Original listing text, shown exactly as published by the company.
The Role
Legend is hiring a Senior Organic Specialist to join us on an exciting journey to help build some of the industry's biggest brands and networks.
In this pivotal role, you will own and evolve our organic growth strategy across traditional search, AEO and GEO. You’ll tackle complex and fast-changing discovery challenges, guiding your team and stakeholders to success in the highly competitive North American market.
This is a hands-on role where you’ll be deeply involved in execution- optimizing content, identifying growth levers, and experimenting across emerging organic channels. You’ll also help shape how we approach organic visibility in an era increasingly influenced by AI-powered search and generative engines.
You’ll act as a subject matter expert, partnering cross-functionally to drive scalable, data-informed SEO strategies that maximize visibility, traffic, and revenue in a highly competitive market.
Working alongside a team of exceptionally talented professionals across content, product, data, and engineering in the Sports Betting industry, you’ll be at the forefront of a dynamic and rapidly growing field. This is your chance to make a meaningful impact and help define the future of organic growth at Legend.
In this role, we value diverse perspectives and encourage you to apply even if you don't meet every qualification listed.
Your Impact
- Collaborate on and execute holistic organic growth strategies across NA-focused assets, spanning SEO, AIO, and GEO.
- Act as an SEO subject matter expert, advising marketing, product, engineering, and content teams on best practices and emerging trends.
- Analyze competitive landscapes and SERP dynamics to identify opportunities, gaps, and algorithm-driven performance shifts.
- Drive visibility across search and AI-powered discovery platforms, including generative search and entity-based experiences.
- Partner with product and engineering on technical SEO initiatives (e.g., crawl optimization, Core Web Vitals, schema, site migrations).
- Guide content strategy and optimization, including content planning, internal linking, and topic clustering for both evergreen and real-time content.
- Measure and optimize performance through testing and analysis, setting clear goals and translating insights into actionable recommendations.
What You'll Bring
- 6+ years of SEO experience, with a proven track record of driving organic growth for high-scale, content-rich websites in competitive industries.
- Deep expertise across SEO disciplines, including on-page, technical SEO (crawl optimization, Core Web Vitals, structured data), and a solid understanding of off-page/link signals.
- Strong strategic and hands-on capability, with experience both shaping SEO direction and executing initiatives that deliver measurable business impact.
- Advanced proficiency with SEO and analytics tools (e.g., SEMrush, Ahrefs, Screaming Frog) and the ability to translate complex data into clear, actionable insights.
- Experience working cross-functionally, partnering with product, engineering, content, and design teams to embed SEO best practices into workflows and roadmaps.
- Understanding of evolving search landscapes, including AIO (AI Optimization) and GEO (Generative Engine Optimization), and how AI is shaping discovery and visibility.
- Ownership mindset with strong communication skills, able to influence stakeholders, set priorities, and drive initiatives forward in a fast-paced environment.
Nice to Have
- Strong understanding of SEO for sports betting, iGaming, or publisher-style businesses (e.g., odds comparison, affiliate models, event-based content).
- Experience with international SEO and localized content strategies.
- Understanding of sports content lifecycles, such as real-time SERPs for live events (Google Top Stories)
The Interview Process
1st: Initial Chat with Talent Partner (30 mins via Zoom)
