Head of SEO (Porto/Hybrid)
Description
Strategy & Leadership
Own the global SEO strategy and roadmap, tied to commercial KPIs (qualified traffic, bookings, GMV) — not vanity metrics.
Define priorities and arbitrate resources across markets, channels and page types; report performance and forecasts to leadership.
Manage and coordinate content teams, freelancers and agencies; brief, review and hold them to SEO standards.
Partner cross-functionally with Product, Engineering, Marketing and PR to embed SEO into the roadmap.
International & Multilingual SEO
Drive keyword and market research across all locales (FR/EN/NL/IT/ES/PT/DE), adapting strategy to each market's search behavior and competitive landscape.
Own international SEO architecture: hreflang, ccTLD/subfolder strategy, geo-targeting, content localization vs. translation decisions.
Programmatic & Marketplace SEO
Design and scale silo architectures (region / city / experience) and internal linking across thousands of estate and product pages.
Optimize both demand-side (destination, blog, editorial) and supply-side (estate/offer) pages.
Build templated, scalable page systems with content and product teams rather than one-off optimization.
Technical SEO
Audit and optimize site architecture, crawl budget, site speed (Core Web Vitals) and mobile.
Resolve crawl errors, broken links, duplicate content, indexation and canonicalization issues.
Own structured data and feeds: schema markup, Google Things to Do, and other rich-result/feed integrations.
AI Search (AEO/GEO)
Optimize for visibility and citations in AI search (AI Overviews, LLMs); track and grow share of voice in AI-generated answers.
Link Building & Off-Page
Develop and execute a white-hat link-building strategy focused on quality, relevant backlinks.
Leverage PR, partnerships and institutional ties (wine industry, tourism bodies) to acquire authority links.
Analytics & Reporting
Measure performance via GA4, Search Console, Ahrefs and BigQuery; build dashboards tied to revenue, not just rankings.
Translate data into prioritized actions; run experiments and report on impact.
Requirements
Proven SEO leadership, ideally in marketplace, travel, e-commerce or multilingual environments.
Strong technical SEO + programmatic/at-scale experience.
Comfortable with data (GA4, GSC, Ahrefs/SEMrush; BigQuery a plus) and with briefing/managing content teams.
International SEO expertise; additional languages a plus.
Qualifications
Experience: 2+ years of proven experience in SEO, preferably in the travel, hospitality, or e-commerce industries.
Technical Expertise: In-depth knowledge of SEO tools like SEMrush, Ahrefs, Moz, Screaming Frog, or similar.
Analytical Skills: Proficiency in Google Analytics, Google Search Console, and other analytics tools.
Content SEO: Strong understanding of keyword optimization, content marketing, and on-page SEO techniques.
Technical SEO Knowledge: Experience with HTML, CSS, and JavaScript for SEO purposes is a plus.
Languages: Fluent in French, English; knowledge of other European languages is advantageous.
Detail-Oriented: Strong organizational skills with an eye for detail and a passion for data-driven decisions.
Passion for Travel & Wine: A genuine interest in wine culture and tourism is highly desirable.