SEO Specialist (iGaming)

Our client is passionate about delivering a thrilling and responsible iGaming experience. They operate in a fast-paced, dynamic environment where integrity, innovation, and customer focus are paramount. They are committed to upholding the highest standards of regulatory compliance while fostering a culture of high performance and continuous improvement. They empower their team to take ownership, drive results, and contribute to our success.

 

Role Overview

As our SEO Specialist, you'll own our organic search strategy from execution through reporting. You'll ensure our client ranks for the keywords that matter, captures featured snippets and rich results, and shows up credibly wherever South African bettors are searching, including AI-powered answer engines. You'll work closely with our content, development, and marketing teams to make organic a genuinely commercial channel.

Job Type: Full Time/Permanent

Workplace: Onsite

Location: Cape Town

Requirements

• Proven SEO experience: 3 - 5 years in a dedicated SEO role with a demonstrable track record of growing organic traffic and rankings.
• Betting industry knowledge: Understanding of the SA betting landscape, relevant keywords, and target audience. Strongly advantageous.
• Technical SEO proficiency: Site architecture, crawlability, Core Web Vitals, page speed. you know what to look for and how to fix it.
• SEO tooling: Hands-on with Google Search Console, GA4, and at least one of SEMrush / Ahrefs / Moz.
• AEO/GEO awareness: Hands-on experience with structured data and/or active interest in AI search optimisation, demonstrable through work or self-directed learning.
• Data-driven mindset: Comfortable with analytics, able to translate data into actionable recommendations and commercial insight.
• Strong communicator: Able to explain technical SEO to non-technical stakeholders and write clear, on-brand content briefs.
• Passion for sport: A genuine interest in sports and betting makes this job a lot more fun.

Responsibilities:

 

Traditional SEO

• Develop and execute a comprehensive SEO strategy: This includes keyword research, competitive analysis, on-page optimisation, link building, and technical SEO.
• Manage and optimise website content: Brief and review content to ensure it's search-optimised and aligned to our commercial goals.
• Conduct in-depth keyword research: Identify high-value, high-intent keywords for the South African betting market.
• Perform technical SEO audits: Identify and resolve crawlability, indexation, Core Web Vitals, and site architecture issues in collaboration with the development team.
• Build high-quality backlinks: Develop and implement an ethical link acquisition strategy from relevant, authoritative sources.
• Monitor and analyse SEO performance: Track rankings, traffic, and conversions; deliver regular reporting to the Head of Acquisition.

GEO - Generative Engine Optimisation

• Monitor our AI search presence: Track how our client appears in Google AI Overviews, Perplexity, Copilot, and ChatGPT Search; flag inaccuracies and take corrective action.
• Build citable, authoritative content: Develop betting guides, glossaries, sports explainers, and responsible gambling resources structured for AI citation.
• Apply E-E-A-T principles: Strengthen content with experience, expertise, authority, and trust signals to improve both traditional and AI search performance.
• Conduct quarterly GEO audits: Assess brand entity accuracy, AI citation rates, and share-of-voice versus competitors in AI-generated results.
• Stay ahead of the curve: Bring monthly insights to the team on how the AI search landscape is evolving and what it means for our clients organic strategy.

Company Perks:

• Join the team in South Africa and enjoy a workplace designed for your success:
• Hybrid working model: 4 days in office, 1 day WFH
• Flexible working hours
• Discretionary bonus based on company and employee performance
• First Fridays
• Years of service policy
• Training and development opportunities
• Referral fees