Organic Search Lead

Role Overview

Hallam is a B2B-specialist digital marketing agency. Our proposition is being chosen before the search begins, and discoverable when it does.

As an Organic Search Lead, you’ll own the Organic & AI Search strategy for some of our highest-billing, multi-channel accounts. You’ll be confident and experienced across both traditional and AI search - you know how to report on it, how to communicate it with clarity to clients and peers, and how to position it within the wider search landscape.

Around 60% of Google searches now end without a click as AI Overviews reshape the SERP. That means we need to build brands that are trustworthy and authoritative enough to be cited in AI answers - the new frontier of modern search success. At the same time, human search behaviour has fundamentally shifted: 40% of Gen Z use TikTok as a search engine, and 45% use Instagram. Search is no longer limited to Google - we must capture our audiences’ attention wherever they search organically online.

We call this Total Search. This requires deep audience understanding - the core of Hallam ’s effective marketing. Using tools such as SparkToro to understand where our clients’ audiences actually spend their time, we build highly efficient, platform-agnostic campaigns that drive commercial outcomes.

Our Organic Search proposition is three-fold:

- Traditional Search: Nailing the fundamentals to capture as much available market share as possible in Google & Bing.

- Unified Search: Combining paid media and organic efforts to identify cannibalisation, wasted spend and missed opportunities, improving blended ROI for our clients.

- Total Search: Our core proposition: a platform-agnostic Organic Search strategy that grows high-intent visibility across the full funnel, regardless of platform.

You’ll maintain a coaching and mentoring relationship with the SEO consultants in the team, speaking with authority both internally and externally.

We live by a team philosophy of KELI - Knowledgeable Experts that Love Innovation - using our knowledge to deliver the best outcomes and pushing ourselves to innovate further.
Purpose

- Lead the Organic & AI Search strategy for a portfolio of Hallam ’s highest-billing, multi-channel accounts.

- Grow high-intent organic visibility across the full funnel

- Build client brands that are trustworthy and authoritative enough to be chosen before the search begins.

- Coach and mentor the SEO consultants in the team, raising the bar on craft and innovation.

- Contribute to Hallam ’s growth as a market-leading B2B marketing agency.

Responsibilities

- Own the Organic & AI Search strategy end-to-end for your portfolio, from audience research through to measurement and reporting.

- Lead AI Search strategy - including AI citation research, query fan-out analysis, and building brand authority to earn citations in AI Overviews and LLM answers.

- Deliver against all three Organic Search propositions: Traditional Search, Unified Search (in collaboration with Paid Media) and Total Search.

- Conduct deep audience research using SparkToro and other behavioural tools to identify where client audiences spend their time online - and shape platform-agnostic strategies accordingly.

- Lead technical SEO work across your accounts, including internal linking audits, page speed audits, and site migration support.

- Own content strategy for existing and new content - both re-optimisation to recover lost ground and new content to drive market growth in emerging categories.

- Contribute to authority-building work, collaborating with the Digital PR team.

- Lead keyword research and meta optimisation across client accounts, using Ahrefs, SE Ranking, Keywordtool.io and SparkToro.

- Develop Organic Social content strategies (especially across visual discovery platforms - Pinterest, TikTok, YouTube) to support wider Organic Search presence.

- Collaborate with Paid Media on Unified Search strategies - identifying cannibalisati