From 100 to 20k Organic Traffic for Crypto Casino in 6 Months

Example of Natural Links complex SEO services in iGaming niche.

Niche:	iGaming
Geo:	Canada
Target Language:	EN
Domain Age:	3 years
Project Start:	January 2024

Client’s Goals

• Increase Organic Traffic: Attract more visitors to the website through improved organic search performance.
• Enhance Indexation and Ranking: Ensure that search engines correctly index slot pages and achieve higher rankings.
• Boost Search Result Presence: Increase the website's visibility and presence in search engine results pages (SERPs) across targeted geo.

Start point

Project Advantages

• Domain age and trust level
• Some naturally appeared backlinks
• Hundreds of pages with content were already created
• on a website
• Decent amount of slop pages
• A team of experienced and ready-to-work content
• writers on the client side

Main Issues

• The competitive market that the client wanted to enter.
• Search engine results spots already taken by leading players.
• The absence of a correct SEO website structure and interlinking.
• A lot of duplicate pages and pages with low-quality content.
• Small number of pages with low- and middle-frequency keywords.
• A significant number of technical problems that negatively affect SEO.
• A large number of 404 errors, redirects, and trash pages.
• Most website pages were created without taking into account semantics and SEO

Project Team

• SEO Team Lead
• Middle SEO specialist
• Outreach and Guest Blogging specialist
• Junior SEO

Research & SEO Strategy Development Stage

A structured and methodical approach was adopted to tackle the identified issues and achieve the client's goals. The strategy
development phase included several vital steps:

Technical Website Audit

The initial step involved conducting a full technical audit to identify and rectify all website inner errors (404 code pages, redirects, website accessibility, duplicated content). Based on this, detailed requirements for developers were provided.

Competitors and Market Analyses

Based on collected data about the iGaming niche in Canada and best practices from the top 10 competitors, we created a list of improvements that can significantly impact the client’s online performance. Additionally, we provided deep analysis of young iGaming websites that have grown fast and, based on their best practices, created requirements for the client.

Keyword Research and Clustering

A thorough research process was undertaken to collect and cluster a list of relevant keywords for all website pages. We also suggested unified structures for all typical website pages.

Link-Building Strategy

A one-year link-building strategy was developed to improve the website’s authority and trustworthiness in the eyes of search engines.

Natural Links Services:

SEO Audit On-Page SEO Services Link Building Services

Work on the Project

With a clear strategy in place, the project moved into the execution phase, which involved several critical activities:

Technical Website SEO Fixes

The full technical audit identified numerous indexing errors and other technical issues that needed to be addressed. Fixing these errors was a priority to ensure that search engines could effectively crawl and index the website’s pages. For example, such main fixes were done:

• Hundreds of technical, “trash”, outdated website pages were analyzed, closed from indexing, or removed.
• To duplicate pages, a canonical tag with a link to the main pages.
• All pages with 4** or 3** codes were collected and either replaced or repaired.
• We implemented GA, Tag Manager, and Search Console, which were not done yet.

And many, many more.

Content Improvements

Optimizing the website's content was crucial for improving search engine rankings. The prepared team of content writers helped us a lot. We created detailed technical requirements for each website page. We suggested main and long-tail keywords, structure, and requirements to ensure that the content was user-friendly and clear to understand. At this stage, we also created authors' pages on a website and social media to make the produced content trustworthy.

Page Speed Optimizations

Data about all main website pages' performance was collected, and we did several iterations working closely with the client web development team to improve mobile first and desktop later page speeds.

Structural Optimizations

The on-page structure took most of our time, as many jobs needed to be done. We started with website structuring in general, implementing new page types and adding important content blocks to existing ones. Next was the UX of the menu, header, and footer. After that, we worked on interlinking each page's meta tags and H titles. Additionally, we suggested to improve the approach for slot pages. Was created a number of filters, search possibilities and blocks with “New”, “Trending”, “Most Visited” slots with updates every day.

Link Building

• Implementing the first part of the link-building strategy involved acquiring a mix of backlinks from different sources:
• Backlinks from niche websites with high DA & DR
• Links from regional sources (priority)
• Backlinks from review portals
• Crowd links from social platforms and forums
• These helped enhance the website’s authority and improve its rankings on search engines.

Results

Traffic Growth

The website experienced a substantial increase in organic traffic, with monthly visitors rising from 100 to 20k in just six months. This growth indicated a successful improvement in the website’s visibility and attractiveness to users.

Improved Rankings

The average position in search engine results improved dramatically from 30-20 spots to top- 5 ones for targeted keywords. This leap in rankings was a clear indicator of the effectiveness of the SEO efforts.

Enhanced Search Visibility

The website’s organic search visibility and the number of indexed new pages increased significantly.