When a global crypto gaming platform approached MotherLink, they weren’t lacking content they were buried in it. With 137,000+ URLs live and active, the opportunity was massive. But only 1,500 pages were indexed. Google wasn’t just ignoring the site. It didn’t understand it.

Despite the brand’s strong commercial offering and high-value vertical, its organic visibility was close to zero. Fragmented site architecture, poor internal linking, and a toxic backlink profile were actively working against it.

What this project needed wasn’t just more links or content. It needed a strategic rebuild across three SEO layers: technical, on-page, and off-page.

The challenge: A broken foundation with no signal clarity

At the outset, the data told a clear story:

• 137,000+ URLs detected by crawlers but only ~1,500 indexed

• Anchor text misalignment: backlinks using irrelevant or geo-mismatched terms (e.g. Brazil)

• Low-quality referring domains cluttered the backlink profile

• Only 2 keywords ranking in the US, neither of which drove traffic

• Internal structure lacked clarity, weakening crawl paths and silo relevance

“We faced multiple technical issues across all 19 language versions JavaScript rendering, broken internal links, and weak crawl paths. As a result, many important pages simply weren’t visible to search engines at all.”

—   Lina S. Kalinichenko, Senior SEO Manager, MotherLink

One of the critical blockers was how internal linking was handled via JavaScript, which not only confused Googlebot but also caused key commercial sections to disappear from the crawl map especially across language variants. Some URLs were loaded dynamically, others weren’t linked at all in the static HTML. The issue wasn't only in volume it was structural.

This technical debt made the site functionally invisible, and even when Google discovered the URLs, it often failed to understand their purpose or importance.

Before we could even talk about rankings or scaling, we had to solve the most basic problem:

Get the site seen.

The solution: Fixing visibility, structure, and trust in one motion

The internal architecture was completely rebuilt. One of the key blockers was how internal linking was implemented: navigation and key commercial paths were loaded via JavaScript, which severely limited Googlebot’s ability to crawl them.

This was especially damaging across 19 localized versions of the site, where crawl paths varied or broke entirely. We worked with the development team to expose those links via server-side rendering, HTML-based fallback navigation, and properly structured hreflang and sitemap files. This gave Google a clear and consistent entry point into each version of the site.

Once crawl paths were opened, we prioritized key commercial pages, resubmitted a cleaned sitemap, and rebuilt the site’s structural logic. Indexed pages jumped from 1,500 to 8,200+ in just a few weeks.

“The most impactful thing we did? We identified the single biggest issue and made it the top priority for the dev team. That focus allowed us to see movement early.”

— [Lina K], Senior SEO Strategist, MotherLink

Then we moved to intent. We developed a full keyword-to-URL map and rebuilt six high-impact landing pages from homepage to casino and sportsbook categories. Meta titles, headers, and internal linking were all aligned to search behavior.

Finally, we addressed authority. Irrelevant and low-trust links were disavowed. We launched a targeted off-page campaign with 36 content placements 25 of which were indexed in Google News across relevant crypto and gambling publications. Anchor text was cleaned. Topical alignment was restored.

“We approached it like SEO triage. First, restore visibility. Then, make every page matter. And finally, earn back Google’s trust from the outside in.”

—   Lina S. Kalinichenko, Senior SEO Manager, MotherLink

Everything we did pointed in one direction:Make Google understand why this site deserves to rank.

The results: From invisible to indexed (and trusted)

In just 30 days, we delivered clear movement:

• Indexed pages increased from 1,500 to 8,200+

• Crawl coverage expanded to 145,000+ URLs

• Site moved from 1 to 65 ranking keywords globally

• US keywords increased from 2 to 22, including a #1 branded position

• 623 keywords started generating impressions in GSC

• Ahrefs traffic value rose from $0 to $660

• The backlink profile was rebuilt to match the brand’s vertical

“It’s not flashy, but it’s fundamental. We gave those pages a chance to be seen—to exist, to rank, to convert. Without that, everything else would’ve been wasted effort.”

—   Lina S. Kalinichenko, Senior SEO Manager, MotherLink

Where they are now

Today, the platform’s team no longer worries about whether their pages will be crawled, indexed, or buried.

They’re focused on growth launching in new markets, building localized experiences, and finally putting content to work in all 19 languages.

With a rebuilt SEO foundation, structured content architecture, and a relevant, trusted backlink profile, their site now reflects the scale and ambition of the business behind it.

“For the first time, we’re not chasing fixes we’re moving forward. The visibility is real. The growth is sustainable. And we know exactly what to do next because everything just makes sense now.”

— Head of Marketing, Global Crypto Gaming Platform

What began as a recovery mission has become the launchpad for long-term organic performance.