Role Overview
Hallam is a B2B-specialist digital marketing agency. Our proposition is being chosen before the search begins - building brands that are so strong our clients’ audiences don’t need to research them.
As an Organic Search Lead, you’ll own the Organic & AI Search strategy for some of our highest-billing, multi-channel accounts. You’ll be confident and experienced across both traditional and AI search - you know how to report on it, how to communicate it with clarity to clients and peers, and how to position it within the wider search landscape.
Around 60% of Google searches now end without a click as AI Overviews reshape the SERP. That means we need to build brands that are trustworthy and authoritative enough to be cited in AI answers - the new frontier of modern search success. At the same time, human search behaviour has fundamentally shifted: 40% of Gen Z use TikTok as a search engine, and 45% use Instagram. Search is no longer limited to Google - we must capture our audiences’ attention wherever they search organically online.
We call this Total Search.
This requires deep audience understanding - the core of Hallam’s effective marketing. Using tools such as SparkToro to understand where our clients’ audiences actually spend their time, we build highly efficient, platform-agnostic campaigns that drive commercial outcomes.
Our Organic Search proposition is three-fold:
- Traditional Search: Nailing the fundamentals to capture as much available market share as possible in Google, Bing and Baidu.
- Unified Search: Combining paid media and organic efforts to identify cannibalisation, wasted spend and missed opportunities, improving blended ROI for our clients.
- Total Search: Our core proposition: a platform-agnostic Organic Search strategy that grows high-intent visibility across the full funnel, regardless of platform.
You’ll maintain a coaching and mentoring relationship with the SEO consultants in the team, speaking with authority both internally and externally.
We live by a team philosophy of KELI - Knowledgeable Experts that Love Innovation - using our knowledge to deliver the best outcomes and pushing ourselves to innovate further.
Purpose
- Lead the Organic & AI Search strategy for a portfolio of Hallam’s highest-billing, multi-channel accounts.
- Grow high-intent organic visibility across the full funnel
- Build client brands that are trustworthy and authoritative enough to be chosen before the search begins.
- Coach and mentor the SEO consultants in the team, raising the bar on craft and innovation.
- Contribute to Hallam’s growth as a market-leading B2B marketing agency.
Responsibilities
- Own the Organic & AI Search strategy end-to-end for your portfolio, from audience research through to measurement and reporting.
- Lead AI Search strategy - including AI citation research, query fan-out analysis, and building brand authority to earn citations in AI Overviews and LLM answers.
- Deliver against all three Organic Search propositions: Traditional Search, Unified Search (in collaboration with Paid Media) and Total Search.
- Conduct deep audience research using SparkToro and other behavioural tools to identify where client audiences spend their time online - and shape platform-agnostic strategies accordingly.
- Lead technical SEO work across your accounts, including internal linking audits, page speed audits, and site migration support.
- Own content strategy for existing and new content - both re-optimisation to recover lost ground and new content to drive market growth in emerging categories.
- Contribute to authority-building work, collaborating with the Digital PR team.
- Lead keyword research and meta optimisation across client accounts, using Ahrefs, SE Ranking, Keywordtool.io and SparkToro.
- Develop Organic Social content strategies (especially across visual discovery platforms - Pinterest, TikTok, YouTube) to support wider Organic Search presence.
- Collaborate with Paid Media on Unified Search strategies - identifying cannibalisation, wasted spend and opportunities to replace PPC with Organic.
- Report on performance confidently across GA4, GSC, Ahrefs, Screaming Frog, Sitebulb, SE Ranking and Google Data Studio.
- Coach and mentor the SEO consultants in the team, providing technical and strategic guidance.
- Present to clients and prospects with confidence, building engaging, persuasive presentations.
- Build and refine AI workflows for SEO using LLMs, contributing to the team’s internal toolkit.
- Contribute to Hallam’s growth as a B2B marketing leader - through thought leadership, cross-team collaboration and Marketing team support.
KPIs
All KPIs are measured monthly and targeted quarterly.
Client Performance
- Growth in organic visibility and high-intent rankings across the portfolio.
- Growth in AI citations and Share of LLM.
- Commercial outcomes - organic-driven revenue, leads and pipeline contribution.
Client Satisfaction & Retention
- High client NPS and retention across the portfolio.
- Quality of reporting and strategic communication.
Commercial Contribution
- Organic account growth through upsell and expanded scope.
- Contribution to Unified Search opportunities alongside Paid Media.
Team Development
- Quality of coaching and mentoring provided to SEO consultants.
- Contribution to team knowledge sharing, innovation and process improvement.
Requirements
- Demonstrable senior experience in Organic Search, with the confidence and authority to lead strategy internally and externally.
- Strong knowledge of both Traditional Search and AI Search - including how to report on, communicate and measure both.
- Deep technical SEO expertise: internal linking audits, meta optimisation, page speed audits, site migrations.
- Confident with keyword research, AI citation research and query fan-out analysis.
- Strong content strategy skills - both re-optimisation of existing content and new content to drive growth in new categories.
- Experience with authority building / Digital PR as part of a holistic SEO approach.
- Familiarity with our core toolkit: GA4, GSC, Ahrefs, Screaming Frog, Sitebulb, SparkToro, Keywordtool.io, SE Ranking, Google Tag Manager and Google Data Studio.
- Experience working with LLMs to create AI workflows for SEO is highly desirable.
- Confident client-facing presenter - able to build engaging presentations and present to clients and prospects.
- Comfortable coaching and mentoring more junior team members.
- Data-led mindset - we’re data nerds at Hallam, not led by vibes. You should be led by evidence and commercial impact.
- Based in the GMT time zone; this is a remote role with quarterly in-person away days.
- A nice and friendly person - we value enjoying our jobs more than anything.
- Desirable: experience in Organic Social content strategy, particularly across visual discovery platforms (Pinterest, TikTok, YouTube).
Marketing
In this role, you will be expected to contribute both independently and collaboratively at the department level to drive the overall success of our marketing efforts. You will play an active role in thought leadership initiatives that support lead generation and help maximise the department’s impact. This includes contributing to a range of activities such as blogging, content creation, event support, and other marketing tasks. Your proactive involvement in these areas will be key to ensuring we consistently deliver high-quality marketing outputs and fully leverage the capabilities of the department.
Key Marketing Responsibilities
- Collaborate with the marketing team to provide insights and ideas for campaigns and content.
- Stay informed on the latest digital marketing trends, sharing knowledge with colleagues and clients.
- Assist in executing marketing campaigns and content that drive results and meet client KPIs.
- Be involved with thought leadership initiatives, promoting yourself and Hallam through a variety of channels.
Workplace Culture
At Hallam, we believe that a positive and inclusive workplace culture is the foundation of our success. Every employee plays a crucial role in fostering this environment by embodying and promoting our company values in their daily work and interactions. Whether collaborating with colleagues, engaging with clients, or driving innovation, we expect our team members to champion integrity, respect, and creativity. Together, we are committed to building a workplace that encourages growth, inclusivity, and excellence, ensuring that our values are reflected in everything we do.
Key Workplace Culture Responsibilities
- Uphold and embody the agency’s core values in daily work and interactions with clients and colleagues.
- Promote a positive, inclusive, and dynamic workplace environment.
- Support initiatives that enhance employee engagement, learning, and well-being.
