SEO Manager

About the Role

We are looking for an experienced, highly proactive and execution-driven SEO Manager to take ownership of SEO strategy and performance across a diversified portfolio of iGaming affiliate websites and experimental SEO projects.

The role combines strategic SEO leadership with hands-on execution. You will be responsible for managing and scaling established iGaming affiliate websites while also developing and testing alternative acquisition strategies involving expired domains, parasite SEO, brand-focused assets, user signals and advanced off-page infrastructure.

You will work closely with our CEO, Content, Development, Sales and Linkbuilding teams, as well as the CTO and external specialists.

This is not a purely managerial position. We are looking for someone who can identify opportunities, develop hypotheses, launch experiments, analyse results and actively drive projects forward.

Key Responsibilities

SEO Execution & Website Portfolio Management

• Execute SEO strategies across a portfolio of affiliate websites, markets and business models.
• Manage day-to-day SEO activities including keyword research, technical optimisation, content improvements, linkbuilding coordination and performance monitoring.
• Prioritise SEO tasks based on traffic opportunity, revenue impact, implementation effort and business objectives.
• Monitor organic traffic, rankings, conversions, affiliate revenue, indexation and overall website performance.
• Identify growth opportunities, ranking issues and underperforming pages, and implement actionable improvement plans.
• Maintain SEO roadmaps, task priorities and performance reports for assigned websites and projects.
• Support decisions around scaling, restructuring, consolidating or retiring websites and domains.

On-Page SEO & Content SEO

• Perform keyword research and develop content optimisation strategies for competitive iGaming affiliate markets.
• Create SEO recommendations for content planning, page structures, internal linking and topical coverage.
• Optimise landing pages, reviews, comparison pages, category pages and supporting content to improve rankings and conversions.
• Work closely with Content teams to ensure SEO best practices are implemented throughout the content lifecycle.
• Improve metadata, headings, structured data, internal linking structures and on-page ranking factors.
• Support international and multilingual SEO initiatives, including localisation, hreflang implementation and market-specific search intent.
• Ensure SEO requirements are considered during website launches, redesigns and content expansions.

Technical SEO

• Conduct regular technical SEO audits covering crawlability, indexation, rendering, site architecture, page speed, Core Web Vitals and structured data.
• Identify technical SEO issues and work with Development and Technology teams to implement solutions.
• Manage SEO requirements for migrations, redirects, canonicalisation, domain changes and website restructuring.
• Monitor Google Search Console, crawl data and indexing behaviour to identify and resolve ranking issues.
• Create technical SEO tickets, documentation and implementation guidelines.
• Support ongoing improvements to website templates, internal linking systems and technical infrastructure.

Expired Domains, Repurposed Domains & Domain Portfolio Management

• Identify, analyse and evaluate expired and aged domains for SEO acquisition opportunities.
• Assess expired domains based on historical relevance, backlink profiles, authority signals, previous ownership, indexing history, penalties and commercial potential.
• Manage the repurposing of expired domains into relevant affiliate websites, supporting assets or content platforms.
• Analyse domain history using tools such as Ahrefs, SEMrush, Wayback Machine and other SEO intelligence platforms.
• Plan and execute domain transitions, including redirects, content rebuilding, URL structures and authority transfer strategies.
• Monitor the performance of repurposed domains and identify opportunities for additional content, technical improvements and link acquisition.
• Maintain documentation of acquired domains, historical data, risks and SEO performance.
• Understand the risks associated with expired domains, previous penalties, unnatural backlink profiles and poor historical signals.

SEO Testing & Competitive Analysis

• Monitor competitor websites, ranking strategies, content approaches and link profiles.
• Analyse search results to identify opportunities for improved rankings and market positioning.
• Run SEO tests involving content changes, internal linking improvements, redirects, canonicals, domain strategies and website structures.
• Create hypotheses, measure results and apply successful learnings across the website portfolio.
• Stay updated with Google algorithm changes, industry trends and emerging SEO techniques.
• CTR & User Behaviour Optimisation
• Analyse organic click-through rates, SERP appearance and user engagement metrics.
• Identify opportunities to improve titles, descriptions, structured data and search-result visibility.
• Monitor organic traffic quality and engagement patterns.
• Work with relevant teams to improve user journeys and conversion performance from organic traffic.

