Initial Setup

  • Niche: iGaming / Casino (LatAm, licensed)
  • Budget: $4,000 per month for links
  • Goal: accelerate visibility growth across commercial clusters, stabilize top rankings, and outperform competitors on the most important queries.

Budget split:

  • 65% — Outreach
  • 20% — PBN
  • 15% — Tier-2

Implemented Strategy

We joined an already defined SEO strategy and were responsible exclusively for link-building execution. All priority pages and clusters had been identified in advance.

Our task was not just to increase the number of links, but to build a controlled link-building system with predictable pacing, stable indexation, minimized losses, and continuous quality control of donors.

Outreach

The main focus was on максимально native placements within relevant contexts, taking into account LatAm specifics and the characteristics of the iGaming niche.

It was critical that each link looked natural in its environment and blended seamlessly into the overall backlink profile.Donor selection was based on strict quality criteria. We worked only with websites that met the following requirements:

01
relevant niche and natural placement context;
02
real, live organic traffic;
03
stable domain history with no signs of manipulation;
04
no spammy or mass outbound linking;
05
proper indexation in search engines.

PBN 

For this project, we built a dedicated in-house PBN from scratch, tailored specifically to the client’s needs. Drop domains with clean histories were selected based on multiple risk factors.

Tier-2 

Tier-2 links were used selectively—as a reinforcement tool for the most valuable tier-1 links and to stabilize their indexation. This helped “lock in” results and reduce long-term link loss.

  • The entire PBN infrastructure was customized for the project and used as a controlled amplification tool rather than a mass or aggressive growth lever.
  • Special attention was paid to keeping the PBN isolated, avoiding unnecessary technical footprints, and ensuring stable performance throughout the entire period. We also optimized internal and external redirects so that each domain transferred authority correctly without distorting the overall backlink profile.

Operational Control

We built an operational model that covered both placement control and link indexation management.

Particular focus was given to speeding up indexation to reduce the lag between publication and measurable impact.

A strong emphasis was placed on result preservation, not just link placement.

This approach helped avoid drops and loss of link equity, even in a highly competitive environment.

  • indexation monitoring for every link;
  • auxiliary methods to accelerate indexation of new placements;
  • continuous monitoring of link removals;
  • regular replacement or compensation of lost links;
  • control of link velocity and anchor mix.

New keywords in the Top positions and growth of organic traffic.

Results Achieved

Keyword growth

  • Total keywords: +68%
  • Keywords in Top 10: +54%
  • Keywords in Top 3: +31%

Commercial keywords in Top 3

  • Money clusters: from 7 → 19
  • Ranking stability: 82% of queries hold Top-3 positions

Overall organic growth

  • Google organic traffic: +47%
  • Share of commercial traffic: +39%

Competitor performance

  • Outperformed key competitors in priority commercial clusters.
  • Secured higher SERP positions for high-intent queries previously dominated by local and international players.

Why It Worked

We clearly understand the realities of the iGaming niche: most casino review websites and mono-brand projects hold top positions primarily through aggressive link building. In such models, the sheer volume of backlinks often becomes the decisive factor, especially in the short term.

However, this project had a different objective. The goal was not to build a website “for a limited period,” but to develop a полноценный casino brand capable of competing consistently in SERP and maintaining positions over the long term.

That is why the strategy described in this case study was chosen: controlled link building with a strong focus on donor quality, relevant context, a managed anchor mix, stable indexation, and long-term result preservation.

This approach made it possible to combine the required level of scalability with the development of brand trust — both from search engines and from users.

As a result, we did not simply build links; we built a system that works for the brand and allows it to maintain competitive positions without constantly shifting into an aggressive growth mode.

Results were evaluated strictly based on SEO metrics directly affected by link building, without factoring in any on-page or content changes.

Growth of organic traffic and impressions in Google Search Console after link building

Growth of organic traffic and impressions in Google Search Console after link building.

Client Communication

  • monthly planning;
  • execution control;
  • fast response to link removals;
  • clear, regular reporting.

Next Steps

The project has the potential for further scaling and maintaining achieved positions without changing the core logic of the link-building strategy.

The current results create a solid foundation for continued growth across priority commercial clusters.

P.S.

  • expanding outreach in clusters with the best ROI and stable ranking dynamics;
  • growing the PBN for new pages and commercial directions;
  • maintaining Top positions for key commercial queries already secured through link building;
  • targeted tier-2 usage to protect and reinforce Top-3 pages.

Need a Link-Building Strategy for iGaming?

If you need a controlled backlink profile in a competitive niche, WMLinks is ready to join your project.

We work with iGaming projects at different growth stages. In this case, our responsibility was link building only: outreach, PBN, tier-2, indexation control, and stability.