Client overview
An online casino and sportsbook operating in regulated markets with a focus on slots, live casino, and weekly promotions. The brand had strong affiliate coverage but wanted more direct, brand owned organic traffic to reduce reliance on third party acquisition.
Goals
Increase qualified organic traffic to high intent pages that drive registrations and first deposits
Improve visibility for non branded casino keywords while staying compliant with responsible gambling requirements
Build a stronger content structure and authority so rankings would be more stable during algorithm updates
Starting point
Key landing pages were thin and overlapped in intent, leading to keyword cannibalisation
Limited topical coverage beyond a handful of slot pages and bonus pages
Technical issues caused indexing waste and weak internal linking signals
Backlink profile was heavily affiliate weighted, with limited editorial mentions
Tracking did not clearly separate organic registrations, first deposits, and high value user actions
Strategy and approach
Technical foundation and tracking
Full technical audit with prioritised fixes for crawl efficiency, indexation, and duplicate URL patterns
Improved mobile performance on landing pages and reduced script bloat
Structured tracking for organic registrations, first deposits, and funnel micro conversions
Added schema where appropriate and cleaned up pagination and category indexing
Site architecture built around search intent
Rebuilt the site structure to align with how people search, including:
slots hub and sub categories (classic, megaways, jackpots, new slots)
live casino hub (roulette, blackjack, baccarat, game show formats)
promotions hub with clear, compliant bonus explanations and terms visibility
responsible gambling content integrated into templates and footer navigation
We also tightened internal linking so authority flowed from hubs to the highest converting pages without over optimising anchor text.
Content and topical authority
Created a content plan that avoided thin “list pages” and focused on useful, intent matched content such as:
game rules and strategy basics written for entertainment and education, not guarantees
provider pages and game format explainers
payment method pages (deposit and withdrawal timeframes, verification guidance)
fair play and RNG explanations, plus player protection resources
market specific content that matched regulated availability and language
Each piece linked back to a relevant hub or commercial page and included clear responsible gambling messaging.
Authority building through manual outreach and digital PR
Secured editorial placements on real, niche relevant sites via manual outreach
Balanced the link profile with branded and natural anchors to reduce risk
Built links to informational assets and hubs first, then supported key commercial pages
Added PR style angles such as market insights, player safety resources, and product updates suitable for publication
Work delivered
Technical audit and implementation plan
Landing page refresh for top converting hubs and bonus pages
New hub pages for slots and live casino categories
12 supporting content pieces focused on intent and compliance
10 outreach placements with contextual links and full reporting
Conversion improvements across key pages, including clearer navigation and simplified registration flow prompts
Timeline
Weeks 1 to 2
Audit, tracking, indexing and performance fixes, architecture plan
Weeks 3 to 8
Hub page builds, landing page refreshes, internal linking, content production
Weeks 9 to 16
Outreach placements, digital PR angles, conversion refinement, iteration based on search console data
Results after 16 weeks
These results are shown as an example format you can use on the page.
Organic sessions up 67 percent
Non branded impressions up 82 percent
Top 10 rankings increased by 54 percent across priority keyword sets
Organic registrations up 38 percent
First deposit intent actions from organic up 24 percent
Improved stability across competitive keywords after content and internal linking fixes reduced cannibalisation
What the client said
We wanted more direct organic growth without relying so heavily on affiliates. The work was structured, communication was clear, and reporting focused on the metrics that matter, registrations and deposit intent actions.
Key takeaway
In highly competitive iGaming niches, sustainable SEO performance comes from a strong technical base, clean site architecture, compliant content, and careful authority building. Links work best when they support a credible structure and real topical coverage.
Call to action
If you run an iGaming brand and want more direct organic acquisition, Finsem can build your hub structure, improve performance and tracking, produce compliant content, and run manual outreach that supports long term growth.