Off-Page SEO & Linkbuilding

• Coordinate and execute off-page SEO activities including link acquisition, digital PR, guest posting and authority-building campaigns.
• Manage backlink growth strategies across websites and domains.
• Analyse competitor backlink profiles, anchor text distribution, link velocity and authority signals.
• Support linkbuilding teams and external partners with clear SEO objectives.
• Evaluate backlink opportunities and identify risks related to low-quality links, unnatural patterns and domain history.
• Understand advanced linkbuilding approaches, including aged domains, network strategies and scalable authority-building methods.

Competitive & High-Risk SEO Environments

• Work within highly competitive affiliate and iGaming search environments.
• Understand different SEO approaches, including sustainable SEO, aggressive SEO tactics and associated risks.
• Support projects involving alternative domain strategies, repurposed websites and fast-growth SEO models.
• Evaluate when SEO opportunities justify additional investment in content, links or technical resources.
• Maintain awareness of search risks including algorithm updates, penalties and ranking volatility.

SEO Security, Monitoring & Recovery

• Monitor websites for unusual ranking changes, traffic drops, indexation issues and technical problems.
• Investigate potential causes of SEO performance changes, including algorithm updates, technical issues, competitor activity or malicious actions.
• Support recovery plans following ranking losses, deindexation issues or website disruptions.
• Work with Technology teams on website protection, monitoring and infrastructure-related SEO risks.
• Team & Cross-Department Collaboration
• Work closely with Content, Development, Technology, Linkbuilding and Operations teams.
• Communicate SEO recommendations clearly to technical and non-technical stakeholders.
• Manage assigned SEO projects, deadlines and deliverables.
• Share SEO knowledge and best practices with colleagues.
• Contribute ideas for improving internal SEO processes and workflows.

Requirements

• 3+ years of professional SEO experience, preferably within affiliate, iGaming, gambling, finance or other highly competitive industries.
• Strong hands-on experience managing SEO campaigns across multiple websites or domains.
• Proven experience improving rankings, organic traffic and revenue performance.
• Strong understanding of technical SEO, on-page SEO and off-page SEO.
• Experience managing expired domains, aged domains or repurposed domain projects.
• Practical knowledge of evaluating expired domains, including backlink analysis, historical review, penalties, indexing behaviour and SEO value.
• Experience with redirects, canonicals, migrations, domain consolidation and authority transfer.
• Understanding of affiliate SEO models, including CPA, CPL, RevShare and hybrid commercial structures.
• Experience with competitive SEO markets and aggressive search environments.
• Knowledge of content optimisation, keyword research, internal linking and topical authority.
• Experience using SEO tools including Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog and rank tracking platforms.
• Strong analytical skills with the ability to identify SEO opportunities and translate data into actions.
• Understanding of linkbuilding strategies, backlink analysis and authority development.
• Ability to manage multiple websites, projects and priorities simultaneously.
• Strong organisational skills and attention to detail.
• Proactive, problem-solving mindset with a hands-on approach.
• Fluent professional English.

Preferred Experience

• Previous responsibility as SEO Manager.
• Experience with multilingual and multi-market website portfolios.
• Familiarity with WordPress, custom CMS platforms, Cloudflare and large-scale website infrastructure.
• Experience using automation, AI-assisted SEO workflows, APIs or custom dashboards.
• Knowledge of affiliate tracking, conversion optimisation and FTD-based performance analysis.
• Experience launching websites and SEO projects from zero.
• Established network within iGaming SEO, linkbuilding or affiliate marketing.

What Success Looks Like

• Clear ownership and visibility over the performance of the complete SEO portfolio.
• Faster identification and implementation of ranking and revenue opportunities.
• A consistent pipeline of documented SEO tests and new strategic concepts.
• Improved coordination between SEO, Content, Technology and Linkbuilding.
• Faster detection and recovery from technical problems, algorithm updates and competitor attacks.
• Sustainable growth in organic traffic, affiliate conversions and revenue.
• Better prioritization of SEO budgets according to expected commercial return.
• A stronger and more independent internal SEO organisation.