Senior SEO Analyst

### **Who We Are** VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award\-winning work for blue chip client partners including AstraZeneca, Colgate\-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca\-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement \& Optimization. In addition, VML's specialist health network, VML Health, is one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55\+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. **About WPP** WPP is the trusted growth partner for the world's leading brands. We unite cutting\-edge media intelligence and data solutions, world\-class creativity, next\-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com. ### **SEO Analyst** **6 Months Contract** **Mumbai** ### **The opportunity** We are looking for a strategic and detail\-oriented **Senior SEO Analyst** to lead our **content and SEO initiatives for a large\-scale publishing website**. The ideal candidate will have strong experience in keyword research, content optimization, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO). You will **own end\-to\-end SEO performance for the content ecosystem**, from strategy to execution and continuous optimization, ensuring all published articles are optimized for search and discovery, and driving organic growth across both traditional search and AI\-generated search experiences. The role requires a balance of analytical thinking, content expertise, and adaptability to evolving search trends, including AI\-driven search experiences. ### **What you'll be doing** **1\. Content \& Keyword Strategy** * Develop and execute comprehensive SEO strategies to increase organic traffic and visibility * Conduct deep keyword research using tools like SEMrush and Google Trends. * Identify and prioritize keywords that can perform on both Google Search and Google Discover. * Plan and manage pillar \+ cluster content structures to improve topical authority. * Plan, create, and optimize **SEO\-driven web/image stories** for Discover and visual search * Identify growth opportunities through keyword research and competitor analysis * Spot emerging beauty and skincare trends to create Discover\-friendly and shareable content ideas. * Work closely with content writers to maintain SEO quality standards * Plan monthly SEO roadmaps aligned with business objectives **2\. On\-Page Optimization \& Content Review** * Review and optimize content for SEO, readability, and engagement. * Optimize meta titles, descriptions, headers, internal linking, and URL structures * Guide writers on search intent, internal linking, metadata, and keyword placement. * Ensure blogs and landing pages align with E\-E\-A\-T and brand tone of voice. * Implement schema markup and FAQs for AEO readiness. **3\. Technical \& Emerging SEO (AEO \& GEO)** * Stay up\-to\-date with search evolution — optimize for AI Overviews, featured snippets, and conversational queries. * Implement strategies for **Answer Engine Optimization (AEO)** and **Generative Engine Optimization (GEO)** to make content easily discoverable across AI\-driven results. * Collaborate with developers to ensure site speed, mobile performance, and crawl efficiency. **4\. Performance Analysis \& Reporting** * Monitor website performance using tools like Google Analytics and Search Console * Track keyword rankings, content traffic, CTR, and Discover performance. * Prepare monthly SEO and content performance reports. * Use insights to recommend improvements for ongoing optimization. **5\. Collaboration \& Workflow** * Work closely with writers and developers to integrate SEO throughout the content lifecycle. * Maintain a publishing calendar aligned with search trends and campaigns. ### **What we want from you** * 3–5 years of experience in SEO, preferably with **a publishing or content\-heavy website.** * Strong knowledge of on\-page SEO, keyword intent mapping, AEO, and GEO. * Proficiency with SEO tools: SEMrush, Google Search Console, Google Analytics, Screaming Frog. * Hands\-on experience optimizing large content libraries for Discover and search visibility. * Excellent analytical and communication skills. ### **If you know some of this even better** * Experience in beauty, skincare, or lifestyle content SEO. * Understanding of Google Discover optimization and content freshness strategy. * Working knowledge of structured data, schema markup, and HTML basics. ### **What we can offer you** Alongside the opportunity to work with some of the most exciting brands around the world, we'll also prioritise your career development and help you grow your skills. We'll empower you to make a difference, allow you to be yourself, and respect who you are. Our culture thrives on our core values, designed for impact\-driven individuals: Heart, Brains and Courage. We lead with **Heart**, fostering empathy and trust where genuine connections and human\-centric work flourish. We empower your **Brains** for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges. And we champion **Courage**, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday. ### **AT VML Enterprise Solutions** Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world's leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi\-channel growth for world\-leading brands. We work with some of the most exciting brands such as The Coca\-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes\-Benz, Johnson \& Johnson, Nestlé, Sainsbury's, Selfridges, Shell and Tiffany \& Co. We've built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce…