The Web & SEO Manager sits at the centre of digital growth.
This role exists to ensure the website is not treated as a static marketing asset, but as a structured, scalable revenue engine. It owns the intersection between strategy and execution, translating commercial objectives into technical roadmaps, prioritised builds and measurable search performance outcomes.
The Web & SEO Manager is responsible for aligning site architecture, organic visibility, performance optimisation and conversion strategy with broader growth targets. This includes overseeing developers, coordinating with paid media and CRM teams, and ensuring data integrity across all touchpoints.
Success in this role is measured not by activity, but by impact: improved search visibility, stronger conversion rates, faster load speeds and accurate attribution. It requires structured thinking, technical literacy and commercial awareness.
In short, this role ensures the website performs as a core growth driver, not a support channel.
1. Core Accountability Areas
A. Website Strategy & Roadmap
Objective: Ensure the website evolves in alignment with commercial growth priorities.
Responsibilities:
Develop and maintain a quarterly website roadmap
Align structural updates with service expansion and growth targets
Prioritise high impact landing pages
Lead UX and conversion improvement initiatives
Align web priorities with paid media, CRM and brand strategy
Forecast development resources and timelines
Maintain structured backlog of improvements
Deliverable: Monthly web roadmap with prioritised initiatives and impact forecast.
B. Project Management & Delivery
Objective: Deliver web and SEO initiatives on time, on scope and technically compliant.
Responsibilities:
Scope website builds and optimisation projects
Translate strategy into structured implementation briefs
Create timelines, milestones and task breakdowns
Manage developers, designers and content teams
Oversee staging, QA and production deployment
Ensure technical SEO standards are adhered to
Maintain documentation, release logs and version control governance
Deliverable: On time, quality controlled website releases with documented QA and deployment process.
C. SEO Strategy & Execution
Objective: Drive sustainable organic growth across priority service areas.
Responsibilities:
Own keyword strategy across service lines
Conduct competitor, SERP and search intent analysis
Structure scalable site architecture
Oversee on page optimisation and internal linking
Manage technical SEO audits and remediation
Implement schema and structured data
Monitor AI search and answer engine visibility
Protect rankings during structural changes or migrations
Deliverable: Structured organic growth plan with monthly reporting and ranking progression.
D. Performance & Conversion Optimisation
Objective: Ensure the website performs as a high efficiency conversion engine.
Responsibilities:
Monitor Core Web Vitals
Improve load speed and technical performance
Analyse funnel drop off behaviour
Identify UX friction points
Collaborate on CRO experiments
Oversee A/B testing roadmap
Validate tracking accuracy before launches
Deliverable: Measurable improvement in site speed and conversion rates quarter on quarter.
E. Analytics & Reporting
Objective: Ensure data integrity and commercial clarity.
Responsibilities:
Oversee GA4 and GTM implementation
Maintain tracking documentation and tagging frameworks
Build reporting dashboards aligned to revenue metrics
Attribute leads and revenue accurately
Provide monthly insights and strategic recommendations
Identify underperforming segments and optimisation opportunities
Deliverable: Monthly performance reports with actionable insight and clear attribution.
2. Technical Oversight Requirements
The Web & SEO Manager is not required to code daily but must be capable of technically validating developer output.
Minimum working knowledge required in:
WordPress architecture and theme hierarchy
Custom Post Types and field structures
Page speed optimisation frameworks
Structured data and schema implementation
API integrations and form handling
Hosting environments and staging workflows
Version control processes
They must be confident in holding developers accountable to quality and performance standards.
3. Cross Functional Collaboration
This role operates across multiple internal functions:
Paid Media: landing page alignment and testing
CRM: form integrations and automation flows
Content: SEO driven content planning
Development: technical execution and QA
Leadership: roadmap alignment and performance accountability
4. KPIs
Organic traffic growth rate
Keyword ranking improvements
Core Web Vitals benchmarks
Page speed targets
Conversion rate improvements
Lead and revenue attribution accuracy
Delivery against roadmap timelines
Reduction in technical debt
5. Governance & Risk Management
Plugin audit and minimisation strategy
Site security oversight
Backup and disaster recovery protocol
SEO protection during migrations
Structured release and rollback processes
Documentation governance
6. Success Profile
The ideal candidate:
Thinks in systems and architecture
Understands the commercial value of search visibility
Can manage developers without relying on them
Is data literate and commercially aware
Balances velocity with quality control
Operates with structured documentation discipline
