Driving a 1,432% increase in monthly organic traffic for this iGaming affiliate with an advanced SEO audit

We had worked with this client previously to drive SEO growth for another one of their iGaming affiliate websites, and you can read the case study for that project here. Our last audit helped drive amazing growth for one of their other domains, and this time they needed help diagnosing the cause of and recovering from some large drops in organic visibility that this second website had sustained in recent months.

Over the course of a month we carried out extensive SEO analysis across every area of the clients website, and once we had concluded our analysis we delivered our insights as part of our advanced SEO audit.

We ran full and partial crawls of the website, alongside extensive manual audit checks, to identify 25 SEO issues and opportunities that were impacting the website. We also highlighted exactly which issues were linked to the impact that the website had seen following previous Google updates and algorithm changes so we could provide recommendations on how to recover from the drops seen over the course of those updates.

The SEO audit included:

• Reviewing the impact of previous Google updates and algorithm changes on website performance (using first-party Google Search Console data to do so)
• Identifying competitors who saw SEO growth as a result of Google updates and algorithm changes that had impacted our clients domain
• Drawing attention to key points from Google's extensive SEO documentation which linked to the impact seen off the back of several Google updates and algorithm changes
• Resolving internal link redirects for more efficient website crawling and increased performance
• Recommending how key HTML elements across the site should be updated to better optimize content for the websites target keywords
• Finding links between the various websites across the clients portfolio which could have been limiting the organic visibility of this website
• Providing recommendations on how to improve the speed, performance and accessibility of the website
• Outlining ways to enhance the use of user-generated content to provide more value to searchers and better meet the intent behind the keywords being targeted on site
• Recommending ways to resolve thin content issues which were hurting website quality
• Aligning page templates and website content with Google's guidelines related to the specific updates and algorithm changes that had previously impacted the website
• Suggesting ways to resolve potential spam and site-wide quality issues
• Analysing experience, expertise, authority and trust (E-E-A-T) signals on the website and providing guidance on how to improve them
• Carrying out competitor analysis to identify how the client could update their content to better optimize their website for their priority keywords and offer more value to searches
• Developing an off-site SEO strategy that would help the client build backlinks that would actually drive SEO growth

As the information above shows, our advanced SEO audit was incredibly comprehensive and surfaced a huge number of high priority SEO issues and opportunities.

We pulled our audit findings into an intuitive SEO audit presentation deck and accompanying Google Sheets file which we shared with the client in advance of an hour long audit delivery call. We concluded the delivery call with a question and answer session to help ensure that the client could action all of our recommendations efficiently and effectively.