At a Glance
- Tasks: Lead off-site SEO strategy and develop creative Digital PR campaigns for global ventures.
- Company: Join Bally's Intralot, a top iGaming operator with a focus on innovation.
- Benefits: Enjoy 25 days leave, health insurance, and flexible working options.
- Other info: Be part of a diverse team that values creativity and collaboration.
- Why this job: Make an impact in the exciting world of digital gaming and SEO.
- Qualifications: Experience in off-site SEO and Digital PR with a strong track record.
The predicted salary is between 54000 - 66000 £ per year.
Bally's Intralot is a newly formed company established through the combination of Intralot and Bally's International Interactive, positioning the group as a top i Gaming operator and a leading global provider of lottery solutions.
Bally's Intralot is uniquely positioned across digital online gaming markets, lottery, i Lottery, and sports betting.
Operating at the intersection of technology, regulation, and entertainment.
We are optimally positioned tocapitaliseon strong global growth trends driven by digital adoption and regulatory expansion across lottery and i Gaming markets.
More about the role
Reporting to the Director of Organic Search, the Off-Site SEO Manager will play a key role in strengthening Bally's organic authority and visibility across our UK and Spain ventures.
The successful candidate will lead the strategic development of a more resilient and diversified off-site SEO presence, spanning Digital PR, earned media and visibility across influential third-party platforms including Reddit, Wikipedia and You Tube.
The role will own the full off-site SEO lifecycle, from strategy and campaign planning through to execution, performance reporting and agency management.
This includes developing creative Digital PR campaigns, building high-quality earned media coverage and managing the link profile to protect quality and support sustainable organic growth.
Working closely with the Technical SEO Manager and SEO Content team, you will align off-site activity with the wider organic strategy, directing link acquisition and earned media towards the pages, topics and commercial priorities that matter most.
The role will also manage the existing link-building agency and any new agency or freelance resource, acting as the in-house centre of expertise for all things off-site SEO.
So, what will you be doing?
- Developing and owning the off-site SEO and AEO strategy across 8 venture websites globally, with a clear roadmap of forward-planned activities.
- Leading the off-site SEO strategy for Spain, working with the Content & SEO Strategist for Spain and agency partners operating in the market to plan and execute earned media and link-building activity.
- Planning and executing Digital PR campaigns that generate high-quality, editorially earned coverage and backlinks from relevant, authoritative sources.
- Surfacing first-party data assets in partnership with internal teams, ensuring the agency has access to data-led stories and insights to fuel PR campaigns.
- Identifying and activating earned media and link-building opportunities connected to wider marketing activity, from go-to-market campaigns around major sporting events and our Nottingham Forest FC sponsorship to brand licensing partnerships with Virgin and Hasbro.
- Building and managing Bally's presence on key third-party platforms including Reddit, Trustpilot, Wikipedia and You Tube, improving brand visibility and organic discovery across search and AI channels.
- Establishing Bally's citation presence across the sources that inform AI-generated search answers, to improve brand visibility and discoverability within Chat GPT, Gemini, Google AI Mode, AI Overview and emerging AI assistants.
- Maintaining the link profile with regular audits, identifying opportunities and mitigating risk through spam link monitoring and disavow file submissions.
- Directing link prospecting and outreach, identifying and prioritising the highest-value link opportunities aligned to commercial and content priorities.
- Managing the relationship with our link-building agency and specialist Digital PR or freelance support, ensuring quality, strategic alignment and value for money.
- Working with the content team to identify and brief link-worthy assets, ensuring off-site campaigns are connected to on-site content and commercial priorities.
- Partnering with Compliance to develop PR campaign concepts that are ambitious and compliant, bringing the creativity to find workable routes within regulatory boundaries and the tenacity to advocate for strong ideas.
- Collaborating with the Technical SEO Manager on reporting, AI workflow development and technical requirements that underpin off-site performance.
- Tracking and reporting on off-site performance, including link acquisition, domain authority trends, search and AI assistant visibility, traffic and the commercial impact of earned media activity.
- Monitoring competitor backlink profiles and earned media activity, incorporating findings into strategy and campaign planning.
- Applying AI tools thoughtfully to improve outreach efficiency, content ideation and campaign analysis without compromising quality or authenticity.
And what will you need?
- Experience in off-site SEO, Digital PR or link-building, with a demonstrable track record of high-quality backlinks and editorial coverage.
- Proven experience planning and executing Digital PR campaigns, with results in securing earned coverage from relevant, authoritative publications.
- A strong news sense and creative instinct, with the ability to find compelling angles in data, cultural moments and brand assets, and a clear understanding of what makes a story shareable and coverage earnable.
- Excellent understanding of link profile management, including backlink auditing, disavow processes and risk identification.
- Strong familiarity with off-site platforms and communities such as Reddit, Trustpilot and You Tube, and their role in organic and AI search visibility.
- Experience with SEO and link analysis tools such as Ahrefs, Majestic and Google Search Console as well as outreach and PR tools.
- Confident managing agency and freelance partnerships, able to align partners around clear expectations, hold them to account and challenge constructively where quality, delivery or strategic direction falls short.
- Strong analytical skills with the ability to work with GA4 or similar tools to report on campaign performance and demonstrate brand and commercial impact.
- Background in i Gaming, sports betting or a comparable regulated digital environment (desirable).
What benefits will you get?
- 25 days annual leave, plus the bank holiday allowance.
- Health insurance.
- Home office allowance.
- Wellness or Gym allowance.
- Flexi-block policy allowing you to work abroad for up to four weeks a year.
- Annual Summer and Christmas parties.
- DNA / Values
At Bally's Intralot we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do!
We Win as One, we succeed together - across every location and every function.
We collaborate openly, raise each other up, and share the wins.
We're Powered by Curiosity, we ask questions, challenge assumptions and make space to learn and innovate.
We have Fun with Purpose, we bring creativity, energy and joy to how we work and what we deliver, because when people enjoy what they do, the work is better for everyone.
Our teams Embracethe Possibility, when opportunity appears, we act.
When the unexpected hits, we adapt.
We don't wait for change - we move towards it.
At Bally's Intralot, we Guardthe Game, we protect what matters most, fair play for our players, integrity for our partners, and accountability in everything we do.
Equal Opportunities
At Bally's Intralot, we are committed to promoting equal opportunities in employment and working conditions.
Diversity, Equity and Inclusion are important to us, and we encourage a culture where everyone can be themselves at work.
We believe passionately that employing a diverse workforce is central to our success, this is our superpower.
We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.
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Off Site SEO Manager in City of Westminster employer: Bally's Intralot
Bally's Intralot is an exceptional employer that fosters a collaborative and innovative work culture, where employees are encouraged to embody the core values of teamwork, curiosity, and creativity. With generous benefits such as health insurance, flexible working arrangements, and opportunities for professional growth, employees can thrive in a supportive environment while contributing to the exciting world of iGaming and digital lottery solutions. Located at the heart of the UK and Spain's dynamic markets, this role offers a unique chance to make a significant impact in a rapidly evolving industry.
StudySmarter Expert Advice🤫
We think this is how you could land Off Site SEO Manager in City of Westminster
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Bally's Intralot and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Bally's Intralot are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Bally's Intralot on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Bally's Intralot. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Off Site SEO Manager in City of Westminster
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Bally's Intralot. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Bally's Intralot:Show us that you’ve done your homework! In your application, briefly mention what you admire about Bally's Intralot’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Bally's Intralot
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Bally's Intralot will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Bally's Intralot, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
