The posting
MoneySmart is one of Southeast Asia's leading financial marketplaces, helping consumers make confident financial decisions through transparent comparisons of credit cards, loans, insurance, and more.
Founded in 2009, we've served millions of users across Singapore and Hong Kong. We're on a mission to become the most trusted and impactful financial platform in the region.
Mission
We're looking for an SEO & GEO Specialist to own MoneySmart's organic search and generative engine visibility in Hong Kong.
This is a hands-on, high-ownership role. You will be responsible for ensuring MoneySmart ranks and is cited as a trusted authority across both traditional search engines and AI-powered discovery surfaces — including ChatGPT, Perplexity, Google AI Overviews, Gemini, and Claude. Organic search is a core growth channel for MoneySmart, and this role sits at the centre of that.
You will work across technical SEO, on-page optimisation, content strategy, and GEO/AEO — balancing execution rigour with a forward-looking perspective on how search and discovery are changing. You will also partner closely with Compliance and Legal to ensure all optimised content meets the regulatory standards required in financial services, without compromising competitive performance.
You will report into the Acquisition Marketing Lead and work closely with the Content, Product, and Engineering teams.
We want someone who is genuinely excited by this — not just executing a checklist, but building something.
Responsibilities
- Execute on-page and technical SEO improvements across MoneySmart Hong Kong — metadata, internal linking, content, and page optimisation
- Support the delivery of MoneySmart's Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) approach in HK — including structured metadata, entity optimisation, and structuring content for AI ingestion
- Partner with the content writers to help produce intent-mapped content — educational articles, product landing pages, and comparison guides — that captures high-intent financial queries and moves users through the conversion funnel
- Run regular technical site checks and help identify and resolve issues across crawlability, indexation, Core Web Vitals, schema markup, and multilingual infrastructure (hreflang)
- Track and report on organic performance across traditional search and AI surfaces — including impressions, rankings, share of voice in AI outputs, CTR, and organic-assisted conversions — using both established and emerging measurement tools
- Help ensure optimised content meets MAS and HKMA regulatory standards, in partnership with the Commercial, Compliance and Legal teams
- Write clear, actionable tickets for Product and Engineering teams and follow them through to delivery to improve Technical SEO
- Conduct keyword, competitor, and SERP research to surface organic opportunities across MoneySmart's product categories in Hong Kong
- Contribute to a consistent regional approach by sharing learnings and aligning on standards with the Singapore SEO function
Requirements
- At least 2 years of hands-on experience in SEO or digital marketing, with a proven track record of success — ideally including measurable growth in organic traffic or search performance
- A solid technical SEO foundation — comfortable with metadata, schema markup, on-page optimisation, crawl basics, Core Web Vitals, and hreflang, and able to write clear tickets for development teams
- Genuine curiosity about GEO and AEO — an interest in how to earn citation and visibility within AI-powered search surfaces, and how financial services content can build trust in LLM outputs. Direct experience is a plus, but a strong learning orientation matters most
- Hands-on familiarity with SEO tooling such as SEMrush, Ahrefs, Google Search Console, Screaming Frog, and GA4. Exposure to emerging AI visibility tracking platforms is an advantage
- Good content instincts — an understanding of how to shape high-intent financial content that serves both users and search engines
- An analytical mindset, with the ability to turn data into clear, actionable next steps
- Comfortable working in a cross-functional environment with Product, Engineering, Content, and Compliance stakeholders
- Excellent written and verbal communication skills in English. Cantonese and/or Mandarin proficiency is a strong advantage for the HK market
- Experience in fintech, banking, or a regulated financial environment — or exposure to MAS, HKMA, or equivalent frameworks — is a plus, but not required
- A results orientation — you want to know if your work actually moved the needle, and you're comfortable connecting your output to traffic and acquisition outcomes
What Success Looks Like
- Organic improvements are executed accurately and on time, contributing to sustained growth in MoneySmart HK's organic traffic and acquisition, with clear contribution to commercial outcomes
- MoneySmart's visibility and citation share within AI-driven search surfaces in Hong Kong strengthen over time, supported by well-structured, AI-ready content
- Technical SEO health improves measurably — indexation, schema coverage, Core Web Vitals, and crawl efficiency are consistently strong
- Performance is tracked and reported clearly across both traditional search and AI surfaces, giving the team a reliable read on what's working
- Optimised content meets regulatory standards without trading off competitive performance
MoneySmart Culture Values & Tenets
The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:
- Play to win as a team
- Solve for the customer
- Embrace a personal growth mindset
- Step up and own it
- Challenge the status quo and deliver outcomes
MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.
