionable recommendations.

- Experience managing SEO projects and collaborating with product, engineering, and content teams.

- Good understanding of website architecture, crawling, indexing, canonicalisation, and structured data.

- Strong communication, problem-solving, and project management skills.

- A proactive, execution-focused approach with a clear focus on measurable outcomes.

Good to Have:

- Understanding of AEO, GEO, and AI search visibility optimisation.

- Exposure to monitoring brand mentions, cited pages, and visibility across AI-powered search platforms.

- Basic understanding of Search Engine Marketing (SEM), including paid search campaigns, keyword targeting, search intent, and campaign performance metrics.

- Familiarity with SQL, Python, spreadsheets, or other tools for SEO data analysis and workflow automation.

- Experience with large-scale content optimisation, programmatic SEO, or template-driven landing pages.

- Exposure to schema markup, log file analysis, JavaScript SEO, and Core Web Vitals.

- Experience in healthcare, local search, or two-sided marketplaces.

What Success Looks Like:

- Sustained growth in non-brand organic traffic and qualified organic acquisition.

- Improved keyword rankings, search visibility, CTR, and performance across priority page types.

- Better crawlability, indexation quality, and resolution of high-impact technical SEO issues.

- Measurable improvement in content quality, relevance, and organic landing-page performance.

- Growing visibility across AI-powered search experiences through relevant mentions and citations.

- Consistent execution of SEO initiatives with measurable impact on business outcomes.