Brand Recovery Case Study: Visibility Restored for iGaming Brand

Services Used

Challenge

The client’s main issue was losing branded search visibility because Google couldn’t reliably load and interpret the pages that should rank for brand-related queries. The URL logic didn’t help search engines understand page relationships, and canonicals needed cleanup. Important pages lacked structured content that would provide context for the website’s offers and enhance brand relevance.

Pages not appearing in SERPs for branded searches
Unstable rendering in Google Search Console tests
Dynamic URL issues, especially on event-view pages
Thin, low-context homepage content (NL and EN)
Poor website architecture and section logic

Solution

We ran this project as a “stabilize first, then expand” plan. That order mattered because it only makes sense to create optimized content when search engines and users can actually see and read it.

URL Logic and Canonicals

We replaced confusing dynamic URL patterns with cleaner, consistent URL logic and fixed canonical signals. This reduced duplication risk and helped Google determine which URLs should rank, rather than splitting value across multiple versions of the same page.

Render Consistency in Google Search Console

After we identified rendering issues, the client implemented technical fixes. We validated changes through repeated GSC URL Inspection checks. After stabilization, pages loaded fully and consistently, so Google could actually read and assess the content.

Homepage Content Structure

We added structured text to the main NL and EN pages to address thin, unoptimized content and missing context. The updates focused on implementing branded keywords, explaining what the platform offers, covering core user questions, and adding FAQs.

Site Architecture and Crawl Signals

We helped resolve structural and media-hosting issues that impeded crawling. The client expanded key sections, improved the sports view, introduced promotion categories, reduced image load times, and corrected the robots.txt and sitemap references.

Results

The performance jump showed up after the combined changes started working together. Clearer URLs, stable rendering, stronger on-page context, improved section logic, and lighter page loads ensured the website started ranking in brand-related searches.

+2,161% increase in clicks

In three months, clicks grew from 5.13K to 116K. Once Google could understand the updated pages, more of them started earning visibility and pulling in search traffic.
+1,287% impressions

Impressions increased from 25.3K to 351K over the same period, as the technical cleanup and clearer site structure helped more URLs rank for relevant queries.
20.2% → 33.2% click-through rate growth

The client saw a 64% relative increase in CTR. As pages started matching search intent better, they received more clicks per impression.
Average rankings improved by 28.2 positions

The website’s average rankings for target keywords grew from 49.7 to 21.5, thanks to better content optimization and technical SEO improvements.

Case Details

This project started with one clear goal: restore visibility for branded searches by removing technical blockers that made the site hard for Google to process. We focused first on stabilizing how Googlebot sees the site, then reinforced brand relevance with on-page improvements where it mattered most.

Google Search Console Inspections

Our SEO specialist ran multiple URLs through GSC URL Inspection and repeated the checks across different pages. Early on, Google’s rendered output was inconsistent (blank screens, partial output, or code fragments). After the client’s fixes, pages started loading consistently, and the content reliably appeared in the render view.

Technical Fixes for Branded Visibility

We addressed issues that made Google treat key pages as unstable or unclear. The client reworked dynamic URLs (with a strong focus on event view) and implemented a cleaner URL logic with proper canonicals. This reduced conflicting signals and helped Google pick the right URLs for brand-related searches.

Content Updates on the Main Pages

Both the NL and EN versions of the website had thin pages that didn’t explain the brand well enough. Our content analysis and competitor review showed that the client’s homepage had a significantly lower word count, fewer branded keywords, missing brand trust components, and no informational value.

We provided content recommendations, and the client added structured text to the NL and EN homepages along with an FAQ section. This improved the context for branded queries and related searches.

Structure and Section-Level Improvements

The site’s structure changed in visible ways. The client expanded the casino section, reworked the sports view so it displayed correctly, and split promotions into separate sports and slots areas. These updates made the logic easier to follow for users and helped search engines understand how the main sections relate to the brand.

Crawl Signals and Media Cleanup

The client cleaned up the robots.txt directives and set the correct sitemap path, which improved crawl clarity. Another issue that impacted crawling was media loading. Previously, images were pulled from a site builder environment. This slowed down the pages and decreased their stability. The client moved most images to their own hosting, reducing external dependencies. Crawl stats supported the changes: Page Resource Load dropped to 56%, roughly 12% lower than earlier checks.

Results in GSC Reports

After three months, the website’s performance demonstrated clear improvements. Clicks increased from 5.13K to 116K, and impressions grew from 25.3K to 351K. The average click-through rate reached 33.2% (in comparison to 20.2% over the previous three months), and the average position in search results increased by 57%, from 49.7 to 21.5:

Here’s how the performance changed over the last 12 months:

Analytics also clearly demonstrate growth in the average positions, impressions, and clicks in brand-related searches, proving a successful brand recovery:

This result came from the combined effect of different fixes, not from one isolated change. URLs became more readable, pages rendered reliably in inspections, content gained the missing context, and the site became easier for Googlebot to load and scan. That package is what helped the site gain visibility in branded searches.

Open Items

A few issues remained at the time of review. The cookie banner still interfered with content visibility during some checks, and legacy subdomains (including mobile and onboarding/promotions-related areas) still needed cleanup to avoid mixed crawl and indexing signals.

Are you facing similar challenges with search visibility? Contact us to learn how we can help you grow your brand’s reach and dominate organic search in your niche!

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