SEO LEAD

About True Sports Group LLC and TrueScore.net

True Sports Group LLC is the company behind TrueScore.net, a live-score and sports-data platform covering football and a broad range of sports. TrueScore.net focuses on providing live scores, match results, fixtures, standings, match statistics, team and player information, league data, and sports news and content.

As part of its expansion into the Indonesian market, True Sports Group LLC, through TrueScore.net, is seeking an experienced SEO Lead to design, build, and lead the local SEO strategy. Indonesia is one of Southeast Asia's most dynamic football and digital sports markets, with strong search behavior across mobile devices and social channels.

This is not limited to an SEO execution role. The successful candidate will contribute strategically to organic growth, strengthen product architecture around search needs, and help shape a relevant search experience for Indonesian audiences.

Position Summary

The SEO Lead will be responsible for building, executing, and optimizing the overall SEO strategy for the Indonesian market. The position reports to True Sports Group LLC and will work closely with the Content, Development, Data, and Marketing teams, including teams in Vietnam and Indonesia, to drive sustainable organic growth.

The central focus of this role is to connect SEO, product, users, and business growth in an integrated manner. The role is not limited to improving keyword rankings; it also focuses on long-term organic growth and a valuable search experience.

Key ResponsibilitiesSEO Strategy for the Indonesian Market

● Develop a comprehensive SEO strategy for the TrueScore.net website in the Indonesian market.

● Research search behavior among Indonesian users, particularly mobile-first audiences.

● Analyze search intent and keyword opportunities in Indonesian.

● Identify keyword clusters with strong growth potential.

● Prepare monthly, quarterly, and annual SEO roadmaps.

● Define measurable KPIs and organic growth targets.

SEO for Live-Score and Sports-Data Websites

● Develop SEO strategies for live scores, match results, fixtures, standings, leagues, teams, players, match statistics, sports news, and football and sports content more broadly.

● Build SEO systems for large-scale websites with thousands to millions of data pages, including programmatic SEO approaches.

Keyword Research and Content Strategy

● Build a keyword research framework tailored to the Indonesian market.

● Cluster keywords by search intent, search volume, competitive difficulty, and business value.

● Develop structured content clusters and topic clusters.

● Prepare SEO content plans and identify content gaps relative to competitors.

● Develop strategies to refresh and optimize existing content.

Technical SEO and Website Architecture

● Continuously evaluate and optimize technical SEO performance.

● Collaborate with the Developer team on crawling, indexing, canonical tags, duplicate content, sitemaps, robots.txt, pagination, JavaScript SEO, Core Web Vitals, and mobile SEO.

● Design a website architecture suitable for a large-scale sports-data site.

● Develop an internal linking strategy.

● Understand and implement structured data, schema markup, hreflang, and international SEO.

Competitor and Market Analysis

● Monitor and analyze competitors in the Indonesian live-score, football-news, and sports-news markets, including Bola.net, Bola.com, Goal, Vidio, and Livescore.id.

● Analyze competitors' organic traffic, keyword rankings, content strategies, website structures, internal linking, and technical SEO.

● Identify new growth opportunities in the Indonesian market.

SEO Team Management and Development

● Manage and develop the SEO team in Indonesia.

● Allocate responsibilities, monitor KPIs, and ensure execution against the roadmap.

● Coach team members and strengthen their capabilities.

● Develop effective SEO SOPs and workflows.

● Coordinate with international teams, including the headquarters team in Vietnam, and provide regular SEO progress reports.

Candidate QualificationsRequired Qualifications

● 4-6 years of experience in SEO.

● At least 1-2 years of experience leading a team or managing SEO projects.

● Indonesian citizenship or native/professional-level Indonesian proficiency; ability to communicate in English for coordination with international teams.

● Strong understanding of Indonesian search behavior and the digital market, including mobile-user characteristics and social platforms such as Instagram, TikTok, WhatsApp, and YouTube.

● Experience building SEO strategies from the ground up.

● Ability to manage projects, priorities, and cross-functional coordination.

● Ability to analyze data and make data-driven decisions.

SEO Skills

● Keyword research, search intent, and content strategy

● On-page SEO and technical SEO

● Semantic SEO and entity SEO

● Internal linking and website architecture

● Programmatic SEO

● Google indexing and crawling

● Structured data and schema markup

● International SEO and hreflang

● Core Web Vitals

Experience managing large-scale websites will be considered a significant advantage.

Tools and Work Platforms

Candidates are expected to be proficient in using the following tools:

● Google Search Console and Google Analytics 4

● Ahrefs or Semrush

● Screaming Frog

● Looker Studio

● Google Sheets or Microsoft Excel

Knowledge of AI and automation for improving work efficiency will be considered an advantage, including experience with ChatGPT, Gemini, Claude, APIs, and automation workflows.

Interest in Sports

Candidates with a strong interest in sports will be at an advantage, particularly those who regularly follow:

● Liga 1 Indonesia and the Indonesia national team

● The Premier League, UEFA Champions League, La Liga, Serie A, and Bundesliga

● The FIFA World Cup

● Badminton, including athletes and major tournaments

● MotoGP, particularly the Mandalika round

● Basketball/NBA, volleyball, and esports such as Mobile Legends and PUBG Mobile

This knowledge will help the SEO Lead identify the information sought by sports fans, understand their information needs before, during, and after matches, and build a more relevant search experience.

Value-added experience: experience with football or sports websites, prior experience managing live-score or sports-data websites, and an understanding of Indonesian supporter culture, including communities such as Jakmania, Bobotoh, and Aremania.

Work Location: Hybrid remote in Jakarta