SEO & ASO Manager

5 days ago

Delhi, Delhi, India Tide Software Full time

ABOUT THE ROLE

We are looking for a highly skilled and data-driven Senior Manager - SEO & ASO to lead our organic growth efforts across web and mobile. The ideal candidate will own end-to-end SEO and ASO strategy to drive high-intent organic acquisition for our MSME-focused financial products including Fixed Deposits, Insurance/Assurance, Lending, Prepaid Cards, and business banking solutions. Key Responsibilities include :

Search Engine Optimization (SEO)

  • Build, own, and execute organic acquisition strategy to drive high-quality traffic and conversions from MSME merchants and financial product seekers.
  • Conduct keyword research and competitor analysis across MSME, lending, FD, assurance, and prepaid card segments.
  • Optimize website architecture, internal linking, product landing pages, blogs, and performance pages to improve rankings & search visibility.
  • Lead technical SEO improvements: crawlability, indexing, Core Web Vitals, site speed, structured data/schema.
  • Build content strategy with product & content teams blog articles, product guides, comparison pages, FAQ hubs, UGC, etc.
  • Track organic funnel performance and optimize for sign-ups, applications, and revenue impact.
  • Manage agency relationships, freelancers, and internal resources.

App Store Optimization (ASO)

  • Own the growth of organic app installs for Android & iOS.
  • Optimize metadata: titles, descriptions, screenshots, preview videos, and localized content.
  • Research and implement keyword expansion, competitor benchmarking, and A/B testing strategies.
  • Improve app rating, reviews management, and conversion from store listing views to installs.
  • Partner with product teams to align features and releases with store optimization opportunities.

Analytics & Performance

  • Analyze data using GA4, Search Console, App Radar/Sensor Tower, AppFollow, SEMRush, Ahrefs, SimilarWeb, and other tools.
  • Define KPIs and report on organic install growth, ranking improvements, conversion impact, and business outcomes.
  • Build forecasting models for organic acquisition ROI & revenue contribution.
  • Collaborate with performance marketing to reduce CAC via organic uplift.

WHAT WE ARE LOOKING FOR Qualifications & Skills

  • 6-8 years of hands-on experience in SEO & ASO, ideally in Fintech or BFSI.
  • Proven track record of scaling organic acquisition and driving measurable business impact.
  • Strong expertise in keyword planning, technical SEO, link-building strategies, and app store analytics.
  • Comfort with tools like GA4, GSC, Ahrefs, SEMRush, App Radar, AppTweak, Firebase, Data Studio, Hotjar, etc.
  • Good understanding of MSME user behavior, digital lending ecosystem, RBI compliance environment, and financial product search trends.
  • Strong analytical & stakeholder communication skills; ability to convert insights into action.

What You ll Bring

  • Growth mindset with ownership attitude.
  • Ability to work cross-functionally with product, tech, and performance teams.
  • Passion for solving customer problems and building trust-first financial products.

Key Performance Indicators

  • Organic traffic & ranking improvements.
  • Growth in organic registrations / applications / revenue.
  • Increase in app store conversion rate & keyword rankings.
  • Reduction in dependency on paid acquisition & CAC improvement.

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