About
The iGaming SEO Agency Built for Gambling Brands
We work exclusively in the iGaming space. No generalist work, no learning curve on your budget. Just specialist gambling SEO from a team that’s done this before.
We Started Because Gambling Brands Deserved Better
For a long time, iGaming operators had two options for SEO: generalist agencies that didn’t understand gambling, or in-house teams that were expensive to build and hard to keep. Neither worked well enough.
We started this agency because we’d seen the inside of the iGaming industry — the compliance headaches, the YMYL scrutiny, the link building walls, the multi-jurisdiction complexity — and we knew what a proper gambling SEO strategy actually needed to look like.
Six years and 345+ clients later, we’re still focused on the same thing: building sustainable organic growth for casinos, sportsbooks, affiliates, and gambling brands who are serious about what SEO can do for their business.
We don’t take on every client. We take on the right ones — operators who understand that SEO is a long-term investment, who want a partner that’s honest about timelines and results, and who want to build something that lasts beyond the next Google update.
What We've Built Our Reputation On
iGaming Only
We've never taken a client outside the gambling vertical. Every tactic, every relationship, every insight we have comes from working in this space full time.
Honest Reporting
We report what's actually happening — rankings, traffic, conversions — not vanity metrics dressed up to look impressive. Clients know exactly what their budget is doing.
Long-Term Partnerships
93% of our clients are still with us after 12 months. That number tells you more about how we work than any case study could.
Speed Without Shortcuts
We move fast on recommendations. But we don't cut corners. Every fix we implement is documented, tested, and built to hold through the next algorithm update.
What We Stand For
Our Values
These aren’t words on a wall. They’re the standards we hold every client engagement to — and the reason our retention rate is what it is.
Specialism Over Generalism
We believe deep expertise in one vertical beats broad knowledge across many. iGaming SEO has enough complexity to fill a career — we've chosen to spend ours here.
Data Before Opinion
Every recommendation we make is backed by real data — crawl stats, keyword research, competitor analysis, or performance tracking. We don't guess when we can measure.
White-Hat, Always
We've seen what black-hat iGaming SEO does to sites long-term. Everything we build is compliant, sustainable, and designed to hold through algorithm changes — not exploit them.
Honest Communication
If something isn't working, we say so. If your timeline expectations aren't realistic, we'll tell you. Operators deserve straight answers, not managed expectations.
Speed of Execution
Recommendations sitting in a backlog aren't worth anything. We move fast on implementation — because in competitive gambling SERPs, the cost of delay is real.
Long-Term Thinking
We build SEO programmes that compound over time — not quick wins that fade. The operators who benefit most from working with us are the ones who think in years, not months.
The People Behind the Work
Meet Our iGaming SEO Team
Every person on our team works exclusively in iGaming. No one here is learning your industry on your time.
Alex Mercer
Founder & Head of Strategy
8 years in iGaming SEO. Built and led SEO for multiple tier-1 casino brands before starting the agency. Leads strategy for all enterprise clients.
Sarah Lindqvist
Technical SEO Lead
Specialist in JavaScript SEO and large-scale crawl architecture. Has audited gambling platforms across 12 different CMS environments.
James Okafor
Head of iGaming Content
Former casino journalist and content director. Leads our iGaming content team — every piece produced goes through his editorial review.
Maria Santos
Link Building Director
Manages our publisher network across gambling, finance, and sports verticals. Over 500 active editorial relationships in iGaming-relevant media.
We Only Work in iGaming. That's Not a Limitation — It's the Point.
Most SEO agencies that take gambling clients also take SaaS companies, e-commerce brands, and law firms. They apply the same frameworks to all of them. iGaming SEO doesn’t work that way. The YMYL scrutiny, the compliance requirements, the link building restrictions, the multi-jurisdiction complexity — none of these exist in other verticals at the same level.
When you work with us, your account manager has dealt with UKGC content requirements before. They know what a broken hreflang setup looks like on a Microgaming platform. They understand why your bonus page isn’t ranking. You’re not explaining your industry to your SEO agency.
iGaming-Only Focus
Every client, every campaign, every team member — exclusively iGaming. No diluted attention, no cross-industry learning curve.
Compliance-Integrated Strategy
SEO strategies that work within gambling advertising regulations — not around them. We know what each jurisdiction requires.
Existing Publisher Relationships
500+ active connections in gambling, finance, and sports media. Your link building starts with open doors, not cold emails.
Platform-Specific Technical Knowledge
We've worked across every major iGaming CMS and platform. We don't audit your site like it's an e-commerce store.
Full Transparency
You see exactly what we're doing, what it's costing, and what it's delivering — every month. No black boxes, no vanity metrics.
