Senior iGaming SEO, Brand SERP & AI Search (GEO/AEO) Specialist – Online Casino & Sportsbook

We are an international iGaming company operating multiple ONLINE CASINO and SPORTSBOOK brands across several international markets.

We are looking for a highly experienced, hands-on:

SENIOR iGAMING SEO, BRAND SERP & AI SEARCH (GEO/AEO) SPECIALIST

IMPORTANT

This role is focused EXCLUSIVELY on our own online casino and sportsbook brands.

This is an OPERATOR SEO position.

We are NOT hiring for an affiliate website, gambling media website or general content project.

Our objective is to strengthen our official casino and sportsbook domains, recover and protect branded search visibility, grow qualified organic traffic and increase the visibility and authority of our brands in both traditional search engines and AI-powered search systems.

THIS IS NOT A CONSULTING-ONLY ROLE

We do not need someone who simply produces

• SEO audits
• PowerPoint presentations
• Reports
• Recommendations
• Strategy documents

We need someone who will actually DO the work.

You should be able to identify problems, define the solution, execute the SEO work directly where possible, coordinate technical changes with our developers, monitor results and continuously improve performance.

We strongly prefer an experienced independent freelancer or a very small specialist team where the person applying will personally perform the work.

We are looking for a long-term collaboration at a reasonable and sustainable cost.

We are NOT looking for large agency retainers or enterprise consultancy pricing.

OUR MAIN OBJECTIVES

1. BRAND SERP PROTECTION, RECOVERY & OFFICIAL DOMAIN VISIBILITY

This is one of the HIGHEST priorities of this role.

Some of our casino and sportsbook brands operate internationally.

In certain countries, when users search for the exact name of one of our brands, affiliates, competitors, third-party websites, imitation sites or similar domains may appear above our official website.

We want to change this.

When a user searches for one of our casino or sportsbook brands, our objective is for the OFFICIAL WEBSITE and legitimate official brand properties to dominate the relevant branded search results.

You should be able to investigate and address situations involving:

• Competitors ranking for our brand names
• Affiliates outranking our official websites
• Third-party sites occupying important branded results
• Imitation or misleading websites
• Similar domains
• Typo domains
• Brand impersonation
• Weak branded rankings in specific countries
• Incorrect or outdated search results
• Weak authority of official domains
• Negative or unwanted SERP visibility
• Inconsistent search results between different countries
• Problems affecting branded search visibility

If our official casino website is not ranking first for its own brand name in a target market, we expect you to:

• Identify exactly why
• Identify who is outranking us
• Analyse their SEO and backlink advantages
• Analyse our own technical and authority weaknesses
• Create a recovery plan
• Execute that plan
• Monitor the results
• Defend the position once recovered

Where a problem involves trademark infringement, abusive domains or legal matters rather than SEO, you should identify the issue clearly so that it can be escalated to our legal/domain specialists.

We want a practical and repeatable system for RECOVERING, STRENGTHENING and DEFENDING our branded SERPs internationally.

2. ORGANIC TRAFFIC GROWTH FOR OUR CASINO & SPORTSBOOK BRANDS

We also want to significantly increase qualified NON-BRANDED organic traffic.

Our objective is not simply to rank when somebody already knows our brand name.

We want potential players to discover our casino and sportsbook brands through relevant searches in the markets where we operate.

The role includes hands-on work involving

• SEO strategy
• Technical SEO
• On-page SEO
• Off-page SEO
• Keyword research
• Keyword gap analysis
• Competitor analysis
• Content strategy
• Search-intent analysis
• International SEO
• Multilingual SEO
• Internal linking
• Landing-page optimization
• Content clusters
• Programmatic SEO where appropriate
• Google Search Console
• GA4
• Ahrefs
• Semrush
• Screaming Frog
• Ranking monitoring
• Organic traffic analysis
• Conversion-focused SEO
• Authority growth

We want SEO that generates REAL BUSINESS VALUE

• More qualified traffic
• Better rankings
• More visibility
• More registrations
• More first-time deposit opportunities
• Stronger brand authority

You should understand that casino SEO and sportsbook SEO are highly competitive and require different strategies depending on country, language, product and search intent.

