This case study shows how a controlled link-building strategy can deliver stable growth in visibility and traffic for a bonus platform in the highly competitive Asian iGaming environment. We deliberately focus exclusively on link building to demonstrate the real impact of the backlink profile without any on-page, content, or technical changes.
The client is an online casino bonus search and comparison website targeting Asian markets. The platform aggregates bonus offers from multiple operators and helps users find up-to-date welcome bonuses and promotional deals.
Under NDA, we do not disclose the brand, domain, or exact GEOs. However, we can demonstrate the execution logic and results based on metrics that are directly influenced by the backlink profile.
Increase visibility of bonus and brand clusters, scale organic reach across Asia, and outperform competitors in key commercial queries.
Budget split:
This allocation made it possible to work simultaneously on domain authority, scale bonus pages, and maintain stable indexation of new placements.
We joined the project at the execution stage and took full responsibility for the off-page component of a strategy developed jointly with the client’s SEO team and approved prior to launch. All priority page types—bonus pages, brand + bonus pages, and category pages—were defined in advance and became the foundation of the link-building process.
At the time we joined the project, the platform was operating in a highly competitive environment typical of bonus-focused iGaming websites in Asia. These factors defined the focus on controlled link building as the primary growth lever.
The approach to building the profile was based on balancing growth, stability, and the natural appearance of signals.
Links were integrated into natural contexts and used to support both bonus-related and brand-focused clusters.
We deliberately built the majority of Web 2.0 links as *nofollow* and without using commercial keywords. This helped introduce “noise” into the profile, diversify the anchor mix, and mitigate the risk of keyword-heavy anchor saturation, all without placing undue pressure on the bonus pages.
The backbone of the strategy was outreach placements on relevant websites focused on iGaming and related niches. Links were integrated into natural editorial contexts and used to support both bonus and brand clusters.
Tier-2 links were applied selectively to strengthen the most valuable tier-1 placements and stabilize their indexation.
A dedicated in-house PBN was built from scratch specifically for this project. We used drop domains with clean histories that passed multi-level validation across key metrics: backlink profile quality and relevance, absence of spam signals, stable indexation history, and alignment with the iGaming niche.
Web 2.0 links were used to broaden the backlink profile, support indexation, and create a more natural distribution of link source types—critical for bonus platforms in the iGaming niche.
Most of these placements were intentionally built as nofollow and without commercial anchor keywords. This helped add “noise” to the profile, dilute the anchor mix, and reduc
Our focus was not rapid link volume growth, but building a controlled system with predictable pacing, a balanced anchor mix, stable indexation, and long-term result retention.
Special care was taken to avoid shared footprints and obvious interconnections between sites. The infrastructure was designed so each domain appeared as an independent project and did not leave detectable traces in third-party tools.
The PBN was used strictly as a controlled reinforcement tool for key pages, without aggressive pressure on the backlink profile.
A key emphasis was placed on preserving results, not just acquiring links.
This approach helped avoid sharp fluctuations and ensured stable dynamics even in a competitive environment.
As a result, the process remained controllable, and the effect stable over time.
A steady expansion of the semantic footprint was observed, with a gradual increase in the share of keywords ranking in the Top 10 and Top 3.
Bonus pages strengthened their positions within priority clusters and began to consistently hold Top 3 rankings.
Organic traffic grew progressively, alongside an increase in the share of commercial traffic.
The project reinforced its positions in bonus clusters and outperformed key competitors across high-intent commercial queries.
The project has strong potential for further scaling and for reinforcing achieved results in a competitive environment:
We work with iGaming projects at different growth stages and take full responsibility for link building: outreach, PBN, tier-2, Web 2.0, and long-term result stability control.