Topdog’s Client
For many Swedes, Betsson is synonymous with online gambling, and today the company is one of the largest in online gaming in Europe. The Betsson Group currently operates around 20 brands, both international and local, and invests in fast-growing companies within online gaming. The company holds gaming licenses in twelve countries and offers casino, sportsbook, and other types of games. Betsson’s goal is to give every customer the best possible gaming experience – regardless of whether the purpose of playing is competition, relaxation, or entertainment.
Topdog’s Assignment
In 2010, Betsson brought in Topdog’s Christian Rudolf to improve their online visibility. For a company that operates both online and internationally, the internet is the natural platform for finding new customers. Since only Svenska Spel was allowed to purchase AdWords in Sweden, that was not an option for Betsson (a law that was repealed in 2019). They needed to find another solution to gain visibility, increase their growth, and become more competitive. Christian’s assignment was not only to build up the SEO department, but to ensure that Betsson dominated Google’s top results.
How visibility changed for Betsson within the casino segment in Sweden. Eventually Betsson ranked number one for Casino across all of Scandinavia.
Topdog’s Solution
During the three years that Christian worked at Betsson, he built up their SEO department from scratch. He developed the SEO strategies and tools required to achieve the desired results in the casino segment. In addition, Christian recruited the entire department that would continue to work in these areas. The work paid off – from only appearing in searches for Betsson’s own brands, they now achieved the highest positions in Google’s gaming segment.