Bwin Casino Authority at Scale

Rebuilding Organic Authority at Scale for Bwin.com

52%

Organic conversions

Tracked via region-specific promo codes and sign-up funnels

47%

Lift in commercial keywords in positions 1–10

Fueling acquisition across casino and sports verticals

42%

Organic traffic growth

Across all markets (from ~1.16M to over 1.64M monthly visits)

The Challenge

Operating in dozens of markets and languages, Bwin faced challenges typical of large-scale gambling platforms:

Legacy SEO practices had led to duplicate content, thin pages, and international cannibalization.
Organic traffic was largely branded, limiting acquisition of new users unfamiliar with the Bwin name.
Site speed, technical structure, and crawl efficiency were being weighed down by platform complexity.
Inconsistent localization strategies weakened keyword targeting in key regions.

Our challenge wasn’t to launch Bwin, it was to restructure and optimize an already massive domain for modern SEO at scale.

Our Approach

We crafted a phased SEO transformation roadmap, executed over 36 months and focused on aligning Bwin’s global presence with organic search best practices. Our approach focused on:

Market-Specific Content Realignment

We audited and restructured content across 15+ regional domains, eliminating keyword cannibalization and realigning landing pages to user intent in each language and market.

Crawl Budget Optimization

A custom crawl budget plan was implemented to prioritize revenue-generating sections and prevent bots from wasting resources on archive pages, outdated odds feeds, and duplicate game listings.

Structured Data & Entity Optimization

We deployed detailed schema across sports betting events, casino games, and bonus offers, allowing Google to surface richer results and improving click-through rates on SERPs.

Non-Branded Acquisition Strategy

We aggressively targeted high-volume, non-branded keywords across verticals like “football betting UK”, “best blackjack live tables”, and “how to play poker online”, repositioning Bwin as a knowledge and product leader.

Link Building & Authority Restoration

Over 400 referring domains were secured through placements in betting magazines, news publishers, and international iGaming networks, reversing domain dilution and boosting trust signals.

The Solution

Through a structured and scalable approach, we focused on five key workstreams that delivered compounding growth:

1. Global Keyword Framework

A centralized keyword taxonomy was developed for each vertical (sports, casino, poker), segmented by market and intent (commercial, transactional, informational), and mapped to precise landing pages.

2. Content Consolidation & Expansion

Over 3,000 low-performing pages were deindexed or merged, while new strategic content (guides, glossary terms, comparison pages) was created to strengthen semantic relevance.

3. Technical Infrastructure Overhaul

We improved site speed (down from 3.1s to 1.4s), resolved hreflang and canonical conflicts, and improved the crawl depth across multi-language subdirectories.

4. Backlink Diversification & Quality Focus

High-quality link acquisition campaigns focused on multilingual placements and industry-recognized publications, avoiding over-reliance on low-value domains or PBNs.

5. UX, CRO & Local Compliance Integration

New interface elements (geo-personalized CTAs, countdown bonus timers, localized trust badges) were implemented to increase engagement while respecting market-specific regulations.

Results & Impact

Over the course of the 3-year collaboration, we achieved sustained improvements in visibility, authority, and conversions, driven by coordinated execution and data-driven decision-making.

Year 1

Stability and Structure Restored

Organic traffic stabilized after years of decline, keyword cannibalization was eliminated, and branded-to-non-branded ratio improved by 17%.

Year 2

Growth Across Verticals and Regions

Traffic grew by 31%, commercial keywords rose 24%, and Bwin saw a 52% increase in new sign-ups from search, particularly in Spanish- and German-speaking markets.

Year 3

Non-Branded Leadership & Global SERP Wins

Total traffic increased by 42%, and over 63% of SEO sessions were non-branded. Bwin ranked top 3 for over 90 competitive keywords, including “sports betting UK” and “live casino bonus”.

Thomas Bergström

Global Head of SEO at Bwin

We’ve worked with many SEO agencies, but Kensho Media brought a rare mix of strategic thinking, technical excellence, and operational discipline. They understood the scale and complexity of Bwin and helped us transform how we compete organically worldwide.