Francesca R.

SEO Lead in iGaming, Affiliate & Multi-Vertical Growth

Senior SEO leader with 12+ years driving organic performance across affiliate, travel, real estate, fintech, and iGaming, from global enterprise brands to high-growth scale-ups where speed and precision are non-negotiable.

I operate across the full SEO stack.

Technical SEO: I work directly with dev teams on crawl architecture, Core Web Vitals, structured data implementation, and complex migration strategies and implementation.

Content: I have built and managed multilingual content programmes at scale, with a strong track record in YMYL markets where EEAT compliance is the difference between ranking and being algorithmically invisible.

Off-Page: My link building approach is data-led from the first day. I calculate velocity targets from competitor referring domain acquisition rates, build anchor distribution frameworks before a single outreach email goes out, and allocate budget across four link tiers

One of my defining content engagements was leading the SEO and content strategy for a global fintech scale-up across EMEA, UK, AU, and US markets.

When the engagement started, the brand held top-10 ranking positions for approximately 200 generic keywords in the UK. That number grew to ~13,500 driven by a structured content-first strategy built on topical authority frameworks, localised intent mapping, and editorial rigour across multilingual markets.

Over 2.5 years, global organic traffic increased by 425%, reaching nearly 950K monthly visits, while conversions grew 179% in the same period. The programme won Multilingual Content Campaign of the Year at the European Content Awards and contributed to the client's recognition in the Deloitte Fast 50.

Markets: Australia, UK, Europe, LATAM.