Head of SEO & Organic Growth
This is a senior leadership role with end-to-end accountability for Betfred’s organic growth strategy, performance and long-term search visibility across all products and priority markets. The Head of SEO will set the vision, define the roadmap and lead execution across technical SEO, content, authority-building and performance analysis, ensuring that organic search is a meaningful driver of acquisition, retention and revenue.
The role is responsible for identifying key performance indicators, translating commercial objectives into a clear organic growth strategy, and creating the operating framework through which success is measured and delivered. This includes leading and developing a team of 8 across article copywriting for Insights.com and SEO strategy, building high standards of execution, and constantly identifying new ways to align content, technical performance and customer intent to optimise organic growth in a highly competitive market. Ultimately, the long-term goal is to increase Betfred’s market share by strengthening visibility, improving customer engagement and establishing a clear competitive point of distinction in line with the company’s desired positioning and brand values.
- Own and evolve the enterprise SEO strategy to drive sustainable, long-term organic traffic growth, customer acquisition and revenue across key markets.
- Lead, mentor and develop the team, including article copywriters and SEO specialists, creating a high-performance culture with clear objectives, accountability and progression.
- Set the strategic direction for technical, on-page and off-page SEO, ensuring best practice is consistently implemented across all platforms, products and content journeys.
- Develop and scale high-performing content strategies across betting and gaming categories, aligning search demand, brand positioning and commercial priorities.
- Constantly identify new opportunities to align content, technical SEO, UX and conversion performance to optimise organic growth and improve the quality of traffic.
- Act as the senior SEO lead for the business, influencing cross-functional stakeholders and ensuring SEO is embedded into product, development, content and performance marketing plans.
- Manage relationships with internal content teams, external agencies and affiliate partners to maximise organic visibility, authority and return on investment.
- Monitor algorithm updates, competitor activity and wider industry trends, adapting strategy at pace to protect and grow rankings in a highly competitive SERP landscape.
- Collaborate with product and development teams to improve site architecture, page performance, crawlability, indexation and overall technical health.
- Manage and deliver to agreed KPs, clearly communicate performance, risks, opportunities and strategic priorities to senior stakeholders and demonstrate tangible revenue associated to SEO.
- Work closely with the performance marketing team to identify efficiencies across paid and organic channels.
- Issue weekly and monthly performance updates, presenting trends, actions and recommendations with clarity and commercial relevance to senior leadership.
- Champion testing, innovation and continuous improvement, ensuring the function remains proactive in identifying new levers for organic visibility and market share growth.
- Manage budgets and ensure spend is efficiently managed.
- Ensure all activity is full governed by process and in line with compliance guidelines.
- Minimum 7+ years in SEO, including significant experience in a senior or head-of-function role within the Online Gaming, Casino or Sports Betting sector. (required)
- Proven leadership experience managing and developing high-performing teams, with the ability to lead specialists across content, copywriting, technical SEO and strategy. (required)
- Strong track record of building and delivering multi-market SEO strategies that increase organic visibility, qualified traffic, conversion and revenue in regulated markets. (required)
- Proven experience ranking for high-value, high-competition keywords in highly competitive search environments. (required)
- Strong budget management skills. (required)
- Expert knowledge of site architecture, Core Web Vitals, PageSpeed, schema markup, internal linking, indexation management and mobile-first indexing. (required)
- Advanced proficiency in Google Analytics 4, Google Search Console and industry tools. (required)
- Demonstrated ability to influence and coordinate across cross-functional departments including PPC, Product, UX, Content and Technology. (required)
- Exceptional analytical and commercial skills, with the ability to translate complex SEO data into clear, actionable business strategies for non-technical stakeholders. (required)
- Experience presenting performance, strategic recommendations and investment cases to senior leadership with confidence and credibility. (required)
- Working knowledge of HTML, CSS and JavaScript in relation to SEO implementation and technical constraints. (nice-to-have)
- Professional SEO or Digital Marketing qualifications. (nice-to-have)
- A background in a digital agency environment managing major iGaming accounts. (nice-to-have)
- Experience owning departmental planning, resource allocation and prioritisation within a fast-paced, commercially driven business. (nice-to-have)
Betfred is a betting and gaming company that has operated for over 50 years, founded by Fred and Peter Done. It runs more than 1,300 betting shops and employs around 9,500 people, combining a large retail estate with online sports betting and gaming. In 2019 it entered the US sports betting market as Betfred Sportsbook, now operating in several states, and has established a presence in South Africa, where it holds a majority stake in the online betting company LottoStar. Headquartered in Warrington, England, Betfred emphasises customer service and responsible gambling across its operations.
