About BarterBarter is a creator marketing platform that connects brands with content creators through product-for-content collaborations. Instead of paying high upfront fees, brands exchange their product or service for authentic UGC-style content published on TikTok and Instagram.
The result is a scalable, cost-efficient way to generate creator content and social proof without the operational complexity of traditional influencer marketing.
Barter is headquartered in Amsterdam and currently active in the Netherlands, Germany, and Belgium, with the United Kingdom and France launching in 2026. The team is approximately 40 people and growing. The company moves fast, operates with direct communication, and gives people real ownership from day one.
Values: Growth, Fun, Impact, Reliability.
Purpose of the RoleThe SEO Specialist owns Barter's inbound search visibility strategy and execution across multiple markets and search surfaces. Today's search behaviour extends well beyond Google: audiences search on AI engines (ChatGPT, Claude, Perplexity, Google AI Overviews), TikTok, Reddit, and YouTube.
The SEO Specialist designs and executes a multi-surface inbound strategy that builds Barter's visibility across all these touchpoints.
The role also operates in multiple markets with different languages, search intents, and competitive landscapes, requiring full fluency in international SEO (hreflang, locale structures, content adaptation). An internal SEO draft strategy exists but needs to be revisited and adapted to current market dynamics and the rise of AI search.
This is a hands-on role combining technical rigour, content sensitivity, and a strong appetite for AI-augmented SEO practices.
Core Responsibilities
- Inbound Search Strategy and Execution
- Take operational ownership of Barter's inbound search strategy across surfaces (Google, AI engines, TikTok, Reddit, YouTube), starting from the existing internal draft and adapting it to current market and search dynamics.
- Define keyword and intent strategy across active markets and languages.
- Design content strategy across the full search intent spectrum (informational TOFU, comparison MOFU, transactional BOFU), with differentiated conversion paths matched to each intent stage.
- Execute on-page optimisation: meta titles and descriptions, internal linking, content structure, schema markup.
- Conduct technical SEO audits and prioritise fixes (Core Web Vitals, crawlability, indexation, mobile usability, hreflang and locale structures).
- Monitor and improve site authority over time (backlinks, domain signals, content authority).
- Multi-Surface Visibility (GEO, TikTok SEO, Reddit, YouTube)
- Develop Barter's visibility strategy on AI-driven search engines (ChatGPT, Claude, Perplexity, Google AI Overviews), optimising content for AI citation and inclusion in generated answers.
- Explore and pilot visibility tactics on adjacent search surfaces relevant to Barter's audience: TikTok SEO, Reddit (community-driven research), YouTube (long-tail discovery via video).
- Monitor brand visibility across these surfaces and iterate based on performance data.
- Content Production for Search
- Produce SEO-optimised content (articles, pillar pages, landing page copy) in collaboration with the Content Marketer.
- Brief and direct AI tooling (ChatGPT, Claude, or equivalent) to scale content production while maintaining quality standards.
- Adapt content for multiple markets and languages, taking into account local search intent, vocabulary, and cultural context.
- Maintain a content calendar aligned with the Growth team's overall lead generation roadmap.
- Performance Measurement
- Set up and maintain SEO tracking across surfaces (Google Search Console, GA4, ranking tools, AI search monitoring).
- Measure performance differentiated by intent stage: traffic and email capture for top-funnel content, MQL and SQL conversion for mid and bottom-funnel.
- Report on organic traffic, keyword rankings, content performance, and AI search visibility across markets.
- Translate data into actionable recommendations and prioritise the next round of optimisations.
- Desired Knowledge and Experience3-5 years of SEO experience, ideally in B2B SaaS, marketplace, or content-heavy environments, with demonstrated full ownership of an SEO strategy from technical to content.
- Solid understanding of technical SEO fundamentals (Core Web Vitals, schema, site structure, indexation, hreflang for multi-market setups).
- Demonstrated ability to produce SEO-optimised content end-to-end (keyword research, briefing, writing or AI-assisted writing, on-page optimisation).
- Hands-on experience with AI tooling for content production and prompt engineering (ChatGPT, Claude, or equivalent).
- Appetite for visibility on search surfaces beyond Google; hands-on experience on one or more is a strong plus.
- Familiarity with GEO (Generative Engine Optimisation) and AI search visibility tooling is a strong plus.
- Working knowledge of SEO tools (Google Search Console, GA4, Ahrefs, SEMrush, Surfer SEO, or equivalent).
Fluent in English required; additional European languages (NL, DE, FR) are a strong plus given multi-market scope.
Experience with WordPress is a plus.
Who You Are
- You think in terms of intent, traffic quality, and conversion, not just rankings.
- You treat AI not as a gadget but as a productivity multiplier, with an instinct for which tasks to automate and which require human judgement.
- You are technically curious and comfortable reading site code, schema, or page structure when needed.
- You are autonomous in execution: you identify what needs to be done and push it through under the strategic direction of the Head of Growth.
- You are actively learning on emerging SEO and AI search practices.
- You are aligned with Barter's values: Growth, Fun, Impact, and Reliability.
- Decision-Making Scope
- Full ownership of SEO execution and GEO strategy within the roadmap set by the Head of Growth.
- Autonomy to prioritise SEO experiments, technical fixes, and content production within agreed timing and resource constraints.
- Operates within quality frameworks defined by the Head of Growth (brand tone, content guidelines, prompt master templates).
- Authority to brief the Content Marketer on SEO-driven content needs and validate delivery.
- Escalation to the Head of Growth for major roadmap changes, cross-channel implications, or budget needs.
- Success Indicators
- Organic traffic growth across active markets and search surfaces.
- Keyword ranking improvement on target queries and AI search visibility (presence in AI-generated answers).MQL generated from organic and inbound sources, with cascading visibility on SQL volume.MQL-to-SQL conversion rate from organic leads, improving as keyword targeting and content fit are refined.
- Funnel coverage: a balanced content mix across informational (TOFU), comparison (MOFU), and transactional (BOFU) intents, with conversion paths matched to each.
- Content velocity: number of SEO-optimised assets shipped per quarter, with measured performance.
