Frontend Developer (SEO & AI Optimisation)

PurposeThe Frontend Developer (SEO & AI Optimisation) will support the development, optimisation, and continuous improvement of the university website, landing pages, and digital user journeys to contribute to student recruitment growth.

The role will focus on website performance, frontend development, search engine optimisation, Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), AI search optimisation, conversion-led landing pages, technical improvements, and digital initiatives that enhance visibility, engagement, and enquiry generation.

Principal Duties and Accountability To support the development, maintenance, and optimisation of website pages, campaign landing pages, and digital recruitment platforms using strong coding knowledge. To improve website performance, page speed, mobile responsiveness, and overall user experience across key digital touchpoints by applying strong UI/UX principles.

To support SEO implementation, including technical SEO, on-page optimisation, metadata, structured content, and search-friendly page development leveraging industry-standard SEO tools like Semrush. To support AI optimisation initiatives, including GEO and AEO, to improve the university’s visibility across emerging AI search platforms, AI tools, and answer-based search experiences.

To work closely with the digital marketing, content, design, and recruitment teams to build high-performing landing pages that support campaign conversion. To review and improve user journeys across the website to support enquiry generation, application conversion, and student engagement. To assist with website analytics, advanced tracking setups, tagging, and reporting to support data-led digital improvements.

To support the integration of enquiry forms, CRM-related tracking, call-to-action buttons, and other conversion tools across landing pages and campaign assets. To ensure website content and campaign pages are updated accurately, consistently, and in line with brand and compliance requirements. To troubleshoot frontend issues and coordinate with internal or external technical teams where required.

To provide general digital and technical support to the Student Recruitment and Digital Marketing team. Any other duties related to the post as determined by the relevant line manager.

Requirements

Qualifications

• Required Experience in frontend development, website management, SEO support, digital marketing technology, or a related field would be advantageous.
• Strong coding knowledge, including HTML, CSS, JavaScript, and responsive web development.
• Experience with Next.js is a strong plus.
• Strong understanding of UI/UX best practices, user flow, and visual design principles to bridge the gap between design and technical implementation.
• Understanding of SEO best practice, website performance, analytics, and conversion optimisation.
• Hands-on knowledge of SEO tools (e.g., Semrush) is required.
• Deep understanding and awareness of AI search optimisation, Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), AI tools, structured content, and evolving digital discovery platforms.
• Experience working with CMS platforms (e.g., Strapi), landing page builders, CRM integrations, or advanced tracking tools would be advantageous.
• Good problem-solving skills and attention to detail.
• Ability to work effectively within a team and manage multiple digital tasks and deadlines.
• A university degree or equivalent qualification in web development, digital marketing, computer science, information technology, or a relevant field would be advantageous.
• The intent of this job description is to provide a representation of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any position.
• Employees may be directed to perform job-related tasks other than those specifically presented in this description.