The Challenge

BetUS, a major US sportsbook and casino, wanted to dominate organic search but faced an uphill battle. The industry is very competitive, with giants like FanDuel and DraftKings investing heavily in SEO, content, and link-building. To even stand a chance, BetUS needed technical SEO fixes, a killer content strategy, and top-tier link-building fast.

They came to us for help. After a deep audit of their site, we laid out a plan, and within months, we secured a two-year global contract to lead their organic growth strategy. The goal? Massively scale traffic, outrank industry leaders, and increase visibility in key gaming categories.

The Strategy

We knew we had to play smart. Instead of chasing rankings blindly, we focused on a category-driven approach, breaking down the sportsbook and casino into high-intent keyword clusters like NFL, NBA, and casino games.

Here’s how we made it happen:

1. Fixing the Foundations – Technical SEO

The audit uncovered several roadblocks:

• Thousands of 404 errors slowing crawl efficiency
  
• Messy internal linking and weak anchor text distribution
  
• Canonicalisation issues diluting page authority
  

We worked closely with their internal team and developers to clean up these technical flaws, ensuring Google could crawl, index, and rank key pages effectively.

2. Content That Wins – Clustering & Optimisation

At the start, BetUS had 24K+ pages, but only 7% ranked in positions 1-3. In contrast, FanDuel had more than double the number of pages, with a far stronger ranking presence.

Our strategy?

• Optimise high-value pages – We improved on-page SEO, refreshed outdated content, and enhanced key sections with structured data.
• Create new content where it mattered – We built out FAQs, sports betting guides, and team-focused content to target informational and transactional queries.
  Improve internal linking – Connecting key pages to pass authority and strengthen ranking signals.
  

3. Link Building at Scale – The Digital PR Playbook For Sports Gambling Brands

To compete with the biggest names in sports betting, BetUS needed high-quality links from trusted, high-authority publishers.

We ran a hybrid digital PR strategy, combining always-on reactive PR (jumping on sports trends for instant media coverage) with bigger campaign-led PR initiatives.

Our approach secured 587 new linking domains, with backlinks from some of the biggest names in media, including:


📰 USA Today
📺 ABC News
🗞 Daily Mail
🎤 The Stephen Colbert ShowThis boosted domain authority, trust, and rankings across sportsbook and casino-related terms.

The Results

• 587 new linking domains
• Optimisation of over 18K pages
• Helped BETUS generate 950K extra monthly clicks from organic non-brand searches
• Increased organic traffic by 373%
• 109% increase in page ranking in positions 1-3
• Work featured on USA Today, ABC News, Daily Mail, and The Stephen Colbert Show