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Using Data-Driven Digital PR to Dominate Italy’s Online Casino Search Space
iGaming’s Italian brand imiglioricasinoonline.net wanted to become the go-to platform for online casino reviews and comparisons via organic search. The challenge was to grow high-quality backlinks, brand mentions, and syndicated content in a highly competitive local market.
| placements secured in just 6 months | |
| % | of placements featured the full brand domain anchor |
| average Domain Rating across secured backlinks |
The Brief
IMCO’s goal was clear: to become the leading platform for online casino reviews in Italy through organic search dominance. This required a robust increase in authoritative do-follow links, brand visibility, and contextualised coverage, all while embedding the full domain anchor to boost brand authority.
What We Did
We delivered a two-pronged Digital PR strategy:
1. Hero Campaign
Leveraging unique Numbeo traffic data, we identified Italy’s worst traffic congestion cities and paired this with analyses of nearby tourist hotspots using hashtag popularity. This created an original narrative highlighting regional appeal despite driving challenges, a fresh cultural angle that resonated with local audiences.
2. Micro Campaigns
Four regional micro campaigns explored Italian culture through themes of food & drink, national lifestyle, and heritage. These pieces were crafted to appeal to niche Italian audiences while embedding the full brand domain name for maximum SEO impact.
All content was published and syndicated across authoritative Italian sites, maximising brand visibility and link quality.
The Outcomes
In just 6 months, the campaigns delivered:
- 67 placements secured in high-authority Italian media
- 33 do-follow links (48% of total)
- 94% of links were do-follow, ensuring SEO value
- 72% of coverage used the full imiglioricasinoonline.net anchor
- Average Domain Rating of 54, with 72% of placements on sites DR40+
- 31 brand mentions boosting organic visibility and recognition
This robust backlink profile and brand presence solidified IMCO’s leadership position in the Italian gambling space.
Why It Worked
Our success came from integrating data-driven insights with culturally relevant storytelling — moving beyond generic entertainment content to offer unique, shareable narratives.
- Original data insights from Numbeo created newsworthy angles that appealed to media and audiences alike.
- Cultural relevance in micro campaigns ensured resonance across Italy’s diverse regions.
- SEO precision by embedding the full domain in most coverage built strong brand authority.
- Selective targeting of high-DR sites ensured maximum impact for link equity.
By combining creativity, cultural understanding, and SEO best practices, Kaizen delivered measurable growth in organic visibility and brand trust.
Want to See Similar Results?
We can build a data-led Digital PR campaign tailored to your market, generating the links and visibility that support SEO growth and brand authority.
Start with a free, no-commitment brand audit.
