Principal SEO Specialist
Halifax, Canada / Toronto, Canada
SEO & Digital PR – SEO /
Contract /
Hybrid
About Covers and Legend
Here at Covers, we're a top digital media company in the sports betting industry, with a clear sense of purpose and a belief that success comes from the strength of our team and our culture.
We're proudly part of Legend. The team quietly building #1 products that make noise in the most competitive comparison markets in the world. iGaming. Sports Betting. Personal Finance.
We exist to build better experiences. From amplified career paths to supercharged online journeys — for our people and our users, we deliver magic rooted in method. With over 500 Legends and counting, we’re helping companies turbocharge their brand growth in over 18 countries worldwide.
If you’re looking for a company with momentum and the opportunity to progress at pace, Legend has it.
Unlock the Legend in you.
The Role
We’re looking for a Principal SEO Specialist to lead strategic organic search initiatives across our sports betting brands. 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.
This role requires deep SEO expertise, sharp business acumen, and the ability to influence at all levels of the organization. You'll define and execute high-impact initiatives across multiple markets, with a particular focus on technical SEO, content strategy, site architecture, and competitive intelligence.
Your Impact
- Create SEO roadmaps for high-priority sports betting markets, focusing on scalable growth and performance across both desktop and mobile platforms.
- Act as the SEO thought leader across the business, advising marketing, product, engineering, and content teams on best practices and emerging trends.
- Conduct and communicate advanced competitive analyses, identifying gaps, opportunities, and algorithm-driven changes in SERPs that affect performance.
- Collaborate with product and engineering on technical SEO initiatives such as crawl optimization, Core Web Vitals, schema markup, and site migrations.
- Partner with content teams to guide content planning, internal linking, and topic clustering strategies for both evergreen and real-time content.
- Drive and measure impact through experimentation, testing, and ongoing performance monitoring.
What You'll Bring
- 6+ years of SEO experience, with a track record of owning and delivering successful strategies for high-scale, content-rich websites in competitive industries.
- Expertise in technical SEO, on-page optimization, structured data, mobile-first indexing, and site performance.
- Advanced proficiency with tools like SEMrush, Ahrefs, Screaming Frog, and data visualization platforms.
- Experience working with cross-functional teams, including developers, content editors, UX designers, and analysts.
- Strong analytical mindset—you can turn complex datasets into actionable insights and effectively communicate them to both technical and non-technical stakeholders.
- 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)
Nice to Have
The Interview Process
- 1st: Initial Chat with Talent Partner (30 mins via Zoom)
- 2nd: Interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)
- 3rd: Take home task - you will be given 3 days to complete the task and present it back to the team, Interviewer 1 and Interviewer 2 (Hiring Manager) (1 hour video via Zoom)
- 4th: Final interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)
Why Legend?
- Super smart colleagues to work alongside and learn from.
- Engaging development opportunities at all levels.
- Tailored flexibility for your work-life balance.
- Annual discretionary bonus to reward your efforts.
- Paid annual leave PLUS a well-deserved break to recharge your batteries during the festive season! Our offices are closed between Christmas and New Year's, allowing you to enjoy downtime without dipping into your annual allowance.
- Long-term incentive plan so we can all share in the growth and success of Legend.
- Exciting global Legend events, where we unite in person to ignite our shared passion and unveil the exciting strategies for the year ahead!
Unlock your full potential by joining the Legend team. To support you on this journey, we provide an extensive array of benefits and perks, as outlined in our global offerings above. For country-specific benefits please reach out to your talent partner.
Legend is an Equal Opportunity Employer, but that’s just the start. We believe different perspectives help us grow and achieve more. That’s why we’re dedicated to hiring and developing the most talented and diverse team- which includes individuals with different backgrounds, abilities, identities and experiences. If you require any reasonable adjustments throughout your application process, please speak to your Talent Partner or contact the team on talent@l1.com, and we'll do all we can to support you.
