BetVictor.com: Organic Competitiveness

Reclaiming Organic Competitiveness for BetVictor.com

41%

Increase in total organic traffic

From ~235K to 332K monthly visits

38%

More top 10 rankings

Commercial and transactional queries

Rise in organic conversions,

With improved funnel design and content targeting

The Challenge

BetVictor had high authority, but that advantage wasn’t translating into modern SEO performance. Key challenges included:

Outdated site architecture with inconsistent URL structures across sports, casino, and live games.
A decline in non-branded traffic, making the brand heavily reliant on PPC and direct access.
Underutilization of structured content and internal linking, especially across dynamic betting markets.
Competitors outranking BetVictor for transactional queries like “bet on football UK” or “live blackjack bonus”.

We were brought in to help reverse the organic decline, modernize infrastructure, and drive long-term acquisition through search.

Our Approach

Our strategy for BetVictor focused on progressive optimization—balancing technical restoration with long-term content and authority gains. The strategy was rolled out in phases over 4 years, centered on:

Technical SEO Recovery

We performed deep audits and fixed systemic issues across canonical tags, duplicate meta data, broken links, and international targeting errors.

Content Re-architecture & Hub Creation

We restructured the entire site into intent-based silos, launching content hubs for sports betting, game guides, promotions, and provider reviews.

Non-Branded Keyword Growth

We created evergreen landing pages targeting queries like “football betting odds today” or “free spins no deposit UK”, ranking for terms beyond the BetVictor name.

High-Authority Link Outreach

We rebuilt the backlink profile with finance, tech, and iGaming placements, removing toxic legacy links and earning contextual coverage from top-tier publishers.

UX & Conversion Path Optimization

The user journey from Google SERP to deposit page was redesigned for clarity, speed, and compliance across multiple jurisdictions.

The Solution

We translated our strategy into five tactical pillars that supported organic growth and business KPIs simultaneously:

1. Keyword Expansion & Competitive Mapping

We analyzed gaps in BetVictor’s keyword footprint vs top competitors and launched targeted content around high-CPC betting and casino terms.

2. Content Overhaul Across Verticals

Legacy blogs and promotional pages were rewritten or merged, while scalable templates were developed for recurring sports fixtures and casino bonus updates.

3. Performance Engineering & SEO Hygiene

Site speed was improved by 41%, hreflang tags were corrected, and internal linking depth was optimized to improve crawlability and topical relevance.

4. Trusted Domain Strengthening

Over 380 new referring domains were acquired from reputable industry sites, news articles, and sportsbook comparison blogs.

5. Funnel-Based CRO Integration

New user flows were designed to match the keyword intent, with geo-personalized promotions, trust badges, and mobile-first CTAs boosting engagement and conversions.

Results & Impact

The partnership delivered measurable improvements at every phase, transitioning BetVictor from organic decline to sustained visibility growth.

Year 1

Technical Stability Restored

Indexing and crawl issues were resolved, and the site recovered 12% of lost rankings across transactional and branded queries.

Year 2

Visibility & Traffic Momentum

Organic traffic increased 24%, with key sportsbook and casino pages climbing into top 5 positions for priority keywords.

Year 4

Dominance in Key Verticals

Non-branded traffic rose 49%, over 6,000 keywords ranked in positions 1–20, and conversion actions from organic doubled compared to 2019 levels.

James Franklin

Director of Digital Strategy

Kensho Media helped us modernize our SEO strategy from the ground up. Their work combined precision, scale, and a deep understanding of the betting market. The results speak for themselves—we’re in a stronger position today than we’ve been in years.