Case Studies
Sports Betting Case Study
Summary
Website Background: International sports betting/casino site. The campaign was focused on targeting the Brazillian market.
Main Objective: Increase Google visibility via an international SEO campaign targeting the South American market.
Results: Organic traffic to the Brazillian site increased from around 300 visitors per day to 3,400 visitors per day.
The Case Study
The Objective: Increase Google visibility via an international SEO campaign targeting the South American market.
The Website: This client operates within two of the most competitive niches on the planet - sports betting and cryptocurrency. Although the website targets
The Challenge
- Operating in two of the most competitive niches in the SEO world
- Most search results are dominated by huge brands with huge budgets to match
The Strategy
Capitalising on Low Hanging Keywords
Instead of purely focusing on the English speaking countries, we turned our attention to other markets and found that Brazil had an unusually high amount of traffic which was converting well. Knowing that the site was in two of the most competitive niches, we focused on targeting low-hanging keyword opportunities that could help build the site's topical relevance. We then shaped and optimized the content by improving keyword density, optimizing headings and meta descriptions, reworking the internal linking strategy and optimised the backlink anchor text strategy.
Two Pronged Keyword Research Approach
Although many of the keywords were in Brazilian Portuguese, we used search data and translations to find the correct keywords to use. Our keyword research was carried out with two goals in mind: Identifying low tail keywords that were less competitive. Identifying high converting keywords with a strong user intent. By selecting keywords like this, we were able to craft the content on the website to ensure that they addressed exactly what the searcher was looking for. As a result, the conversion rate for the site increased along with the site's revenue.
International Outreach Strategy
Link building for the Brazillian market (which isn't quite as saturated or advanced in SEO) is perhaps the most rewarding action we undertook. This is because Brazilian websites have not been bombarded with outreach emails as much as UK/US sites meaning that the response rates were much higher. Getting mentions from popular sites in Brazil is a huge thumbs up to Google that they should be ranking your site for that country - so we hired a Portuguese writer to write the outreach emails and blog content for our outreach campaign.
Tiered Link Building
To propel our outreach efforts further, we employed tiered link building techniques. This means that we built backlinks towards the backlinks we'd created to the client's page. Doing this helped increase the number of link signals the third-party page receives, meaning that the link we originally got for the client, was also more powerful.
The Results
Organic traffic to the Brazillian site increased from around 300 visitors per day to 3,400 visitors per day.
In addition, the organic search traffic towards the site saw a 495.49% increase since the start of the campaign.
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