Job Role: Senior Associate, SEO

Job Location: Mumbai, Maharashtra (On-site)

Job Type: Full Time

Company Overview:

Sports For Life is one of India's largest youth sports coaching networks, with 60+ centres across Mumbai and Pune in football, badminton, tennis, table tennis, basketball and more. We also run tournaments, including the multi-city SFL Football League, live streaming on SFL TV, and the SFL app.

Role Overview:

Every SFL enrolment starts with a parent searching nearby, for example "badminton coaching near me" or "football academy in Powai". This role makes SFL the first answer in those searches, on Google, Google Maps and AI search, and turns that visibility into trial bookings and enrolments. You will own organic search end to end: local SEO, technical SEO, content and reporting.

Job Duties: The duties and responsibilities include but are not limited to the following -

Local SEO & Google Business Profiles - Top Priority:

- Own Google Business Profiles for all 60+ centres - set-up, verification, categories, sport-wise services, photos, posts, Q&A; and timings.
- Make name, address and phone consistent across the website, GBP, Justdial, Google Maps and other listings.
- Build a review engine with centre heads and pre-sales team - review asks after trials and milestones, response SLAs, and review count and rating targets per centre.
- Track local-pack and Maps rankings for each centre for "[sport] coaching/academy near me" and "[sport] + [neighbourhood]" searches.
- Launch GBP and local listings for every new centre before it opens.

Centre and Sports Pages:

- Build and maintain a unique page for each centre, by city, sport and area, with real photos, coaches, batch timings, fees or trial offer, reviews, FAQs and local landmarks.
- Avoid template pages that differ only by address. Each page must answer what a parent in that area actually asks.
- Add structured data (LocalBusiness, SportsActivityLocation, FAQ, Event) across centre, tournament and event pages.

Technical SEO:

- Run regular site audits (crawlability, indexation, site architecture, internal linking, redirects, canonicals,



sitemaps, Core Web Vitals) and get fixes shipped with the tech team.
- Make sure mobile page speed and usability are strong. Most parent searches happen on phones.
- Own SEO requirements for new launches - pages, tournaments, SFL TV and app landing pages.

Content for Parent Search Intent:

- Build a keyword and content plan around what parents search - best age to start a sport, benefits for kids, how to choose an academy, what happens at a trial, fees and schedules.
- Brief and edit writers (in-house, freelance or AI-assisted) with a hard quality bar - original, expert - reviewed by coaches, no thin or generic content.
- Build tournament, league and SGL TV pages that capture event and "near me" search demand.
- Earn quality backlinks through PR, school and society partnerships, sports bodies, tournaments and local media.

AI Search and New Surfaces:

- Make sure SFL shoes up correctly in Google AI Overviews, ChatGPT, Gemini and Perplexity answers for youth sports coaching in our cities.
- Keep entity information consistent (brand, centres, sports, reviews) across the web so AI engines describe SFL accurately.

Conversion, Analytics & Reporting:

- Work with Tech on organic landing-page conversion - forms, WhatsApp and call CTAs, trial booking flow and page speed.
- Set up and maintain tracking across Google Search Console, GA4 and LeadSquared so organic leads and enrolments are attributed correctly.
- Report monthly on organic enrolments and cost per organic enrolment, at centre level for local SEO and topic level for content, against competitor benchmarks.
- Lead each report with the single highest-leverage fix for the next month.




- Track competitors' search visibility in each micro-market and close the gaps.

What we are looking for:

Must have -

- 4-6 years in SEO, with at least 2 years owning outcomes (leads or revenue) for a multi-location or local-service business.
- Proven local SEO results - managed Google Business Profiles at scale (20+ locations) and moved local-pack rankings.
- Strong technical SEO - can run an audit, write clear tickets for developers, and verify fixes.
- Data-driven - Confident with Google Search Console, GA$ and Looker Studio, and comfortable tying SEO to CRM outcomes.
- Hands-on with SEMrush or Ahrefs, Screaming Frog, and a local rank tracker.
- Excellent Command on English Language - verbal & written, and the ability to brief writers and push work through Tech and Ops. Teams.

Valuable to have -

- Experience in EdTech, Kids, Healthcare, Fitness, Real Estate or other Parent or Local-Services Categories.
- Experience with AI search optimization (AI Overviews, ChatGPT, Perplexity).
- Familiarity with LeadSquared or a similar CRM, and with WordPress or headless CMS setups.
- Hindi or Marathi proficiency, for working with Centre Teams.

Who thrives here: someone who measures success in enrolments, not rankings. You are as comfortable chasing a centre head for photos as you are debugging a canonical tag.

What We Offer:

- Ownership of organic growth for one of India's fastest-growing youth sports networks, across 60+ centres, tournaments, SFL TV and the app.
- Direct visibility of leadersip, and the tools and budget to do the job properly.
- A clear line from your work to business results.
- Competitive salary as per market standards.

How to apply: send your CV and one example where your SEO work grew leads or revenue (before/after numbers), to [email protected]

Pay: ₹40,000.00 - ₹45,000.00 per month

Benefits:

- Paid time off
- Provident Fund

Application Question(s):

- What is your total work experience in SEO?
- What is your current location?
- What is your Notice Period?
- What is your Current CTC?
- What is your Expected CTC?

Work Location: In person

📌 Senior Associate, SEO (Mumbai)
🏢 Sports For Life
📍 Mumbai