SEO Content Manager

Job title: SEO Content Manager

Location: Leeds or London

Overview of the role:

The SEO Content Manager is responsible for delivering PokerNews’ evergreen and growth-focused content strategy across poker and iGaming verticals.

As the operational partner to the Senior Growth & Brand Manager, you will manage the day-to-day execution of SEO initiatives, coordinate content updates, optimize high-value landing pages, brief writers, and ensure all content meets performance, quality, and compliance standards.

In addition, this role will oversee the daily link-building activities, including managing outreach workflows and maintaining direct communication with the external link-building supplier to ensure timely delivery, alignment with guidelines, and continuous performance improvement.)

The role will also support ongoing analysis of the performance of key pages and emerging projects, identifying opportunities, monitoring KPIs, and providing data-driven recommendations to improve visibility, traffic, and conversions.

You will work closely with Editorial, Commercial, iGaming, UX/CRO, and local market leads to improve visibility, organic traffic, and conversion performance across PokerNews’ core properties.

This is a hands-on role suited for an analytical, detail-oriented content professional with strong SEO instincts and excellent project management skills.

This role follows a hybrid approach to working, allowing you to combine working from home with working in our modern offices. These discussions are between you and your manager to find the best pattern for you both, while recognising that quality time together is essential for keeping us mission-aligned.

What you’ll do:

Operational SEO Execution

• Implement the SEO roadmap defined by the Senior Growth & Brand Manager.

• Plan and execute updates to high-value evergreen pages (guides, rules, strategies, room pages, casino reviews).

• Conduct ongoing performance analysis of key pages and new projects, monitoring KPIs and identifying data-driven opportunities to improve visibility, traffic, and conversions.

• Coordinate metadata updates (titles, meta descriptions, H1/H2 structure, internal linking, schema markups), on-page improvements, internal linking, and technical SEO requests.

• Run content audits and identify pages requiring refresh or consolidation.

• Track rankings, clicks, impressions, and CTR for priority pages.

• Manage day-to-day link-building operations, including outreach workflows and direct coordination with the external.

Content Planning & Workflow Coordination

• Create briefs for evergreen content updates and new articles based on keyword research.

• Coordinate with writers, editors, and freelancers to deliver SEO-driven content.

• Oversee the planning, optimization, and performance of high-impact projects and content hubs.

• Maintain the evergreen content calendar and prioritization list.

• Optimize casino reviews, bonus pages, and product templates.

• Ensure all content meets quality, accuracy, legal, compliance, and brand standards.

• Maintain accuracy of top pages including bonuses, offers, T&Cs, and expired promos.

• QA content for structure, formatting, E-E-A-T alignment, and SEO best practices.

Cross-Functional Collaboration

• Work with Editorial to align evergreen updates with newsroom output.

• Partner with Commercial to ensure partner links, offers, and landing pages are accurate and updated.

• Support Digital Media with SEO insights for video concepts when relevant.

• Liaise with local market leads (SEU, Brazil) to identify regional SEO opportunities.

• Coordinate with freelance writers, delegating production tasks, ensuring clarity in briefs, and monitoring deadlines to guarantee timely delivery and quality standards.

Performance Analysis & Reporting

• Monitor SEO performance for all evergreen clusters and maintain dashboards (e.g. GA4, GSC, Ahrefs, Looker Studio).

• Track improvements after updates and optimizations (traffic, conversions, ranking shifts).

• Contribute to monthly performance summaries and quarterly planning.

Technical & UX Support

• Identify indexing issues, duplicate pages, broken internal links, and technical gaps.

• Coordinate fixes with Development or CRO/UX roles

• Collaborate closely with Product and Tech teams to ensure SEO requirements are integrated into roadmaps and workflows.

• Support testing of layout or content changes related to SEO experiments.

What you’ll bring:

• Proven experience in SEO content, growth content, or digital publishing (iGaming or sports a plus).

• Strong understanding of on-page SEO, keyword research, and search intent.

• Skilled in GA4, Search Console, and SEO tools such as Ahrefs/Semrush/Screaming Frog.

• Excellent writing/editing instincts (not full-time writing, but strong quality control).

• Strong project management and organizational skills.

• Experience working cross-functionally with editorial and product teams.

• Familiarity with affiliate marketing, gaming compliance, and conversion funnels is a plus.

• Analytical mindset with the ability to turn data into actionable insights.

It’s ok if you don’t think you tick every box on this list. We love people who want to challenge themselves and are passionate about what they do. If you believe you can contribute in some areas and are eager to learn, we encourage you to apply.

Why choose us:

Aside from a generous base salary, we have a fantastic benefits & rewards program that is designed to encourage personal and career development.

• Discretionary annual performance bonus

• 30 days paid leave

• Private healthcare

• Personal life assurance and income protection

• The option to join our company pension scheme

• External learning support of up to £2,000 or equivalent in local currency, dedicated 4 learning “Power Hours” every month during office time, full access to the Udemy and Mindtools platforms, in-house leadership program and many other training opportunities for developing your skills and progressing your career

• Looking to extend your family? You will receive a cash gift of £1,000 for your new addition whilst working for us

• 26 weeks primary carer leave at 100% pay & 4 weeks secondary carer leave pay at 100% pay

• Access to an on-site gym

• Social events; including our sensational summer and Christmas parties

• Online Discount Scheme, including discounted shopping and cinema vouchers.

*Benefits may vary based on location*

Equal opportunities:

At Flutter International we are committed to creating an inclusive environment where our people can be their authentic selves and thrive. We embrace and celebrate diversity, respecting all our uniqueness and differences.

We welcome you to let us know whether you have any accessibility needs. All you need to do is email us at talent@flutterint.com. Your journey with us is focused on ensuring you have what you need to be your best self.

Learn more about the work we are doing on Inclusion and Belonging here: https://careers.flutterinternational.com/working-at-flutter-international/diversity-equity-inclusion/

The group:

PokerNews is a proud member of the Flutter Entertainment family, a global leader in sports betting, iGaming, and entertainment. We're not just another company; we're listed on both the prestigious FTSE 100 index on the London Stock Exchange and the New York Stock Exchange (NYSE). What sets us apart is our world class brands, cutting-edge products, and our International division includes our operations in over 100 global markets and offers sports betting, casino, poker, rummy and lottery, mainly online. What truly defines us is our commitment to ensuring that the excitement of gaming and entertainment is experienced in a responsible and sustainable way. Our remarkable team of over 8,000 colleagues drives this vision, spread across 28 offices worldwide.