SEO Specialist – Jewellery Industry

Department: Digital Marketing

Reports To: Head of E-Commerce

Location: Surat

Employment Type: Full-Time

Position Summary

We are seeking an experienced and detail-oriented SEO Specialist with a deep

understanding of digital marketing in the jewellery and luxury retail segment. The

role requires a data-driven and strategic mindset to improve organic search rankings,

grow website traffic, and drive qualified leads and conversions through SEO best

practices. The ideal candidate will have prior experience optimizing e-commerce

platforms in the jewellery or lifestyle industry and will possess a blend of technical,

on-page, off-page, and content-focused SEO skills.

This role is performance-oriented and structured around Key Responsibility Areas

(KRAs) and Key Performance Indicators (KPIs) to drive accountability and

success.

Key Responsibility Areas (KRAs) and Key Performance Indicators (KPIs)

1. On-Page SEO Optimization

KRA: Ensure all on-page elements such as title tags, meta descriptions, header

tags, product descriptions, image alt attributes, and internal linking are optimized for

search visibility.

KPI: Improvement in target keyword rankings, increase in organic impressions and

click-through rate (CTR), enhanced page load speed and improved Core Web Vitals

scores.

2. Keyword Research and Strategy Development

KRA: Conduct in-depth keyword research focused on high-conversion search terms

relevant to fine jewellery, bridal collections, and seasonal collections. Develop and

implement keyword targeting strategies across product and content pages.

KPI: Growth in organic traffic for target keywords, increased search engine visibility,

and higher conversion rates from organic channels.

3. Content Strategy and SEO Copywriting

KRA: Collaborate with content and creative teams to develop optimized landing

pages, blog articles, buying guides, and product category content aligned with brand

tone and SEO strategy.

KPI: Number of SEO-optimized content pieces published, improved engagement

metrics (time on page, bounce rate), and increased traffic to content pages.

4. Technical SEO Implementation

KRA: Ensure that the website adheres to technical SEO best practices including

crawlability, indexability, schema markup, canonicalization, mobile optimization, and

site speed.

KPI: Reduction in crawl errors and technical issues (via SEO audit tools), successful

implementation of structured data, enhanced mobile usability, and overall site health

improvements.

5. Link Building and Off-Page SEO

KRA: Develop a robust off-page SEO strategy including link-building campaigns,

influencer collaborations, digital PR, and backlink acquisition from high-authority

domains relevant to the jewellery/luxury industry.

KPI: Number of quality backlinks acquired monthly, growth in domain authority, and

increase in referral traffic from external sources.

6. Local SEO Optimization

KRA: Optimize brand presence for local search through Google Business Profile

(GBP) management, local listing accuracy, customer reviews, and geo-targeted

content for physical store locations.

KPI: Improved local rankings, increased store visits (if measurable), and enhanced

performance on GBP (calls, direction requests, website clicks).

7. E-Commerce SEO (Product & Category Pages)

KRA: Optimize individual product pages, filters, faceted navigation, and category

structure for better visibility and user experience on the e-commerce platform.

KPI: Increase in indexed product/category pages, higher conversion rates from

organic search, and improved organic sales.

8. Competitor & Market Analysis

KRA: Perform regular SEO benchmarking and analysis of direct competitors and

industry leaders to identify gaps and opportunities in keyword strategy, backlink

profiles, and content.

KPI: Insights implemented from competitive analysis, visible improvements in market

share metrics, and outperforming competitors in priority keyword rankings.

9. Performance Tracking and Reporting

KRA: Monitor SEO performance metrics using tools such as Google Analytics,

Google Search Console, SEMrush, Ahrefs, etc. Generate monthly performance

reports with actionable insights.

KPI: Timely and accurate reporting, continuous improvement in organic KPIs, and

data-driven decision-making support for the digital team.

10. Collaboration and Execution Support

KRA: Coordinate with design, development, merchandising, and content teams to

ensure smooth execution of SEO initiatives aligned with campaign goals and

seasonal launches.

KPI: Timely implementation of SEO recommendations, reduction in SEO-related

errors or delays, and overall contribution to campaign effectiveness.

Qualifications and Experience

 Bachelor’s degree in Marketing, Communications, IT, or a related field

 Minimum 5 years of hands-on SEO experience, preferably in e-commerce or

the jewellery/luxury sector

 Strong expertise with SEO tools (Google Search Console, GA4, Ahrefs,

SEMrush, Screaming Frog, etc.)

 Working knowledge of HTML, CSS, and JavaScript (for SEO purposes)

 Familiarity with CMS platforms such as Shopify, Magento, or WooCommerce

 Analytical mindset with attention to detail and performance tracking

 Excellent verbal and written communication skills

Desirable Attributes

 Passion for jewellery, fashion, or luxury goods

 Understanding of seasonal and occasion-based buying behavior (e.g.,

weddings, festivals, gifting)

 Ability to manage multiple projects in a fast-paced environment

 Proactive, results-driven, and team-oriented personality

Job Types: Full-time, Permanent

Pay: ₹25,000.00 - ₹35,000.00 per month

Work Location: In person