On-page SEO services 0–1: How to do SEO well

Recently, after joining a new company and spending six months familiarizing myself with the operations, I was tasked with a challenging project: helping an online casino expand its sports section from 0 to 1. After discussing with the CEO, I realized that the majority of people on the team were focused on using On-page SEO services to create content for this specific section. This approach aligns closely with the “old-school” SEO content team strategy.

Typically, this process involves finding a so-called expert writer, like a football specialist, who would be assigned to produce content over six months. Under this plan, a diligent writer might produce around 30 articles within this time frame, while a committed writer could reach up to 90 articles. To further boost the results, the SEO team would typically resort to buying backlinks, as it is considered a straightforward and effective method to improve SEO. This approach often leads to a significant increase in traffic and clicks.

However, after spending approximately $50,000 on this strategy, you might find that key metrics such as FTD (First-Time Deposits) and deposits have shown no significant growth. Why does this happen?

This issue arises because the traditional approach focuses heavily on content creation and backlink acquisition, which are important but do not necessarily lead to conversions. The focus remains on attracting traffic, but without addressing user intent, content relevance, or engagement strategies, the conversion rates (i.e., FTD and deposit growth) are not impacted. Therefore, while On-page SEO services may drive traffic, they might fail to attract quality users who are more likely to deposit or engage with the casino.

Limitations of Traditional On-page SEO in Driving Conversions

The key problem with the traditional approach of focusing primarily on On-page SEO services, content creation, and backlink acquisition is that it overlooks the broader aspects of conversion optimization. While these methods may help increase traffic, they don’t always align with the ultimate business goal, which in this case is to drive First-Time Deposits (FTD) and overall deposits. Here’s why this happens:

1. Traffic vs. Quality: Simply driving traffic to a page doesn’t guarantee that the users are the right fit for the online casino. If the content is not tailored to match the users’ needs, interests, or intent, it will fail to convert. High-quality traffic (the kind that is likely to deposit) needs to come from sources and content that resonate with the target audience.
2. User Intent and Engagement: SEO can attract visitors, but if those visitors aren’t engaged with the content or the platform itself, they won’t take the next step, such as depositing or becoming regular users. Therefore, user intent, which involves understanding what potential customers are looking for and addressing their pain points, is key. For example, if users are primarily seeking sports betting strategies or insights, providing that value is more important than just ranking for broad terms.
3. Conversion Optimization: Attracting visitors through SEO is just one part of the equation. The conversion process involves multiple factors, including the design and usability of the website, clear calls to action (CTAs), and incentives that align with users’ needs. If your content doesn’t lead visitors through a well-designed conversion funnel or if the casino’s bonuses, registration process, or promotional offers aren’t compelling enough, users will not convert.
4. Focus on Long-Term Value: Buying backlinks and focusing on traffic might bring short-term results, but long-term success comes from building relationships with players, providing valuable content, and offering features that drive loyalty. Simply ranking well without focusing on retention and user satisfaction will lead to unsustainable growth.

However, it’s important to note that On-page SEO services are a highly misunderstood and underperforming area in many companies. In fact, 99% of companies fail to fully execute On-page SEO services effectively, especially in niche markets like iGaming. Here’s why:

1. Lack of Successful Case Studies: In the iGaming industry, few can provide solid case studies. While many can claim past experience with websites, very few can show actual data-driven results. It’s not enough to say they’ve “served” certain sites; credible evidence in terms of measurable success is often absent.
2. Data-Driven SEO Strategy: Success in 2025 will not be by chance; it requires a strong, data-driven SEO strategy. But many people struggle with data attribution, making it difficult to accurately assess and refine SEO tactics. Without mastering the data, it’s nearly impossible to implement an effective strategy.
3. Willingness to Learn: Even if someone has no direct experience in the iGaming sector, they must demonstrate a willingness to learn and dive into the ever-evolving field. iGaming introduces new trends and features constantly, so an open mindset to research and adaptation is crucial.
4. Proficiency in AI: In 2025, if an SEO expert tells you that AI-generated content has no value or references outdated information like spamday, it signals a lack of expertise in leveraging AI for SEO. Personally, I’ve used AI-generated content to consistently rank in the top 5 for high-difficulty keywords (with difficulty scores around 80) without purchasing backlinks, as long as the website is developing well. AI is an essential tool for scaling content efforts in today’s SEO landscape.
5. Understanding PM, UX, and Basic Code: A successful SEO specialist in 2025 should also have basic knowledge in project management (PM), user experience (UX), and some coding principles. This knowledge will allow them to better plan the section’s development from a holistic, strategic perspective.

