Rabina Khadka
1. Role & Reporting
Role Title: SEO & Search Optimization Specialist – Search Everywhere
Department: Marketing
Reports To (Primary):
Marketing Head
Functional / Dotted-line:
Product / Tech Lead (for technical SEO, tracking, events, site changes)
Works Closely With:
Content & Messaging Specialist – Search & Growth (blogs, landing pages, ASO copy, FAQs, external answers)
Performance Marketing Specialist (alignment of landing pages, keyword themes, tracking, funnels)
Web & App Developer / Full-Stack Team (SEO fixes, schema, speed, on-page changes)
Data Analyst (GA4, GSC, ASO, AEO dashboards & insights)
CRM / Lifecycle Specialist (mapping journeys, event tracking, LTV/retention impact from organic)
2. Role Purpose
Own SEO, ASO and AEO / LLM visibility for Cashkr so that:
Cashkr ranks for high-intent queries across Google Search, app stores, and answer engines/LLMs
Traffic, installs and orders from organic/search channels grow consistently and measurably
The website, app and content are technically sound, search-aligned and trackable.
In one line:
Turn search intent + data into a clear plan, and make sure the site, app and content are technically ready to win.
3. Key Result Areas (KRAs)
KRA 1 – SEO & “Search Everywhere” Strategy
Own the keyword strategy, search intent mapping and roadmap for SEO, ASO and AEO so the team knows which topics/pages to focus on every week and month.
KRA 2 – On-Site SEO & Technical Health
Ensure the website and app experiences are crawlable, fast, structured, indexable and error-free from a search perspective.
KRA 3 – On-Page SEO & Collaboration with Content
Convert keyword and intent insights into clear search briefs and work with the Content & Messaging Specialist towards rankable, high-converting pages.
KRA 4 – ASO (App Store Optimization)
Own ASO keyword strategy, tracking and experiments to improve install volume & conversion from Play Store/App Store.
KRA 5 – AEO / LLM Optimization (Answer Engines)
Build and maintain the foundations (FAQ mapping, canonical answers, schema, content gaps) so LLMs and answer engines consistently surface Cashkr for relevant queries.
KRA 6 – Measurement, Reporting & Experiments
Define what to measure, ensure tracking is correct (with Tech/Data), and run SEO/ASO/AEO experiments with clear before-after insights.
4. KPIs (Mapped to KRAs)
No. 1 – Organic Traffic & Visibility Growth
Description:
Overall impact of SEO on clicks and sessions.
Metrics (examples):
Organic clicks and impressions from Google Search Console
Organic sessions from GA4 (site and app if applicable)
Target:
Upward trend month-on-month and per key clusters (sell old phone, laptop, Mac, city pages, brand queries).
Data Source:
GSC, GA4, SEO dashboard.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 3, KRA 6.
No. 2 – Rankings for Priority Keywords
Description:
Performance of agreed priority keywords (high-intent and brand-building).
Metrics:
Average position and clicks for a defined set of priority keywords and URLs
Number of priority keywords entering top 3 / top 10 over time
Target:
More priority keywords in top positions; reduced drop-offs for key pages.
Data Source:
GSC, rank trackers (if used).
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 3.
No. 3 – Organic Lead / Order Contribution
Description:
How much lead and order volume organic (SEO) is driving.
Metrics (examples):
Leads from organic site traffic
Orders from organic sessions (where trackable)
Share of total leads/orders from organic vs other channels
Target:
Steady increase in organic contribution, or strong baseline if already high.
Data Source:
GA4, Admin Panel, dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 6.
No. 4 – Technical SEO Health Score
Description:
How clean the site is technically.
Signals / Metrics:
Number of critical technical issues (4xx/5xx, redirect chains, canonical mistakes, noindex issues)
Core Web Vitals status for key templates
Indexing coverage for target pages (indexed vs valid pages)
Target:
Minimal critical issues; majority of key pages with good CWV and indexed status.
Data Source:
Site audit tools (e.g., SiteGuru), GSC, dev logs.
Review Frequency:
Monthly / Quarterly.
Linked KRAs:
KRA 2.
No. 5 – ASO Metrics (Store Listing Performance)
Description:
Impact of ASO efforts.
Metrics:
Keyword ranking for key store queries (e.g., sell old phone, sell old laptop, etc.)
Store listing view → install conversion rate
Install volume from organic/store search
Target:
Better visibility for target phrases and improved conversion from listing.
Data Source:
Play Console / App Store analytics, ASO tools where applicable.
Review Frequency:
Monthly.
Linked KRAs:
KRA 4.
No. 6 – AEO / LLM Coverage & Content Gap Closure
Description:
Progress in answer engine optimization.
Metrics:
Number of high-priority questions with mapped “source pages” and canonical answers
Number of AEO/LLM gaps identified and resolved per month (through new/updated content, schema)
Optional qualitative check:
Periodic manual tests on ChatGPT/Gemini and logging when Cashkr appears or not (trend-based, not strict KPI).
