This client works in one of the most competitive niches on the planet – sports betting. Learn how we found a unique angle for success below-
The Challenge
The Solution
Everyone says it’s impossible to rank in competitive markets.
They say:
And I have the data to prove it.
In fact, my SEO agency took a website competing in 2x of the world’s most hyper-competitive markets…
And this isn’t junk traffic from Pinterest.
It’s highly targeted traffic that matches the commercial intent of the site-
Better still:
We did it using 3x basic strategies available to everyone.
In this post, I’m going to show you exactly how we did it…
Table of Contents
The website in this case study is Brazilian.
It operates at the intersection of 2x the world’s most competitive niches:
But, sports betting has recently been made legal in Brazil…
When we took on the website they were struggling to bring in 300x unique visitors a day.
Which is where we came in to support…
We used 3x simple methods to grow the site that you’ve probably heard about before–
All through the lens of international SEO.
There’s nothing mind-blowing about this approach. But it’s proof that if you get the basics right and do a little out-of-the-box thinking…
You can achieve EPIC results.
Let’s face it:
Everyone wants to rank in English-speaking markets.
But there is an entire world out there using search engines.
Google alone:
And you might not know this, but outside of work – I spend 95% of my time speaking Spanish so I’ve always got my eyes open.
We also knew that gambling and cryptocurrency aren’t just for English-speaking audiences.
People all over the world want to place bets and use their cryptocurrency to do it!
This differentiated the site away from core betting keywords enough to carve out a profitable niche which we’ll delve into in the next section.
So we dug into the website’s Geo-location traffic to see what countries were already driving traffic to the site.
We found Brazil had an unusually high amount of traffic which was converting well.
So we figured we’d start by increasing the traffic from this source-
And as you can see – we had great success!
Our client’s website operates in a sub-niche at the intersection of two MASSIVE niches:
This gave us:
This might sound counterintuitive, but having 2x hyper-competitive niches to take keywords from gave us a competitive advantage.
Why?
Because there’s lots of low-hanging fruit keywords that can be used to easily increase relevance.
(Low-hanging fruit = keywords with solid search volumes and low difficulty.)
This was a quick way to get some easy results.
All we had to do was go to the Ahrefs Keyword Explorer and find them:
Once we had found these juicy keywords we then used some simple techniques to signal relevance toward the site.
Much of this was simple on-page SEO stuff.
We-
This set the foundation for our two-pronged keyword strategy…
We focused on 2x elements of keyword research:
Although many of the keywords were in Brazilian Portuguese, we were able to use search data and translations to find the correct keywords to use.
Thankfully, many of the terms were English-language nouns that could be used for our domestic and international markets.
Here’s a closer look at the process…
Even with an international focus we knew we couldn’t compete with the big players for the big money keywords.
This meant we needed to focus on long tail keywords.
We started by excluding keywords like:
And began to dig into the lower-traffic – but often more profitable – keywords in these niches.
We did this by using tools like:
This gave us a workable list of keywords that we could use for new content or to optimise existing pages for.
The second part of our keyword research strategy was to focus on conversion rates.
Think of it this way…
We looked at the bounce rate data on our client’s site and found this theory to be true:
People bounce from these pages at an alarming rate.
It’s the SEO equivalent of this:
This gave us the opportunity to look for high-converting keywords on the client’s site and optimize around them.
If it didn’t convert, it went.
Take these 2 keywords for example:
“betting”: global volume = 61k global
“bitcoin betting” volume = 2.3k
A normal betting site would be over the moon to be ranking for the keyword “ betting”
However, in this case…
The traffic that lower volume “bitcoin betting” and {cryptocurrency} {betting} type keywords would bring is more valuable than the higher volume “betting” keywords.
And why is that?
Because the {cryptocurrency} {betting} keywords hone down exactly on our target audience.
Keywords that users are searching tell us a lot about them.
By searching {bitcoin} {betting} we know:
And that is exactly what our site provides.
We are matching the user intent of the search exactly – which means they convert and bring in revenue for the site-
As you can see, these lower competition keywords are extremely profitable especially when you take customer lifetime value into account.
So it made perfect sense to focus our keyword strategy after these lower-volume, high-converting keywords.
Because what’s better than less competition and more money?!
Link building is where we saw the biggest impact of international SEO.
Because search is less “advanced” in Brazil, link building opportunities were:
We could also get access to sites with higher domain authority and overall quality with much much less effort (I can’t stress this enough!).
Brazilian websites have not been bombarded with outreach emails as much as UK/US sites meaning that the response rates were much higher!
And the best part is…
Getting mentions from popular sites in Brazil is a huge thumbs up to Google that they should be ranking your site for that country.
So all we needed to do, was hire a Portuguese-language freelancer to write:
Here’s how we took advantage of this…
More link opportunities meant we could create a more diverse anchor text profile.
After all:
Going overboard on keyword-specific anchor text is the fastest way to get a penalty.
So, we wanted a good mix of branded and targeted anchor texts to ensure we had a rich profile.
There are 5x different types of anchor texts we used:
We also took advantage of some modern day tiered link building methods by building links, to our links.
These links increase the authority of the pages that are linking to your content.
OK, I get that sounds confusing.
It’s easier to explain with a picture, so here’s how that process looks:
Basically:
You can perform Tier 2 link building by using any type of link, like:
That will improve the authority of that page.
It’s just link building, but to a site that’s not your own.
Make sense?
To implement this strategy ourselves we:
This gave us a lot more link juice to work with and improved our entire link building “ecosystem”.
In the end my team were able to 6x search traffic.
Take a closer look:
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