Non-branded organic traffic up 266% and goal conversions up 82%. How a recognised iGaming brand became findable by the players who did not already know its name.
Absolute Digital Media's SEO campaign for SuperCasino delivered +266% non-branded organic traffic, +82% goal conversions and 10,179 monthly organic sessions (from 1,419).
SuperCasino was an established UK online gambling brand running live casino, slots and instant-win games, with a nightly broadcast presence that made it one of the better-known names in the category. The product was competitive and the brand was recognised.
The commission was direct: turn that recognition into acquisition by winning the searches where the brand name does not appear. A brand that is found only by people who already know it is harvesting its own awareness. SuperCasino chose to build the channel that creates new players instead.
Non-branded traffic and conversion figures are drawn from the client’s analytics. Session figures are from Ahrefs Site Explorer, UK database. Both sources agree on direction and scale.
Integrated Agency of the Year - SilverEuropean Agency Awards 2026
Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026
Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026
Best Integrated Paid Media CampaignUK Paid Media Awards 2026
Best New Business CampaignUK Agency Awards 2025
Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024Integrated Agency of the Year - SilverEuropean Agency Awards 2026Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026Best Integrated Paid Media CampaignUK Paid Media Awards 2026Best New Business CampaignUK Agency Awards 2025Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024 
The commercial pages were rebuilt around what each page is about rather than around which phrase it repeats, aligning with the shift in how search engines had begun to read content. At the time this was a demanding recommendation, because keyword-density optimisation still appeared to work and rewriting pages that were ranking felt like unnecessary risk. The pages had been built for a system that no longer existed. The same judgement applies now in a different form: the current shift is from ranking pages to assembling answers, and the response is identical: write for what the page actually means and who it serves, not for the mechanics of how it is currently measured.
Rather than acquiring more links onto a legacy profile, outreach was directed at journalists, media lists and bloggers to build placements earned on merit. In gambling specifically, where link-buying practice attracted sustained attention, the profile a site carries is a compliance question as much as a performance one, and composition matters more than volume. Earned editorial coverage became the foundation of the profile, which is what made the rankings the campaign produced durable rather than exposed.
Editorial and evergreen content was created across guides, casino tips, industry news and infographics, targeting the long-tail and generic queries the brand had headroom on. The rejected alternative was concentrating everything on the commercial head terms, which are held by the largest operators and by affiliates whose entire model is holding them. A player researching how a game works, or which variant to play, is reachable, cheap to reach, and arrives at the brand already engaged rather than comparing it against a list. That layer produced the non-branded growth the campaign was commissioned to deliver.
Infographics and design-led assets were built to increase click-through rate and expand the number of results the brand could occupy across a broader keyword set. In a category where the results page is crowded with affiliates, a brand that appears once has one chance. A brand appearing across several results for adjacent queries accumulates familiarity before the click, which matters disproportionately when the eventual conversion requires a deposit and therefore trust.
Ben set the campaign’s defining calls: measure and grow non-brand as the real acquisition channel, rewrite ranking pages for semantic assessment rather than protect them, rebuild the link profile on earned coverage, and win the research layer the affiliates were not holding. Each one rejected the category default, and together they took non-branded traffic up 266% with conversions up 82% behind it.
Alex’s team rewrote the commercial pages around meaning and intent, then built the editorial layer above them: game guides, casino tips, industry news and data-led explainers answering the questions players ask before choosing where to play. Every piece was written to be read as well as to rank, and to compliance standard from the brief, which is what let the same content earn placements as well as positions.
Jack directed outreach at journalists, media lists and bloggers, earning editorial placements on the strength of the content and creative assets rather than acquiring volume. That coverage became the foundation of the rebuilt profile, placing the brand in front of new audiences and giving the rankings a base that stands up to the scrutiny the gambling category attracts.
Shofiur rebuilt the page structures beneath the rewrites, so that the semantic content sat on templates search engines could read cleanly, and engineered the internal linking that connects the editorial layer to the commercial pages it feeds. Crawl and indexation were managed through the rewrite programme, keeping every rebuilt and newly published page reachable as the estate grew.
Lewis Esson is Head of SEO at Absolute Digital Media, leading a team of seven across organic strategy for gambling, lending, adult and regulated ecommerce brands. He joined ADM as…
Shofiur Rahman is Head of Technical at Absolute Digital Media, leading the team responsible for everything the agency builds and runs: client websites, internal applications, infrastructure, AI systems and the…
Alex is Head of Content at Absolute Digital Media, overseeing content production and ideation for regulated-sector clients in iGaming, finance, and healthcare. He specialises in creating content that performs reliably…
Jack Hawtin leads the outreach team at Absolute Digital Media, running link building and outreach strategy mainly for iGaming clients, alongside adult industry brands, interior design, and a smaller portfolio…
Non-branded organic traffic rose 266%, the specific gap the campaign existed to close, on the client’s own analytics. The brand moved from being findable by people who already knew it to being findable by people who did not.
Goal conversions rose 82% on the same reporting, confirming the new traffic converted rather than simply arriving. Monthly organic sessions grew from 1,419 to 10,179 across the engagement on Ahrefs Site Explorer, UK database, and the two sources agree on direction and scale. Beneath the numbers, the profile and the content estate the campaign built are what made the position durable: pages written for meaning, links earned from journalists, and an editorial layer the affiliates could not match.
| Measure | Result |
|---|---|
| Non-branded organic traffic | Up 266% |
| Goal conversions | Up 82% |
| Monthly organic sessions | 1,419 to 10,179 |
Non-branded traffic and conversion figures from the client's analytics; session figures from Ahrefs Site Explorer, UK database.
By building the layer above the transaction. The commercial head terms are held by the largest operators and by affiliates who do nothing else, so contesting them directly is expensive and slow. The research and informational searches that happen before a player chooses are open, cheaper to win, and deliver a visitor who arrives engaged.
When the way pages are assessed has changed, yes. Content built for exact-match keyword targeting was being judged by systems reading for semantic meaning, and continuing to optimise for the old method meant optimising for something that no longer applied. The same decision faces operators now with AI-assembled answers.
Because in gambling, composition matters more than volume. The sector’s historic link acquisition practices attract sustained algorithmic and regulatory attention, so a profile built on earned editorial placements is an asset in a way accumulated volume is not. On the SuperCasino campaign the profile was rebuilt through journalist and media outreach while non-branded traffic rose 266%, which is what made the growth durable.
Because the sector’s link acquisition practices have attracted sustained scrutiny, and because restricted paid channels mean an operator has less to fall back on if organic performance is penalised. A profile earned on merit protects the channel that matters most.
Always, and particularly for recognised brands. Brand demand arrives regardless of the marketing and makes aggregate reporting look healthy while the acquisition strategy stalls. Separating the two is usually the fastest way to find out whether a campaign is working.
Guides, game explainers, strategy content and data-led creative assets, written to be read rather than to rank. Content built to be read can also be pitched to journalists, so the same investment earns rankings and coverage.
They widen the footprint. In a results page crowded with affiliates, appearing across several results for adjacent queries builds familiarity before the click, which matters when the conversion requires a deposit and therefore trust.
Faster where the target is the uncontested research layer rather than the commercial head terms. Content and page rewrites produce movement within a quarter. Earned coverage compounds over a longer period and is what makes the position durable.
If your brand is only found by players who already know it, you are harvesting your own awareness. Book a consultation and we will show you where the biggest gains are.
Search now runs through Google, ChatGPT, Perplexity and Gemini. AgencyMindHub shows you where you stand across all of them, and our team tells you what to do about it.
175+ industry awards. Specialists in regulated search since 2008.
