Senior Manager SEO & Organic Growth
- Frankfinn
- 7 - 12 years
- Noida, Gurugram
- 8 days ago
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Job Description
About the Role:
The Senior Manager will act as the primary strategist for Frankfinns organic growth engine. You will own the roadmap for driving traffic, designing content architecture, and converting visitors into student leads. You will serve as the Strategic Owner of our Local SEO performance across 70+ centres and defend our market leadership against both direct competitors and education aggregators, ensuring we dominate local search not just for Aviation, but for Hospitality, Travel, and Customer Service keywords as well.
Roles and Responsibilities
1. SEO Strategy & Full-Funnel Growth
- Full-Funnel Strategy & Topical Authority: Target Broad/Informational keywords (e.g., "Best career options after 12th") for top-of-funnel traffic, while dominating Transactional keywords (e.g., "Air hostess admission") for high-intent conversion. Implement strict Pillar & Cluster (Hub & Spoke) strategy, utilizing keyword clustering and search intent mapping, to build undisputed Topical Authority in the Aviation & Hospitality niche.
- Market Leadership & Expansion: Secure top organic rankings for all high-volume aviation keywords, while aggressively analyzing and competing to capture market share in Hospitality, Travel, and Customer Service keywords.
- Aggregator Defense: Optimize Frankfinns presence on third-party portals (e.g., Shiksha, Sulekha) to ensure high visibility in their platforms and defend market share.
- Lead Generation: Identify opportunities to embed lead magnets (Career Guides, Calculators) into blogs to capture MQLs without aggressive selling.
- Off-Page Governance: Define link-building strategy (Digital PR, Partnerships) and manage the external vendor. Audit their work for strict adherence to "White Hat" practices and quality metrics (DA/Spam Score). Monitor anchor text ratios and perform regular Link Audits (Disavowal) to protect the site from spam penalties.
- Future-Proofing (AI & Voice): Optimize content for Voice Search (natural language queries) and AI Search Engines (Google SGE, ChatGPT) to secure visibility in the new era of search.
2. Local SEO & Multi-Location Strategy (70+ Centres)
- Strategic Ownership: Take full accountability for the Local Ranking Performance (Maps/Local Pack) of all 70+ centres.
- Standardization & GMB Posting SOPs: Create "Local SEO Playbooks" for centre teams, defining the Google Business Profile Posting Strategy to ensure maximum local visibility (photos/videos). You will define the strategy (Keywords, Categories, Photo Guidelines) that our operational teams execute.
- Audit & Compliance: Regularly audit centre GMB profiles to ensure NAP (Name, Address, Phone) consistency and brand compliance across all 70 locations.
3. Technical SEO & Developer Management
- Technical Solutioning: Go beyond "reporting" errors. You must perform Root Cause Analysis (using Browser DevTools/Network Tab) and provide developers with specific, actionable technical solutions (e.g., "Defer this specific JS file," "Preload this font") to resolve performance bottlenecks.
- Core Web Vitals Mastery: Lead optimization for LCP, FCP, TBT, CLS, and INP. You must know how to diagnose render-blocking resources that kill mobile speed.
- Quality Assurance (QA) & Validation: You are the final gatekeeper. You must test, performance and validate every technical fix implemented by the agency to ensure it resolves the issue without breaking visual layouts, functionality & performance.
- Cross-Device Visual QA: Conduct regular audits across all screen sizes (Mobile, Tablet, Desktop) to identify visual flaws, broken layouts, or media query issues that hurt User Experience.
- Crawl Budget & Indexation: Manage Crawl Budget effectively. You must prevent Index Bloat and monitor GSC errors to ensure 100% health score.
- Duplicate Content & Canonicals: Implement strict Canonical Tags and logic to handle duplicate content issues. Manage robots.txt and indexing strategies to ensure all desirable content is crawled and indexed efficiently.
