About the Role
We are looking for an SEO Content Specialist to help drive search visibility, connect our brand with customers, and grow online performance without losing efficiency. Reporting directly to our Senior SEO Strategist, you will play a hands-on role in turning high-level search strategy into well-optimized, high-performing website content.
In this role, you will bridge content creation, technical execution, and merchandise management. You will work closely with our Merchandising and Content teams to optimize product, category, and landing page copy. Additionally, you will support our cutting-edge Answer Engine Optimization (AEO) initiatives. Working directly with the Senior SEO Strategist—who has built an advanced content hub designed to sculpt articles for Large Language Models (LLMs)—you will help write, structure, and refine specialized content that captures generative AI and conversational search intent. You will also learn to navigate backend content management and e-commerce tools such as CommerceTools and Amplience. If you enjoy combining data-driven insights with creative, customer-focused writing, this position offers an ideal environment to expand your SEO/AEO skills while making a clear business impact. This individual should effectively exhibit JD Sports North America’s core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following main duties:
Key Responsibilities
On-Page & AEO Copy Optimization: Write, update, and refine website content, including product descriptions, category landing pages, and educational content, to ensure it aligns with user intent, SEO best practices, and AI search visibility.
LLM Content Hub Collaboration: Assist the Senior SEO Strategist in executing the AEO content strategy by developing and structuring articles specifically designed to be indexed, cited, and recommended by LLMs (e.g., ChatGPT, Google Gemini).
Cross-Department Collaboration: Work alongside the Merchandising team to align keywords and copy strategy with product catalog priorities, promotions, and seasonal campaigns.
Backend Tool Execution: Manage and update content directly within backend systems such as CommerceTools and Amplience (on-the-job training will be provided for specific platforms).
Strategic Support: Partner with the Senior SEO Strategist to execute on-page optimizations that align with our broader search engine and generative engine optimization (SEO/GEO) roadmap.
Performance & Analytics Tracking: Monitor content performance using analytics and SEO platform tools, evaluating traffic growth alongside organic efficiency to identify areas for copy refresh or technical refinement.
Portfolio Integration: View organic content as one interconnected part of the overall digital customer journey, ensuring tone, messaging, and search intent seamlessly support paid, social, and brand channels.
Role Requirements
Experience: 1 to 3 years of hands-on experience in digital marketing, copy/content writing, or search engine optimization (SEO).
Content & SEO/AEO Knowledge: Understanding of core SEO/AEO/GEO principles, keyword research, on-page optimization, and an enthusiasm for writing structured, authoritative copy that appeals to both human readers and AI language models.
SEO Tool Proficiency: Hands-on experience using industry-standard SEO platforms and diagnostics tools, specifically Google Search Console and Conductor (or similar enterprise SEO tools like BrightEdge or Searchmetrics), to analyze performance and guide content optimizations.
Technical Adaptability: Ability and eagerness to quickly master backend e-commerce and content management tools (e.g., CommerceTools, Amplience, or similar CMS platforms).
Data & Intuition: Strong analytical skills to interpret performance data combined with strong cultural intuition to keep copy human, relevant, and engaging.
Collaboration Skills: Excellent communication skills to coordinate smoothly across…