SEO & Web Acquisition Analyst

About the Role

The SEO & Web Acquisition Analyst owns two deeply connected surfaces: organic search as an acquisition channel, and the company website as the primary conversion environment for new users.

This is not a role where SEO and web are treated as separate workstreams handed off to different teams. Here, they are one because ranking for the right keywords only matters if the page those users land on converts them into FTDs. You own the full journey from search intent to first deposit, and you are accountable for both the traffic and what happens to it.

You will think like an SEO strategist, act like a web product owner, and measure everything against one north star: acquisition.

Core Responsibilities

SEO Organic Acquisition

• Own the end-to-end SEO strategy: keyword research, content architecture, on-page optimization, technical SEO, and link building.
• Build and maintain a keyword universe mapped to acquisition intent prioritizing terms that drive users likely to convert to FTD, not just traffic volume.
• Conduct regular technical SEO audits and drive resolution of issues (crawlability, indexation, Core Web Vitals, structured data) in partnership with Engineering.
• Develop content briefs and SEO guidelines for internally or externally produced content, ensuring every piece serves an acquisition purpose.
• Monitor algorithm updates and assess impact on rankings and organic FTD flow; adapt strategy accordingly.
• Build and execute a link acquisition strategy focused on domain authority and referral traffic quality.

Web Ownership Conversion & Experience

• Own the company website as an acquisition asset: you are responsible for its performance, structure, and ability to convert visitors into registered and depositing users.
• Define and maintain the website roadmap prioritizing changes that directly impact acquisition metrics (landing page performance, conversion rate, load speed, UX clarity).
• Partner with Design and Engineering to implement web improvements with speed; write clear briefs, QA releases, and own the outcome.
• Run structured CRO (Conversion Rate Optimization) experiments on key acquisition pages: homepages, landing pages, sign-up flows, and campaign-specific URLs.
• Ensure that all paid, affiliate, and organic traffic lands on pages optimized for the context in which users were acquired no generic landing pages where tailored ones would convert better.
• Maintain the website's technical health in coordination with Engineering: uptime, page speed, mobile experience, and tracking integrity.

Analytics & Reporting

• Own SEO and web performance reporting: organic sessions, keyword rankings, organic-attributed FTDs, landing page conversion rates, and bounce rates.
• Work with the BI Lead to ensure organic and web conversion events are correctly tracked and attributed in the acquisition funnel.
• Translate data into clear action: surface insights proactively, not just in scheduled reports.

Requirements

• 3+ years of experience in SEO and/or web management with a clear focus on user acquisition or conversion outcomes.
• Strong command of SEO tools: Ahrefs, SEMrush, Screaming Frog, Google Search Console, and GA4.
• Proven ownership of a website or set of landing pages with measurable impact on conversion or acquisition metrics.
• Solid understanding of technical SEO: site architecture, Core Web Vitals, schema markup, rendering (including JS-heavy frameworks).
• Experience running CRO experiments you know how to design a test, read results, and implement winners.
• Comfortable working with Design and Engineering: you can write a tight brief, give precise feedback, and push for fast execution.
• Data-driven by default: you measure the impact of everything you do.

Nice to Have

• Experience with programmatic SEO or landing page generation at scale.
• Familiarity with A/B testing tools (Optimizely, VWO, or similar) and feature flagging systems.
• Basic HTML/CSS knowledge enough to QA implementations and unblock small fixes without Engineering.
• Experience with server-side rendering frameworks (Next.js or similar) and their SEO implications.
• Background in fintech, marketplace, or subscription SaaS where acquisition funnels are high-stakes.