While On-page SEO services might help drive traffic, 99% of such efforts fail to generate meaningful results, with little to no growth in traffic at On-page SEO services. Even in the remaining 1% of cases where traffic increases, it rarely correlates with key goals like FTD (First-Time Deposits) or deposits. This shows that simply focusing on On-page SEO without addressing deeper aspects, such as data-driven decisions, user intent, AI usage, and a comprehensive understanding of iGaming, is unlikely to yield the expected outcomes. Effective SEO in 2025 requires not only technical expertise but also adaptability and a long-term vision for growth.

A New Approach: Leveraging AI and Automation for Soccer Section Strategy

Today, I would like to share a method that differs from the old-school approach to SEO, focusing more on leveraging AI and automation to solve problems. In my work overseeing the strategy for the soccer section, the goal is to alter content exposure and clicks in a way that drives user conversion on the website. To achieve this, my first step was to analyze over 900 links, where I quickly discovered that the previous person in charge had not invested much thought into the content, nor had they conducted proper keyword research.

This provided me with a significant opportunity to improve the existing SEO strategy.

The first breakthrough came through analyzing the spelling of the links. By doing so, I was able to determine the names of the matches, which allowed me to use a platform like Make to generate over 900 pieces of content corresponding to those links. This AI-powered, programmatic approach to SEO content creation only took about three hours to complete, and all the content meets EEAT standards. Additionally, this process incorporates a rich internal linking strategy to enhance the site’s overall SEO performance. However, it’s important to note that this is just the first step — simply ensuring that the content is indexable by search engines.

As I write this post, the content creation process has evolved further. I expect to complete all tasks related to the sports section by early February. While I am unable to disclose the exact strategy in full, I can share the relevant links with you. Whether you can understand and apply these insights depends on how well everyone grasps the approach.

All soccer articles were officially uploaded to the website on January 16, 2025, and you can find the links here. I am writing this post as a record of the timing and progress. You are welcome to use third-party tools to monitor the changes in data. Over the next six months, I will continue to develop and implement numerous strategies for the sports section, constantly refining my approach.

This method differs significantly from traditional On-page SEO services, which typically focus only on content creation and optimization for search engine visibility. In contrast, my strategy takes a more data-driven, AI-enhanced approach. While On-page SEO services may help drive traffic, my programmatic, AI-powered SEO strategy not only generates content at scale but also tailors it to user intent and continuously adapts to changing trends.

For example, traditional On-page SEO services might focus on keyword research and creating content around those keywords, but this approach often lacks the flexibility and depth needed for sustained growth in competitive niches. My method, however, integrates AI tools that go beyond basic content generation by considering factors such as content relevance, user engagement, and conversion potential — features that many traditional SEO approaches often overlook.

Furthermore, On-page SEO services typically rely on manual efforts to optimize each page and develop backlinks. While this can yield short-term results, it doesn’t necessarily ensure long-term success or address critical aspects of SEO such as personalization and content scalability. My approach, by leveraging AI, allows for rapid content creation while maintaining a high level of quality and relevance, which is crucial in today’s ever-evolving digital landscape.

What sets my strategy apart is not just the focus on traffic, but also on converting that traffic into meaningful actions — such as first-time deposits (FTD) and increased user engagement. By using AI and automation, I can create tailored content that speaks directly to the needs and interests of the target audience, rather than relying on broad, generic content that may or may not resonate with users.

In conclusion, while traditional On-page SEO services are still an important component of SEO strategy, they are no longer enough in 2025 to drive significant results. To succeed, SEO professionals must embrace more advanced, data-driven approaches that leverage AI, adapt to user intent, and optimize for conversions. This is the direction I am taking, and I believe it will lead to better outcomes for the sports section and beyond.