4. Content Architecture & User Experience
- Web Calendar: Own the monthly web content calendar. Brief the Senior Content Writer on topics based on search volume and user intent.
- Content Lifecycle & Pruning: Lead content optimization initiatives. Regularly identify underperforming content for Refresh, Merge, or Pruning to ensure the site remains lean, relevant, and authoritative.
- Semantic Intent: Capture vernacular queries (e.g., "Cabin crew kaise bane") by optimizing English content for semantic relevance, strictly avoiding "Hinglish" text to maintain brand premiumness.
- E-E-A-T: Ensure all content adheres to Googles Trustworthiness guidelines (Author bios, Expert reviews, etc), crucial for the education sector.
- Layout & Readability (UX): Collaborate with designers to ensure blog layouts are user-friendly (proper whitespace, Table of Contents, font sizing) to maximize time-on-page and engagement.
5. Analytics, Reporting & Stakeholder Management
- Advanced Reporting: Build automated dashboards (using GA4 & Looker Studio) to track organic leads, traffic, and rankings.
- Stakeholder Reviews: Present monthly performance reviews to leadership, interpreting complex data into clear, actionable business insights.
- Tracking Integrity: Audit Google Tag Manager (GTM) events regularly to ensure every event is accurately tracked without bugs.
6. Performance Indicators
- Leads Growth: Increase in organic Student Leads (MQLs) and better conversion rates.
- Improvement in web metrics and traffic: Growth in Relevant Organic Traffic (Sessions, Engaged Sessions/Users, Time on Page, CTR and reduction in Bounce rate) .
- Keyword rankings: Improvement in Keyword Rankings and Visibility for various industries and different types/intent of keywords
- Local ranking visibility: Improvement in Local Keyword Rankings (Maps/Local Pack) across 70+ locations.
- Core Web Vitals Scores: Improvement in LCP, FCP, CLS and INP and 100% indexation.
- Quality backlinks and DA: Growth in quality backlinks and referring domains (via Vendor performance management).
- AI traffic sources placements : Featured snippet and AI Overview acquisition, visibility in AI-powered search and answer platforms
- Reporting Accuracy: Timely and insightful delivery of monthly automated dashboards.
Required Skills & Qualifications
- Experience: 712 years in SEO/Organic Growth (On-page, Off-page, Local SEO, and Technical SEO).
- Industry Background: Education, EdTech, Travel & Hospitality (OTAs), Retail/Franchise, Digital Agencies, Real estate & Healthcare are preferred.
- Scale: Experience managing SEO for Multi-Location Brands is a strong plus.
- Technical Rigor: Strong understanding of HTML/CSS/JS impact on rendering. Ability to debug issues using Chrome DevTools is required.
- Aggregator Experience: Experience managing brand presence on platforms like Shiksha/Sulekha is a strong plus.
- Tech Stack: Expert and Hands on experience in Google Search Console (GSC), SEMrush/Ahrefs, Screaming Frog (Log File Analysis), GA4, GTM, Looker Studio, and Chrome DevTools.
- Vendor Management: Proven experience managing agencies.
- Desirable: Knowledge of Programmatic SEO for scaling local landing pages.
Why Join Frankfinn?
Join the Worlds No.1 Air Hostess training institute where your actions will directly impact the career journeys of thousands of students across the aviation, hospitality, travel, and customer service industries. Work in a dynamic, results-driven environment, collaborate with industry experts, and shape the digital presence of a respected and recognized brand.
Job Classification
Industry: Education / TrainingFunctional Area / Department: Marketing & CommunicationRole Category: Digital MarketingRole: SEOEmployement Type: Full timeContact Details:
Company: FrankfinnLocation(s): Noida, Gurugram
Keyskills: studio css franchise semrush screaming frog digital agency program content retail google search console ahrefs looker html seo brand architecture vendor management gtm life cycle chrome real estate analysis root cause analysis javascript google analytics calendaring
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