SEO Manager

We’re a sports media network, focused on building and nurturing a portfolio of highly engaged and connected communities of sports fans and bettors to create value for our partners. We empower sports fans with real-time intelligence, premium independent content, and unique tools so they can compete in the sports betting game. FairPlay Sports Media is a collection of market leading brands including oddschecker, WhoScored, SuperScommesse, FairPlay Technologies and Confido. In addition, FairPlay has a vast network across the sports tech and media industries through our partnerships including Reach, Gazzetta dello Sport, DAZN, SportsGrid and The Jockey Club amongst others. iGaming is one of the fastest-growing and most technologically innovative sectors, and we’re on top of our game, powered by market-leading tech and driven by brilliant people. We champion diversity and operate an open and inclusive culture as well as being focused, fast‑paced, and always making sure to have fun along the way.

What you’ll do:

• As Organic Performance Manager, you will own and drive our organic search strategy across key markets, with a strong focus on scalable growth, content performance, and technical excellence.
• You’ll work cross‑functionally with editorial, product, PR, and external partners, acting as the SEO/AI/LLM subject matter expert within the business.
• This role is both strategic and hands‑on, responsible for setting direction, prioritising initiatives, and delivering measurable organic growth in competitive markets.
• This role is primarily remote, with occasional office visits and will require some hours to be worked on US time zones.

You will be responsible for:

• Own and execute the SEO/AI/LLM strategy to drive sustainable organic traffic growth across priority markets (UK & US).
• Use internal and external data sources to identify high‑impact topics, trends, and opportunities.
• Lead competitor analysis, keyword research, and gap analysis to inform content and site strategy.
• Work closely with editors, writers, and contributors to develop high‑performing, search‑led content.
• Create detailed content briefs that align SEO goals with editorial quality and user intent.
• Lead on‑page optimisation and content refresh strategies for evergreen and high‑value pages.
• Partner with Product and Engineering to review site updates and ensure SEO best practices are embedded.
• Analyse, report, and communicate SEO performance, insights, and opportunities to stakeholders.
• Manage and collaborate with external SEO agencies to ensure outreach and link‑building goals are met.
• Work closely with PR teams to maximise the organic and authority impact of digital PR activity.
• Stay ahead of algorithm updates, industry trends, and best practices, acting as a trusted SEO authority internally.
• Mentor and support more junior SEO team members where applicable.

GEO/AI/LLMs:

• Understanding of how brands/entities appear in LLMs, AI Overviews and generative search results.
• Knowledge of Generative Engine Optimization and tactics to increase brand inclusion in AI‑generated answers.
• Familiarity with structured data, schema and entities to support AI‑driven discovery.
• Research and execute opportunities to improve visibility inside LLMs and AI‑powered search experiences.
• Optimise architecture and content for conversational, multi‑intent and long‑form AI‑style queries.
• Work with content, product and dev teams on AI‑first SEO strategies across channels.
• Review AI‑generated outputs to find gaps/misinformation and feed improvements into SEO roadmaps.
• Use AI platforms to automate parts of technical audits, content gap analysis and reporting with strong QA.
• Assess, roll out and govern AI tools within the SEO workflow to improve efficiency.
• Measure performance across classic search and AI surfaces, including inclusion in AI answers/overviews.
• Run tests on entities, schema and content changes to see impact on AI and generative search visibility.
• Set and enforce guidelines for AI‑assisted content creation that protect quality, E‑E‑A‑T and compliance.
• Monitor AI/generative search developments and convert them into clear, actionable SEO recommendations.

Your Skillset:

• 5+ years’ experience in SEO, with proven success in competitive organic search environments.
• Strong experience owning SEO strategy end‑to‑end, not just execution.
• Deep expertise in content‑led SEO, on‑page optimisation, and technical fundamentals.
• Solid understanding of HTML, site architecture, and SEO/GEO best practices.
• Advanced experience with Google Analytics and Google Search Console.
• Strong analytical skills with confidence using data to drive decisions.
• Hands‑on experience with SEO tools such as Screaming Frog, Ahrefs, SEMrush, LLM Visibility Tracking.
• Excellent stakeholder management and communication skills.
• Comfortable working cross‑functionally in fast‑paced digital businesses.

Nice to Have:

• Experience in US iGaming, sports betting, or sports media.
• Strong knowledge of US sports.
• Experience working with Google News and news‑led SEO strategies.
• Previous experience working in international or multi‑market SEO roles.

What you’ll get back from us:

• Subsidised Sky HD package, broadband and discounted sky talk.
• Free healthcare with Bupa, life assurance and income protection.
• Pension scheme with up to 9% contribution from the company.
• £1,000 training fund each financial year, to spend on your professional development.

Research shows that women and ethnic minorities are less likely to apply if they don’t meet every qualification. If you’re passionate about our purpose, determined to face challenges, and eager to learn, we encourage you to apply even if you don’t tick every box. We’re committed to building a diverse, inclusive team and ensuring an accessible recruitment process. If you need any accommodations, please let us know.