SEO/GEO Specialist (Manager) 

About the job 
 

Manulife is driving a multi-year digital growth agenda focused on enhancing customer experience by improving organic visibility (across both classic and AI search), raising brand awareness, and supporting lead generation globally. 

The SEO & GEO Specialist (Manager) will work closely with global crossfunctional teams (e.g., Content, Design, Analytics, IT, and local markets), and play a key role in enabling this growth by supporting BAU activities and projects end-to-end—from gathering SEO/GEO requirements through prioritization and sequencing, progress management across technical and content SEO/GEO, coordinating delivery timelines, and ensuring a smooth rollout with minimal risk. 
 
Position Responsibilities:

• Work as part of the SEO/GEO workstream, managing delivery timelines and progress through project management tools; managing stakeholder expectations; and conducting QA and launch monitoring. 

• Support BAU activities by clearly communicating SEO (including GEO, AEO, AXO, and ASO) concepts, best practices, strategies, and reporting to partners across Asian markets in a concise, easy-to-understand, and actionable manner. 

• Deliver full stack SEO services to Asian markets including Hong Kong, Malaysia, Singapore, Philippines, Taiwan, Indonesia, Japan and Vietnam etc, including:   

• Manage technical SEO baselines and enhancements -  identify, diagnose, and resolve issues, providing solutions aligned with internal platforms and toolsets.  

• Support content optimisation through keyword research, competitor analysis, search intent mapping, and development of SEO briefs; oversee content approval processes with Product, Legal, Compliance, and Marketing teams.  

• Develop educational materials, such as playbooks, guidelines and training materials.  

• Deliver regular reports, updates, and presentations to stakeholders, clearly highlighting performance, risks, dependencies, and mitigation plans. 

Required Qualifications:
 

•  5+ years of experience working in SEO, with proven success in improving SEO and GEO performance across multiple Asia markets. 

• Background in the financial services industry and experience in a regional role are highly preferred. 

• Fluency in written and spoken English. Additional local language (e.g. Vietnamese, Japanese, Bahasa, traditional Chinese) is preferred.   
   

• Demonstrable proficiency with technical or off-page SEO, from error identification to concreate solution design, and implementation, with solid understanding of: 

• Indexability & crawlability validation 

• Robots.txt configuration 

• XML sitemap maintenance 

• Meta robots tags 

• Broken page handling (4xx, 5xx errors) 

• Knowledge in status code 

• Redirect handling (301 / 302, redirect chains, loops) 

• URL structure and parameter handling 

• Site performance basics (Core Web Vitals awareness) 

• Canonical tag usage 

• Internal linking 

• Backlink building and management 

• Demonstrate ability to perform keyword research, identify potential topics, conduct content audits to uncover content gaps, create SEO content briefs, and deliver SEO-driven content.   

• Ability to leverage translation tools to support multi language content development and optimization. 

• Strong page strategy capabilities, integrating content and UI/UX best practices to optimise full‑funnel journeys (awareness, consideration, and conversion), including: 

• Duplicate content handling 

• Keyword cannibalization handling 

• Search intent mapping  

• Content hierarchy structuring 

• Demonstrate ability to measure performance, diagnose issues, and link optimisation efforts to business outcomes, including: 

• Defining and tracking core SEO & GEO metrics (impressions, clicks, rankings, CTR, organic traffic, conversions, SoV) 

• Mapping SEO & GEO metrics to optimisation initiatives and broader business objectives 

• Conducting root cause analysis for performance changes (e.g., algorithm updates, search demand change, technical implementations, content updates) 

• Strong experience in systematic reporting to measure search performance. 

• Proven ability in opportunity sizing and growth projection, using data‑driven methodologies to justify SEO initiatives and forecast potential impact. 

• Strong project management experience, with handson familiarity using tools such as JIRA, Confluence, Monday.com, Smartsheet or similar platforms.  

• Experience in managing project dashboards, backlog and tracker.  

• Strong understanding of SEO’s impact on overall business performance. 

• Able to articulate how changes to critical elements may affect organic performance. 

• Experience with SEO tools such as BrightEdge, SEMrush, SiteImprove, Ahrefs, Moz, Screaming Frog, SiteImprove, Google Ads, etc. 

When you join our team:

• We’ll empower you to learn and grow the career you want.
• We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words.
• As part of our global team, we’ll support you in shaping the future you want to see.