Six programmes, six starting points

The problem

A partial match had wiped the bonus-code money pages out of the top 20 across all four English-language markets. Eleven years of link equity, a large share of it acquired from networks that no longer existed, and no record of what had been built when.

What we did

• Rebuilt the historic link graph from four data sources and categorised all 3,180 referring domains by risk
• Disavowed 640 domains and secured 210 manual removals before filing for reconsideration
• Re-architected the bonus-code templates to separate market intent and kill cross-market cannibalisation
• Replaced the lost equity with 612 vetted editorial placements over nine months

The problem

Strong brand awareness inside crypto, near-invisible in the AI answers that were starting to absorb “best crypto casino” research. Brand data was inconsistent across every source the models drew on, and the category's answers were dominated by three review sites.

What we did

• Baselined brand mentions across five AI surfaces on a fixed 90-query prompt set
• Reverse-engineered the source graph behind category answers — 22 domains accounted for most citations
• Consolidated brand entity data across Wikidata, licence registers and review platforms
• Ran four data-led PR campaigns aimed specifically at the domains feeding those answers

The problem

The Cruks-era regulatory shift changed what Dutch players search for and what an affiliate may legally say. Existing content was written for the pre-KOA market, and the site's link profile was almost entirely non-Dutch.

What we did

• Rebuilt the Dutch topical map around post-KOA intent, including the Cruks and self-exclusion query cluster
• Rewrote 140 pages against Dutch advertising rules with a native Dutch gambling writer
• Earned 190 placements from genuinely Dutch publishers rather than translated international sites
• Restructured internal linking to push authority into the newly compliant comparison pages

The problem

A betting-tips publisher with strong editorial credibility but a link profile that read as commercial: heavy on paid guest posts, almost nothing from sports desks or mainstream press. Head terms were capped well outside the top five.

What we did

• Built three original-data campaigns from the site's own tipping performance archive
• Placed expert comment with named sports journalists across two seasons of reactive coverage
• Diluted a badly skewed anchor distribution back toward brand and natural phrasing
• Rebuilt the US state-level pages ahead of the market rather than after competitors arrived

The problem

A licensed operator with a well-known brand, a technically fragile lobby that Google could not crawl completely, and a growing cluster of cloned sites using its branding and licence number to run deposit scams.

What we did

• Fixed JS-rendered game lobby indexation and cut 14,000 filtered URLs out of the index
• Implemented hreflang across the Nordic and Canadian estates and resolved the canonical conflicts behind it
• Documented and took down nine clone domains through registrars and hosting providers
• Took control of the brand SERP, including the “scam” and “withdrawal” query cluster

The problem

A young domain with good content and almost no authority, trying to enter three markets at once against affiliate estates a decade older. Limited budget, so the sequencing mattered more than the volume.

What we did

• Narrowed the launch to one market until authority thresholds were met, against the client's original plan
• Concentrated 280 placements onto eleven target pages rather than spreading them across the site
• Built the entity and schema layer at launch, so AI citation presence came for free later
• Staged German and Nordic entry only once the UK cluster held top-five positions