SEO Manager - EU

The SEO site manager is responsible for strategy, performance and execution of SEO for Frasers Groups Sports Direct European Websites. Managing an SEO exec and reporting into the Sports SEO Lead in the UK head office, with support from external partners (Botify, Pi-datametrics), you will be responsible for managing the EU websites and increasing organic traffic and revenue by way of information architecture improvements, content management, and SEO techniques. You will be data-driven and performance minded, ensuring projects are prioritised accordingly and optimised to meet KPIs.Key Responsibilities: International SEO – Implement best practices across all EU sites, including hreflang, language targeting, canonicalisation, and international URL structures to optimise indexation and avoid cannibalisation.Collaboration with the UK Head Office – Act as the main liaison between EU teams and the UK SEO team, ensuring alignment with global strategy and leveraging shared tools, data, and initiatives.SEO Strategy Delivery – Work with the SEO Lead to define and execute the SEO roadmap for EU sites, ensuring a clear prioritisation of impactful projects.Technical SEO – Identify and resolve site-level technical issues (e.g. crawlability, indexation, page performance) that impact organic visibility across European markets.Localisation & Market Insights – Use local keyword research and search trends to guide SEO content plans and ensure effective localisation across European sites.Performance Tracking – Monitor and benchmark SEO KPIs across EU markets, identifying opportunities and applying learnings across regions.Team Management – Line manage SEO Executives, providing guidance, development support, and clear performance expectations.Reporting & Analysis – Produce regular performance reports and insights, focusing on traffic, rankings, and revenue growth from organic search.Opportunity Identification – Analyse search trends and performance data to surface new growth opportunities within and across EU markets.Industry Best Practice – Stay up to date with industry changes and share relevant learnings, tools, and techniques with internal teams.