Toucan International

The Brief

We were tasked with leveraging Footy Accumulators’ No Tippy Tappy Football podcast to amplify the podcast’s visibility, engagement, reach and increase listener numbers, as well as utilising the quotes and content to generate links and coverage for the Footy Accumulators brand.

Our approach was to leverage the best Sam Allardyce talking points from each episode, this was done from transcribing the weekly podcast video to create press releases and comments pieces from Allardyce and his guests, sending to relevant national, sports and regional press.

Because our objective was twofold, we ensured that outreach and coverage featured links to the No Tippy Tappy YouTube channel, a link to the Football Tips page on the Footy Accumulators site as well as a link to their partner for the podcast BOYLE Sports.

footy accumulators logo

Digital PR Strategy

With interview comments from pundits, former footballers and coaches recognised as a valuable opportunity for unique content to provide for sports media, we liaised with journalists to provide questions to Allardyce and the weekly guests to generate exclusive comments.

  • With interview comments from pundits, former footballers and coaches recognised as a valuable opportunity for unique content to provide for sports media, we liaised with journalists to provide questions to Allardyce and the weekly guests to generate exclusive comments.
  • Efficient turn around times in transcribing the podcasts to have content ready for journalists and outreach in sequence with the podcast going live
  • Coverage alongside the podcast going live drove the audience to the No Tippy Tappy YouTube channels
  • We recognised the SEO and AI Search value of relevant backlinks and coverage coming from this activity and ensured further value

The Results

1 million+

Podcast YouTube views

300k

Podcast listeners

+463

Pieces of media coverage secured

+413

Backlinks earned

+406

Links secured to the Football Tips hub

+17%

Increase in organic users year-on-year

Why Performance Increased

Through a collaborative approach we were able to ensure that there was a consistent quality of content being generated through the podcast questions and themes covered.

Armed with this content covering key weekly football themes, we provided journalists with regular eye-catching and valuable stories to a range of national and regional publications covering football teams across the UK.

Coverage and links to the latest episodes and Footy Accumulators website increased brand visibility for No Tippy Tappy Football as well as organic search performance for the Footy Accumulators domain.

The Brief

EveryMatrix, a leading iGaming technology provider, wanted to strengthen its visibility and authority in one of the industry’s most competitive search landscapes. While the business offered multiple market-leading products, including OddsMatrix and SlotMatrix, search visibility was fragmented across product lines and lagged behind established competitors.

Toucan International partnered with EveryMatrix to create a unified SEO and Digital PR strategy designed to increase brand recognition, improve rankings for commercially valuable search terms, and generate qualified leads across key product areas.

SEO, PR & Authority-Building Strategy

We focused on three integrated pillars: technical SEO, content optimisation, and Digital PR, aligning activity around increasing visibility, strengthening authority, and driving commercial outcomes.

Work included search opportunity analysis, technical enhancements, content refinement across product core pages, and a data-led Digital PR programme designed to build authority across EveryMatrix’s product portfolio.

  • Aligned keyword research with commercial intent to identify opportunities across casino software, sportsbook technology, and iGaming platform searches
  • Delivered technical SEO improvements and content optimisation across key product and category pages to improve rankings and visibility
  • Executed planned and reactive Digital PR campaigns, securing high-authority coverage and backlinks supporting both brand and commercial pages
  • Enhanced post-migration SEO performance through ongoing technical monitoring and optimisation

The Results

+40

Additional sales enquiries generated

+70%

Increase in non-branded organic clicks

+730

Sessions generated through AI and LLM platforms

+1.25M

Increase in non-branded impressions

+126

Brand mentions secured

96

Backlinks earned

Why Performance Increased

The strongest gains came from combining technical SEO, content optimisation, and Digital PR into a single growth strategy, with every activity aligned around increasing commercial search performance and generating qualified opportunities.

Technical improvements created stronger foundations for growth, content optimisation improved relevance for high-intent searches, and Digital PR built the authority needed to compete with established industry leaders. Together, these initiatives increased visibility, improved rankings, and generated measurable business impact across EveryMatrix’s core product portfolio.


This combination of high value, high traffic sites and links to target pages passed on the most authority, alongside this we utilised our AI Search strategy to analyse LLMs regarding which sources and themes were generating citations which we successfully targeted with our activity and outreach.

The Brief

We were tasked with using Digital PR to re-establish Pickswise as a leading name in the US sportsbook affiliate space by generating brand awareness and building links to crucial commercial pages and relevant keywords.

The focus was to improve keyword rankings for Pickswise’s commercially focused betting terms for US sports and improve the organic visibility of the relevant pages.

Toucan were set a brief to secure regular high volume and high value backlinks from third party sports domains.

Digital PR Strategy

With a KPI of 500 links, with 375 followed, to NFL target money pages in 12 months, Toucan implemented an always-on Digital PR approach with a mix of planned and reactive activities ensuring we were constantly delivering relevant campaigns to hit the news agenda.

  • Toucan adopted an always-on Digital PR strategy re-establishing rankings in US search during NFL season.
  • Our approach saw us target deeper money pages across NFL & casino to deliver 751 links in 6 months with placements and AI citations on TimeOut, USA Today, Reddit & Men's Journal.
  • We also adopted LLM opportunities early and included into our ideation phase which also proved important

The Results

+31%

Increase in 1st page keywords

+27%

Increase in top-3 keywords

4,749

Keywords moved on to page 1

767

Pieces of branded coverage

+406

Links secured to the Football Tips hub

751

links to commercial pages; average link domain rating 62

Why Performance Increased

A consistent and regular delivery of relevant Digital PR activities, in some cases unique ideas that hadn’t been done before, saw volume and quality backlinks secured for Pickswise with a significant majority directed to the NFL and casino money pages.

This combination of high value, high traffic sites and links to target pages passed on the most authority, alongside this we utilised our AI Search strategy to analyse LLMs regarding which sources and themes were generating citations which we successfully targeted with our activity and outreach.

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.