Content Designer (SEO / GEO / AEO) - Boots Online Doctor

Closing Date: Wednesday 30th September
Location: Islington, London (hybrid - travel to office as required)
Contract: Permanent
Recruitment Partner: Frankie McCallister-Lyas



About the role:

Welcome to the Digital Experience team at Boots Online Doctor – we shape the online journeys that help people find, understand and access the care they need. Boots Online Doctor offers more than 45 healthcare services and has supported over 1.6 million patients. We work closely with clinical, compliance, marketing, product and design colleagues to make every step of the online experience clear, trustworthy and easy to use. As more people turn to search engines and AI tools for health information, we’re focused on making sure that what they find from us is accurate, helpful and easy to act on.

As our Content Designer, you’ll turn complex clinical and regulatory information into clear, accessible content that helps patients make confident, informed decisions about their health. You’ll bring together content design and search expertise – SEO, generative engine optimisation (GEO) and answer engine optimisation (AEO) – so our content is found, trusted and cited across Google search, AI Overviews and AI answer engines. This is a new role reporting to the Head of Digital Experience, with no direct reports.

Key Responsibilities:

• Design, brief and collaborate to provide clear, accessible content for our condition, treatment and service pages, online consultation journeys and campaigns – working with writers and delivering to deadline in a current and future content management system (CMS).
• Turn complex clinical, pharmaceutical and regulatory information into plain, easy-to-follow content that helps patients understand their options and act with confidence.
• Own how your content performs in search and AI answers – structuring it for organic search, Google AI Overviews and answer engines using structured data, question-led formats and strong E-E-A-T signals (such as author credentials, medical review, citations and clear sourcing).
• Work within our clinical and regulatory sign-off process, partnering with clinicians, pharmacists and compliance colleagues to keep content accurate and compliant with standards such as MHRA rules on prescription-only medicines and GPhC, CQC and ASA/CAP guidance.
• Use analytics, search and user research data – from tools such as GA4, Google Search Console and Semrush – to understand what patients need, spot gaps and opportunities, and keep improving our journeys based on evidence.
• Work with SEO and conversion rate optimisation (CRO) colleagues to improve the journey from first search to online consultation, removing friction so it’s clearer for patients and converts better.
• Own on-page content, structure and metadata standards within our agreed clinical, regulatory and brand guidelines, and help develop our content patterns, style guides and templates for a world where more people find answers through search and AI – first in our component library, then in a new CMS.
• Later on, help implement and roll out the new CMS, including setting the standards for how it’s used and helping to train colleagues.
• Champion content design across the business, running sessions and sharing guidance so that content is built to be found from the start.

What you’ll need to have:

• Proven content design experience, creating accessible, user-centred online content that delivers on a content strategy and meets both business goals and user needs.
• The ability to take complex technical or clinical information and turn it into clear, easy-to-understand content that helps people achieve their goals.
• Strong SEO expertise, plus a current, demonstrable understanding of GEO and AEO – including how to optimise content for organic search, AI Overviews and answer engines using structured data and E-E-A-T.
• Confidence and credibility working in a regulated environment with formal sign-off processes, balancing discoverability and commercial goals against accuracy and compliance.
• Strong analytical skills, turning data from tools such as GA4, Google Search Console and SEO platforms into clear insight and reporting it in different formats.
• The confidence to challenge constructively using evidence, while knowing when to compromise so content works for both users and the business.
• A good understanding of accessibility standards (WCAG) and writing in plain English for people with different levels of health literacy.

It would be great if you also have:

• Working knowledge of structured data and schema markup, and of Google’s search quality and helpful content guidance for health and other ‘Your Money or Your Life’ (YMYL) topics.
• Experience creating content in a regulated sector, such as healthcare, pharmacy, pharmaceuticals, finance or another YMYL area.
• Familiarity with content strategy for AI and answer engines, and ways to measure your content’s visibility and citations in AI-generated answers.
• An understanding of Agile ways of working in a product or growth team.
• Experience using experimentation or personalisation platforms, such as AB Tasty, to test and validate content changes.

Rewards designed for you:

• Pension membership
• Partial paid maternity leave
• Discretionary annual bonus
• Generous employee discounts
• Flexible benefits scheme
There's lots more in our benefits and discounts, MyBoosts - there to give you that little lift in your everyday. Find out more at boots.jobs/rewards
*Exclusions may apply (eligible roles only) Please note that any salary estimates provided on third-party sites are not endorsed by Boots and may not be accurate.

A bit about us:

At Boots, we're proud to be an equal opportunity employer, creating a place where everyone feels welcome, supported and free to be themselves. We believe that when our people feel valued and included, they thrive, so we're committed to creating a brilliant Boots for our people so they can make a difference for our customers and colleagues every time.

What's next:

If your application is successful, our in-house recruitment team will be in touch to arrange any next steps and to answer any initial questions you have. If you have not been successful on this occasion, you’ll be notified by email.

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.

We hope to hear from you soon.
Be brilliant with Boots.