Kristiyan Petrov

What I Do as an SEO Manager

As an SEO Manager, my work covers both the technical development of websites and the way their content and structure respond to user search behaviour.

I analyse search intent, keywords and information architecture, while also monitoring existing pages to identify opportunities for optimisation, expansion or structural changes.

For international projects, one of the most important parts of my work is making sure each market develops according to its own search environment rather than following a single global template.

SEO for the Kenyan Market

For Efirbet Kenya, this means building the SEO strategy around the topics and products that are relevant to the local betting environment.

The Kenyan version has dedicated areas for football predictions and betting guides, alongside market-specific topics such as betting taxation and locally relevant payment methods.

These differences affect keyword research, page structure, internal linking and the way we prioritise new content.

A topic that performs well in another market may have very different search intent in Kenya, so the strategy needs to be adapted around local terminology, user behaviour and the specific questions Kenyan players are trying to answer.

SEO and Content Development

One of the areas where my SEO expertise has the most direct impact is content development.

I work on identifying topics and user searches that have real value for the site and on building a clear relationship between bookmaker content, betting guides, prediction pages and other supporting sections.

This includes keyword and search intent analysis, internal linking and optimisation of existing content.

For Kenya, the local context is especially important. Topics around football predictions, payment methods and betting taxes need to be structured around the Kenyan market rather than simply adapted from another country.

Technical SEO and International Projects

Technical optimisation is another major part of my work.

I work with website architecture, crawlability, indexation, internal linking and other factors that influence how search engines discover and understand content.

My experience with international projects across more than 20 versions requires me to look at SEO on a broader scale – how each market is structured, how content is organised and how individual versions can develop independently without losing the overall logic of the project.

For analysis and day-to-day work, I use Google Search Console, Google Analytics 4, Screaming Frog and Ahrefs. I also use AI tools for research, analysis, workflow optimisation and supporting content strategy.

Professional Experience

My professional path in SEO includes experience in digital agencies as well as international projects.

I have worked as an SEO Specialist at CreateX Digital Agency and Fantastic Services, where I gained experience with different websites, business models and competitive environments.

At Websa, I work as an SEO Manager with a focus on international affiliate and iGaming projects.

Over the years, I have worked on more than 50 projects across over 30 different niches. This experience has taught me to adapt SEO strategy according to the business, market, competition and search behaviour rather than relying on a single model.

I actively follow developments in the SEO industry and the iGaming sector and regularly attend specialised SEO conferences and professional events.

Education and Qualifications

I graduated from Emiliyan Stanev Secondary School in Veliko Tarnovo with a specialisation in Information Technology.

I then continued my education at Veliko Tarnovo University “St. Cyril and St. Methodius”, where I earned a Bachelor’s degree in Marketing and a Master’s degree in Computer Science.

The combination of technical education, marketing knowledge and practical SEO experience allows me to evaluate websites from technical, content and business perspectives at the same time.