SEO Operations Specialist

Job Description Ready to shape the future of search and make fashion discoverable for millions of customers worldwide? Join our award-winning SEO Operations team as a Technical SEO Specialist, where you’ll play a key role in strengthening the technical foundations that help H&M perform in organic search across global markets. You’ll work on one of the most ambitious SEO programmes in the industry, ensuring our sites are crawlable, indexable, fast, and built for scalable search growth. You won’t just make technical SEO recommendations – you’ll be able to get them built. In this role, you’ll turn business priorities into impactful technical SEO and GEO initiatives that improve our site performance and visibility across all of our global e-commerce markets. You’ll identify and drive technical improvements, working hands-on with areas such as crawling, indexing, rendering, site architecture, internal linking, Core Web Vitals and structured data for both Google and wider search engines, including emerging AI search platforms like ChatGPT. Collaborating closely with Product managers, developers, and other cross-functional teams, you’ll help ensure that product and platform changes are aligned with SEO best practice and create clear business value. You’ll also contribute to technical SEO tests, pilots, and scalable innovation initiatives that help us stay ahead in a rapidly evolving search landscape. Based at our vibrant Stockholm Head Office, you’ll be part of a dynamic team working on exciting global projects. Perfect for someone who loves combining analytical thinking with technical problem-solving and a strong business value mindset. This is a purely technical role, and will not involve content optimization or link building activities. However, you will support those teams with technical implementation of wider SEO business requirements. WHAT YOU WILL DO As part of our global SEO team, you will: Drive optimisation across all areas related to technical SEO. Identify and prioritize technical SEO improvements by running technical audits across our ecommerce sites and translate findings into actionable recommendations and clear implementation plans for development. Drive page performance improvement initiatives and support technical efforts that improve crawlability, indexation, site health, and user experience. Support redirect strategies, migrations, and other critical technical changes to help protect and strengthen organic performance during implementation. Lead or contribute to technical SEO tests, pilots, and scalable improvement initiatives across global markets. Work closely with Product managers, developers, and cross-functional agile teams to ensure product development supports SEO best practices and creates business value. Advise product and development teams on SEO best practices, and share knowledge through training or stakeholder enablement where needed. As part of the SEO Operations team, you will work closely with the SEO Manager, SEO Strategist and fellow SEO Specialists to deliver results. WHO YOU ARE We’re looking for someone who is: Highly analytical, methodical and organized, with strong attention to detail. Experienced in turning technical complexity into clear, actionable insights for different stakeholder groups. Curious and proactive, with a strong interest in continuous improvement and developing smarter ways of working, and a passion for solving technical challenges. Comfortable navigating both strategic discussions and hands-on technical analysis in a fast-paced environment. A strong communicator and collaborator who builds trust and works effectively across technical and non-technical teams. Comfortable taking initiative, owning complex workstreams, and driving progress in a global organization. Passionate about technical SEO and emerging web technologies, with a keen interest in keeping H&M up to date with the latest industry developments. We’d love to meet someone who has: 5+ years in a dedicated SEO role, with strong hands-on experience in technical SEO, ideally within a large-scale international ecommerce environment. Deep understanding of how search engines and LLMs crawl, render, index, and rank content, and how technical site changes can be used to create strategic business value and increase site visibility in search and AI search platforms. Experience conducting technical SEO audits and working with recommendations related to XML Sitemaps, robots.txt, canonical tags, redirects, migrations, internal linking, hreflang, JavaScript SEO, and structured data. Solid understanding of web development fundamentals, including HTML, CSS, JavaScript, content management systems, and how frontend or platform decisions impact SEO performance. Hands-on experience with Google Search Console, GA4, site analytics, and technical SEO tools such as Screaming Frog, Lumar, Semrush, Ahrefs, and other similar tools. experience with managing Akamai redirect policies Experience working closely with developers or product teams, and confidence writing clear technical requirements, tickets, or recommendations. Experience in creating data-backed business cases to secure technical SEO implementation, and in follow-up analysis to measure impact. Strong understanding of website performance, page speed, and Core Web Vitals, and how these impact both SEO and customer experience. Excellent communication skills verbally, in writing, and in presentations. Fluent in English, both spoken and written. Experience working with Jira or similar task management platforms. Experience with SQL, Python, log file analysis, SEO A/B testing, automation (including agents) would be a plus. Experience working with Adobe Experience Manager (AEM), enterprise CMS platforms, or complex frontend frameworks would be a plus. WHO WE ARE H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we make.