The document summarizes how an online gambling company used search data and SEO metrics to identify acquisition targets and measure organic performance improvements. Key points discussed include using search intelligence data to support M&A decisions and increase synergies between departments, reviewing processes for prioritizing thousands of landing pages, analyzing market data on popular search terms and competitors' performance, and how acquiring a company called RocketX improved the company's search volume and domain authority in the UK casino games space. Metrics like organic score, referral links, and keyword growth forecasts were examined to identify acquisition opportunities and sustainable organic growth areas.

1. FUELLING M&A WITH SEARCH
DATA IN IGAMING
Mattias Bergehed – Head of SEO

2. Agenda
2
• Why This Topic
• Review Of Process
• Key Metrics & KPIs
• Key Findings & Synergies
• Results of UK Acquisition & Organic Performance /games/

3. Introduction
3

4. SEO can never be a An After-Thought
4
Why This Topic?
Search Intelligence Data Should Support And Be Shared with the whole Group
Creates Great Synergies and Increases Awareness between various departments and stakeholders
The importance of Finding Scalable And Sustainable Methods for growing
organically
Decisions needs be Based on Data & ROI, has to be presented in way that is understandable (Board,
Investors etc)

5. 5
Don’t Forget
Single Page Application built in JS
Didn’t attribute Organic customers
No Data in GA or GSC
How To Prioritize Over 15 000 Landing
Pages?

6. 6
Review Of Process
Google Search
Console
Investigate Manually
BI & Data Department
Broad + Longtails
Segmentation
Sustainable keywords?
Google Desktop
Google Mobile
Top 100
Serp Result (top 30) Trends & Forecasts
DA (Referrals)
Technical SEO

7. Future
Opportunity
Technical SEO
(fetch time + crawl, content)
Search
Volume
7
Key Metrics – Markets & Properties
Domain
Authority
Organic
Score
Value

8. 8
Market Landscape Casino – UK (Overview)

9. 9
Key Terms Slots – Segmentation

10. 10
Sustainable vs ? (Keywords)

11. 11
Sustainable keywords - Expected Growth Volume

12. 12
Sustainable keywords - Future Opportunity

13. 13
Top performing sites across the Slot category

14. 14
Creating Synergies and Valuable Insights
Better understanding of our competitors
On Page SEO (Content & Technical performance)
Referral links - Inspiration
Synergies with other departments

15. 15
Holding Company Performance and Asset Coverage

16. 16
DA Overview
Average DA - 52
Max - 72
Min - 22

17. 17
Summary of Market
Search terms related to casino games has seen an growth of over 200% last
years
Same terms has an expected growth of over 250% in 2019
The “Big Boys” seems to be focusing on Sportsbook and are lacking On Page
RocketX has several properties performing well, but are lacking DA,
Acquiring their properties will increase our SoV to over 18% for casino game related
keywords

18. 18
• LeoVegas acquires the assets of RocketX, including top brands such as 21.co.uk, Slotsboss, BetUK and UK Casino
for a total purchase price of 65 million GBP (EUR 73,5million)
Rocket X + Leo = True, January 11th
2018
Revenue increased with 76% to
164m€ 1Jan -30 June 2018

19. 19
Performance /games/
Making the right prioritizations based on data, means that the most valuable
/games/ has got our love and attention
Trends and rankings are going on the right directions

20. 20
Svanströms EL – Still Kicking Ass!

21. THANK YOU