Case Study
Non-Branded Casino Clicks Up 309% for a Leading UK & Ireland Casino Brand
A leading UK and Ireland online casino brand, where Omnia is one of the link building partners working on the site every month. Over 12 months, non-branded organic clicks to its casino pages grew by 309%.
At a glance
Results in Numbers
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+309%
Non-branded clicks to casino pages
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+277%
Click-through rate
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15.1 → 13.3
Average position
-
Monthly
Link building to the casino section
Source: Google Search Console, web search, non-branded queries to the casino section, November 2025 to October 2026 (October to the 25th). Figures are indexed to protect client confidentiality.
The Focus
The brand competes for some of the most valuable and competitive casino searches in the UK and Ireland, such as "casino", "online casino", "slots" and individual game names.
This case study looks only at non-branded searches: people looking for casino games and sites who did not search for the brand by name. That is where the competition is hardest, and where links have the biggest influence on who ranks.
Our Role
Omnia is one of the link building partners working on the site every month, alongside the brand's own teams and other partners. Our work focuses on earning relevant, high-quality links to the casino section, including the casino lobby, the slots category and individual game pages, from real websites with genuine audiences.
Because several teams contribute to the site's SEO, the results below reflect the combined effort. We are proud of the part our link building plays in that growth.
What Changed
Comparing the first 28 days of the 12-month period with the last 28 days, for non-branded searches to the casino pages:
- Non-branded clicks grew by 309%, around four times the starting level.
- Click-through rate rose by 277%, as pages moved into higher, more clickable positions.
- Average position improved from 15.1 to 13.3, across a very large set of competitive casino keywords.
Impressions stayed broadly level over the same period, so the growth did not come from simply appearing for more searches. It came from ranking higher for the searches the site was already visible for, which is exactly where stronger, more relevant links make the difference.
The growth was spread across the casino lobby, the slots category, promotions and popular individual game pages.
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