Case Study
Generación de Tráfico Orgánico
Inkabet is a leading online sports betting and casino games platform in Latin America, with a special focus on the Peruvian market. They offer a wide range of sports, live events and games of chance, positioning themselves as one of the most recognized and trusted brands in the region.
Inkabet consolidated its position as the No. 1 operator in the country through an amazing transformation from its humble beginnings in 2012. This quantum leap, which includes a 146% increase in growth between mid-2020 and 2021, is no fluke. It is the result of a strategic collaboration with SeoLab, driven by meticulous optimization of generic and Long Tail keywords in the sector.
What were the main challenges?
Inkabet faced several challenges related to its digital presence:
- High competition: The sports betting market is extremely competitive, with multiple operators seeking to capture the attention of users. In addition to this, the use of SEO strategies, until mid-2024, was the only way to advertise on Google, which made the market even more competitive.
- Search engine visibility:Although they had traffic, they were not ranking effectively for keywords in Google, affecting their organic visibility. The platform needed a more refined content strategy that not only captured traffic, but also generated conversions.
SeoLab Solution
SeoLab implemented the following strategies to address Inkabet's problems:
- Exhaustive SEO Audit: We performed a complete audit of the website to identify technical issues affecting SEO. Being a complex JavaScript platform, advanced techniques were required to ensure the correct functioning and readability by Google.
- Keyword optimization: We researched the most relevant keywords for the sector and user behavior in Latin America, optimizing the site's content to improve the ranking in search results. We also conducted a content gap to know the strength of the competitors and what was being left out in order to capture that potential customer.
- Link building estratégico: Desarrollamos una campaña de link building que fortaleciera la autoridad del dominio a través de enlaces de alta calidad, tomando en cuenta TLD’s y un porcentaje óptimo de anchor texts con los keywords en cuestión. Además, el balance entre Do-Follow y No-Follow ha sido primordial para la estrategia.
- Loading speed recommendations: We worked hand in hand with Inkabet's technical team to optimize the site's loading speed and navigation, improving the overall experience for visitors.
- Content strategy: We implemented a content marketing strategy that not only attracted traffic, but also converted users into long-term customers.
- Brand Protection: Displaced online competitors in Google positions in keywords related to Inkabet. These affiliates were benefiting from these neglected keywords that generated traffic.
Results
Thanks to our intervention, Inkabet succeeded:
- Increased web traffic by 10x, from 112,000 organic visits to 1,319,000 at peak in 2021.
- Better positioning in Google for key keywords in the betting and casino sector, ensuring greater visibility and attracting new users.
- Increased conversions as a result of improved positioning and content optimization.
- Strengthened domain authority, which further boosted long-term organic growth.
- Recognition of Betsson and acquisition of Inkabet for the exponential growth of the brand at national level.
