SEO Analyst

Because we strive to put people first.  
Culture, our way. 

Digital at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

The SEO Analyst is a hands-on, data-driven role responsible for transforming SEO into a measurable growth channel, while also ensuring content is optimised to capture and influence search demand.

Our digital teams are right at the heart of what we do. Surrounded by some of the best digital specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward-thinking team.

What You’ll Do as a SEO Analyst

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:  

• SEO strategy ownership & execution: Own and drive SEO as a measurable growth channel by translating the wider SEO strategy into testable frameworks and execution plans across content, copywriting, digital merchandising, and campaigns; support the SEO Manager in delivering the SEO content roadmap by driving execution, meeting timelines, and prioritising effectively.
• Content optimisation & search opportunity discovery: Optimise commercial and editorial content through recommendations and rewrites to maximise visibility, engagement, traffic, and conversion; conduct keyword research, competitor benchmarking, and in‑SERP analysis to identify opportunity areas and inform strategy.
• Experimentation, testing & innovation: Develop, implement, and optimise test‑and‑learn frameworks to evaluate SEO initiatives and content performance; collaborate with technical SEO and engineering teams to plan, execute, and communicate SEO tests and experiments; stay ahead of algorithm updates, AI search developments, and international search trends.
• Performance analysis, forecasting & attribution: Monitor in‑depth SEO performance including site health, content decay, keyword cannibalisation, and emerging search opportunities; forecast and model SEO performance versus plan, identify gaps, risks, and opportunities, and track SEO contribution and attribution to campaigns, content initiatives, and business outcomes.
• Reporting, dashboards & data quality: Design, automate, and maintain SEO reporting dashboards providing timely and accurate visibility across branded and non‑branded traffic, conversions, and KPIs; monitor and report weekly and monthly on sessions, impressions, clicks, CTR, engagement, device, keyword, and category trends; ensure data accuracy and consistency across all platforms and tools.
• Insights, stakeholder engagement & cross‑functional partnership: Translate complex search and market data into actionable insights, visualisations, and strategic recommendations; provide search insights to brand, trading, marketing, product, editorial, and technical teams (including weekly trade meetings); support campaign planning and optimisation, embed SEO best practices into wider workflows, tailor communication for stakeholders, and proactively identify risks, opportunities, and efficiency improvements.

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best.  

Let’s talk lifestyle: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

This role is a hybrid opportunity, offering 1-2 days Working from home

What You’ll Bring

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular: 

• SEO Experience, Performance & Commercial Impact
   Minimum 3+ years’ hands-on SEO experience with a proven track record of delivering measurable performance improvements. Strong capability in tracking and reporting SEO impact across branded and non‑branded search, categories, and product‑level performance, linking insights directly to commercial objectives and customer outcomes.
• Analytics, Measurement & Technical Tooling
   Advanced expertise in SEO measurement and analytics using Google Analytics, Google Search Console, and platforms such as SEMrush, Data Studio, Botify, or similar tools. Proven experience with dashboarding and automation tools, strong forecasting ability, modelling SEO performance, identifying trends, and proactively managing risks and opportunities.
• Insight Generation, Experimentation & Optimisation
   Demonstrated ability to translate complex SEO and search data into actionable insights, clear visualisations, and prioritised recommendations for both technical and non‑technical stakeholders. Experienced in developing and executing test‑and‑learn frameworks, data‑driven experimentation, and continuous optimisation of content, campaigns, and site performance.
• Planning, Organisation & Delivery Ownership
   Excellent planning, organisation, and prioritisation skills with the ability to manage multiple initiatives, stakeholders, and competing deadlines in a fast‑paced environment. Works in an organised and structured way, manages time effectively, takes ownership of delivery, follows standards and processes to ensure quality, acts quickly to resolve issues, and makes informed decisions, seeking guidance when needed.
• Stakeholder Management, Communication & Collaboration
   Strong interpersonal and communication skills with experience presenting SEO insights clearly and compellingly to stakeholders at all levels. Proven ability to develop and nurture productive working relationships, work collaboratively, offer ideas and support proactively, adapt presentation style to different audiences, and remain open to others’ ideas and feedback.
• Personal Attributes, Mindset & Customer Obsession
   Energetic, enthusiastic, flexible, positive, and determined; thrives in a changing, fast‑paced environment. Analytically minded with a passion for actionable insights, a genuine interest in the fashion industry and the Primark brand, and an infectious obsession with customer experience. Proactively gets to know customer profiles, considers evolving needs, understands personal strengths and development areas, and actively seeks opportunities for growth.

Does this sound like you? Great, because we can’t wait to see what you’ll bring. You’ll be supported within a team of equally capable people, celebrating who you are and aiding you reach your potential. At Primark, we’re excited about our future - and we’re excited to develop yours.  

About Primark 

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to over 80,000 colleagues and over 480 stores in 18 countries today and growing.

So, what’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. It’s that feeling that turns a job into something more. Celebrating the wins, working at pace, and pulling through the challenging times with passion, courage, and your team by your side. It’s what drives us every day.

You’re our driving force. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.If you need any reasonable adjustments or have an accessibility request, during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.  

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns, please reach out to our talent acquisition team to discuss. 

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.