Background
An international iGaming and online lottery platform partnered with our SEO agency to grow search visibility in a highly competitive market. The website offers online lottery tickets, instant win games, and casino style content targeted at regulated markets, with a strong focus on responsible gaming and secure transactions. Paid media costs in the iGaming space are high, so the objective was to turn organic search into a reliable acquisition channel for players searching for lottery results, draw schedules, and trusted platforms to play online.
Starting Point
When we began, the platform already had authority in its niche but was not fully leveraging organic search. Key challenges included:
A large number of pages targeting similar lottery and game keywords without a clear internal hierarchy.
Results and information pages that were regularly updated but not optimised for long tail queries around specific draws or jackpots.
Fragmented content for responsible gaming, bonuses, and how to play guides, making it harder for users and search engines to understand the overall structure.
Meta titles and descriptions that repeated the brand name but did not always highlight intent based keywords such as online lottery, lotto results, and safe gaming site.
Limited use of schema markup for game results, FAQs, and site navigation, which are important in a rich result heavy SERP environment.
SEO Strategy for iGaming and Lottery
The SEO strategy focused on organising lottery content, capturing high intent queries around draws and results, and strengthening signals of safety and trust for new players.
Restructure the site into clear hubs for national lotteries, daily draws, instant games, and guides to help users find relevant content quickly.
Optimise draw and result pages for specific keywords such as latest lottery results, winning numbers for, and next jackpot for targeted games.
Create evergreen content explaining how to play different lotteries, how odds work, and how to set personal limits, supporting responsible gaming messaging.
Implement structured data for breadcrumbs, FAQs, and important game information to increase the chance of rich snippets and improved visibility.
Refine titles and meta descriptions so that they aligned with user intent terms like play online, check results, and secure lottery site while still meeting regulatory requirements.
Implementation Highlights
Implementation balanced technical SEO with content and UX changes designed specifically for the iGaming audience.
Consolidated overlapping pages for the same lottery into single, stronger URLs with clear internal links from archives and related articles.
Enhanced results pages with historical data, jackpot growth information, and clear calls to action directing users to responsible play options.
Introduced region specific landing pages to better match local search behaviour and regulatory differences.
Added structured FAQs addressing withdrawals, account verification, and age restrictions, reassuring both users and search engines about platform safety.
Set up regular monitoring of Search Console data to identify rising queries tied to new jackpots or special draws and quickly update relevant content.
Performance Snapshot (Last 6 Months)
Google Search Console data for the most recent six month period demonstrates the strength of organic performance for the iGaming and lottery platform.
A click through rate of almost thirty percent highlights the strength of the platform's result snippets and the alignment between titles, descriptions, and user intent. Traffic volumes show steady daily demand for lottery and game related searches.
Impact on Player Acquisition and Engagement
More users now land directly on high intent result and draw pages where they can immediately check numbers and learn how to participate responsibly.
Organic traffic has become an important complement to paid campaigns, delivering consistent volumes of engaged visitors without bidding on increasingly expensive keywords.
Improved educational and responsible gaming content has helped strengthen user trust and align the platform with regulatory expectations.
The platform has evolved from a primarily transactional site into a resource that supports players throughout the lifecycle of discovering, understanding, and safely enjoying online lottery products.
Key Lessons for iGaming and Lottery Operators
Search demand around lottery and iGaming is heavily intent driven; structuring content around results, how to play, and safety builds both visibility and trust.
Consolidating overlapping pages prevents keyword cannibalisation and focuses authority on the URLs that matter most.
Schema markup and well written meta data can dramatically increase click through rate in a SERP crowded with ads and comparison sites.
Responsible gaming content is not only a regulatory requirement but also a strong trust signal for both users and search engines.
Call to Action
If you operate an iGaming or online lottery platform and want to strengthen organic acquisition in a competitive and regulated environment, a tailored SEO strategy can help you capture intent driven traffic while promoting safe, responsible play. Contact our team for a detailed review of your current search performance and a roadmap designed for your market and product mix.
Contact Our Team