Services
Finalist, Global Search Awards 2026
Best Use of Search, iGaming
Best Use of Search, iGaming
Lottoland Sportsbook · Digital PR for SEO
We ran digital PR like a link building programme. Non-brand clicks more than doubled.
Expert-led PR across secondary sports, bought on a cost-per-link model, pointed at commercial pages with optimised anchors, and measured in Search Console rather than a coverage report.
+120%
Genuine non-brand sportsbook clicks, summer 2026 vs 2025
11x
Paid-equivalent value across twelve generic betting terms
+82%
Sportsbook keywords ranking
Biggest movers, Google UK
#8 → #1
motorsport betting
#43 → #6
live football betting
The brief
Demonstrate that digital PR can be performance-managed like traditional link building: run on a cost-per-link model that scales, with optimised anchors, targeted at commercial priorities.
The approach
Three rules, applied to every activation.
01
Target the soft spots
Going after “betting sites” head-on meant fighting DR90+ incumbents for the hardest links in the market. So we picked sports where Lottoland had live markets, editorial demand was high and the search results were softer: F1 and motorsport, boxing, golf and football.
02
Put a voice on the news
Each sport got a credible expert and a live news moment. Sports desks want expert opinion, not betting brands, so the links came from national sports sites that rarely link to gambling.
03
Point the links at revenue
Every activation was tracked like a link buy: link, anchor, destination. 89 of 157 links went to sportsbook category pages, over a third of them with commercial anchors like “football betting” and “boxing betting”. The rest carried the brand, keeping the profile natural.
The standout
112
pieces of coverage from one interview
Guenther Steiner’s first-ever betting-brand interview ran for four months against live F1 news. One activation, 112 pieces of coverage, and three clips broadcast on beIN SPORTS.
| Talent | Sport | Coverage | Links |
|---|---|---|---|
| Guenther Steiner | F1 | 112 | 46 |
| Jolyon Palmer | F1 | 37 | 21 |
| Sam Torrance | Golf | 34 | 29 |
| Gary McAllister | Football | 31 | 21 |
| George Groves | Boxing | 30 | 21 |
| Shaun Wright-Phillips | Football | 24 | 16 |
| Dan Plumley | NFL and UFC | 3 | 3 |
| Total | 271 | 157 |
The finding
Authority compounds. Then it pays out.
We built links through summer and autumn 2025. Sportsbook rankings barely moved until December, then sportsbook keywords ranking climbed to 924 by February, in months when we built almost no new links.
Sportsbook keywords ranking
Jun 2025 to Feb 2026, by position band
Link counts from Vega Gibraltar’s coverage tracker. On-page SEO consultancy ran alongside the PR throughout.
The results
Where the value landed
We pointed links at category pages. The authority went further, lifting the sportsbook hub for generic terms we never targeted directly.
+139%
Non-brand queries driving clicks, 152 of them new
5x
Boxing terms ranking
+35%
Keywords ranking across the whole site
Boxing terms ranking: 8 to 42
Jun 2025 to Feb 2026, by position band
What the judges said
Global Search Awards 2026, Best Use of Search, iGaming
“Excellent results and coverage! The final results are very strong and demonstrate not only effective planning, but also excellent execution. The outcome shows that the strategy was successfully implemented and delivered meaningful results.”
“
The best agencies to work with are those who seamlessly become an extension of your in-house team. When problems arise (as they inevitably will), they don’t come to you waiting for instruction, they arrive with the problem and a solution. The fact that Vega Gibraltar are able to do this, while delivering fantastic results, is a testament to their great work and is the reason why I hope to continue our long-term partnership.