Building a Casino Affiliate Folder: 1700 high intent clicks in the last 28 days.

CLIENT

A sports website expanding into the UK casino affiliate market.

CAMPAIGN OBJECTIVES

The main objective was to build and optimize a casino affiliate folder on the website to drive traffic and generate revenue from rev share and CPA deals, with no initial investment in link building. The focus was on organic traffic through strategic content development and internal linking.

CAMPAIGN EXECUTION

In May 2024, we launched the casino affiliate folder on the client’s sports website, with a plan to create high-quality, targeted content. Over the course of five months, we produced and published:

• 23 in-depth casino review pages
• 10 toplist pages featuring the best casinos for specific segments (e.g., mobile, new casinos)
• 5 comprehensive guide pages explaining casino-related topics like bonuses, game strategies, and responsible gambling.

We employed advanced content strategies, ensuring our content adhered to the highest EEAT (Expertise, Authoritativeness, Trustworthiness) standards. Each piece of content was crafted to target relevant keywords with the following best practices:

• Entity-Attribute-Value (EAV) Model: Structuring content around key entities in the casino industry
• Subject-Predicate-Object Framework: Using clear, factual statements that satisfy search intent.
• N-grams & Co-occurrence: Integrating relevant phrases and topics naturally to optimize for keyword clusters and improve rankings.
• All query angles (query semantics): We ensured that content addressed a wide range of query variations, capturing the breadth of search intent for casino-related topics.
• Word relations (lexical semantics): Content was built with a deep understanding of how words and phrases relate to each other, ensuring semantic richness and relevance in every page.
• Boolean Questions: Content addressed simple yes/no questions to match clear and direct user queries.
• Representative Questions: We crafted questions representative of what users would typically search for in the casino niche, covering a wide spectrum of potential queries.
• Represented Questions: In addition, we used questions that indirectly matched search intent, ensuring that no potential angle was missed in addressing user needs. This also provides internal linking opportunities

We utilised strategic internal linking between the casino folder pages and relevant content across the website, enhancing overall site architecture and user flow.

RESULTS ACHIEVED

By September 2024, the casino folder had generated over €13,000 in total income per month, achieved through a mix of revenue share and CPA deals. This milestone was accomplished without any external link building efforts, relying solely on content quality and smart internal linking strategies.
Top-quality content: Researched, human-written articles that matched user intent and optimized for SEO algorithms.
Organic traffic growth: Despite no external link building, the casino pages saw consistent traffic growth from internal efforts alone.

CONCLUSION

This case study highlights the power of strategic content creation and internal SEO optimization. In just five months, the casino affiliate folder contributed significantly to the client’s revenue stream, proving that well-researched, expertly written content can deliver impressive results without the need for aggressive link building. Going forward, there is immense potential to amplify growth through targeted external link building and continue expanding the casino folder.