Summary
Middlesex University Dubai is seeking a Frontend Developer to develop and optimise its website, campaign landing pages and digital user journeys in support of student recruitment. The role covers frontend development, website performance, technical SEO, GEO and AEO, conversion-focused pages, analytics and tracking, and troubleshooting. Strong knowledge of HTML, CSS and JavaScript, responsive development, UI/UX, SEO and Semrush is required; experience with Next.js, CMS platforms and CRM integrations is advantageous. The position is based in Dubai, United Arab Emirates.
The posting
As published on mdx.ac.ae. Pulled from the employer's site and shown as they wrote it.
Purpose
The Frontend Developer (SEO & AI Optimisation) will support the development, optimisation, and continuous improvement of the university website, landing pages, and digital user journeys to contribute to student recruitment growth.
The role will focus on website performance, frontend development, search engine optimisation, Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), AI search optimisation, conversion-led landing pages, technical improvements, and digital initiatives that enhance visibility, engagement, and enquiry generation.
Principal Duties and Accountability
- To support the development,
maintenance, and optimisation of website pages, campaign landing pages, and
digital recruitment platforms using strong coding knowledge.
- To improve website
performance, page speed, mobile responsiveness, and overall user experience
across key digital touchpoints by applying strong UI/UX principles.
- To support SEO
implementation, including technical SEO, on-page optimisation, metadata,
structured content, and search-friendly page development leveraging
industry-standard SEO tools like Semrush.
- To support AI optimisation
initiatives, including GEO and AEO, to improve the university’s visibility
across emerging AI search platforms, AI tools, and answer-based search
experiences.
- To work closely with the
digital marketing, content, design, and recruitment teams to build
high-performing landing pages that support campaign conversion.
- To review and improve user
journeys across the website to support enquiry generation, application
conversion, and student engagement.
- To assist with website
analytics, advanced tracking setups, tagging, and reporting to support data-led
digital improvements.
- To support the integration
of enquiry forms, CRM-related tracking, call-to-action buttons, and other
conversion tools across landing pages and campaign assets.
- To ensure website content
and campaign pages are updated accurately, consistently, and in line with brand
and compliance requirements.
- To troubleshoot frontend
issues and coordinate with internal or external technical teams where required.
- To provide general digital
and technical support to the Student Recruitment and Digital Marketing team.
- Any other duties related to
the post as determined by the relevant line manager.
Qualifications
Required
- Experience in frontend
development, website management, SEO support, digital marketing technology, or
a related field would be advantageous.
- Strong coding knowledge,
including HTML, CSS, JavaScript, and responsive web development. Experience
with Next.js is a strong plus.
- Strong understanding of
UI/UX best practices, user flow, and visual design principles to bridge the gap
between design and technical implementation.
- Understanding of SEO best
practice, website performance, analytics, and conversion optimisation. Hands-on
knowledge of SEO tools (e.g., Semrush) is required.
- Deep understanding and
awareness of AI search optimisation, Generative Engine Optimisation (GEO),
Answer Engine Optimisation (AEO), AI tools, structured content, and evolving
digital discovery platforms.
- Experience working with CMS
platforms (e.g., Strapi), landing page builders, CRM integrations, or advanced
tracking tools would be advantageous.
- Good problem-solving skills
and attention to detail.
- Ability to work effectively
within a team and manage multiple digital tasks and deadlines.
- A university degree or
equivalent qualification in web development, digital marketing, computer
science, information technology, or a relevant field would be advantageous.
The intent of this job description is to provide a representation of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.