SEO Copywriter

ABOUT THE ROLE

We are looking for a highly skilled and data-driven Copywriter – SEO & ASO to lead our organic growth efforts across web and mobile. The ideal candidate will own end-to-end SEO and ASO strategy to drive high-intent organic acquisition for our MSME-focused financial products including Fixed Deposits, Insurance/Assurance, Lending, Prepaid Cards, and business banking solutions.

Key Responsibilities:

Search Engine Optimization (SEO)

Build, own, and execute organic acquisition strategy to drive high-quality traffic and conversions from MSME merchants and financial product seekers.

Conduct keyword research and competitor analysis across MSME, lending, FD, assurance, and prepaid card segments.

Optimize website architecture, internal linking, product landing pages, blogs, and performance pages to improve rankings & search visibility.

Lead technical SEO improvements: crawlability, indexing, Core Web Vitals, site speed, structured data/schema.

Build content strategy with product & content teams—blog articles, product guides, comparison pages, FAQ hubs, UGC, etc.

Track organic funnel performance and optimize for sign-ups, applications, and revenue impact.

Manage agency relationships, freelancers, and internal resources.

App Store Optimization (ASO)

Own the growth of organic app installs for Android & iOS.

Optimize metadata: titles, descriptions, screenshots, preview videos, and localized content.

Research and implement keyword expansion, competitor benchmarking, and A/B testing strategies.

Improve app rating, reviews management, and conversion from store listing views to installs.

Partner with product teams to align features and releases with store optimization opportunities.

Analytics & Performance

Analyze data using GA4, Search Console, App Radar/Sensor Tower, AppFollow, SEMRush, Ahrefs, SimilarWeb, and other tools.

Define KPIs and report on organic install growth, ranking improvements, conversion impact, and business outcomes.

Build forecasting models for organic acquisition ROI & revenue contribution.

Collaborate with performance marketing to reduce CAC via organic uplift.

Qualifications & Skills

3+ years of hands-on experience in SEO & ASO, ideally in Fintech or BFSI.

Proven track record of scaling organic acquisition and driving measurable business impact.

Strong expertise in keyword planning, technical SEO, link-building strategies, and app store analytics.

Comfort with tools like GA4, GSC, Ahrefs, SEMRush, App Radar, AppTweak, Firebase, Data Studio, Hotjar, etc.

Good understanding of MSME user behavior, digital lending ecosystem, RBI compliance environment, and financial product search trends.

Strong analytical & stakeholder communication skills; ability to convert insights into action.

What You’ll Bring

Growth mindset with ownership attitude.

Ability to work cross-functionally with product, tech, and performance teams.

Passion for solving customer problems and building trust-first financial products.

Key Performance Indicators

Organic traffic & ranking improvements.

Growth in organic registrations / applications / revenue.

Increase in app store conversion rate & keyword rankings.

Reduction in dependency on paid acquisition & CAC improvement.

WHAT WE ARE LOOKING FOR

Experience in a content role, ideally 3+ years.

You are knowledgeable and passionate about content, conversion & SEO.

You are self-assured, driven, able to make decisions and take responsibility for them as well as great teamwork skills.

You are able to communicate with different audiences, internally and externally.

You have excellent communication and copywriting skills.

You have a strong grasp of English grammar, structure and punctuation.

You have an eye for detail, as well as excellent proofreading and editing skills.

You are able to adapt your writing style to fit Tide’s tone of voice.

You are familiar with industry trends and competition, identify strategic opportunities.

You have excellent planning, organisational and time management skills.

You are adaptable and able to grow with the role, working with different people whilst being flexible.

You may also have experience in Fin-tech, a start-up or fast growing company.

You may also have experience working in subscription and/or app-based business models.

WHAT YOU’LL GET IN RETURN

Our location-specific employee benefits are designed to cater to the unique needs of Tideans:

Competitive Compensation – Competitive salary.

Time Off – Generous annual leave on top of bank holidays.

Parental Leave – Paid maternity, paternity, and adoption leave to support your family journey.

Sabbatical – Extended unpaid and paid leave options after completing milestone years with Tide.

Health Insurance – Private family insurance with additional OPD coverage and top-up options.

Life & Accident Cover – Comprehensive accidental and life insurance protection.

Mental Wellbeing – Access to therapy sessions, courses, meditations, and workshops.

Volunteering & Development Days – Paid days annually for volunteering or personal growth.

Learning & Development – Annual budget for books, courses, coaching, and more.

Home Office Setup – Contribution towards setting up your home office.

Laptop Ownership – Keep your old laptop and get a new one when it’s time for a replacement.

Snacks & Meals – Office perks with snacks, coffee, tea, and lunch (location dependent).