Case study in the iGaming niche (India): How to “revive” Trustpilot and start receiving organic traffic for branded and info-queries

Introductory Data

Client: Gambling project entering the Indian market.
Task: Turn a formal Trustpilot page into an active sales funnel tool and raise brand visibility in search.
Result: Appearance of organic traffic from India (from zero to stable growth), increase in the pool of branded and informational queries, creation of a “live” profile with a natural distribution of ratings.

Client Description and Problems

The Indian gambling market is extremely specific: users are very passionate but at the same time incredibly suspicious. Any new brand undergoes thorough fact-checking.

Situation BEFORE:

• “Dummy page”: The Trustpilot profile existed only nominally. The review feed was missing, the description was a template.
• Zero visibility in Ahrefs: For the India region, organic traffic to the Trustpilot page was completely absent. Search queries related to the project name were not highlighted.
• Lack of trust: There was no “verification point” in the search funnel. A user typing a casino name into Google found no confirmation of reliability on independent platforms, which is fatal for deposit conversion.

Set Tasks

1. Profile resuscitation: Make the page visually and substantively attractive for Indian players.
2. Search visibility: Bring the Trustpilot page into the search results for branded (“name + reviews”) and informational (“reliability + name”) queries.
3. Creation of “Review-DNA”: Develop a unique structure for reviews that will not look like spam or manipulation.
4. Organic growth: Achieve the appearance of top positions in search for the target region.

Solution and Process

The Buylink.pro team applied a comprehensive approach, focusing on content quality and the technical “cleanliness” of the profile.

Stage 1: Localization and Packaging

We completely redesigned the profile description, adapting it for the Indian audience:

• Removed aggressive advertising noise.
• Left dry facts: available payment methods in India, withdrawal conditions, and product features.
• Made the profile an informative hub rather than an advertising banner.

Stage 2: Designing “Smart” Reviews

To avoid manipulation patterns, we implemented a strict structure for writing each review:

• Thesis: What exactly the player checked (for example, a slot from a certain provider or withdrawal speed).
• Process: Details (how long verification took, was there a bonus).
• Outcome: How the experience ended. Such detailing made each review a unique “micro-case,” which is highly liked by Trustpilot and Google algorithms.

Stage 3: Control of Rhythm and Variety

• Anti-spam filter: We limited the number of publications per week, imitating natural interest in the brand.
• Text rotation: Invitation templates and response styles were regularly updated to avoid repetitive formulations that Trustpilot reads as suspicious.

Results

After several months of systematic work, the profile ceased to be a static page and became a full participant in search.

Figures and Facts:

• Organics in India: Ahrefs recorded the appearance of traffic (from 0 to stable positions in the TOP). The growth graph is “step-like,” which confirms a direct link between the page update and the reaction of search engines.
• Semantic core:
  • Branded queries: Growth (+1 to the base).
  • Informational queries: Growth (+4 new keywords).
• Rating and structure: A balance was formed (5 stars – base, 4 stars – for realism, single 1 star – with detailed responses from support).

Impact on business: Now Trustpilot works as a “closing” stage of the funnel. When a user searches for “gaming experience at [Name]” or “is [Name] safe,” they land on a live page with an up-to-date review feed. This removes objections even before the click to the main site.

Brand Representative Review

“We underestimated Trustpilot as an SEO channel. Buylink.pro showed that it is not just a platform with ratings, but a powerful lever for capturing branded search results. Especially impressive was the growth in info-queries in India — now we control what people read about us on Google.”

Does your brand in search look like a “dummy”?

While you are not managing your reputation on Trustpilot, your competitors or random negativity are doing it. We will turn your profile into a point of traffic and trust growth.

We will conduct an audit of your project and prepare a SERP capture plan today!