Managing the delicate transition to the new betting platform was no easy challenge for our SEOs. The javascript technology used involved criticalities for search engines and it was necessary to ensure the continuity of organic traffic and the ranking acquired.

Working alongside the internal IT team, we produced guidelines to properly manage the migration to the new platform,  taking care of its SEO optimization. In the following period, our consultancy extended to the production of optimized content for the entire site and the links acquisition to enhance organic performance. The excellent results achieved in the two-year period 2018-2019 convinced the top management of GVC to also entrust us the Link Outreach activity for the other two Group brands: bwin and Gioco Digitale.


Ladbrokes Coral Group plc (GVC Group)

Period of activity

2017 - today


When decided to migrate to a new platform in 2017, it was imperative to maintain the excellent organic positioning that the old site enjoyed. The challenge was far from trivial as the new platform was entirely developed in React JS technology, making the site extremely complex for search engines to crawl. Our SEO team worked closely with Eurobet developers to ensure a painless transition from an organic performance perspective. The excellent feedback from this activity has resulted in the consolidation of the partnership with the customer who entrusted us with the optimization of the contents for the whole sports betting and casino area. Our activity was also central in the delicate phase that all the companies in the Betting market went through due to the new italian advertising regulation (July 2018): paid advertising is no longer permitted for topics relating to betting and gambling. Thanks to SEO, paid traffic was recovered in the form of organic traffic, maintaining the brand’s visibility on search engines unchanged despite the cessation of Adv campaigns.


Link outreach in betting and gambling market is an extremely delicate operation, which must take into account the naturalness of the backlink profile to protect the customer’s site from possible penalties by search engines. Our link strategy was therefore founded on criteria of balance and moderation, quality of the linking domains and value of the proposed contents. The improvement of the keywords ranked proved our strategy right, so that from 2020 it has been extended to the other two italian brands of the GVC Group: bwin and Gioco Digitale.


end 2019 data


Organic traffic YoY


Organic keywords ranked


organic CTR


organic unique visitors YoY


new backlinks


bounce rate