Playing to win with 118% increase in organic growth
Delivering improved SEO performance for tombola’s expanding brand
tombola is one of the UK’s largest online bingo communities, offering players an exclusive range of immersive bingo and arcade games. Committed to a fun, responsible gaming experience, the bingo market is competitive, and tombola needed a surge in organic growth to support their expanding services.
- caseStudyDetail.category
- Online Gaming & Gambling
- caseStudyDetail.services
- Digital Marketing
The challenge
IDHL stepped in to boost traffic, rankings, and new deposit players across two UK sites (arcade and bingo) and to expand into international markets. Each site needed a tailored strategy and an SEO partner that could deliver scalable organic results.
Our approach
Strengthening SEO foundations
We addressed the basics first: fixing technical issues, enhancing site optimization, implementing schema, and improving internal linking to boost crawlability and authority.
Our experts conducted ongoing competitor and keyword gap analyses. We found key opportunities in linking, technical features, and content, including new category pages and content for tombola Ttalks, the community blog.
Strong PR and Outreach strategy
Using layered off-site techniques, we ran high-authority PR campaigns and targeted outreach, earning major national and regional coverage. This built domain authority, reinforced category relevance, and closed competitive link gaps.
The results
An exceptional collaboration drove outstanding results: record PR with over 300 features, average DA improved to 68, and top rankings for key terms ‘bingo’ and ‘arcade’ on page one.
- tombola Bingo: +44% visibility, +74% non-brand clicks YoY, and +23% brand demand. Key term ‘bingo’ holds strong at position three.
- tombola Arcade: +301% non-brand clicks YoY, +12% visibility YoY, and market rank rose from 153 to 34.
Our partnership continues as IDHL supports tombola’s expansion into the Italian and Spanish markets.
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