3. BACKLINKS, OFF-PAGE SEO & AUTHORITY BUILDING

Backlinks are a very important part of this position.

We need someone who understands link building specifically in competitive iGaming markets.

You should be capable of

• Analysing competitor backlink profiles
• Identifying high-value link opportunities
• Acquiring relevant iGaming backlinks
• Digital PR
• Authority building
• Relationship-based link acquisition
• Recovering lost links
• Identifying harmful or suspicious backlink patterns
• Strengthening the authority of our official casino domains

We want QUALITY, relevant and sustainable backlinks.

We are NOT interested in

• Thousands of spam links
• Low-quality automated backlinks
• Generic link packages
• Short-term tactics that may create future Google problems

We want a serious long-term authority strategy.

4. AI SEARCH / GEO / AEO

Search is changing rapidly.

We want our brands to become visible and authoritative not only in traditional Google Search, but also in AI-powered discovery and answer systems.

We want to improve our visibility in systems such as:

• ChatGPT Search
• Google AI experiences
• Gemini
• Perplexity
• Other AI-powered search and answer engines

You should understand or actively work with

• GEO – Generative Engine Optimization
• AEO – Answer Engine Optimization
• AI Search Optimization
• Entity SEO
• Structured data
• Schema markup
• Source authority
• Brand/entity signals
• Content designed to be discovered, understood and cited by AI systems

For example, when somebody asks an AI system

“Is [our brand] an online casino?”

“What is the official website of [our brand]?”

“Which online casinos offer this provider/game/feature?”

or asks other relevant casino or sportsbook questions,

we want to increase the probability that our OFFICIAL websites and brands are correctly recognised, understood and referenced.

We do not expect anyone to guarantee placement in AI answers.

We do expect someone who understands how to systematically improve the signals, authority, structured information and online presence that can increase AI Search visibility.

5. TECHNICAL SEO & WEBSITE OPTIMIZATION

We need someone who continuously analyses our casino and sportsbook websites and identifies what must be improved.

This includes

• Crawlability
• Indexation
• Site architecture
• Technical SEO
• XML sitemaps
• Canonicals
• Metadata
• Structured data / Schema
• Internal linking
• Page performance
• Mobile SEO
• Multilingual site structure
• Hreflang where relevant
• Duplicate content
• Thin or weak content
• Search Console errors
• Entity signals
• Backlink profile
• Domain authority
• JavaScript SEO where relevant
• International website structure

We already have our own internal technical team.

Our developers manage

• Casino platforms
• CMS
• Frontend
• Backend
• Databases
• APIs
• Platform integrations

You do NOT need to develop our casino platform.

However, when a technical SEO problem requires development, you must be able to:

• Identify exactly what is wrong
• Explain exactly what needs to change
• Create a clear task for our developers
• Work directly with them
• Follow the implementation
• Verify that the problem was actually fixed

We do not want SEO recommendations that remain inside a report and are never implemented.

6. AI & SEO AUTOMATION

We want to use AI extensively to make our SEO operation faster, smarter and more scalable.

We are interested in practical use of tools such as:

• ChatGPT / OpenAI
• Claude
• Gemini
• AI research tools
• AI SEO workflows
• n8n
• Make
• Other automation systems

Possible uses include

• SEO research
• Competitor monitoring
• SERP monitoring
• Content analysis
• Keyword clustering
• Internal-link analysis
• Technical issue detection
• Reporting
• International content workflows
• Brand monitoring
• AI Search monitoring
• Repetitive SEO tasks

However, we are NOT looking for someone whose AI strategy is simply:

“Generate thousands of articles automatically.”

We want AI to improve

QUALITY + SPEED + ANALYSIS + EXECUTION + SCALE

without damaging the authority or quality of our casino brands.

7. SPORTSBOOK SEO

Our business also includes online sports betting.

Experience with sportsbook SEO is highly valuable.

You should ideally understand areas such as

• Betting keywords
• Sports events
• Betting markets
• Sportsbook landing pages
• International betting SEO
• Competitive sportsbook SERPs
• Acquisition traffic
• Seasonal/event-driven search opportunities
• Sportsbook content strategy

We understand that sportsbook SEO is different from casino SEO and expect the successful candidate to understand those differences.

8. IGAMING EXPERIENCE

Professional iGaming SEO experience is very important.

