SEO & CONTENT · AFFILIATE (YMYL) · 5 NICHE PROPERTIES
3 years of embedded growth for a multi-brand iGaming affiliate
Tier-1 iGaming affiliate (NDA)
We operated as an embedded team - 5 properties, roughly 50 new or refreshed pages every fortnight, EEAT recovery and a systematic competitive intelligence pipeline.
Workstreams we owned
Editorial calendar
~50 pages every fortnight across 5 properties with QA gates.
EEAT recovery
Author profiles, references, accountability, versioning.
Competitive intel
SERP monitoring, gap analysis, content refresh loop.
Handoff-ready docs
Portfolio-wide documentation for internal team & audit.
Portfolio impact
3 years, 5 properties, measurable recovery
Aggregated, anonymized signals across the portfolio. Absolute numbers withheld under NDA - trends are directional.
Indexed, HCU month = 100
New + refreshed pages / fortnight
Rolling 4-week, portfolio avg
Brand queries +120% vs. HCU low · ~50 pages every fortnight · 0 property lost to core updates
Rankings audit
Before / after across 5 properties
| Page | Before | After | Δ | Traffic |
|---|---|---|---|---|
| Best casinos 2026 | #42 | #6 | −36 | +312% |
| Slot reviews hub | #58 | #11 | −47 | +184% |
| Payment methods guide | #71 | #14 | −57 | +96% |
| Live dealer landing | #89 | #22 | −67 | +142% |
| Bonus terms explainer | #63 | #9 | −54 | +221% |
The challenge
A portfolio of 5 iGaming sites under HCU and EEAT update pressure.
Needed editorial + SEO capacity operating as part of the internal team.
How we approached it
Editorial calendar with ~50 pages every fortnight and strict QA gates.
EEAT recovery: author profiles, references, accountability and versioning.
Competitive intelligence: SERP monitoring, gap analysis and refresh loop.
Results
Brand queries recovered and traffic stabilized after core updates.
Sustainable content velocity later handed to an internal team seamlessly.
Portfolio-wide documentation ready for audit.
Stack
- Ahrefs
- GSC
- Screaming Frog
- Notion + Airtable
Verified via:
- Google Search Console
- Ahrefs
- GA4
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