SEO Specialist

1. Position Overview

Dazzle Sportswear Pvt. Ltd. is seeking a highly experienced and performance-driven SEO &

AEO Specialist to lead and execute the company's organic search growth strategy.

The candidate will be responsible for improving the visibility and search engine rankings of

our e-commerce website across Google and emerging AI-powered search platforms.

The role requires strong expertise in technical SEO, e-commerce SEO, keyword research,

on-page optimization, off-page SEO, content strategy, website architecture and Answer

Engine Optimization (AEO).

The successful candidate will take ownership of the complete SEO function, from strategy

development and technical implementation to keyword ranking improvements, organic traffic

growth and performance reporting.

Primary Objective: Achieve Top 5 Google search rankings for 100 strategically selected

target keywords while driving sustainable organic traffic, qualified website visitors and

e-commerce revenue growth.

2. Key Responsibilities

A. SEO Strategy & Keyword Management

● Develop and implement comprehensive SEO strategies aligned with business

objectives.

● Take ownership of the 100 priority keywords identified for the website.

● Conduct detailed keyword research, search intent analysis and competitor

benchmarking.

● Identify high-volume, high-intent and commercially valuable keywords.

● Develop keyword mapping strategies for category, subcategory, collection and

product pages.

● Create individual ranking improvement plans for targeted keywords.

● Monitor keyword rankings and implement strategies to improve Google search

positions.

● Identify new keyword opportunities, long-tail keywords and emerging search trends.

● Track ranking performance and provide actionable improvement recommendations.

B. Technical SEO & Website Optimization

● Conduct comprehensive technical SEO audits and implement corrective actions.

● Manage website crawling, indexing, XML sitemaps and robots.txt.

● Identify and resolve duplicate content, canonicalisation and URL structure issues.

● Optimise website architecture, navigation and internal linking.

● Improve website speed, mobile performance and Core Web Vitals.

● Identify and resolve broken links, redirect chains and crawl errors.

● Implement structured data and relevant schema markups.

● Monitor website health through Google Search Console.

● Work closely with the development team to implement technical SEO improvements.

C. E-commerce SEO & On-Page Optimization

● Develop and execute SEO strategies specifically for fashion and apparel

e-commerce.

● Optimise category and subcategory pages for competitive commercial keywords.

● Improve product page titles, meta descriptions, headings and product descriptions.

● Optimise product images, alt attributes and image search visibility.

● Develop SEO-friendly landing pages and category content.

● Implement strategic internal linking across product and category pages.

● Manage SEO for product variants, sizes, colours and collections.

● Identify keyword cannibalisation and content gaps.

● Ensure search engine-friendly website architecture and product navigation.

● Improve organic visibility of high-priority product and category pages.

D. Content SEO & Topical Authority

● Develop SEO-driven content strategies based on keyword opportunities and search

intent.

● Create content briefs for blogs, category descriptions and informational pages.

● Identify relevant topics related to men's fashion, sportswear, gym wear and apparel.

● Optimise existing website content for relevance, quality and search visibility.

● Develop FAQ content targeting customer questions and conversational searches.

● Coordinate with content writers and creative teams for SEO content execution.

● Build topical authority through relevant, useful and well-structured content.

● Monitor content performance and identify opportunities for improvement.

E. Answer Engine Optimization & AI Search Visibility

● Develop and implement AEO strategies to improve visibility across AI-powered

search experiences.

● Optimise website content for conversational and question-based search queries.

● Structure content to improve eligibility for featured snippets and answer-based

search results.

● Develop authoritative FAQ and informational content.

● Implement relevant structured data and entity-based content optimisation.

● Improve brand and product information consistency across digital platforms.

● Explore opportunities to improve brand visibility in Google AI Overviews, ChatGPT

search and other AI-powered discovery platforms.

● Monitor measurable AI search visibility, brand mentions and citations where

available.

● Continuously adapt AEO strategies based on developments in search technology.

F. Off-Page SEO & Link Building

● Develop and execute a quality-focused link-building strategy.

● Acquire relevant and authoritative backlinks.

● Identify opportunities for guest posting, digital PR and industry collaborations.

● Analyse competitor backlink profiles and identify link-building opportunities.

● Monitor referring domains, backlink quality and domain authority metrics.

● Identify and address harmful or unnatural backlink patterns.

● Strengthen website authority through relevant external references.

G. Competitor Analysis & Search Performance

● Conduct regular SEO competitor research and benchmarking.

● Analyse competitor keyword rankings, content strategies and backlink profiles.

● Identify keyword gaps and opportunities for ranking improvements.

