Senior SEO Manager (GEO/LLMs)

FairPlay Sports Media; Greater London; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Subsidised Sky package

PureGym membership

Healthcare with Bupa

Life assurance

Income protection

Pension scheme 9% contribution

£1,000 training fund

Unlimited holiday

Job summary

FairPlay Sports Media is seeking a Senior Organic Performance Manager to lead our SEO strategy across English-speaking markets, including the UK, US, and emerging regions. You will drive visibility across traditional search and AI-powered discovery, mentoring a small SEO team and collaborating with Product and Engineering.

You’ll influence site architecture, CMS evolution and performance metrics while championing EEAT best practices and innovative testing frameworks.

Qualifications

• Extensive SEO and organic growth experience in competitive markets.

Responsibilities

• Own and deliver the organic growth strategy across English-speaking markets (UK/US).

Skills

SEO strategy

Team leadership

Google algorithms

AI-driven search

Analytics (GA4)

Stakeholder mgmt

Agile working

Content EEAT

Performance testing

Link building

Tools

GA4

Search Console

Rank tracking

Log analysis

Job description

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 partnerships with Reach, Fox Sports, 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 technology and driven by brilliant people.

We champion diversity and operate an open and inclusive culture while remaining focused, fast‑paced and always making sure to have fun along the way.

So why not join us at FairPlay and be part of something bigger…

About the Role

As Senior Organic Performance Manager, you will lead the development and execution of comprehensive organic growth strategies that enhance visibility, traffic, and engagement across search engines and AI‑driven discovery platforms. You will work cross‑functionally with Product, PR, Content, and Engineering teams to deliver sustainable, scalable growth aligned with our global vision.

Location

This role can be performed on either a fully remote or hybrid basis from our London office. To be considered, you must be based in the UK (including Scotland) and have the right to work in the UK.

Key Responsibilities

• Own and deliver the organic growth strategy across all English‑speaking markets (UK, US, and emerging regions).
• Drive visibility and performance across both traditional search engines and generative AI platforms (e.g. LLM‑powered search experiences).
• Manage, mentor, and develop a small team of SEO/Organic specialists.
• Partner closely with Product and Engineering teams to influence technical SEO, site architecture, and platform evolution.
• Lead the creation, testing, and scaling of new organic growth initiatives, including seedling or experimental sites.
• Collaborate with the Global Digital PR teams to generate high‑impact link acquisition, brand mentions, and citation strategies.
• Define and uphold best‑in‑class standards for content quality, EEAT, and organic performance.
• Develop and evolve performance measurement frameworks, including reporting across SEO and AI discovery channels.
• Conduct ongoing analysis, opportunity sizing, and competitive benchmarking to inform strategy.
• Champion innovation by identifying and implementing new tools, technologies, and methodologies in organic search and AI.
• Play a key role in agile workflows, enabling rapid testing, iteration, and feedback loops.
• Support the Global Director of Organic Performance in shaping long‑term strategy, CMS evolution, and technology roadmap.
• Lead requirements gathering and refinement for SEO, content, and LLM optimisation initiatives.
• Participate in stakeholder and product meetings, ensuring organic considerations are embedded in all key decisions.
• Oversee SEO testing frameworks, including A/B testing, feature validation, and performance experimentation.

Skills and Experience

• Extensive experience in SEO and organic growth, ideally within competitive or regulated industries (e.g. betting, finance, iGaming).
• Strong understanding of modern search ecosystems, including Google algorithms, entity‑based SEO, and AI‑driven search experiences.
• Proven track record of delivering scalable organic growth across multiple markets.
• Experience managing and developing high‑performing SEO or organic teams.
• Deep technical SEO knowledge, including site architecture, indexing, rendering, and performance optimisation.
• Strong familiarity with data analysis tools (e.g. GA4, Search Console, log analysis tools, rank tracking platforms).
• Experience working with product and engineering teams in agile environments.
• Knowledge of digital PR, link acquisition strategies, and brand authority building.
• Understanding of content strategy, EEAT principles, and semantic search optimisation.
• Experience with testing methodologies and performance experimentation frameworks.
• Commercial awareness and ability to align organic strategy with business objectives.
• Excellent communication and stakeholder management skills.

Personal Attributes

• Highly organised, proactive, and comfortable taking ownership of initiatives.
• Strategic thinker with a strong execution mindset.
• Naturally curious, with a passion for innovation in search and AI.
• Comfortable operating in a fast‑paced, evolving environment.
• Strong problem‑solving skills with attention to detail.

What you’ll get back from us

Alongside being challenged daily and taking a real interest in your development, you will also receive:

• Subsidised Sky HD package, broadband and discounted Sky Talk.
• Free PureGym membership.
• 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.
• Unlimited holiday plan.

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 take on challenges and eager to learn, we encourage you to apply even if you don’t meet every requirement.

We’re committed to building a diverse and inclusive team and ensuring an accessible recruitment process.

• Equal opportunity employment.
• Non‑discrimination in recruitment, compensation, development and promotion.
• Inclusive leadership and respectful workplace behaviours.

If you need any accommodations during the recruitment process, please let us know.