SEO & GEO Lead (Freelance)

At parcelLab, we're reshaping how the world's leading brands manage the post-purchase experience.

Our Post-Purchase Customer Experience platform helps companies like John Lewis, H&M, Farfetch, New Look, IKEA, and others turn operational complexity into powerful customer moments - driving loyalty, retention, and revenue.

This is a chance to take real ownership of SEO and GEO at a company that's actively investing in both. We're bridging a gap before our permanent Organic Growth Engineer hire with a focused freelance engagement — someone who can move quickly, show measurable impact, and help inform what that permanent role becomes.

The Engagement:

• Freelance, 2-3 days/week, fully remote (UK/EU preferred, not US), async-first
• 6 months, with monthly extension reviews after month 3
• Entry is via a paid test project (fixed fee, ~€2-3k) before the retainer begins

What you'll do:

• Run an SEO + GEO audit focused on returns (our main organic priority), review our AI citation footprint against key competitors (Narvar, Loop Returns, ZigZag, among others), and ship three fixes - as the paid test project before the retainer begins
• Own SEO + GEO strategy and execution: keyword/topic priorities, content production, on-page optimisation
• Drive AI-search visibility - getting parcelLab cited by ChatGPT, Claude, Perplexity, and Gemini on post-purchase, returns, and delivery-experience queries
• Lead content beyond the blog - page-level content optimisation, website content, partner content, and PR; the strategy for our full off-site and on-site visibility mix sits with this role
• Build community and off-site visibility - presence in the communities and sources where our buyers research, and where LLMs source their answers
• Differentiate strategy and measurement by market - we operate globally with a focus on the US, UK, and Europe
• Propose the 6-month success framework as part of the engagement, covering organic traffic, organic-sourced pipeline, and AI visibility, with a simple monthly readout
• Produce all assets yourself end-to-end - you'll have support, but this is a hands-on execution role with a priority on results now

What we're looking for:

• Native-level English, strong writer - your assets ship without an editing layer
• AI-first: you leverage AI to its full extent across research, production, and workflows, without producing AI slop - editorial judgment is the differentiator
• Fully remote; UK-based or native-English talent in EU hubs (Berlin, Amsterdam, Lisbon)
• 5+ years in SEO/organic growth, B2B SaaS preferred
• Hands-on GEO work with proof - citation tracking, llms.txt, schema, entity work - not repackaged SEO
• Builder: you've shipped AI-assisted content workflows, not just used ChatGPT
• Self-managing: you need a brief and access, not supervision

Bonus Points:

• Experience proposing or building measurement frameworks spanning organic traffic, pipeline attribution, and AI visibility
• Familiarity with our stack: WordPress, SEMrush, Google Search Console, GA4, HubSpot, Salesforce, Clay, Notion - or strong opinions on what to bring in instead
• Track record working with competitors in adjacent post-purchase/returns spaces

6-month success criteria:

• Organic traffic: +30% to priority clusters vs baseline, led by returns
• Keyword rankings: Top 3 for 5-8 priority terms, and top 10 for 15-20 supporting terms, across US/UK/EU
• GEO / AI visibility: Double our AI visibility index from ~25-30% today to 50-60%, with parcelLab cited across our top 10 commercial queries (ChatGPT, Claude, Perplexity, Gemini)
• Organic-sourced pipeline: +40% vs baseline, tracked monthly in HubSpot/Salesforce

Who you'll work with:

• Reporting to our Director of Marketing on strategy, priorities, and outcomes, and to our Product Marketing lead on day-to-day work, messaging, positioning, and content angles
• Supported by Pr