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Visibility since campaign start
Playing to win with 118% organic growth increase
Enhancing SEO performance for tombola’s expanding brand
- Case Studies
- Playing to win with 118% organic growth increase
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 renewed organic growth to support their expanding service offering.
- Client
- tombola
- Website
- Visit Site
- Category
- Online Gaming & Gambling
- Services
- Digital Marketing
The challenge
IDHL entered to boost traffic, rankings, and new deposit players across two UK sites (arcade and bingo) and to grow into international markets. Each site needed a tailored approach and an SEO partner capable of delivering scalable organic results.
Our approach
Strengthening SEO foundations
We started with fundamentals: fixing technical issues, improving site optimization, applying schema, and enhancing internal linking for better crawlability and authority.
Our experts continuously analyzed competitors and keyword gaps. We found key chances in linking, technical features, and content performance, including new category pages and copy for tombola Ttalks, the community blog.
Strong PR and Outreach strategy
Using layered off‑site tactics, we ran high-authority PR campaigns and targeted outreach, gaining major national and regional coverage. This boosted domain authority, reinforced category relevance, and helped close competitive link gaps.
The results
It’s no surprise that an excellent collaboration led to outstanding wins: record PR with over 300 features, an improved average DA of 68, and key terms for ‘bingo’ and ‘arcade’ ranking 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 Italian and Spanish markets.
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non-brand clicks YoY
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in brand demand
0
headline terms on Page 1
Testimonials
Samantha Wilcox, SEO and Digital PR Manager, tombola“We’re delighted with the work IDHL has delivered. Over the course of a long-term partnership, we’ve worked closely together to achieve strong, consistent results that have made a meaningful impact on our business. This collaboration has also established a robust foundation to capitalise on future opportunities in organic search. The team is a pleasure to work with—collaborative, forward-thinking, and always receptive to feedback.”
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