Input data
Client: A large cryptocurrency casino (EOS protocol).
Task: August 2025. With a current traffic of 16800 (Monthly Traffic according to Ahrefs), the project hit the "barrier of the first deposit". The lack of trust in the TOP-10 cut the conversion.
Result: April 2026. Growth to 45000 search visits per month. Stable retention at the level of 40k+. Conversion to registration grew by 27%.
Description of the problem
The crypto-gambling niche is a territory of ultra-high distrust. Users are searching not only for "where to play", but also "whether they will pay out my winnings".
Situation BEFORE:
- "Grey zone" in the search results: For the queries "[Brand Name] reviews" or "[Brand Name] legit", Google produced random forums and old reviews. This created an effect of uncertainty.
- Loss of leads at the finish: Marketing brought the user to the site, but he left to "google reviews" and did not return.
- Reputational ceiling: Without "social proof" (Social Proof), the growth of brand traffic stopped at the mark of 16k.
Set tasks
- Capture of the TOP-10 for reputational intents: Make the Trustpilot page the main "face" of the brand in the search.
- Increase in conversion (CR): Use the Trustpilot rating as a persuader-layer in the sales funnel.
- Synergy of SERM and SEO: Use the weight of Trustpilot to pull up non-branded queries (Betting/Casino).
- Breakthrough of the plateau: Reach the figures of 40k+ due to increased trust from Google.
Solution and Process
The Buylink.pro team applied a comprehensive strategy of capturing the search results through authoritative third-party platforms.
Stage 1: Occupation of the TOP-10 (SERM-capture)
We optimized the Trustpilot page so that Google considered it relevant not only to the brand, but also to the queries "safe crypto casino" and "best kyc-free betting". Thanks to the colossal Trust Flow of the Trustpilot domain itself, the page quickly soared to position No. 1 right under the main site.
Stage 2: Semantic ORM (Management of meanings)
We set up invitations after the first withdrawal and asked players to write about what mattered to them. Three topics came up most often in real reviews:
- Instant Payouts: Speed of payouts in cryptocurrency.
- KYC-free: Complete anonymity without verification.
- Decentralized transparency: Honesty confirmed by the blockchain. Reviews in which players say this themselves close the main fears of a new audience better than any advertising.
Stage 3: SEO-boosting of a third-party resource
We applied a non-standard move: we started pouring Natural Links and Tier-2 links not to the main domain, but to the Trustpilot page. This glued it "dead" to the top of the search results and gave Google a signal: "They are talking about this brand on all authoritative platforms".
Results
The dynamics of the project over the period August 2025 - April 2026 became exemplary for the iGaming industry.
Figures and facts:
- Traffic: Stable growth from 16825 to a peak of 45000 hosts per month.
- Conversion: Thanks to a "certificate of trust" in the form of 4.5★ on the first search screen, conversion from a click to the first deposit grew by 30%.
- Domino effect: The growth of brand trust pulled up the general categories. Google began to rank the site higher for non-branded queries, seeing a high CTR and user loyalty.
Review of the company representative
"We thought that SEO is only links to our site. Buylink.pro showed that in the crypto-niche SEO is the management of the entire first page of search results. When we took TOP-1 for the query "reviews", our costs for attracting a player (CPA) fell, and trust grew to the skies. 45k visits is a result that we were afraid to dream of a year ago."
Is your project stuck in place, and users leave for competitors after searching for reviews?
In gambling and crypto-projects, reputation in Google is your money. We at Buylink.pro do not just clean up negativity, we make the search engine results page work for your sales.
Order a SERM-audit and capture your TOP-10 already now!
Planning a similar project? See how our Trustpilot reputation management service works, or start with our SERM service. More projects with real numbers are collected in our Trustpilot case studies.
