PartyCasino’s Organic Strategy

Revitalizing PartyCasino’s Organic Strategy

46%

Organic traffic growth

The site saw a significant uplift in monthly organic visits, driven by new content clusters and improved rankings across core casino-related queries.

44%

Commercial-intent keywords in top 10

More keywords like “play slots online” and “live roulette bonus” broke into the top 10, directly impacting high-converting pages.

67%

Rise in organic sign-ups

Optimized CTAs and targeted landing pages led to a major increase in account creations, validated through unique affiliate and bonus code tracking.

The Challenge

PartyCasino had strong brand recognition and a robust product offering, but organic traffic growth had plateaued. Specific challenges included:

Heavy SERP competition from affiliates, review sites, and other licensed operators.
Poor visibility for long-tail and transactional keywords with high user intent.
An outdated content structure and limited internal linking across casino verticals.
Low domain diversification in backlinks, limiting authority growth.

These factors made it clear that a comprehensive, intent-driven SEO strategy was essential to reclaim visibility, outperform competitors, and unlock the site’s true acquisition potential.

Our Approach

We developed a multi-faceted SEO strategy focused on re-establishing PartyCasino.com as a top-tier authority in online gambling. Our approach was built on four key pillars:

Topical Authority Through Clustering

We created content silos around core themes such as slots, table games, live casino, and game providers, with internal linking that strengthened keyword relevance and navigation flow.

Intent-Driven Optimization

Each landing page and game subcategory was mapped to keyword intent (e.g., “play blackjack live” = transactional), and content was revised accordingly with embedded CTAs and schema markup.

UX and Technical Improvements

We improved page speed, mobile layout, and crawlability, particularly across geo-targeted content, while reducing JavaScript bloat and redundant redirects.

Authority Link Acquisition

A digital PR campaign focused on getting PartyCasino featured in entertainment blogs, comparison sites, and industry roundups, boosting domain authority through editorial backlinks with DA 50+.

The Solution

To overcome SEO stagnation and accelerate new player acquisition through organic channels, we deployed a full-spectrum strategy anchored in five interconnected pillars. Each was designed to address a specific layer of visibility, authority, technical health, and conversion efficiency.

1. Keyword Expansion & Strategic Mapping

We performed a granular keyword gap analysis to identify lucrative, underserved queries—particularly within commercial and transactional intent. Terms like “real money slots UK”, “live blackjack no deposit”, and “jackpot slots mobile” were matched to high-value URLs, ensuring coverage across every stage of the user journey.

2. Content Engineering & Semantic Clustering

We restructured the site’s content architecture around modular, intent-driven clusters. This included the launch of new long-form guides, in-depth slot provider reviews (e.g., “Best NetEnt Slots”), and promotional landing pages. Each piece was semantically linked using a hub-and-spoke model to build topical authority and improve crawl path efficiency.

3. Technical SEO Overhaul & International Scalability

Our audit uncovered multiple performance blockers: bloated scripts, slow server responses, and inefficient hreflang implementation. We implemented full page-speed optimization (reducing load time from 2.9s to 1.3s), corrected indexation conflicts, optimized sitemaps, and ensured consistent Core Web Vitals compliance across both English and localized versions of the site.

4. Link Acquisition from High-Trust iGaming Sources

We launched a bespoke digital PR campaign focused on securing backlinks from authoritative domains in the iGaming, entertainment, and technology sectors. This included data-led editorials, expert roundups, and curated placements on casino news blogs, yielding consistent links with DA 50+ and improved referral traffic quality.

5. Conversion Rate Optimization (CRO) & Funnel Redesign

We redesigned critical user flows to eliminate friction and boost sign-up rates. This included adding sticky bonus banners, FOMO-driven callouts (“limited time free spins”), and simplified onboarding CTAs. Combined with real-time behavioral tracking, these enhancements led to a sharp rise in user activation from organic entry points.

Results & Impact

Over the course of a two-year collaboration, our SEO strategy delivered compounding gains across visibility, authority, and user acquisition. Below is a breakdown of impact at key milestones throughout the project.

6 Month

Foundation Set, Early Wins Delivered

Organic traffic increased by 19%, key commercial pages began ranking in top positions, and the domain started attracting backlinks from iGaming blogs and news sources.

12 Month

Growth Momentum in Full Swing

Traffic grew by 38%, Core Web Vitals compliance was consistent across pages, and organic sign-ups surged by 44% following major improvements in content structure and user experience.

24 Month

Scalable, Sustainable SEO Leadership

Organic traffic rose by 71% compared to baseline, with over 65% of traffic driven by non-branded, high-converting queries. Sign-ups doubled year-over-year, and PartyCasino ranked in the top 3 for over 60 high-CPC transactional keywords.

Sarah Turner

SEO & Content Lead at PartyCasino

Kensho Media didn’t just improve our rankings—they gave us a long-term SEO infrastructure. From user intent mapping to technical precision, their work delivered consistent value across all verticals.