Sr Search Engine Optimization Specialist

GAME ON – OLG needs you

We’ve said GAME ON, and we mean it – OLG is rapidly transforming its organization to better serve Ontarians by delivering great gaming experiences through our digital, retail lottery, and land-based casino channels. Over the course of fiscal 2020-21 and fiscal 2021-22, OLG delivered nearly $2 billion in net profit to the Province of Ontario. OLG is now expanding our horizons even further, with a new strategic direction, to become a world class gaming entertainment leader with a globally admired digital platform.

We are ready to take this game to the next level and need a passionate Senior Search Engine Optimization Specialist to support the development and execution of SEO Strategy & Goals for all new digital marketing-based projects for OLG’s owned digital channels. Plan and lead cross-departmental teams across the enterprise pertaining to SEO strategy and principles to optimize and continually revitalize website content for maximum SEO ranking and performance.


Reporting to the Sr Manager Digital Content Production, you will be empowered to:

Collaborate to optimize both the volume of inbound organic traffic from Search engines to our websites as well as the conversion rates. Continually revitalize and optimize SEO content for stronger SEO ranking with SERP analysis.

Collaborate with internal stakeholders and project teams for website migration with focus to sustain and increase organic traffic to maximize revenue.

Prepare quality link-building, content collaborations and content optimization options for OLG digital assets.  

Lead all SEO asset assessments and content gap analyses. SEO & SEM quality score optimization with media 

Support internal and agency copywriters for SEO content on websites, apps, email and other digital marketing deliverables including Social Media SEO, You Tube SEO, Link Building and other for complex user journeys, in a manner that reflects the requirements of the briefs by working in collaboration with Creative Production, Campaign Delivery Manager and User Experience Manager.

Develop SEO copy tone and style in a manner that is consistent with brand tone of voice collaborating closely with brand & marketing to reconcile SEO tactics with our users’ online experience, and with our designers and copywriters to uphold our brand’s integrity.

Support Senior Director, Digital Marketing for new and creative growth strategies including but not limited to; Voice Search, Ecommerce SEO, Accelerated Mobile Pages (AMP), link building and more.

Provide recommendations and execute strategies for content development in coordination with SEO and Brand & marketing goals – general and keyword specific.

Leverage internal insights and analytics tools from enterprise teams for running SEO reporting and performance tracking. Collaborate with teams for creating tracking and reporting for all SEO initiatives to track ROI. Local & technical search audits including content expansion roadmap performance tracking. Competitor analyses.

Prepare reports for management, detailing SEO campaign performance within insights and recommendations for future considerations.

Manage tracking the budget, developing scope, pre-planning and sourcing SEO vendors through Procurement and Campaign Delivery Manager.

Participate in strategic brainstorming, campaign development and creative execution where required.

Interacting with front-end developers and senior copywriting specialists for execution of SEO tactics.



Work Experience: Minimum 5 years of SEO experience in SEO dedicated role (agency, design house, in-house) | Advanced Google Analytics experience | Expert experience with multiple SEO tools: MOZ, ahrefs, SEMrush, Google search console, Screaming Frog etc. | Familiarity with front-end web development (HTML, JavaScript, CSS)    

Education: University degree in English, Communications, Advertising or related field | Certification in SEO | Understanding of creative storytelling principles | Understanding of writing styles and principles across various mediums

Critical Skills: Writing skills | Communication and interpersonal skills | Conceptual, analytical and problem-solving skills | Complex stakeholder relationship management skills

Negotiation and Influence: ability to negotiate and influence effectively while being open to perspectives and maintaining strong relationships

Strategic Thinker: strong strategic and critical thinker with ability to delve into unique challenges and find creative solutions

Collaboration & Fun: inclusive and collaborative work style while creating fun and excitement in our work

Integrity and Trust: do what’s right and operate with transparency and openness


Part of a Bigger Picture: socially responsible company that gives back all its profits to the province and people of Ontario

Flexible Work Environment: to help balance both work and life

You Matter: family friendly work practices and hybrid work

Freedom to Innovate: supports new and better ways to be successful

Be your Authentic Self: environment that values diversity as a source of strength

Learning Galore: 24-7 access to robust online learning programs 

Public Service Pension Plan: participate in a major defined benefit pension plan sponsored by the Government of Ontario

Variable Pay Program: performance-based incentives to share in our success (Permanent OLG Employees Only)

Learn about OLG – GAME ON!

OLG’s purpose is to contribute to a better Ontario by delivering great entertainment experiences for our customers. We are a multi-billion-dollar organization with a wide array of business lines including, lottery, land-based casinos, digital lottery and casino, horseracing, and charitable gaming. OLG is amidst a massive transformation focusing on being customer obsessed and bringing our digital business to a whole new level.

The key to our success is our people. Our culture will be grounded in true, positive partnerships that embrace trust, clarity, and openness in all that we do. We are supporting and empowering employees and teams across the organization through greater accountability, leadership development and growth opportunities. OLG is embracing more flexible work options and family friendly work practices including hybrid work.

Equity, diversity, and inclusion are essential elements of our culture and cornerstones of the Five Truths that OLGers Live by.  At OLG, our employees have the space to be themselves and use their perspectives and skills to benefit the people and the Province of Ontario. OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.

While we are re-shaping and growing our business, we are unwavering when it comes to living our purpose, and ensuring our business delivers meaningful benefits for the people of Ontario. OLG’s net profits are reinvested back into the province, contributing to the quality of life for Ontarians.

To learn more about OLG go to our website at 

We look forward to hearing from you, interested applicants please apply online by November 1, 2023.

OLG is an equal opportunity employer. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. Please contact Human Resources at [email protected] if you require accommodation at any time throughout the hire process.

We thank you for your interest in this opportunity; however only those individuals selected for an interview will be contacted.




Personal information is collected by the Ontario Lottery & Gaming Corporation (OLG) and/or its third party service provider(s) under the authority of the Ontario Lottery and Gaming Corporation Act, 1999, SO 1999, c 12, Sch L and the Employment Standards Act, 2000, S.O. 2000, c. 41 (as amended) and will be used for the purpose of determining qualifications for employment with OLG and for recruitment modernization initiatives. The information will be managed in accordance with all applicable laws, OLG’s Protection of Privacy Policy (the Policy) and related policies and procedures. For any questions about this collection, please contact [email protected], 800-70 Foster Drive, Sault Ste. Marie, ON, P6A 6V2.

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