The Role
As Digital Content and Search Strategist, you will be responsible for shaping the firm’s content strategy and driving organic visibility across traditional search engines and emerging AI-driven discovery channels, planning and executing a connected and comprehensive strategy that drives further growth and engagement for our brand and firm across our markets. This role blends deep SEO expertise, generative search readiness and content architecture to ensure our website ranks, surfaces and is cited across search and AI channels.
Who you will work with
You will play a key part of the digital team, interacting and consulting with the wider Brand Communications and Public Affairs team on a global and regional level. You will support Client and Marketing Business Development campaigns whereby you will create content campaigns that are connected throughout the digital ecosystem to help build brand awareness and engagement.
What you will be responsible for
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Content Strategy and Architecture
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Define and own the global content strategy for our website, ensuring it aligns with audience needs, sector priorities and digital experience best practices
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Develop content models, taxonomies, metadata standards and structured content systems that support search, user journeys, and generative AI visibility
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Establish and maintain a content governance framework across BCPA, CMD and KETL
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Partner with subject matter experts to shape high authority content that builds credibility and supports firmwide strategic priorities
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Guide the development of content components and templates for future website rebuild projects
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Search Strategy
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Lead the firms end to end organic search strategy, covering technical SEO, on-page optimisation, schema, entity-based optimisation and content organisation
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Build and maintain the firm’s Generative Optimisation Engine (GEO) framework to ensure our content is cited in AI-generated answers across multiple LLM models
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Audit and optimise content architecture, linking strategies, and performance signals across our website
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Collaborate with developers and AEM publishers, Data Analytics to ensure technical hygiene, indexation quality and structured data compliance
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Translate search insights into prioritised content recommendations, dashboards, and storytelling for stakeholders
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Collaboration and Ways of Working
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Support offices/practice areas/groups/functions in line with their strategies and priorities to drive business growth, brand awareness and client engagement
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Work closely with internal and external IT/HR/Supplier teams to ensure new platforms are rolled out, built upon and utilised to drive digital marketing excellence
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Be part of an integrated marketing communications team taking leadership for how we execute campaign goals across digital channels – installing a digital first mindset throughout the firm
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Review and enhance existing processes with our onshore and offshore teams with a view to increasing speed to market, efficiency and driving ROI
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Consult to various business practices and offices on best practice digital channels and methodologies to meet our evolving digital needs across web, social, crm, data and paid.
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Ensure there is a integrated connection between offline and online activities through partnership with our colleagues in PR, Brand and Events.
**What you will do **
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Translate search and content insights into action – turning data, queries, user intent and performance metrics into clear recommendations for pages, journeys, and content improvements
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Build and maintain scalable content structures – including templates, taxonomies, metadata rules and scheme models that support both SEO and GEO
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Shape the content experience across our website – advising on page structures, component usage, narrative flow and entity-based optimisation to strengthen authority and findability
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Review and optimise existing content – identifying gaps, redundancies, and opportunities to refresh, restructure or enhance content for better engagement and search performance
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Support the website rebuild project by contributing content, search and IA requirements – working with senior stakeholders to influence decisions
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Convert complex AI/SEO/Search concepts into clear business-friendly narratives for partners, leadership and non-technical colleagues
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Encourage best practice – driving a culture of high-quality content creation, structured thinking and GEO/SEO awareness across all contributors.
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Deputise for the Digital Marketing Lead where required in senior stakeholder presentations and forums, shaping campaign strategy, and aligning our partners, practice leaders and functional specialist to measurable outcomes.