SEO Specialist - Dominate the Sports Betting Landscape!
Are you a data-driven SEO specialist who gets genuinely excited about where search is heading? Do you see Google AI Overviews, Perplexity, and generative search not as threats but as the next frontier to conquer? If so, we want you on our team.
We're looking for a motivated SEO Specialist to drive Sportingbet SA's organic search performance, and to help us stay ahead of a rapidly changing search landscape. This role covers traditional SEO, answer engine optimisation (AEO), and the emerging discipline of generative engine optimisation (GEO). If you're the kind of person who's already experimenting in these spaces, this is your role.
About the Role:
As our SEO Specialist, you'll own our organic search strategy from execution through reporting. You'll ensure Sportingbet SA 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.
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 Sportingbet SA 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 Sportingbet SA's organic strategy.
Qualifications:
- 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.
Company Perks:
Join our team at Sportingbet 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
If you're a high-performance SEO specialist with a passion for sports betting and a desire to dominate the search results, we encourage you to apply!
Work Location: Hybrid remote in Cape Town, Western Cape
