Everymatrix

Winning Visibility in iGaming – Delivering a 70% Increase in Non-Branded Organic Clicks

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.