Play.co.za is one of South Africa’s leading premium sports and gaming platforms. Our mission is simple: to ensure that everyone has access to the latest sports offers, interactive gaming experiences, and more opportunities to win big.
Increase in Organic Sessions
Increase in Organic Registrations
Increase in Domain Authority
Play.co.za is one of South Africa’s leading premium sports and gaming platforms. Our mission is simple: to ensure that everyone has access to the latest sports offers, interactive gaming experiences, and more opportunities to win big.
Increase in Organic Sessions
Increase in Organic Registrations
Increase in Domain Authority
Play.co.za approached Ruby Digital with the primary goal to improve user registrations and player acquisitions to the Play.co.za website. The secondary goal which contributes to the primary goal is to increase organic traffic from the South African audience to their newly developed website.
Play’s Building Phase was extended due to the website upgrade that was initiated in November 2022 and completed in January 2023 . During the time of the website upgrade, SEO was focused on offsite optimisation by primarily building good quality links to the website’s home page.
We started by conducting a thorough analysis of Play.co.za’s existing backlink profile. This analysis revealed that Play.co.za had very few high-quality backlinks pointing to their website. As a result, we developed a strategy to acquire new backlinks from relevant, authoritative websites.
Typically, our first step in optimizing a website involves mapping of the site and implementing important on-site SEO adjustments. However, in this particular instance, we encountered some unforeseen challenges during the website development, which is why we couldn’t begin with on-site optimisations immediately.
Despite these obstacles, we instead chose to focus our efforts on off-site optimisation strategies by implemting backlinking. By acquiring high-quality backlinks from reputable websites, we were able to boost the website’s authority and begin to drive organic traffic to it.
We focused on links pointing toward the home page and then later began building links to specific category pages. Our focus was to improve the DA (Domain Authority) of the site and to improve keyword rankings by using anchor texts for these backlinks to be keyword focused.
Our focus on using keyword-focused anchor text for backlinks has started to yield significant results in Play.co.za’s keyword rankings. We have seen a noticeable increase in rankings for high search volume keywords such as “online betting South Africa” and “live casino games”, which are key phrases in the gaming industry.
To ensure that the backlinks we acquired were of the highest quality, we prioritised building links from websites with a high domain authority and a low spam score. This ensured that the authority passed on to Play.co.za’s website was of the highest quality.
As a result of our link building efforts, we have seen significant improvements in Play.co.za’s Domain Authority. This increase in Domain Authority is a crucial factor in improving the website’s search engine rankings and attracting more organic traffic. We continue to monitor and analyse the performance of Play.co.za’s backlink profile to ensure continued success in the highly competitive gaming industry.
Over the 6 month period: Comparing the first 3 months of SEO monthly management (Oct 2022 – Dec 2022) to the latest 3 months (Jan 2023 – March 2023) we have seen great growth:
Organic sessions have increased by 22.76%
Organic registrations have increased by 496.03%
Domain Authority (DA) has improved by 81.81%.
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