130k Organic Clicks & 700+ Backlinks in 12 Months

In this case study, we explore how a UK online casino was able to achieve increased ROI and business growth through our well-executed SEO strategy.

Platin Casino

130k Organic Clicks & 700+ Backlinks in 12 Months

In this case study, we explore how a UK online casino was able to achieve increased ROI and business growth through our well-executed SEO strategy.

We will examine the challenges faced and the specific SEO strategies and techniques that were implemented by our team. Overall, this case study aims to provide insight into the benefits of SEO in iGaming. 

Platin Casino


iGaming, Online Casino

Markets Analysed:
United Kingdom

Client Since:


The UK online casino market is fiercely competitive in terms of website traffic. Leading operators in this sector often spend seven figures on advertising campaigns in order to attract new players.

In this case study, we dig deeper on why businesses should consider alternative marketing strategies such as search engine optimisation (SEO), which can help them achieve greater ROI with sustainable and more predictable traffic.

Our challenge was to design an SEO strategy to consistently deliver organic traffic, while also boosting the website’s authority and online presence in the iGaming niche.

In a regulated market with established brands, our SEO operation was able to deliver outstanding results with little to no risk for the company and the brand.

2022 Performance

Organic Clicks
0 k
Organic Impressions
0 m
Traffic Value
$ 0 m
Backlinks Generated
0 +

2022 Performance

Organic Clicks
0 k
Organic Impressions
0 m
Traffic Value
$ 0
Backlinks Generated
0 +

Strategy & Tactics​

We focused on On-Page SEO, Link Acquisition and PR to ensure diversity in targeted keywords and a solid backlink structure. This was the approach followed:

  • Comprehensive review of the UK online casino market, as well as Platin Casino’s historical data.
  • Gathered information on existing technology within the organisation to understand our marketing and technology needs.
  • Acted as Platin Casino’s SEO department, working closely with their team and software providers to ensure a smooth implementation of our content strategy and on-site optimisation.
  • In an industry dominated by established players, we focused on building organic profile, by improving search rankings on a wide range of relevant keywords, grow our presence organically and establish the website as a reputable source. Gradually, we started targeting the most powerful money keywords.
  • We partnered with reputable PR agencies to help us build organic profile, designing a link building strategy that balanced velocity and diversity of domains to sustainably increase the authority of the website. This strategy included obtaining links from highly reputable domains as well as other domains relevant to our content.

On-Page Optimisation

We conducted a comprehensive website audit, examining its existing architecture, sections, pages, and their interrelationships. This data helped us design a long-term SEO plan aimed at enhancing the website’s search visibility.

Platin Casino offers more than 700 casino games. We carefully optimised each page, without neglecting the website’s player experience. We created new page categories and types for SEO purposes. With the help of our proprietary technology, we were able to automate many of these tasks and achieve results quicker than the industry average.

Link Acquisition

At GainChanger, we have a scientific approach to link building. Our proprietary 38-step SEO framework lets us understand which specific backlinks are needed, the scale of the campaign, the range of links and velocity needed for the type of website, the market and topicality.

By generating quality content and having it featured on high-authority domains, we were able to build valuable backlinks. This not only helped to increase the website’s ranking, but also helped to drive relevant traffic from various sources, organically, safely and compliant with UK regulations.

Financial Performance

Registrations / FTDs
0 Digit
Conversion Rate
0 %
Traffic Value (Ahrefs)
Organic Traffic (vs Affiliate)
0 %

Search Performance​

Platin Casino’s website generated impressions on more than 1000 indexed pages, with 763 pages generating recurring traffic.

The website had 1,402 keywords generating impressions: 1,29m impressions on brand keywords, and 9,61m impressions on casino-related keywords.

Presently, organic traffic accounts to around 65% of the company’s total traffic, which is significantly higher than the industry average.

Backlink Performance

By generating more than 700 backlinks, including some ranking 80 or higher, our team achieved a stable and lasting SERP performance that led to the acquisition of new users and depositors on a consistent and predictable basis.

Domain Ranking
Number of Backlinks
20 – 29
30 – 39
40 – 49
50 – 59
60 – 69
70 – 79
80 – 89
90 – 100

“Our partnership with GainChanger has been instrumental to the success of our iGaming operation. Their technical expertise has resulted in a consistent growth to our brand visibility and organic traffic. Moreover, the quality and relevancy of the traffic generated has exceeded our expectations, delivering tangible results to our bottom line.”

UK Country Manager, Platin Casino

Our unique approach to SEO, which combines structure and science, sets us apart in the industry and enables us to achieve outstanding results in very competitive niches. 

We believe that the key to our success is the combination of technical expertise and a deep understanding of our clients’ business goals. We regularly review our tactics and adapt our technologies to ensure that we deliver sustainable and consistent SEO growth to our clients. The results we have achieved for Platin Casino in the UK market in a period of over 2 years are testament to our highly skilled SEO team and process followed.

If you have any questions regarding this case study or would like to request additional information, please feel free to contact our team using the form provided below.

Speak with our team

Simon Bonello and Sean Bianco

Simon Bonello and Sean Bianco, Founders of GainChanger, share a passion for technology.

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