Senior Frontend Engineer - SEO

Job Introduction

About Selfridges

Here at Selfridges our customers are at the heart of everything we do, and we want to be known for delivering the best, most extraordinary experiences that keep our customers coming back. We are on a journey to build flexible, innovative technology platforms that create inspiring and effortless experiences across all our customer touchpoints.

Our Engineering team plays a central role in shaping these digital experiences, our e-commerce and digital platforms are central to creating innovative, customer-centric experiences. As we grow, we are looking for talented, curious individuals to join us, bring their unique perspectives, and help reimagine our digital platforms to new heights.

This is a hybrid role working from home and our offices in either London or Leicester.

A bit about the role

We’re looking for a Senior Frontend Engineer with strong expertise in modern web technologies and a passion for SEO, particularly AI-driven and technical SEO.  In this role, you’ll play a key part in designing and building our front-end experiences, performing regular checks to shape our digital platform, and ensuring they are not only performant, seamless but also discoverable at scale. 

You’ll work with React, Next.js, and Contentstack (headless CMS), building on a MACH architecture foundation. 

You will be part of a cross functional agile squad working on the digital experience roadmap, collaborating with product managers, back-end engineers, delivery, Tech lead, engineers, QA and SEO specialists to deliver robust and scalable solutions.

Key Responsibilities

• Build fast, secure, and SEO-optimised frontend features using React, Next.js, and TypeScript.
• Apply AI SEO practices (structured data, schema enrichment, AI-driven meta optimisation) to maximise discoverability.
• Develop and maintain scalable, high-performance front-end applications.
• Support GEO specific features such as localization, geotargeting, and regional content.
• Work closely with product and SEO teams to ensure pages rank highly and load quickly.
• Collaborate with backend, app, and platform engineers to deliver scalable solutions on MACH architecture.
• Ensure code quality with testing, code reviews, and CI/CD practices.
• Mentor and support engineers, helping grow an innovative and collaborative culture.
• Contribute ideas on performance, accessibility, and experimentation to continuously improve our digital platform.
• Work with cross-functional teams to develop roadmaps and drive technical solutions. 
• Establish robust support models for delivered services. 
• Ensure secure use of data and APIs via our Apollo Supergraph, managing authentication, headers, and safe handling of exposed endpoints.
• Improve Core Web Vitals (LCP, CLS, INP, TBT) and enforce performance budgets across pages, ensuring fast and smooth user experiences

A bit about you

• Strong background in modern frontend engineering (React, Next.js, TypeScript, CSS-in-JS).
• Experience with headless CMS platforms (Contentstack or similar).
• Solid understanding of technical SEO and how frontend code impacts discoverability (crawlability, Core Web Vitals, structured data, redirects).
• Knowledge of AI SEO trends (generating content metadata, semantic markup, AI-driven content optimisation).
• Experience with GEO/location-based web applications and localization.
• Familiarity with web performance optimization, accessibility (WCAG), and responsive design.
• Experience with GraphQL or REST API integrations.
• Familiarity with CDNs (e.g., Cloudflare) and caching strategies.
• Strong focus on site performance, speed optimisation, and accessibility.
• Strong experience working closely with business stakeholders, translating strategic goals into robust solutions.
• Self-starter with a positive outlook and passion for excellence
• Analytical and inquisitive, with excellent attention to detail
• A critical thinker who takes ownership and takes pride in driving impact to Business values.
• Innovative and creative, with a concise, precise and effective approach to problem solving

Desirable

• Exposure to AWS services (Lambda, DynamoDB, API Gateway) or other cloud-native tools.
• Knowledge of A/B testing and experimentation frameworks.
• Familiarity with SEO tools (Screaming Frog, Google Search Console, Lighthouse).
• Previous experience in luxury retail or high-traffic e-commerce.
• Certification in SEO or Google Analytics will be beneficial.