Checkd Group

Scaling Organic Growth for Sports Betting Brands: 67% More First-Time Deposits

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.