Practo - Assistant Manager - Search Engine Optimization

Assistant Manager - SEO

• Company: Practo
• Department: Organic Growth / Digital Marketing
• Experience: 4 - 6 years
• Location: Bengaluru, India

Key Responsibilities:

1. Organic Growth & SEO Strategy:

• Drive organic traffic growth across key page types, including doctor profiles, clinic and hospital listings, speciality pages, and healthcare content.
• Develop and execute SEO strategies covering keyword research, search intent mapping, on-page optimisation, internal linking, and content expansion.
• Identify growth opportunities across keywords, categories, locations, and page templates to improve organic visibility and user acquisition.
• Monitor keyword rankings, organic traffic, impressions, clicks, CTR, and landing-page performance to identify opportunities and address traffic declines.
• Track competitor performance and search trends to identify gaps and incremental growth opportunities.

2. Technical SEO:

• Work closely with product and engineering teams to identify and resolve technical SEO issues related to crawling, indexing, canonicalisation, redirects, sitemaps, robots directives, structured data, and page rendering.
• Conduct regular technical SEO audits and prioritise issues based on their potential impact on organic traffic and business outcomes.
• Optimise large-scale, template-driven websites to improve crawl efficiency, indexation quality, and search performance.
• Collaborate with engineering teams on website architecture, internal linking, page speed, Core Web Vitals, and other technical improvements.
• Monitor index coverage, organic landing pages, and technical changes to identify and mitigate potential SEO risks.

3. Content SEO & Optimisation:

• Drive content optimisation initiatives across existing pages to improve relevance, search intent alignment, rankings, and organic traffic.
• Partner with content teams to develop SEO-friendly content briefs, page structures, metadata, FAQs, and other on-page elements.
• Identify content gaps and opportunities across healthcare categories, specialities, localities, and high-intent search queries.
• Scale content improvements across large page inventories using templates, workflows, and automation wherever appropriate.
• Ensure content is useful, accurate, well-structured, and aligned with healthcare quality and trust requirements.

4. AEO / GEO & AI Search Optimisation:

• Develop a working understanding of Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), with a focus on improving Practo's visibility across AI-powered search experiences.
• Help optimise content structure, factual clarity, headings, FAQs, entity relationships, and structured data to improve content discoverability and eligibility for AI-generated answers and citations.
• Identify opportunities to increase Practo's brand mentions, citations, and visibility across relevant AI search platforms.
• Track emerging AI search trends and evaluate their impact on organic discovery, referral traffic, and user acquisition.
• Experiment with new optimisation approaches and measure their impact using available AI visibility and traffic metrics.

5. Analytics, Reporting & Performance Tracking:

• Use Google Search Console, Google Analytics 4, and SEO platforms to analyse organic performance and identify actionable insights.
• Build and maintain dashboards and trackers to monitor SEO KPIs, keyword performance, indexation, and initiative-level impact.
• Conduct performance analysis to understand traffic fluctuations, seasonality, ranking changes, and the impact of SEO releases.
• Translate analysis into clear recommendations, prioritised action plans, and performance updates for stakeholders.
• Measure the effectiveness of SEO initiatives and continuously refine execution based on outcomes.

6. Cross-functional Collaboration & Execution:

• Work closely with product, engineering, content, design, and analytics teams to implement SEO initiatives.
• Own execution timelines, maintain initiative trackers, and ensure timely delivery of agreed SEO priorities.
• Identify opportunities to automate repetitive SEO workflows, streamline processes, and improve execution efficiency.
• Stay updated on search engine algorithm changes, industry developments, and emerging SEO best practices.

Required Skills & Qualifications:

• 4 - 6 years of hands-on experience in SEO, preferably in a consumer internet, marketplace, healthcare, e-commerce, or other large-scale website environment.
• Strong understanding of technical SEO, on-page optimisation, keyword research, internal linking, and content optimisation.
• Experience working with Google Search Console, Google Analytics 4, and SEO tools such as Ahrefs, Semrush, or Screaming Frog.
• Strong analytical skills, with the ability to interpret SEO data and translate findings into actionable recommendations.
• Experience managing SEO projects and collaborating with product, engineering, and content teams.
• Good understanding of website architecture, crawling, indexing, canonicalisation, and structured data.
• Strong communication, problem-solving, and project management skills.
• A proactive, execution-focused approach with a clear focus on measurable outcomes.

Good to Have:

• Understanding of AEO, GEO, and AI search visibility optimisation.
• Exposure to monitoring brand mentions, cited pages, and visibility across AI-powered search platforms.
• Basic understanding of Search Engine Marketing (SEM), including paid search campaigns, keyword targeting, search intent, and campaign performance metrics.
• Familiarity with SQL, Python, spreadsheets, or other tools for SEO data analysis and workflow automation.
• Experience with large-scale content optimisation, programmatic SEO, or template-driven landing pages.
• Exposure to schema markup, log file analysis, JavaScript SEO, and Core Web Vitals.
• Experience in healthcare, local search, or two-sided marketplaces.

What Success Looks Like:

• Sustained growth in non-brand organic traffic and qualified organic acquisition.
• Improved keyword rankings, search visibility, CTR, and performance across priority page types.
• Better crawlability, indexation quality, and resolution of high-impact technical SEO issues.
• Measurable improvement in content quality, relevance, and organic landing-page performance.
• Growing visibility across AI-powered search experiences through relevant mentions and citations.
• Consistent execution of SEO initiatives with measurable impact on business outcomes.