SEO Manager

White Swan Data; London; On-site; GBP 100,000 - 125,000; Full time

Job summary

A growing data-driven company in London seeks an experienced SEO Manager to lead growth initiatives for an affiliate site in the iGaming sector. The role requires expertise in technical SEO, link building, and content management. Candidates must have over 5 years of SEO experience and a proven track record of driving organic growth. The position offers a dynamic start-up environment with opportunities for personal growth and collaboration.

Benefits

Discretionary performance bonus

Equity upside

Private health & dental insurance

Pension plan

Gym membership

Regular team events & socials

Qualifications

• 5+ years of hands-on SEO experience with proven organic growth.
• Exceptional content skills with experience in writing and managing freelancers.
• Proven success in link building and acquiring high-authority backlinks.

Responsibilities

• Drive SEO strategy through audits, keyword research, and competitor analysis.
• Collaborate with the product team to resolve SEO issues.
• Own content production lifecycle and ensure optimization for search intent.

Skills

Technical SEO

On-page strategy

Link building

Content management

GA4

GSC

WordPress

Tools

Ahrefs

Semrush

GTM

Clicky

Screaming Frog

Job description

Overview

Department: Engineering

Employment Type: Full Time

Location: London, UK

Description

About White Swan Data

Technology is at the heart of our business and has produced consistent and significant results. We are a small but rapidly growing team of mathematicians, data scientists and software engineers constantly striving to refine our world class statistical models while also researching and deploying new ones.

Our work bridges three domains, each challenging in its own right - iGaming, quantitative research and software development. This convergence demands a rare blend of skills and creativity to identify and capitalise on inefficiencies across the iGaming landscape. The opportunities are vast, but we are only as good as the people we bring on board.

As a startup, we offer a dynamic and entrepreneurial environment where you’ll work on impactful projects and have the autonomy to explore new ideas. In-person collaboration and innovation are at the heart of what we do, and we are always looking for individuals who can contribute their unique perspectives and talents to help us stay ahead in a constantly evolving industry.

About the Role

Following the recent acquisition of a high-potential affiliate website in the iGaming sector, we are looking for a driven SEO Manager to take complete ownership of this asset. Your mission will be to architect and execute the strategy that unlocks its full growth potential.

The ideal candidate is a hands-on SEO expert, deeply skilled in technical optimisation, on-page strategy, and link building. You will work closely with our development team to coordinate site improvements, take the lead on writing and editing authoritative content, train up colleagues to help with all aspects of the business, and call in freelancers if needed.

This is a foundational role with a significant opportunity for growth. We are committed to expanding this area of our business, and we are looking for an entrepreneurial person to help build, lead, and shape the future.

Key Responsibilities

• Drive SEO strategy by conducting in-depth technical audits, keyword research, site architecture reviews, and competitor analysis.
• Collaborate proactively with the product team to resolve technical SEO issues and optimise conversion-focused user journeys.
• Own the entire content production lifecycle, from planning and creation to ensuring every piece is optimised for search intent.
• Direct and manage external resources, including agencies and freelancers, and lead hiring for new team members as required.
• Help deliver clear and actionable performance reports to senior management, highlighting key metrics, progress, and strategic recommendations.
• Develop and execute a high-impact link-building strategy.
• Mentor colleagues to build team-wide SEO expertise.

Skills, Knowledge and Expertise

Must have:

• 5+ years of hands-on SEO experience, with a proven track record of driving organic growth through expert-level technical and on-page SEO.
• Exceptional content skills, including hands-on experience in writing, editing, and managing freelance content creators to maintain a high standard of quality.
• Proven success in link building, with experience designing and executing strategies to acquire high-authority backlinks.
• Deep proficiency with the modern SEO toolkit, including GA4, GSC, GTM, Ahrefs/Semrush, Clicky.
• Expertise with WordPress, demonstrating the ability to manage content, plugins, and site structure effectively.

Nice to have:

• Direct experience in the iGaming / online gambling sector is a significant advantage.
• Previous experience managing or owning an affiliate website.
• Experience leading a small team or having direct line management responsibilities.
• A strong understanding of how to leverage AI tools ethically and effectively to scale SEO and content processes.
• Working knowledge of basic web development (wordpress, HTML, CSS, JavaScript) for more effective collaboration with developers.
• Familiarity with the cryptocurrency space, particularly as it relates to gambling/iGaming.
• Experience using web crawlers (Screaming Frog, etc).

Benefits

• Salary depending on experience.
• Discretionary performance bonus.
• Equity upside.
• 25 days holiday per annum, plus UK bank holidays.
• Private health & dental insurance.
• Optical cover through Aviva.
• Pension plan.
• Gympass membership to over 1900 gyms and wellness businesses.
• Breakfast bought in every day and lunch bought in twice a week
• Free coffee & snacks at the office.
• Regular team events & socials.