Head of SEO (Georgia, Cypress, Thailand, Vietnam, Armenia Only)

Head of SEO – iGaming

Location: Remote but from Georgia, Cypress, Thailand, Vietnam, Armenia ONLY

Department: Marketing / Growth

Employment Type: Full-time

Reports To: Head of Marketing / CMO

WORK WILL BE RELATED TO INDIA MARKET

About the Role

We are looking for an experienced and highly results-driven Head of SEO to lead and own our global organic growth strategy across our iGaming products and digital properties.

This is a senior, hands-on leadership role responsible for building and executing an SEO strategy that drives organic traffic, player acquisition, rankings, visibility and revenue across highly competitive casino and sportsbook markets.

The ideal candidate will have a strong understanding of the iGaming ecosystem and proven expertise across Technical SEO, On-Page SEO, Content SEO, Off-Page SEO, Link Building, International SEO, Competitor Analysis and SEO Analytics.

You will work closely with Content, Product, Technology, Design, Performance Marketing and Affiliate teams to make SEO a core acquisition channel for the business.

Key Responsibilities

1. SEO Strategy & Leadership
  • Develop and own the overall SEO strategy aligned with business, acquisition and revenue objectives.
  • Build short-, medium- and long-term SEO roadmaps for casino, sportsbook and other iGaming verticals.
  • Identify high-value organic growth opportunities across target markets and player segments.
  • Establish SEO KPIs and take ownership of organic traffic, rankings, conversions and revenue.
  • Continuously monitor Google algorithm updates, SERP changes and emerging SEO trends.
  • Present strategic direction and rationale clearly to leadership. Bring a clear opinionated point of view on where we should invest, what we should stop and how we differentiate in search.
2. Execution & Optimisation
  • Own and execute Technical, On-Page, Content and Off-Page SEO across all digital properties.
  • Conduct technical audits and optimise site architecture, crawling, indexing, internal linking, Core Web Vitals, page speed, redirects, canonicals, sitemaps and other technical factors.
  • Develop keyword strategies, keyword maps and content plans based on search intent, competition and commercial value.
  • Optimise landing pages, titles, meta descriptions, headings, internal linking and overall content structure.
  • Identify content gaps and build scalable content strategies across casino, sportsbook, games, bonuses, promotions and informational searches.
  • Lead link-building, digital PR, outreach and authority-building initiatives while monitoring backlink quality and competitor activity.
  • Implement AEO (Answer Engine Optimisation) strategies to improve visibility across answer-based search experiences and featured results.
  • Implement GEO (Generative Engine Optimisation) strategies to improve brand and content visibility across AI-powered search and generative engines.
  • Continuously test, analyse and optimise SEO initiatives based on rankings, traffic, SERP visibility and commercial performance.
3. Competitor & SERP Intelligence
  • Conduct ongoing analysis of leading iGaming operators, affiliates and competitors.
  • Identify competitor keyword gaps, content opportunities, backlink strategies and SERP movements.
  • Track competitor rankings and changes in search visibility.
  • Identify opportunities to outperform competitors through content, technical improvements and authority building.
  • Maintain an understanding of emerging search behaviours and new SERP features.
4. International & Multi-Market SEO
  • Develop SEO strategies for multiple countries, languages and markets where applicable.
  • Understand international SEO, localisation, hreflang and geo-specific search behaviour.
  • Develop market-specific keyword and content strategies.
  • Analyse market-level performance and allocate SEO resources based on commercial opportunity.
  • Adapt strategies according to local competition, search behaviour and regulatory requirements.
5. SEO Analytics & Performance
  • Own SEO reporting and performance dashboards.
  • Track organic sessions, rankings, impressions, CTR, conversions, FTDs and revenue where data is available.
  • Analyse SEO performance using Google Search Console, GA4 and other analytics platforms.
  • Translate SEO data into actionable business recommendations.
  • Forecast organic growth and establish measurable targets.
  • Regularly present SEO performance, opportunities and challenges to senior management.
6. AI & Emerging Search
  • Identify and implement AI tools to improve SEO research, content workflows, competitor analysis and reporting.
  • Stay ahead of developments in AI-powered search and changing search behaviour.
  • Explore opportunities around AI search visibility, entity optimisation and emerging SERP formats.
  • Build efficient SEO processes using automation and AI without compromising content quality or search-engine compliance.
7. Team & Stakeholder Management
  • Lead, mentor and develop the SEO team as the function grows.
  • Set priorities, KPIs and performance standards for SEO team members and external partners.
  • Work closely with Content, Development, Product, Design, Analytics, Affiliates and Marketing teams.
  • Manage external SEO agencies, consultants, publishers and link-building partners where required.
  • Build a culture of testing, measurement and continuous improvement.
Key Performance Indicators Success in this role will be measured through:
  • Growth in organic traffic
  • Growth in organic rankings and SERP visibility
  • Growth in non-brand organic traffic
  • Organic registrations and player acquisition
  • First-Time Depositors (FTDs) generated through SEO
  • Organic revenue / NGR contribution
  • Keyword growth across priority markets
  • Growth in high-value commercial keywords
  • Organic conversion rate
  • Quality and authority of referring domains
  • Technical SEO health
  • Successful execution of SEO projects and roadmaps
Requirements
  • 7+ years of overall SEO experience, with significant experience in senior/leadership positions.
  • Proven experience working in iGaming, online casino, sportsbook, betting, gambling or a similarly competitive vertical.
  • Strong understanding of Technical, On-Page and Off-Page SEO.
  • Familiarity with GEO/AEO concepts and the evolving AI search landscape.
  • Experience with AI tools.
  • Proven track record of ranking competitive keywords in difficult markets.
  • Experience developing and executing SEO strategies for high-traffic websites.
  • Strong understanding of keyword research, search intent and content strategy.
  • Experience with international and/or multi-market SEO is highly desirable.
  • Strong analytical and data-driven mindset.
  • Experience managing SEO teams and/or external agencies.
  • Excellent communication and stakeholder-management skills.
  • Ability to translate SEO data into commercial and business decisions.
  • Strong understanding of Google search algorithms, penalties and SEO risk management.
Tools & Technical Skills

Strong working knowledge of

  • Google Search Console
  • Google Analytics 4
  • Ahrefs / Semrush
  • Screaming Frog
  • Google Keyword Planner
  • Looker Studio / BI reporting tools
  • PageSpeed Insights / Core Web Vitals
  • Excel / Google Sheets
  • SEO crawling and auditing tools
  • AI-powered SEO and content tools
Knowledge of HTML, CSS, JavaScript and basic web development concepts is highly desirable.

Good to Have

  • Experience in casino and sportsbook SEO.
  • Experience working across multiple international GEOs.
  • Experience with SEO for affiliate websites in the iGaming industry.
  • Experience with large-scale websites and programmatic SEO.
  • Experience with website migrations and platform rebuilds.
  • Experience with digital PR and high-authority link acquisition.
  • Experience with expired domains and domain/authority evaluation.
  • Understanding of affiliate marketing and its relationship with organic acquisition.
  • Experience with SEO automation and AI-based workflows.
  • Experience working in regulated iGaming markets.
What We Are Looking For We are looking for someone who is strategic but highly hands-on.

The ideal candidate does not simply create SEO reports or delegate tasks. They should be able to identify an opportunity, build the strategy, explain what needs to be done, work with the relevant teams to implement it, measure the result and continuously optimise the approach.

You should be comfortable operating in a highly competitive environment where speed, experimentation, data and commercial results matter.

If you are passionate about SEO and want to build a high-growth organic acquisition engine in the iGaming industry, we would like to hear from you.

Work Location: Remote

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