On-Site Optimisation & Content Specialist

bet365 Open · verified Sep 13, 2026

Hybrid Sofia Full-time Mid-level Content Creation

Mid-level Content Creation role at bet365. Sofia · full-time.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

You'll optimise website content and structure for search visibility across regulated markets
You'll write and refine Bulgarian sports news, evergreen pages, blogs and site copy
You'll monitor Bulgarian-market performance, search changes, issues and growth opportunities
You'll support SEO audits, keyword research, competitor analysis and structured-data improvements
You'll coordinate content calendars and delivery with Content, Development, Outreach and Paid teams

What you bring

You bring sports-news content and News SEO experience
You can use GA4, Google Search Console, Screaming Frog, Ahrefs and Sitebulb
You have driven organic-search results across multiple languages and markets
You know technical SEO around crawling and indexing, and are aware of semantic search, entity-oriented search and LLMs
You can analyse and present data with Excel, Google Sheets or Looker Studio

Who this fits

This suits a sports fan who combines strong writing with on-site SEO and collaborative work across specialist teams. You'll work from Sofia in a hybrid setup, support the Bulgarian market, and need native-level Bulgarian with high proficiency in English. The role also involves regulated markets and coordination across the wider Editorial Content team.

From the employer

We’re one of the world’s leading online gambling companies, revolutionising the industry since 2000. Founded by Denise Coates CBE, we now employ over 10,000 people and serve over 120 million customers in 26 languages.

We empower our employees to push boundaries and explore new ideas, cultivating a culture that celebrates and rewards creativity. This offers employees a wealth of growth opportunities, giving them the opportunity to make a real impact in the world of online gambling and gaming. As a forward-thinking company, we’re breaking new ground in software innovation too, redefining what’s possible for our customers worldwide.

Our focus on In-Play betting has solidified our market-leading position, featuring more than 1.38 million In-Play sporting events a year. With over 750 concurrent sporting fixtures at peak and more live sports streamed than anyone else in Europe (750,000), we handle over 6 million HTTP requests daily and process more than 1.5 million bets per hour at peak.

As an On-Site Optimisation & Content Specialist, you will join the Company’s Performance team, working across regulated markets, optimising website structure & producing regular content to improve search engine rankings.

As an On-Site Optimisation & Content Specialist, you will support across multiple departments to drive best-in-class Organic Search results for the Business. You will coordinate with the Content, Development, Outreach and Paid teams to support continued Organic growth.

We are looking for a sports fan that is comfortable with writing and optimising news and evergreen content, briefing new pages, has a core interest in site optimisation, and can work closely and collaboratively on supporting the wider Editorial Content team.

Experience in sports news-based content creation and News SEO
Ability to create high-quality, engaging, and informative sports content, including blogs, sports articles, website copy and other content formats
Competent with key web and analytics tools (for example: GA4, Google Search Console, Screaming Frog, Ahrefs and Sitebulb)
Demonstrated track record of driving business results through organic optimisations across multiple languages and markets
Knowledge in technical SEO, in particular indexing and crawling
Awareness of the concepts of Semantic Search, Entity Oriented Search and LLM’s
Experience of analysing numerical data, statistics and presenting/visualising the data to the Business (Excel, Google Sheets, Looker Studio)
Combines content writing and SEO expertise, creating content that is optimised for search engines while also being engaging and informative for users
Bulgarian native-level speaker with high proficiency in English

Optimising content and regularly writing sports articles on the website
Keeping up-to-date and ahead of the sporting calendar across all genres and fields, with an understanding of how to apply this within the context of the gambling industry
Monitoring performance for the Bulgarian market and identifying potential issues and opportunities
Monitoring the algorithms set by the search engines to keep up to date with changes
Assisting with the delivery of SEO audits across the Company’s Sport, Gaming, News and Content sites across all TLDs
Performing keyword and topic research with an organic focus, combining the data with the pre-existing paid data and existing content available to feed into relevant teams
Combining competitor analysis with query data from leading partners to refine our strategy on an ongoing basis
Supporting the Content team through structured data opportunities and ensuring relevant content is being displayed for queries, and working to improve content for high volume queries, which are missing key content delivery.
Delivering content creation, setting process, managing content calendars, and ensures content aligns with overall marketing objectives.
Analysing data and results to identify trends and insights to achieve maximum ROI

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At bet365, we're committed to creating an environment where everyone feels welcome, respected and valued. Where all individuals can grow and develop, regardless of their background. We're Never Ordinary, and we're always striving to be better. If you need any adjustments or accommodations to the recruitment process, at either application or interview, please don’t hesitate to reach out.