Toucan International

The Brief

The Checkd Group wanted to reduce its reliance on social media as a primary revenue driver and establish organic search as a scalable acquisition channel across its portfolio of betting and sports content brands, including Footy Accumulators, The Winners Enclosure, and FlashPicks.

The challenge was to improve visibility for commercially valuable keywords, close the gap on established sportsbook competitors, and convert organic traffic into measurable commercial outcomes. Toucan International was appointed to deliver a full SEO, Digital PR, and analytics strategy focused on long-term growth across multiple markets and sports verticals.

footy accumulators logo
the winners enclosure logo

SEO, Digital Transformation & Conversion Strategy

With strong technical SEO foundations already in place, we focused on combining Digital PR, content optimisation, and analytics to improve rankings, authority, and conversion performance across the portfolio.

  • The search strategy targeted commercially valuable terms around key seasonal events including the Premier League, NFL season, and Cheltenham Festival across the the sites.
  • Implementing an always-on Digital PR strategy, we improved visibility and traffic increased organic revenue across all three brands
  • Our focus on optimising onsite content and user journeys, increasing conversion rates by 27%.

The Results

+67%

Increase in first-time deposits

+158%

Increase in conversion rate for Footy Accumulators

+12%

Increase in revenue across Checkd Group websites

+45%

Revenue above annual target

+78%

Increase in new accounts and first-time deposits

+284%

Increase in position-one rankings

Why Performance Increased

The success of the campaign came from integrating SEO, Digital PR, analytics, and conversion optimisation into a single growth strategy.

The strategy focused on revenue with all channels targeting commercially valuable rankings and improving conversion on these key pages. Digital PR campaigns landed high authority and high traffic sites like The Daily Mail, Sports Illustrated and USA TODAY, while content improvements increased conversion efficiency, and data-led optimisation ensured resources were focused on the search opportunities most likely to generate revenue.

The Brief

TipMan Tips had built a strong audience through social media and Telegram, but the business wanted to reduce its reliance on social channels and establish organic search as a scalable acquisition and revenue channel.

The objectives were to improve visibility for high-value Telegram tips searches, increase organic traffic, and transform the website into a fully-fledged sports affiliate platform capable of converting users into first-time depositors. Toucan International was appointed to deliver a complete SEO, Digital PR, CRO, and digital transformation strategy.

SEO, Digital Transformation & Conversion Strategy

To deliver the fastest commercial return, we initially focused on securing top rankings for high-intent Telegram tips keywords before expanding into a broader digital transformation programme.

Alongside a full SEO, Digital PR, and CRO retainer, we restructured the website’s product offering, pricing, and user experience to improve conversion efficiency and commercial performance.

  • Prioritised ranking improvements for commercially valuable Telegram tips keywords
  • Implemented a full SEO, Digital PR, and CRO strategy focused on organic acquisition and revenue growth
  • Delivered a digital transformation across product structure, pricing, and website UX
  • Improved conversion journeys to increase engagement and first-time deposit opportunities
  • Built a scalable organic acquisition model to support long-term affiliate growth

The Results

+324%

Organic users YoY

+579%

Organic GSC clicks

74% to 90%

Engagement rate increased

0.01% to 6%

User key event rate increased

+170

Pieces of press coverage

+150

Daily LLM users (from zero)

Why Performance Increased

The campaign succeeded by combining SEO, Digital PR, CRO, and digital transformation into a single growth strategy.

We improved organic visibility while rebuilding the website around conversion. Digital PR secured coverage and backlinks, strengthening authority and supporting ranking improvements for valuable Telegram tips searches.

Combined with UX, pricing, and site structure improvements, this increased engagement, drove record organic growth, and created a scalable acquisition channel beyond social media.

The Brief

FootyAccumulators.com, one of the UK’s leading football prediction and betting tip platforms, needed to transform its organic search performance. While the brand had a large social following, its organic visibility lagged behind key competitors for high-intent keywords around football tips, predictions, and free bets.

With the 2023/24 football season approaching, Checkd Media partnered with Toucan International to overhaul FootyAccumulators’ SEO strategy and, crucially, turn organic users into revenue-generating customers through a combined SEO, Digital PR, GA4 optimisation retainer.

Content, PR & Conversion Overhaul

We focused on three integrated pillars, high-intent content, authority-building Digital PR, and conversion rate optimisation, aligned around one execution plan.

Work items included a full content format re-engineering, a structured Digital PR calendar, and CRO refinements. Reporting tied each release to visibility, conversions, and revenue movement

  • Re-engineered prediction content with deeper data-driven match analysis, embedded video highlights, clearer prediction sections, and enhanced internal linking
  • Built an authority-driven PR calendar from scratch, securing national coverage via high-profile football interviews (Sam Allardyce) and data-driven regional stories
  • Sent custom GA4 event data (odds, bookmaker, league, teams) to analyse which markets converted best

The Results

+157%

Increase in organic conversion rate

+17%

Organic users YoY

+45%

Organic revenue vs target

+463

Pieces of press coverage

+413

Backlinks earned (avg DR 76)

+406

Links to /football-tips/ hub

Why Performance Increased

The turnaround happened when content strategy, authority-building PR, and conversion optimisation were executed as a single growth system.

Rather than treating SEO, PR, and CRO as separate workstreams, we unified them around one goal: turning organic traffic into measurable revenue.

Every content update was designed to rank and convert, every backlink pointed to commercial pages, and every CRO change was validated with GA4 data.