Search Engine Optimization Specialist

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.

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.

Experience

Required Qualifications:

• 3-5 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.

Technical SEO Expertise

• 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

Content SEO Expertise

• 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

Analytical Capability

• 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.

Project Management Skills

• 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.

Risk Management Skills

• Strong understanding of SEO’s impact on overall business performance.
• Able to articulate how changes to critical elements may affect organic performance.

Technologies & Tools

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

Preferred Qualifications

• Generative Engine Optimization (GEO)
• AI for SEO
• Organic Search
• SEO Audit

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.