From Invisible to Page One: How a Global iGaming Platform Tripled Keywords and Drove 115% More Conversions

Introduction

In late 2024, a global iGaming platform partnered with MotherLink to turn around its underperforming SEO performance. The client’s website was virtually invisible on search engines – plagued by technical issues, thin content, and a weak backlink profile. Facing stiff competition from industry leaders, the client needed a holistic SEO overhaul to improve visibility and drive more organic leads.

MotherLink’s Managed Full SEO campaign (Oct 2024 – July 2025) delivered a dramatic transformation: technical fixes, content expansion (including multilingual content), and authoritative link-building led to significant gains in search rankings, organic traffic, and conversion volume.

The Challenge

Despite being an innovative player in the iGaming sector, the platform’s website was held back by severe SEO issues.

• No sitemap.xml or robots.txt

• Missing schema markup

• Duplicate H1s, unoptimized meta tags

• Thin content with no multilingual support

• Weak backlink profile heavily reliant on two domains

Competitors like SoftSwiss, NuxGame, and Slotegrator had thousands of optimized pages, multilingual sites, and diverse backlinks, leaving the client without a chance to compete for valuable industry keywords.

“When we first looked at the project, it was clear this platform had huge potential but zero visibility. The site was almost invisible in Google outside its brand keyword, and every major SEO foundation was missing. Competing against established giants with this setup was nearly impossible.”
– Alina Kalinichenko, Senior SEO Manager at MotherLink

The Solution

MotherLink implemented a 360° Managed SEO strategy combining technical, on-site, and off-site improvements:

• Technical SEO Overhaul – Implemented sitemap.xml, robots.txt, and schema; cleaned up meta tags and H1 structures; optimized URL formats; and worked with devs on speed and mobile improvements.

• On-Site Content Expansion – Restructured main pages, created new commercial and informational pages, and rolled out multilingual content for markets like Brazil, Russia, and South Korea. Internal linking was redesigned to eliminate cannibalization and strengthen topical authority.

• High-Quality Link Building – Built 50+ contextual backlinks from authoritative sites, with over 60% placed on Google News-approved domains. Anchors were carefully optimized, and link growth was kept steady and natural.

• Continuous Monitoring & Optimization – Regularly analyzed GSC and GA data, resolved cannibalization issues, and advised on UX improvements to boost conversions. A toxic backlink attack in May was mitigated through monitoring and disavowal.

The Results

Over ~10 months, the platform saw major improvements across all SEO KPIs:

• Explosive Keyword Growth – From ~1,100 to 3,500+ ranking keywords (+3.5×). Priority keywords nearly quadrupled, with multiple top-3 and even #1 positions secured across key markets.

• Steady Organic Traffic Growth – Monthly organic users grew by ~30%, reaching ~1,700. Organic became the leading channel for both users and conversions.

• Conversions More Than Doubled – Contact form submissions increased from 32 to 69 per month (+115%), proving that SEO directly drove qualified leads.

• Strengthened Backlink Profile – Domain authority improved through 50+ new high-quality, contextual links, making the site more competitive with industry leaders.

“This campaign proved that when you fix the foundation and add authority, growth follows. Within months, the client moved from virtually invisible to ranking above industry leaders for competitive terms. Seeing conversions double was the clearest proof of success.”

– Alina Kalinichenko, Senior SEO Manager at MotherLink

Shows the jump from ~1,000 to 3,500+ ranking keywords

Performance report

Where They Are Now

With a strong SEO foundation in place — multilingual content, technical improvements, and a diversified backlink profile — the global iGaming platform is no longer playing catch-up in search. They are now leading.

Our collaboration continues as we scale content campaigns, strengthen authority with new backlinks, and support their internal team in developing deeper content experiences for sustained growth.

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