Kristiyan Petrov for Efirbet ZA

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.

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.

I analyse search intent, keywords and site structure, while also monitoring the performance of existing pages to identify opportunities for optimisation, expansion or structural changes.

SEO for the South African Market

International SEO requires much more than transferring an existing strategy from one country to another.

For Efirbet South Africa, I look at the local search landscape, user intent, competing websites and the types of betting-related searches that are relevant to South African users.

This affects the way we structure bookmaker pages, betting guides, prediction content and other key areas of the website. The goal is to build a structure around the actual search behaviour of the local audience rather than simply reuse what works in another market.

Local terminology and differences between operators, products and user expectations also need to be considered when planning content and evaluating search opportunities.

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 searches that have real value for the website, as well as building a logical relationship between individual pages.

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

For South Africa, this means looking at the market independently. Search demand, competition and user behaviour can be very different from other Efirbet versions, so the SEO strategy needs to reflect the specifics of the local 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.

Working with international projects across more than 20 versions requires a broader approach – how individual markets are structured, how content is organised and how each version can develop independently while remaining part of the same overall 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 approach.

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.

I also have some 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.