Job Description

Job Title: SEO & ASO Specialist

Location: Gandhinagar, Gujarat (Onsite)
Department: Marketing
Job Type: Full-Time, Professional

About the company

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AI CERTs(TM) is a global edtech organization focused on role-based AI and blockchain certifications--we build industry-recognized programs rooted in practical application, not just theory. Our mission is to certify and empower 1 billion individuals by making lifelong learning accessible, relevant, and credible across geographies and job functions. We partner with corporations, training institutions, and academic bodies to deliver flexible, scalable certification paths aligned with real-world roles.

Who you'll work with -

You will be part of the Marketing (Growth) team reporting to the Marketing Manager. You'll collaborate closely with Content, Web/Engineering, Mobile/App, Product, Sales, and Partnerships teams. This role is critical to driving sustainable organic growth across web search and app stores--ensuring our certifications and learning resources are easily discoverable and compelling in SERPs and store listings.

Your impact -

As an SEO & ASO Specialist, you will own the strategy and execution that grows qualified traffic and installs, improves store conversion rates, and increases enrollments. Your work will shape content and store-listing roadmaps, inform site/app architecture, and elevate our presence across global markets and key SERP/store features.

Key responsibilities -

Develop and execute a holistic SEO & ASO strategy across technical, on?page/on?listing, and off?page pillars aligned to business goals and target geographies.

Perform keyword research and intent mapping for both search engines and app stores; build topic clusters and store keyword sets supporting priority certifications and learning paths.

Create data?backed content briefs and app store listing briefs; collaborate with writers/designers to ship SEO?optimized pages and ASO?optimized assets (titles, subtitles/short titles, long/short descriptions, promo text, screenshots, icons, preview videos, feature graphics).

Optimize on-page web elements (titles, headers, meta, alt text, internal links, canonicals, pagination) and ensure healthy crawlability/indexation; for ASO, manage metadata updates and creative iterations locally.

Run technical SEO audits (crawl errors, redirect chains, robots.txt, XML sitemaps); partner with developers to implement fixes and improve Core Web Vitals (LCP, CLS, INP).

Implement and validate structured data (JSON?LD) for Organization, Course, Article, FAQ, and Breadcrumb to enhance SERP visibility; ensure app indexing/deep linking (universal links, deferred deep links) to connect to web and app.

Lead ethical link acquisition/digital PR; evaluate backlink quality and manage toxic links.

Own ASO testing: Run Product Page Optimization (iOS) and Listing Experiments (Google Play) to improve store conversion rates from Search, Browse, and Referral.

Manage ratings & reviews: implement in?app prompts responsibly, monitor sentiment, and coordinate timely responses; collaborate with product release notes that drive re?engagement.

Manage local SEO for our Gandhinagar presence (Google Business Profile, NAP consistency, reviews) and localized store listings for target regions.

Track and report weekly/monthly performance: rankings, impressions/CTR, sessions, installs, store conversion rates, retention and in?app conversion; build dashboards and translate insights into experiments.

Stay current with algorithm/store guideline updates and best practices; maintain SEO & ASO playbooks and risk/opportunity assessments.

Partner with CRO/UX to test titles/meta, page templates, and store creatives; inform hypothesis?driven experiments to improve organic web and store conversions.

Coordinate with Product, Web, and Mobile/App engineering to ensure SEO?friendly rendering (SSR/hydration) and ASO?friendly updated cadences and release management.

What you will need (Minimum qualifications) -

Bachelor's degree in marketing, Communications, Computer Science, or a related field (or equivalent practical experience).

3-4 years of hands?on experience in SEO & ASO (at least 1 year focused on ASO), with a measurable impact on organic traffic, installs, and conversions.

Strong command of keyword research, on?page optimization, content/store?listing briefing, and information architecture.

Technical SEO proficiency: crawlability/indexation, site architecture, Core Web Vitals, structured data, canonicalization, redirects, hreflang, and basics of JavaScript SEO; working knowledge of app indexing and deep linking.

Analytics & reporting: Proficiency with Google Search Console, GA4, Looker Studio; App Store Connect and Google Play Console for ASO; advanced Excel/Google Sheets skills.

Tooling: hands?on with Ahrefs/Semrush, Screaming Frog, PageSpeed Insights/GTmetrix; and ASO tools such as AppTweak, Sensor Tower, data.ai, AppFollow (or equivalents).

Demonstrated ability to run white?hat link?building/digital PR and assess backlink quality; experience running iOS PPO and Play Listing Experiments.

Clear written and verbal communication; strong project management and stakeholder alignment skills.

Preferred qualifications -

Experience in edtech, certification programs, or B2B SaaS growth environments.

International SEO & ASO exposure (hreflang, multi?locale store listings, geo?targeting, localization workflows).

Experience with YouTube/video SEO and optimize webinar/promo videos for both SERPs and store creatives.

Familiarity with CMS platforms (e.g., WordPress or headless CMS), Google Tag Manager, and schema testing/validation.

Exposure to CRO/A/B testing tools and methodologies; understanding of web and store?listing experimentation.

Working knowledge of Firebase/AppsFlyer/Adjust/Branch for attribution and deep linking; basic SQL/BigQuery or Python for automation/analysis.

What makes this role exciting -

Own a high?impact growth lever across web search and app stores at the intersection of AI, blockchain, and lifelong learning.

Direct visibility with leadership--your wins will influence content strategy, store strategies, product pages, and marketing investments.

Onsite collaboration in Gandhinagar with fast feedback loops and cross?functional alignment (web + app).

Tooling, autonomy, and an experimentation culture to scale what works quickly.

Opportunities to deepen your craft across technical SEO, ASO, and international expansion--plus access to AI CERTs certifications.

Job Type: Full-time

Pay: ₹40,000.00 - ₹60,000.00 per month

Work Location: In person