Target:
Systematically reduce gaps where Cashkr is absent or weak for key queries.
Data Source:
AEO/AEO questions sheet, canonical answer library, manual tests.
Review Frequency:
Monthly.
Linked KRAs:
KRA 5, KRA 6.
No. 7 – SEO/ASO Experiment Velocity & Learnings
Description:
Are we testing often enough and learning?
Metrics:
Number of SEO/ASO experiments done per month (titles, descriptions, layout, FAQs, internal links, etc.)
Number of experiments with clear documented learnings (win/loss/neutral)
Target:
Minimum X experiments per month, all logged with outcomes.
Data Source:
Experiment log in Sheets/Notion, dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 4, KRA 6.
5. Core Processes / SOPs Owned
The SEO & Search Optimization Specialist – Search Everywhere is owner / co-owner for these SOPs:
Search Strategy & Roadmap SOP
How keyword research is done:
Core categories (phones, laptops, Mac, tablets, city queries, trust queries, brand).
Clustered into content themes (blogs, landing pages, FAQs, app store, external).
How priorities are decided weekly/monthly:
Based on volume, difficulty, revenue potential, and current position.
How this becomes a Search Roadmap:
Shared with Marketing Head and Content & Messaging Specialist.
Search Brief SOP (for Content & Messaging Specialist)
Structure of each brief:
URL / page type (blog, landing, FAQ, ASO, etc.)
Primary and secondary keywords
Search intent explanation
Competitor examples and “what to do better”
Heading suggestions (H1/H2/H3)
Internal links to/from
Schema suggestion (FAQ, HowTo, Product, Local, etc.)
How briefs are tracked:
Status from “brief sent → draft → SEO review → live”.
On-Site & Technical SEO SOP
Regular tasks:
Site audits for broken links, redirects, CWV, mobile issues, crawl errors.
Checking indexing status & coverage.
With Tech / Dev:
Log issues, prioritise them and verify fixes.
Rules:
URL structure, internal linking rules, canonical usage, indexation logic.
ASO Strategy & Implementation SOP
Keyword research for app stores (English + Hindi + other languages where applicable).
Benchmarks from other recommerce/buyback apps.
How changes in:
Titles, short description, long description, screenshot captions, What’s New
are planned and tested.
How data is logged after each change.
AEO / LLM Optimization SOP
Managing:
Master list of questions we want to “own” (sell flows, trust, refunds, city-specific, device-specific).
Mapping these to source URLs.
Working with Content & Messaging Specialist:
Define where we need stronger/clearer answers.
Provide structure; content specialist writes final answers.
Implementation:
Work with Tech to add proper FAQ and structured data where needed.
Measurement, Dashboards & Experiment SOP
Define key dashboards with Data Analyst:
SEO performance (clicks, position, pages).
Organic leads/orders view.
ASO performance view.
Experiment process:
Hypothesis → change → monitoring period → outcome → log.
How outcomes feed back into the roadmap.
Cross-Team Coordination SOP
With Content & Messaging Specialist:
Weekly sync on briefs, drafts, live pages, and priorities.
With Performance Marketing:
Align landing pages; share keyword learnings both ways.
With CRM / Lifecycle:
Share high-intent queries and FAQs for CRM flows (abandoned price, trust issues, etc.).
With Tech & Product:
Raise Jira/issue tickets for SEO changes, track status, verify implementations.
6. Weekly & Monthly Reporting
Weekly – “Search & SEO Weekly Snapshot”
To:
Marketing Head
Content & Messaging Specialist
Performance Marketing Specialist
Product / Tech Lead
Data Analyst
Format:
Short summary (Slack / Email / Doc) + links to dashboards and key pages.
Includes:
Performance Highlights:
Notable keyword or page movements (up or down).
Any big changes in organic traffic or ASO metrics.
Work Done This Week:
Pages optimised, technical fixes raised/closed, ASO changes, AEO/LLM checks.
Issues & Risks:
Any technical issues hurting SEO.
Any pages with big drops that need attention.
Next Week Focus:
Priority keywords/pages.
Planned ASO or AEO updates.
Monthly – “Search & SEO Section in Marketing Review”
To:
CEO (high-level), Marketing Head, Performance Marketing, Content, Tech/Product, Data Analyst, CRM.
Format:
Slides / Doc + dashboard links.
Includes:
SEO Performance Overview:
Organic traffic, clicks, impressions, key keyword trends.
Top-performing and underperforming pages.
Organic Business Impact:
Leads/orders from organic where measurable.
Highlights by device type and city where possible.
ASO Summary:
Listing changes, install and conversion impact.
AEO / LLM Progress:
Questions covered, canonical answers added, any visible improvements.
Technical & On-Site SEO:
Major fixes done (speed, structure, crawl).
Outstanding issues and priority list.
Experiments & Learnings:
SEO/ASO experiments and what was learned.
Next Month Priorities:
Focus keywords/pages, technical work, ASO roadmap, AEO goals.