Kristiyan Petrov

What I Do as an SEO Manager

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

For me, SEO does not begin and end with optimising an individual page. A website is a complete system – from its technical condition and architecture to its content, internal linking and positioning against competitors.

An important part of my work is identifying and analysing search intent, keywords and the information architecture of websites. I also monitor the performance of existing pages to determine where there is potential for optimisation, expansion or structural changes.

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 a website, as well as building a logical structure between individual pages.

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

For international iGaming projects, the local context is especially important. Different markets have different levels of competition, user behaviour and search patterns, so an SEO strategy cannot simply be copied from one language version to another. It needs to be adapted to the specific market.

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 that have more than 20 language versions requires me to look at SEO on a much broader scale – how different versions are structured, how content is organised and how individual markets 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 analysis, research, workflow optimisation and supporting content strategy.

Professional Experience

My professional path in SEO includes experience both in digital agencies and on 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 the development of 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 not to approach SEO through a single model, but to adapt the strategy according to the business, market, competition and user search behaviour.

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.

Throughout the years, I have also obtained several important certifications.

• Cambridge English: C1 Advanced (CAE) – Grade A (CEFR C2)
• SEO – SoftUni Digital, Certified Course
• C# Programming – Introduction & Fundamentals, SoftUni

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.