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Lead SEO Content Strategist

at Kin + Carta Europe

Location: Edinburgh

Department: Design

About Kin + Carta

Want to help build a world that works better for everyone? Kin + Carta is a global digital transformation consultancy that makes a difference to the billions who now work, play, shop, communicate and share online.

Join a global team of curious and diverse minds in connecting people, data and technology to produce amazing experiences for some of the world’s most influential companies. Become a maker, builder or creator as we explore the possibilities of sustainable digital technology, helping clients to rapidly innovate, modernise their systems, enable their teams, and optimise for continued growth. 

We focus on tech but we’re a proudly inclusive business with trust and human connection at its heart. People, the planet, and profit matter equally to us which is why we’re a certified B Corporation in the United States and Europe. 

The role in a nutshell

At Kin + Carta we believe acting strategically with content is not just about the content. It’s about aligning people, processes, data and technology. To help achieve our ambitions we’re looking for an ambitious, versatile self-starter who is equally comfortable consulting with clients as they are in researching, planning and delivering a long-term vision for a brand’s content – shaping the narrative to create a content experience that resonates with a target audience. And in turn improving the performance metrics of our clients digital products and services.

As a Lead SEO Content Strategist at Kin + Carta you will sit at the intersection of UX and design playing a pivotal role in helping to define the customer experience. In your role you’ll gather and interpret key business and end user insights to apply strategic planning to the design and development of content and communications strategies. You’ll understand how content varies based on customer needs and where each need arises in the customer journey. You will be able to translate this using your understanding of SEO practices to ensure our solutions perform to their very best on and off platform. We operate with traditional CMS vendors as well as headless environments so a good working knowledge of content management systems, with an understanding of the architectural considerations of content is key. You’ll understand how to write for the web, providing guidance to UX designers and writers on audience based, insights driven page layout. 

Excellent stakeholder communications including influencing skills, the ability to provide consultancy advice in both your personal and written style is a key requirement for this role.

What you can expect

As part of the team you'll be working on products, platforms and services for some of the world’s most influential companies. UX Researchers through to Copywriters work in dedicated teams, anyone who has worked at a startup, product company or within GDS will feel right at home. We are involved from planning through to execution, being an advocate for the user at every step of the way. You'll help the team to make informed decisions, placing the needs of the user and the organisation at the centre of every piece of work.

  • You will be working closely with stakeholders and peers to develop clear content strategies
  • Advising stakeholders and peers on content optimisation 
  • You’ll be responsible for ensuring that content is always tuned to the needs of the user, the task the user is trying to complete and the mind-set the user is in while completing a task
  • An ability to create and facilitate workshops with clients to identify/develop content and SEO requirements
  • Working with the data team, establish an understanding of the commercial value of content in terms of its ability to influence organic traffic and sales conversion and use to drive prioritisation of objectives
  • Developing content inventories, gap analyses, and content mapping documentation
  • Responsible for undertaking keyword research, competitor analysis and technical audits of our client platforms
  • Prioritise SEO and content optimisation activity and align to business goals 
  • Able to communicate complex SEO requirements to stakeholders that makes it possible for all to understand and have confidence in the programme of work 
  • Mapping and delivering editorial content planning including topic modelling, messaging frameworks and tone of voice 
  • You will oversee briefing and quality of multichannel and multimedia deliverables, including web pages, articles, social media posts and filmed content
  • Process a working knowledge of taxonomies and metadata frameworks for grouping and tagging content is ideal, but not essential
  • Work with peers to ensure content is modularised where possible so that it can be automatically be reused (mixed and matched) to meet customer needs
  • Develop and implement a content effectiveness measurement framework that establishes KPIs for content, tracks content value
  • Work with UX design teams to prioritise content optimisation, ensuring the value of such testing is understood and that the results drive decision making

The type of person we’d like to meet

As a Lead SEO Content Strategist at Kin + Carta you must feel at home in the demanding and busy agency environment and feel excited by the opportunities this provides. 

  • Demonstrable experience within an SEO and Content Strategy environment
  • Skilled in strategically planning relevant, compelling content
  • Have a strong background in content optimisation programmes
  • Possess an understanding of CMS including headless platforms
  • Able to oversee content/SEO requirements and create deliverables throughout the project lifecycle
  • Experience of analytics to track performance of digital platforms/content 
  • Understanding of user experience and content optimisation
  • Be informed about current search engine algorithm updates and be able to adjust strategies to maintain or improve rankings
  • Have a solid understanding of technical SEO techniques
  • Experience with leading SEO tools including Screaming Frog, SEMRush and ahrefs (or equivalent)
  • Outstanding organisational and time management skills
  • Resilient and able to work through ambiguity 
  • Excellent communication skills
  • Ability to work independently, quickly, and thoroughly to prioritise and complete tasks under multiple deadlines
  • Creativity, curiosity, optimism, sense of enthusiasm and a positive can-do attitude


The interview process at Kin + Carta

Here’s what to expect from the interview process at Kin + Carta: 


Intro Call with the Talent Team (30 mins) – If your skills and experience match the role requirements, our Talent team will contact you to arrange a call.  The aim of this call is to get to know you and for you to find out more about Kin + Carta. This call can be held either by telephone or Zoom. After this call, if we feel like you are a good match for the role, you’ll be invited to a first-stage interview.

First-Stage Interview (60 minutes) - This will typically be a Q&A style interview, lasting approximately 60 minutes. This process is designed to help our team find out about your skills and experience but also what you enjoy and what motivates you. It’s a great opportunity for you to ask our team questions and  learn more about us! If you are successful in the first stage interview, you will progress to the next stage of our interview process

Second-Stage Interview (45 minutes)- This interview will be a chance for our team to see how you apply your skills and experience and assess how that matches our expectations for the role. It’s also a chance for you to meet more of our Kin (that’s what we call our colleagues here at Kin + Carta).

Making a Decision - Following the interview process, our hiring team will get together to discuss feedback and make a final decision. We aim to get back to you as soon as we possibly can! 


Our average recruitment process takes around four weeks. You will be assigned a dedicated member of our Talent team  to support you throughout the process. 

We will always do our best to accommodate any reasonable adjustment requests. Please just let us know how we can make the interview process more accessible for you.

Here at Kin + Carta, we believe in building a better and more welcoming world for everyone. We want you to know that whoever you are, wherever you’re from, and whoever you love, you are welcome at Kin + Carta. We put our commitment to our global IDEA (Inclusion, Diversity, Equity and Awareness) programme at the centre of everything we do. We’re also a certified B Corp, which means we are committed to being a force for good and operate to the highest social and environmental performance standards.

Our benefits

Curious minds are nurtured at Kin + Carta through a wide range of benefits including:

Continuous learning Dedicated team learning budget
Hybrid working policy Hybrid remote working policy
Leadership icon Global leadership programmes
Flexible working icon Flexible working hours
present icon Enhanced Christmas leave
dog icon Dog friendly offices
Discounted private healthcare Subsidised private healthcare
Affordable gym membership Discounted gym membership

Apply for this role

Whoever you are, wherever you’re from and whoever you love, you’ll find an open door at Kin + Carta. It’s yours to walk through if you’re passionate about building a better world for everyone, and you’re keen to be part of a diverse and inclusive culture that plays to people’s strengths and thrives on togetherness.