We strongly prefer candidates who have worked DIRECTLY on SEO for:

• Online casino operators
• Sportsbook operators
• Multi-brand iGaming operators

Experience with gambling affiliates is valuable, but OPERATOR-SIDE experience is especially important for this role.

We want someone who understands the difference between:

Growing an affiliate/media property

and

Building the authority, branded visibility and organic player acquisition of an actual casino or sportsbook operator.

Experience with the following is valuable

• Casino operators
• Sportsbooks
• Gambling affiliates
• iGaming platforms
• Game providers
• SEO agencies specialising in gambling

You should understand terminology and concepts such as:

• FTD
• CPA
• Revenue Share
• GGR
• NGR
• Player acquisition
• Casino bonuses
• Game providers
• Aggregators
• Affiliate traffic
• Gambling SERPs
• International gambling markets

9. THIS IS A HANDS-ON EXECUTION ROLE

Again, we are NOT looking for someone who only tells us what should be done.

We need someone who can

• Find the problem
• Investigate the cause
• Define the solution
• Execute SEO work
• Build backlinks
• Improve Brand SERPs
• Improve content
• Improve on-page SEO
• Improve off-page SEO
• Implement GEO / AEO / AI Search strategies
• Coordinate technical changes
• Work directly with our developers
• Monitor rankings
• Monitor brand searches
• Monitor backlinks
• Monitor traffic
• Monitor AI visibility
• Measure results
• Report clearly
• Continuously improve performance

WE WANT EXECUTION, NOT ONLY CONSULTANCY.

10. MULTI-BRAND APPROACH

We operate multiple online casino and sportsbook brands.

We want someone who can create a repeatable SEO framework that can be applied across the group while still respecting:

• Different brands
• Different countries
• Different languages
• Different competition
• Different search results
• Different regulatory environments
• Different casino/sportsbook positioning

We want to understand clearly

• Which brand has which problems
• Which markets require urgent Brand SERP recovery
• Which brands have the greatest organic growth opportunity
• Which competitors are strongest
• What should be prioritised first

WHO WE PREFER TO WORK WITH

Our preference is for

• Independent senior freelancers
• Hands-on specialists
• People who personally execute the work
• Small specialist teams where the applicant personally leads and performs the work
• Long-term collaborators
• Professionals with reasonable and sustainable rates

We are NOT looking for

• Large SEO agencies
• Sales representatives who outsource the work after winning the contract
• Large monthly agency retainers
• Enterprise consulting pricing
• Consultants who only provide strategy
• Generic SEO packages
• People who only deliver reports
• Low-quality backlink sellers

We believe in paying fairly for strong work.

However, we are specifically looking for a sustainable long-term cost structure.

We prefer to begin with a limited paid engagement, see real execution and real results, and then expand the relationship.

WHEN APPLYING

Please answer the following

1. Are you an independent freelancer or part of an agency?

2. If you are part of an agency, will YOU personally perform the work?

3. What direct professional experience do you have with ONLINE CASINO or SPORTSBOOK SEO?

4. Have you worked directly for casino/sportsbook OPERATORS, or mainly for affiliate/media websites?

5. Which iGaming websites or brands have you personally worked on?

6. Please provide measurable SEO results you personally achieved.

7. What experience do you have with backlink building in competitive gambling markets?

8. Have you personally managed Brand SERP recovery or brand-protection SEO?

9. Have you worked on cases where affiliates, competitors or third-party websites outranked an official brand for its own name?

10. Please describe one such situation and what you did to solve it.

11. What practical experience do you have with GEO, AEO and AI Search?

12. Can you provide examples of improvements in ChatGPT, Gemini, Google AI or Perplexity visibility?

13. Which SEO and AI tools do you currently use?

14. What is your hourly rate?

15. How many hours per week are you available?

16. Do you require a minimum monthly retainer? If yes, how much?

IMPORTANT QUESTION

If an official online casino website is being outranked for its OWN BRAND NAME by affiliates or third-party websites in several countries, explain exactly what you would do during the FIRST 30 DAYS to recover and defend those branded SERPs.

Please provide REAL examples and measurable results whenever possible.

Generic applications will not be considered.

Please start your proposal with the words

IGAMING SEO AI