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 etcExperience 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.