Senior SEO Specialist

About the role

We're looking for a senior, hands-on SEO specialist to own technical, on-page, content, off-page, and AI search for singlefile.wine. You'll protect and grow our search visibility through site changes and across every wine release, make Singlefile a source that AI answers cite and Google ranks, and improve the UI/UX on Singlefile pages to ensure the best customer experience for our visitors, both retail and trade.

This is a part-time casual role, two days per week, reporting to the Head of Digital in our Subiaco office.

Key responsibilities

• Complete a technical SEO baseline and fix organic issues carried over from our move to Shopify

• Assess site structure and UI/UX baseline, suggest and design SEO focused change roadmap

• Build redirect mapping, launch checks, and monitoring for upcoming site changes

• Build and maintain our GMC, including products and feed

• Resolve crawl, indexation, canonical, redirect, duplicate content, and internal linking issues, including faceted navigation

• Implement and maintain structured data, and keep our Google product data accurate

• Run keyword research and build a hub-and-spoke content architecture that holds up through every release

• Own the vintage rollover model so sold-out, pre-release, and past vintage pages keep their authority

• Own how often and how accurately Singlefile is cited in AI Overviews and answer engines, tracked against a priority prompt set

• Brief and optimise content with our writers and editor

• Build and grow our backlink strategy, keep our brand consistent across wine and trade sources, and look after local SEO for our Cellar Door

• Find and measure on-page improvements, and report monthly on rankings, AI visibility, and outcomes

• Create internal Standard Operating Procedures as we progress our SEO

What success looks like

• Critical technical issues are resolved and managed through process, not ad hoc discovery

• Improved ecommerce performance and database growth

• Migration risks are controlled, and the migration is completed

• Each release is handled to a documented standard with no loss of page authority

• Singlefile's citation share across priority AI prompts is measured and growing

• Singlefile’s brand guidelines and style sheets are followed diligently

About you

• 5+ years of hands-on SEO, with strong technical and ecommerce capability

• Experience with Shopify as a platform

• Strong with Backlink outreach and provider platforms

• Strong with Screaming Frog, SEMrush or Ahrefs, Search Console and GA4

• Proven at fixing complex crawl, indexation, canonical, redirect, and migration issues

• Experience with faceted navigation and catalogues where availability changes often

• Hands-on experience improving visibility in AI search, or a clear point of view on how you'd approach it

• You implement, not only recommend

• Comfortable working within a no-discount luxury brand and Australian alcohol advertising rules

• Wine, tourism, luxury, hospitality or premium ecommerce experience is a plus, not essential

About us

Singlefile is a premium winery in Western Australia's Great Southern. Our wines are made of the Great Southern and reach people through our Cellar Door, our Wine Club, our website, and restaurants and wine stores across Australia. Our digital team is based in Subiaco.

How to apply

Apply through SEEK with your CV and a cover letter. In your cover letter, tell us one SEO or AI search change you'd make to singlefile.wine, and why; audits welcome!