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View all marketsbranded organic traffic growth over the campaign period
branded conversion growth from organic search over the campaign period
The client is a licensed online casino operating in the UK market (under NDA). At the time of engagement, the brand faced a serious reputational issue: two negative threads on r/onlinegambling and r/ukcasinos consistently ranked in the top 3 Google results for branded queries.
Both threads contained complaints about withdrawal delays and accusations of unfair bonus policies, some of which were outdated or exaggerated.
The domain was approximately three years old, with organic traffic of around 18K visits per month. Branded query conversion was declining: users were encountering negative content before even visiting the site.
Push negative threads out of the top 5 on Google
Reduce visibility of the two problematic Reddit posts for branded and related queries within 3–4 months.
Build organic presence on Reddit
Create authoritative threads in relevant subreddits reflecting the platform's real strengths: withdrawal speed, support quality, game selection.
Protect the brand in AI search results
Ensure positive content is present in sources used by LLM-based search engines (Perplexity, Google AI Overview) when generating responses about the brand.
Reputation & SERP Audit
We conducted a full branded SERP audit: clustered queries, identified the two main threat threads and four potentially dangerous discussions in related subreddits. Determined which user complaints were most frequently cited and indexed.
Subreddit Research & Account Warming
Selected five target subreddits: r/onlinegambling, r/ukcasinos, r/casinouk, r/betonline, r/slotmachines. Aged accounts with activity history in relevant communities were used. Warm-up period: 3 weeks before active posting began.
Native Thread Creation
Created eight original threads over the first six weeks. Topics were chosen to match real search intents: comparing withdrawal speeds at UK casinos, honest breakdowns of bonus terms, account verification guides. The client's brand was mentioned organically in the context of real user experience, without direct advertising.
Engagement & Upvote Strategy
Launched controlled amplification of new threads: behavioral signals, upvote activity, detailed comments from multiple accounts. This ensured rapid Google indexation and ranking growth.
Handling Negative Threads
Placed detailed, well-reasoned responses in the problematic threads on behalf of real users. Responses didn't attack the complainants, they offered context: changes to withdrawal policies, updated bonus terms, support contacts. This reduced the emotional charge of the threads and lowered their CTR in search.
Monitoring & Reporting
Weekly position tracking for threads across 14 branded and related queries. Reporting included data on brand mentions in Perplexity and Google AI Overview.
Both problematic threads were pushed off the first page of Google for key branded queries within 16 weeks. Eight new threads replaced negative content in the SERP, shaping a positive narrative before users reached the site.
Branded conversion from organic search grew by 23% over the campaign period, and brand mentions in Google AI Overview shifted from neutral-negative to positive across the majority of tracked queries demonstrating that controlled Reddit SERM can reshape a brand's search presence within a single quarter.
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Read more reviews on Clutch and Trustpilot
NaturalLinks helps us build high-quality pillow links for different projects we work on (e-commerce, dating, educational, etc.). The partnership helped us to get a large number of quality backlinks within the specified timeframe from quality and relevant resources, which led to boosting the "authority" of website pages in the eyes of Google. Communication is always at its best level. The team works quickly and efficiently, is flexible to any changes or requirements, project deadlines are always met, and if any problems arise during the execution of tasks, they are warned and agreed upon in advance. Over the 2 years of partnership, any problems have been resolved quickly and efficiently with the best possible result.
I am very pleased with the ongoing cooperation. They post links at good websites with DR>30. The most impressive is the large base of good domains to be used for improving our results.
Thanks to NaturalLinks' efforts, we saw an increase in traffic and referral domains, significantly exceeding our expectations and contributing to our business goals. What set NaturalLinks apart was their deep expertise in iGaming, coupled with unparalleled customer service that made them feel more like a partner than a provider. During the cooperation, we've achieved good results and strengthened the site's position through link building, among other things.
We used NaturalLinks because they are good for promotion and branding due to the link type and them being cost-effective. We custom ordered 120 links from them, and we ended up with 140, I was definitely happy with the unexpected overdelivery. The campaign was completed on time, and everything looks great! The end result was that we ended up balancing out our NF/DF ratio, balanced out link activity and authority spread across our pages
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