Lottomart
Case Study
From 251 to 1,340 page 1 rankings in the UK casino and lottery market
The Challenge
Lottomart is a UK-licensed online casino and lottery betting brand competing against established names in one of the most crowded search markets. When we first started working together, the site had significant room for growth. The earlier phases of the programme built the foundations; this case study covers the most recent period, roughly the last 12 to 18 months, when the site went from ranking to ranking where it counts.
At the start of that period, the site ranked for plenty of keywords, but very few were on page 1: only 251 of the terms we track sat in the top 10, and just 28 were in the top 3. Most of the visibility was on pages 3 to 5, where it earned nothing.
The brand also had a structural problem that most casino sites do not: it straddles two markets, online casino and lottery betting, and needed to build authority in both without diluting either.
How we work together
Lottomart treats us as an extension of their marketing team rather than a supplier, and the results reflect that. We bring the organic strategy, the content, the links and the new initiatives; their team brings product knowledge, quick sign-off and the willingness to act on recommendations. Because one team is delivering strategy, content, technical, and PR together, every piece of work pulls in the same direction. Over this period, that has meant:
Technical SEO and audits
Diagnosing and resolving a root domain indexation issue, a toxic backlink audit and disavow, sitemap, broken links as games change and canonical clean-up, and ongoing site health monitoring
Strategy and keyword mapping
Agreeing the priorities with the Lottomart team, then prioritising the game titles, providers and lottery terms with genuine UK search demand, then giving each one a page built to rank for it
Content rewrites and build-out
Rewriting and refreshing the existing game, provider and category pages that were under-performing, and building out new content pages where Lottomart had no page to rank at all, so that every priority term has a page that answers it properly
On-page optimisation
Across game pages, demo pages, provider pages and the core category and lottery landing pages, with internal linking that passes authority up to the pages that matter most commercially
Hybrid digital PR and link building
Running PR and outreach as one programme rather than two, so every campaign is designed to earn coverage and links at the same time, building the domain authority needed to hold page 1 positions against far more established competitors
Trade press coverage
Focused on brand mentions and links from the iGaming and business titles that matter to the industry, building the brand strength Google looks for as much as the authority the rankings need
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The Results
Rankings from Ahrefs, UK market, across 3,502 tracked non-brand keywords (April 2025 versus September 2026):
- Page 1 keywords up from 251 to 1,340, more than five times as many
- Top 3 keywords up from 28 to 240, nearly nine times as many
- 859 keywords improved, 45 declined, plus 617 keywords the site did not rank for at all last year; 501 of them are now on page 1
- Position 2 for 'crazy time casino online' and top 5 for 17 further Crazy Time terms, with the live game page now the main organic entry point for the brand's biggest live casino title
- Position 3 for 'demo slots uk' and position 6 for 'demo slots' (7,500 searches a month), up from page 2 and page 3
- Position 1 for 'lotto casino' and 'lottery sites uk', position 4 for 'lottery sites'
- Game and provider terms moved from page 5 to page 1: 'gates of olympus' 47 to 3, 'big bass bonanza' 54 to 8, 'wizard slots' 47 to 7, 'pragmatic play' (25,000 searches) new at position 8
- Combined monthly search volume of page 1 keywords up from 43,300 to over 327,000, more than seven times the demand the site was visible for at the start of the period
Traffic from Google Search Console, non-brand queries only, June to August 2026 versus the same three months in 2025:
- +102% UK organic clicks (4,745 to 9,595) on a 19% rise in impressions, so the growth came from ranking higher, not from more searches
- +342% clicks to game pages and +888% to demo pages, the two content areas the strategy was built around
- +139% clicks to lottery pages and +146% to slot provider pages
- +258% total non-brand clicks worldwide (7,041 to 25,203)
- 1,030 pages now earning organic clicks, up from 737
Why It Matters
Lottomart did not grow by padding out thousands of throwaway long-tail rankings. In fact, the site shed deep, page 5-and-beyond rankings that were never going to earn a click. What changed is where the important terms rank: the site went from being buried on pages 3 to 5 to sitting on page 1 for the game titles, providers and lottery terms that people search for. That is the difference between visibility that looks good in a tool and visibility that brings in players. It is also what a long-term partnership looks like when both sides are invested in the outcome.
Data sources: Ahrefs organic keyword rankings, UK market, April 2025 vs September 2026 snapshots, 3,502 non-brand keywords. Google Search Console, web search, brand queries excluded, June to August 2026 vs June to August 2025.
