SEO Specialist

About us 

Go City is transforming the way people see and experience the world’s greatest destinations.  We give our customers total flexibility to choose the experiences, tours and activities they want to visit at incredible savings. 

For over 20 years, the Leisure Pass Group has shaped the future of the multi-attraction pass industry by enabling online pre-purchase of attractions, tours, and activities.  In 2017, Europe’s Leisure Pass Group, USA’s Smart Destinations, and New York Pass came together to form the Go City brand, giving us greater reach and ambition as we expand across the globe.  Backed by highly successful Private Equity firm Exponent and headquartered in Covent Garden, London with a team of over 125, the business is highly profitable with over 3 million customers globally. We have ambitious plans to leverage these capabilities to drive the business’ continued growth. With a heavy investment in technology and multiple other teams this year Go City are excited for like-minded, problem-solving individuals to join their transformation and make their mark on our future. 

We listen to our customers, our partners, and our team, to help improve our business every day. And that’s where you come in! For more information and a sneak at our product take a look at https://gocity.com. 

Summary of the role but also what our team are up to: 

Go City is looking for a SEO Specialist to join our holistic search team in the London office. You will be in charge of the hands-on execution of a best-in-class SEO strategy across technical, offsite and content. You will help to identify technical SEO practices, and implement them across our websites. You will be armed and up to date with the latest SEO news and industry updates.  

Reporting to the Holistic Search Director, as part of a search team of five people you will manage initiatives that will drive organic revenue growth. You'll help to develop strategies based on customer insights and market data, drive a range of SEO initiatives, and ensure we are seeing ongoing growth in organic search across a range of natural and social search engines. 

This highly cross-functional role requires close collaboration with the search team, the wider marketing team, the content team, the brand team and the sites team among other stakeholders.  

What will you be responsible for /helping us to do? 

• Executing robust SEO strategies across multiple sites that align with overall business goals. 

• Enhance on-page elements, including meta tags, headers, images, and internal linking structures. 

• Collaborate with the content team and plan and coordinate multi-language content writers to deliver high-quality, SEO-friendly content, and manage our blog content. 

• Detailed keyword research to uncover opportunities for content optimisation and growth. 

• Ensure all content adheres to the latest SEO best practices and is tailored to our target audience. 

• Conduct periodic content audits to identify areas for improvement and expansion. 

• Oversee site architecture, page speed, mobile responsiveness, and overall technical performance, ensuring continual improvement. 

• Work closely with the sites and UX teams to implement technical SEO enhancements. 

• Perform regular technical audits to maintain website health and ensure compliance with search engine guidelines. 

• Utilise tools such as Google Analytics, Google Search Console, SEMRush, Screaming Frog, and other SEO platforms to track and monitor performance. 

• Analyse key SEO metrics, providing insights and actionable recommendations for improvement. 

• Stay informed about industry trends, algorithm updates, and best practices, adjusting strategies based on competitive and market insights. 

As you can see, this role covers a wide range of responsibilities, but we know that our People are more than just their job description. We are a team here at Go City, which means there will be plenty of opportunities to stretch your thinking, expand your knowledge and make a contribution to the wider business not reflected here. 

What skills do you have that are essential in this role? 

Essential: 

• 2+ years background as an SEO Manager or similar role – being familiar with all aspects of the process 

• Deep understanding of SEO principles, algorithms, and best practices. 

• Strong analytical skills with the ability to interpret data and derive actionable insights. 

• Excellent project management abilities, capable of managing multiple tasks concurrently. 

• Strong organisational skills with the flexibility to prioritise tasks according to shifting workflows. 

• Be able to present data and insights and articulate points clearly and concisely 

• Experience working with wider business teams on projects and campaigns to deliver results. 

• Excellent copywriting and CMS editing skills. 

• Commercially savvy with a versatile, can-do attitude. 

• Problem-solving mindset and a willingness to learn new technologies or skills. 

• High level of numeracy with strong attention to detail—proficiency in Excel is essential. 

• A team player with outstanding communication and collaboration skills, capable of building strong relationships within the company and with external partners. 

• Experience using third-party tools to analyse and interpret data and trends, including Google Search Console and SEO tools like SEMrush, Ahrefs, etc. 

 
Desirable: 

• Experience working in a travel related business 

• Experience with executing Paid search campaigns 

• Experience with content writing, editing and publishing in a CMS 

The all-important perks: 

• Competitive market rate salary 

• Discretionary bonus 

• Enhanced Pension Contributions 

• Life Assurance at 4 x base salary 

• Annual leave - 25 days per year + Bank Holidays 

• Buy Annual Leave scheme (up to 5 days each year) 

• Floating bank holiday 

• Upgraded Family Leave 

• Flexible and Hybrid working 

We are committed to our stance as an Equal Opportunity Employer in line with inclusivity being one of our 6 core company values. We welcome and encourage applications from all backgrounds and uphold the highest standards in our ways of working, whether at application or promotion stage. All of our Colleagues are responsible for upholding these values and ways of working.