+0%
visibility since campaign start
Playing to win with 118% increase in organic growth
Delivering improved SEO performance for tombola’s growing brand
- Case Studies
- Playing to win with 118% increase in organic growth
tombola is one of the UK’s largest online bingo communities, providing players with an exclusive portfolio of immersive bingo and arcade games. Although committed to a fun, responsible gaming experience, the bingo market is fierce, and tombola needed a resurgence in organic growth that supported their expanding service offering.
- Client
- tombola
- Website
- Visit Site
- Category
- Online Gaming & Gambling
- Services
- Digital Marketing
The challenge
IDHL stepped into the game to increase traffic, rankings, and new deposit players across two UK websites (arcade and bingo) and expand into international markets. Each site required a tailored strategy, and an SEO partner capable of delivering scalable organic performance.
Our approach
Strengthening SEO foundations
We tackled the fundamentals first: resolving technical issues, enhancing site optimisation, implementing schema, and improving the internal linking strategy to boost overall crawlability and authority.
Our experts delivered continuous competitor and keyword gap analysis across key competitors. We identified key opportunities in linking strategies, 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 executed high‑authority PR campaigns and targeted outreach, securing major national and regional coverage. This strengthened domain authority, reinforced category relevance, and helped close competitive link gaps.
The results
It’s no surprise that an exceptional collaboration generated exceptional wins: record PR performance with over 300 features, an improved average DA of 68, and headline terms for both ‘bingo’ and ‘arcade’ ranking on page one.
- tombola Bingo: +44% visibility, +74% non‑brand clicks YoY, and +23% brand demand. Key term ‘bingo’ are holding strong in position three.
- tombola Arcade: +301% non-brand clicks YoY, +12% visibility YoY, and market position has jumped from 153 to 34.
Our partnership continues as IDHL supports tombola’s ongoing expansion into Italian and Spanish markets.
+0%
non-brand clicks YoY
+0%
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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