Spreadex offers its customers the opportunity to bet on both sports matches and financial trends and are currently the only company to offer sports spread betting and sports fixed odds betting from the same account. Passion Digital was appointed by Spreadex in May 2013 to offer consultancy and full SEO campaign management, including on-site optimisation and link acquisition strategies.
The primary objective for Spreadex was to increase relevant, organic traffic. The nature of the gambling industry makes increasing organic rankings extremely difficult, as generally speaking it’s difficult to differentiate quality websites such as Spreadex, from the noise created by low quality and spammy gambling related websites. For the same reasons, organic (un-paid) link acquisition is extremely difficult, and requires a creative and tailored outreach strategy.
The first step was to ensure we were maximising the SEO value of the existing website. As well as a sitewide technical audit, Passion Digital worked closely with the Spreadex team to split the website into two facets (sports betting and financial spread betting) utilising advanced keyword mapping techniques to ensure the website would rank for as broad a range of potential search queries as possible, thus maximising organic traffic.
In addition to ensuring Spreadex have a robust, well optimised website, Passion Digital also devised an on-going content marketing strategy. We devised, designed and developed a suite of campaign micro-sites which, combined with a targeted outreach campaign, organically acquired links from a range of relevant websites. These links, in turn, generate relevant traffic for Spreadex and indirectly increase PageRank for the primary, corporate website.
To date, Passion Digital has created several link assets, many of which have been picked up by mainstream publications and online magazines. Below are some examples:
Since the campaign began in May 2013 overall visibility (a measure of overall organic performance) has increased by 578%. This was achieved by increasing the rankings for a broad pool of relevant keywords. As keyword rankings improved, more traffic was driven to the site which led to an increase of 162% in the volume of visitors finding Spreadex through search engines. Additionally, engagement metrics have shown vast improvement (135% in average time on site) as the quality of traffic was improved through keyword mapping.