Luke Taylor.

Head of Search at Arena Entertainment. I’ve spent over 20 years designing, building and optimising websites, most of them for iGaming brands in the UK, US and other English-language markets. A few of those brands were my own.

About

I started out as a graphic designer, moved into design and content management, and then spent a decade running my own web agency alongside a network of casino and affiliate brands. Doing all of those jobs taught me that rankings depend on the whole page, including its design, code, content and structure, not just the keywords.

Today I’m Head of Search at Arena Entertainment, building the search function from scratch across brands like MetaWin and WOW Vegas. I also build AI-driven tools that make SEO teams faster and more rigorous.

Technical & on-page SEO / Search strategy / Content optimisation / AI tooling & automation / Snowflake / Astro / Sanity.io / Front-end development / Brand & UI design

Work

  1. Semantic Drift Analyser

    Tool

    A semantic analysis tool I designed and built for SEO work, open to anyone to try.

Experience

  1. 2025

    Arena Entertainment

    Head of SearchNov 2025–Present

    Leading the new search function and responsible for the organic visibility of key assets including MetaWin and WOW Vegas.

  2. 2023

    Legend

    On-Page SEO SpecialistDec 2024–Nov 2025

    On-Page SEO ExecutiveOct 2023–Dec 2024

    Responsible for English-language markets (mainly the US, Canada and UK) across key brands, doing on-page optimisation in very competitive search markets and building AI-driven tools for the wider group.

  3. 2022

    oddschecker

    Senior SEO ExecutiveAug 2022–Oct 2023

    SEO for the US team, guiding the editorial and marketing teams and building evergreen content strategies for the US site. I found content opportunities that quadrupled organic traffic to the US casino section in six months, helped build the new Legal Betting section for state-level iGaming search, and built tools to keep editorial and development aligned with SEO best practice.

  4. 2021

    Gravity Global

    Senior SEO ConsultantJul 2021–Aug 2022

    Part of the agency’s technical SEO team, working with data science, strategy, creative, digital PR and development to build SEO roadmaps for clients ranging from niche B2B firms to global consumer brands. I created analysis-led content strategies, built internal tools for strategy and delivery, and mentored junior SEOs.

  5. 2018

    Black Pudding Games

    Creative ConsultantAug 2018–Jan 2021

    Helped set up a small studio making slots and casual games for distribution through the 1x2 network. I worked on branding, game concepts, prototype builds and web assets.

  6. 2014

    Castle Keep Gaming

    Owner, SEO LeadSep 2014–May 2021

    A network of white-label casino brands and affiliate sites, mainly in the UK market. I ran all on-page and technical SEO, designed and built every site, and managed PPC. From launch we grew to over 24,000 registered players and 7,500 depositors, making it one of the highest deposit-to-net-value white labels on the Progress Play network.

  7. 2011

    Four Leaf Clover Media

    DirectorJan 2011–Apr 2021

    My web design and development agency, helping local businesses grow their organic search visibility. Alongside client work, I identified untapped iGaming niches and built a network of affiliate micro-sites around them, delivering a steady stream of casino player registrations through organic and paid search.

  8. 2007

    Mandalay Media Group

    Design & Content ManagerOct 2007–Jan 2011

  9. 2004

    Tournament.com

    Design & Content ManagerSep 2004–Oct 2007

  10. 2001

    Silvertap

    Graphic DesignerJan 2001–Oct 2005

  11. 1998

    Teesside University

    BA (Hons) Industrial Design, 2:11998–2001

Kind words

“A fantastic teammate… delivers top-tier SEO work.”
Alexander Korsager
“A dedicated, driven and hyper-analytical SEO specialist.”
Connor A.

Let’s talk.