● Monitor Google algorithm updates and changes in search behaviour.

● Evaluate organic landing page performance and conversion opportunities.

● Recommend strategies to outperform competitors in targeted search categories.

H. Analytics, Reporting & Performance Management

● Manage SEO performance tracking through Google Search Console and Google

Analytics 4.

● Monitor keyword rankings, impressions, clicks, CTR and average positions.

● Analyse organic traffic, engagement and e-commerce conversions.

● Track organic revenue and performance of priority landing pages.

● Prepare weekly and monthly SEO performance reports.

● Maintain a keyword tracking dashboard for all 100 target keywords.

● Present ranking improvements, technical issues and action plans to management.

● Measure the effectiveness of SEO initiatives against agreed business targets.

3. SEO Performance Objectives

The candidate will be responsible for developing and executing a structured strategy for the

following objectives:

Performance area Business objective

Priority keywords 100 targeted keywords

Google Top 5 rankings Primary ranking objective

Organic traffic Consistent qualified traffic growth

Category page

rankings

Improve visibility for commercial keywords

Product page rankings Improve product-specific search visibility

Technical SEO Maintain website search health

AEO Improve visibility in AI-powered search

Organic conversions Increase organic sales contribution

The 100 target keywords will be finalised based on search volume, competition, keyword

difficulty, commercial intent and business relevance.

4. Required Technical Skills & Tools

Candidates must have practical experience with:

● Google Search Console

● Google Analytics 4

● Google Keyword Planner

● Ahrefs / SEMrush

● Screaming Frog SEO Spider

● Google PageSpeed Insights

● Core Web Vitals

● Technical SEO auditing tools

● Schema Markup and Structured Data

● Google Rich Results Test

● Shopify SEO and e-commerce website architecture

● HTML, CSS and basic technical development concepts

● AI search and AEO optimisation tools

5. Required Skills & Competencies

● Strong expertise in technical, on-page and off-page SEO.

● Proven experience in competitive keyword ranking improvement.

● Hands-on experience in e-commerce SEO.

● Strong understanding of Google's search algorithms and ranking factors.

● Expertise in keyword research and search intent mapping.

● Knowledge of AEO, structured data and AI search optimisation.

● Strong content optimisation and internal linking capabilities.

● Experience managing large-scale keyword portfolios.

● Ability to coordinate with website developers and content teams.

● Strong analytical, problem-solving and reporting skills.

● Ability to independently manage SEO strategy and execution.

6. Educational Qualification & Experience

● Bachelor's degree in Digital Marketing, Marketing, Computer Science, IT or a related

discipline.

● 3–4 years of hands-on SEO experience.

● Minimum 2 years of relevant e-commerce SEO experience preferred.

● Previous experience managing Shopify or similar e-commerce platforms is strongly

preferred.

● Demonstrated experience in improving competitive keyword rankings.

● Experience working with fashion, apparel, lifestyle or D2C brands is an added

advantage.

7. Key Performance Indicators (KPIs)

The candidate's performance will be assessed based on:

1. Progress towards Top 5 rankings for the 100 priority keywords.

2. Growth in organic search clicks and impressions.

3. Improvement in keyword ranking positions.

4. Growth in qualified organic website traffic.

5. Improvement in organic conversion rate and revenue.

6. Technical SEO issue identification and resolution.

7. Quality and relevance of acquired backlinks.

8. Organic visibility of priority category and product pages.

9. AEO and AI search visibility improvements.

10. Timely execution of SEO plans and performance reporting.

8. Expected Deliverables

● Comprehensive website SEO audit.

● Finalised list and baseline ranking report for 100 target keywords.

● Competitor analysis and keyword gap report.

● Keyword-to-page mapping document.

● Technical SEO implementation roadmap.

● Category and product page optimisation plan.

● Content strategy and topical authority roadmap.

● AEO implementation strategy.

● Off-page SEO and link-building plan.

● Weekly keyword ranking dashboard.

● Monthly SEO performance report.

● Quarterly organic growth strategy review.

9. Candidate Expectations

We are looking for a results-oriented SEO professional who can independently take

ownership of the company's organic search growth.

The candidate must have practical implementation experience rather than just theoretical

knowledge. They should be capable of identifying SEO opportunities, resolving technical

issues, improving competitive keyword rankings and translating organic search visibility into

measurable business growth.

Important: Candidates must provide evidence of previous SEO projects, including keyword

ranking improvements, organic traffic growth, technical SEO implementations and their

individual contributions. The ability to demonstrate actual

• It is a Full Time Digital Marketing job for candidates with 3 - 4 years of experience.