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An established European online casino approached us with a key objective: reclaim branded keyword visibility in search results and drive qualified traffic back to their official site. With SEO-driven affiliates dominating organic rankings for high-intent brand queries, the client was losing both visibility and potential conversions at critical touchpoints in the player journey.
The Challenge
Over time, SEO affiliates had steadily outranked the brand’s official site across major branded queries. These affiliates were publishing optimised review pages that ranked prominently in Google, capturing players who were actively searching for the casino by name. The result? A fragmented user experience, reduced trust, missed opportunities for direct conversions, and hefty affiliate commissions.
The client needed to secure its brand presence in organic search — and do so at scale across several key markets — without paying excessive fees to affiliates.
Our Approach
We launched a focused SEO brand protection campaign with the goal of regaining full control over branded search traffic:
STEP 1
Branded Keyword Domination
We targeted high-intent branded search terms to push the official domain above affiliate results across page one.
STEP 2
Optimised Branded Content Hubs
New, conversion-optimised landing pages and support content were created to match branded search intent and reinforce site authority.
STEP 3
Strategic Linkbuilding Efforts
We also nurtured the website with strategic linkbuilding activities, building authority on branded keywords.
STEP 4
Performance Monitoring
Rankings and traffic data were tracked in real-time, allowing us to respond quickly to shifts in search behavior or competitor movements.
Results
The impact was both immediate and measurable:
- 3,000+ organic users generated through branded search traffic within Q1, 2025.
- 578 new registrations attributed directly to these branded search visits.
- 196 first-time depositors (FTDs) delivered without any affiliate deals.
- A significant uplift in branded keyword rankings, including multiple position #1 placements.
- Reduced affiliate influence in organic SERPs for key brand-related queries.
Conclusion
By reclaiming organic visibility for branded search terms, we helped the client re-establish ownership of its most valuable digital real estate — the search results tied directly to its name. An important note is that Consequently, this project not only strengthened the brand’s online presence but also delivered tangible player acquisition outcomes through clean, SEO-driven execution.
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