This global iGaming brand didn’t need a rescue mission. They already had traction, brand recognition, and growing demand across key markets. What they lacked was search dominance especially for their most competitive commercial keywords. Content was being produced. Interest was there. But Google wasn’t rewarding them with the visibility they deserved.

That’s where we stepped in.

Over the course of 18 months, we worked side by side with their internal team to build sustainable SEO authority placing high-impact content on relevant domains, improving indexing performance, and introducing second-layer link strategies that turned steady growth into accelerated momentum. This is how long-term SEO, done right, delivers measurable scale.

The challenge: High content volume with low authority momentum

The client had solid in-house content workflows and was actively publishing across multiple regions and languages. But performance for core keywords was stagnating, and traffic from off site content was inconsistent.

We uncovered several gaps:

• Competitive keywords were stuck between positions 20 and 40 with no consistent movement

• Articles struggled to index in Google News. Only 24 percent made it at some point.

• Traffic from PR campaigns declined despite well-written, targeted content

• Anchor usage lacked structure and keyword mapping

• No second layer backlinks to reinforce authority of high performing articles

“PR and SEO are a match made in heaven when executed right. But to truly deliver results, everything needs to be structured and carefully planned. We had to shift our mindset — from thinking like technical SEOs to thinking like storytellers. That change in perspective made all the difference.”

— Dusan Kunecki, Senior SEO Manager, MotherLink

The solution: Build authority first and amplify what works

We implemented a hybrid off page strategy that evolved over time. The focus was on quality, timing, and strategic layering not volume for its own sake.

1. Targeted PR Campaigns

We built news driven content tied to industry trends and placed it on authoritative, topically aligned websites. These campaigns drove visibility while increasing trust. By April, 67.7 percent of these articles were indexed in Google News.

2. Evergreen Content Placements

To support long term rankings, we also placed content on evergreen topics like crypto gaming and slot innovation. These articles were designed to stay relevant and help secure positions over time.

3. Anchor Strategy and Keyword Mapping

We aligned every article with specific search terms and their variations. Anchor texts were carefully mapped, and content was optimized to match the intent behind each keyword — ensuring relevance for both readers and search engines.

4. Tier 2 Backlink Strategy

In Q2 2025, we introduced second layer backlinks. These supported our best performing PR pieces and helped increase their authority signals, boosting crawl frequency and visibility.

“In SEO campaigns, links should be the last thing on your mind. It all starts with structure, timing, keyword strategy, and understanding user intent. When that’s in place, quality links come naturally and often bring referral traffic, too”

— Dusan Kunecki, Senior SEO Manager, MotherLink

The results: Momentum that compounds over time

By the end of Q1 and into Q2 2025, the strategy delivered clear, measurable outcomes:

• Monthly organic traffic increased from 700K to over 5.48 million

• Total ranked keywords reached 199,741 with 7,042 in the Top 3

• High-difficulty commercial terms moved from page 3 to the top 10, in some regions even reaching the Top 3

• A high percentage of links acquired were indexed in Google News as trusted, authoritative sources

• Branded visibility increased sharply, with top 3 positions secured in the US and Germany

• Steady gains were also seen in Japan, Brazil, and India, despite unique market conditions

“This was about precision and patience. Quality over quantity. And now the numbers speak for themselves.”

— Georgia Cavalcanti, Head of Account Management, MotherLink

Before:

After:

Where they are now

With a strong off page structure in place and top three keyword visibility across all key markets, the brand is no longer playing catch up in search. They are leading.

Our collaboration continues as we scale content campaigns, expand authority through Tier 2 link building, and help their internal team focus on deeper content experiences.

“We know what works. We’ve tested it, scaled it, and now we are seeing SEO drive sustained growth. Not just rankings.”

— SEO Lead, Global iGaming Brand