Job Summary

We are looking for a highly skilled and data-driven Copywriter - 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

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 and 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.

Qualifications / Skills

- 3+ 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.

What You're Looking For

- Experience in a content role, ideally 3+ years.

- You are knowledgeable and passionate about content, conversion SEO.

- You are self-assured, driven, able to make decisions and take responsibility for them as well as great teamwork skills.

- You are able to communicate with different audiences, internally and externally.

- You have excellent communication and copywriting skills.

- You have a solid grasp of English grammar, structure and punctuation.

- You have an eye for detail, as well as excellent proofreading and editing skills.

- You are able to adapt your writing style to fit Tide's tone of voice.

- You are familiar with industry trends and competition, identify strategic opportunities.

- You have excellent planning, organisational and time management skills.

- You are adaptable and able to grow with the role, working with different people whilst being flexible.

- You may also have experience in Fin-tech, a start-up or fast growing company.

- You may also have experience working in subscription and/or app-based business models.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 SEO Copywriter (New Delhi)
🏢 Tide Software
📍 New Delhi