SEO & GEO Lead (Freelance)

At parcelLab, we're reshaping how the world's leading brands manage the post-purchase experience.Our Post-Purchase Customer Experience platform helps companies like John Lewis, H&M, Farfetch, New Look, IKEA, and others turn operational complexity into powerful customer moments - driving loyalty, retention, and revenue.This is a chance to take real ownership of SEO and GEO at a company that's actively investing in both. We're bridging a gap before our permanent Organic Growth Engineer hire with a focused freelance engagement — someone who can move quickly, show measurable impact, and help inform what that permanent role becomes.The Engagement:Freelance, 2-3 days/week, fully remote (UK/EU preferred, not US), async-first6 months, with monthly extension reviews after month 3Entry is via a paid test project, before the retainer beginsWhat you'll do:Run an SEO + GEO audit focused on returns (our main organic priority), review our AI citation footprint against key competitors (Narvar, Loop Returns, ZigZag, among others), and ship three fixes - as the paid test project before the retainer beginsOwn SEO + GEO strategy and execution: keyword/topic priorities, content production, on-page optimisationDrive AI-search visibility - getting parcelLab cited by ChatGPT, Claude, Perplexity, and Gemini on post-purchase, returns, and delivery-experience queriesLead content beyond the blog - page-level content optimisation, website content, partner content, and PR; the strategy for our full off-site and on-site visibility mix sits with this roleBuild community and off-site visibility - presence in the communities and sources where our buyers research, and where LLMs source their answersDifferentiate strategy and measurement by market - we operate globally with a focus on the US, UK, and EuropePropose the 6-month success framework as part of the engagement, covering organic traffic, organic-sourced pipeline, and AI visibility, with a simple monthly readoutProduce all assets yourself end-to-end - you'll have support, but this is a hands-on execution role with a priority on results nowWhat we're looking for:Native-level English, strong writer - your assets ship without an editing layerAI-first: you leverage AI to its full extent across research, production, and workflows, without producing AI slop - editorial judgment is the differentiatorFully remote; UK-based or native-English talent in EU hubs (Berlin, Amsterdam, Lisbon)5+ years in SEO/organic growth, B2B SaaS preferredHands-on GEO work with proof - citation tracking, llms.txt, schema, entity work - not repackaged SEOBuilder: you've shipped AI-assisted content workflows, not just used ChatGPTSelf-managing: you need a brief and access, not supervisionBonus Points:Experience proposing or building measurement frameworks spanning organic traffic, pipeline attribution, and AI visibilityFamiliarity with our stack: WordPress, SEMrush, Google Search Console, GA4, HubSpot, Salesforce, Clay, Notion - or strong opinions on what to bring in insteadTrack record working with competitors in adjacent post-purchase/returns spaces6-month success criteria:Organic traffic: +30% to priority clusters vs baseline, led by returnsKeyword rankings: Top 3 for 5-8 priority terms, and top 10 for 15-20 supporting terms, across US/UK/EUGEO / AI visibility: Double our AI visibility index from ~25-30% today to 50-60%, with parcelLab cited across our top 10 commercial queries (ChatGPT, Claude, Perplexity, Gemini)Organic-sourced pipeline: +40% vs baseline, tracked monthly in HubSpot/SalesforceWho you'll work with:Reporting to our Director of Marketing on strategy, priorities, and outcomes, and to our Product Marketing lead on day-to-day work, messaging, positioning, and content anglesSupported by Product Marketing, our website/technical lead, Design, active PR freelancers, and a wider network of partners - though you produce all assets yourself end-to-endHow the engagement runs:Week 1: A 90-minute context download with the Director of Marketing, Product Marketing, and our website/technical lead, plus access to HubSpot, GA4, Search Console, Ahrefs, Notion, and existing shipping studiesWeekly: A 30-minute check-in with Product Marketing; you post an async ship log covering what shipped, what's next, and any blockersBiweekly: 30 minutes with the Director of Marketing - priorities and outcomes onlyMonthly: A metrics readout covering organic traffic, pipeline, and AI visibilityAbout parcelLab:parcelLab's platform unifies every touchpoint from customer conversion, order tracking, delivery, returns, and engagement into one seamless ecosystem that not only reduces friction but actively drives repeat purchases, transforming post-purchase into a competitive advantage.It's all in a day's work for us:Monitor over six million shipments per day175+ countries across the globe use our tracking pages1000+ brands use parcelLab for their post-purchase experienceShipping data comes from more than 350+ carriers worldwide, including D