How to Build an SEO Department in an Online Casino: Model and Budgets
Building an SEO department in an online casino directly depends on the stage of brand development and the overall traffic acquisition strategy. In iGaming, SEO is not a single process but a gradual evolution of goals, metrics, team structure, and budgets.
Below is a four-stage SEO department development model, complemented by practical budget calculations for each stage.
Stage 1. Brand Launch and Basic SEO Compliance
Stage Objective
Ensure technical readiness of the website, proper indexation, and initial brand presence in search results. At this stage, SEO is not a scalable traffic acquisition channel.
SEO Responsibilities
- Technical website optimization
- Indexation and rendering control
- Monitoring and alert setup
- Basic meta-data optimization
- SEO compliance with Google’s baseline requirements
Team
- 1 SEO specialist (generalist)
Key Metric
- Ratio of indexed pages to published pages
Budget (per month)
- SEO specialist: €2,500 – €3,000
- SEO tools (Ahrefs, Semrush, GSC, Screaming Frog, etc.): €300
Total: €2,800 – €3,300 per month
Stage 2. Brand Traffic Protection
Context
As investments in marketing grow (social media, influencer marketing, apps, external traffic sources), brand demand in search engines begins to form.
Stage Objective
Capture and retain up to 100% of branded search traffic, preventing competitors and affiliates from intercepting it.
Role of SEO
SEO does not create branded demand — it captures and monetizes it, reducing the overall cost per acquisition (CPA, CAC).
SEO Responsibilities
- Building and managing a network of mirrors / satellite sites
- Occupying branded SERP top positions
- Monitoring branded queries
- Preventing competitor presence in search results
Team and Structure
- 1 SEO specialist per 2 GEOs
- 4–5 mirror sites per GEO
- 1 team lead per 3 SEO specialists
- 1 manager per 3 team leads
Key Metrics
- Number of branded queries in the Top 10
- Average position for branded keywords
Budget (per GEO / month)
- SEO specialists and management: €2,100 – €3,400
- Hosting, domains, proxies: €200 – €300
- Content (AI + editing): €300 – €600
- Link building (basic): €400 – €800
- Development support: €200 – €400
Total: €2,500 – €4,500 per GEO / month
Stage 3. Attacking Competitors’ Branded Traffic
Context
The brand is protected, infrastructure is in place, and resources allow a shift from defense to offense.
Stage Objective
Capture competitors’ branded traffic using cross-brand SEO strategies.
SEO Responsibilities
- Targeting competitors’ branded keywords (SEO cross)
- Scaling the own mirror site network
- Optimizing cross-brand conversion funnels
- Leveraging existing infrastructure
Team Structure
- Separate streams for 'defense' and 'offense'
- Expansion of the SEO specialist team
- Stronger focus on content and link building
Key Metrics
- Average position for own brand keywords
- Average position for competitors’ brand keywords
Budget (per GEO / month)
- Additional SEO specialists: €1,500 – €2,500
- Enhanced link building: €1,000 – €2,000
- Higher-quality content: €600 – €1,200
Total: €4,500 – €7,500 per GEO / month
Stage 4. Commercial SEO and Full-Scale Growth
Context
The SEO department evolves into a full in-house SEO agency and becomes an independent player acquisition channel.
Stage Objective
Attract the full spectrum of organic traffic: branded, cross-branded, and commercial.
Keyword Types
- Commercial (online casino, slots, games)
- Payment-related (deposit methods)
- Informational (guides, how-to content)
- Category and product-driven keywords
Organizational Model
The SEO department effectively operates as an internal affiliate, reducing dependency on external partners and lowering CPA.
Team
- SEO specialists: 6–10
- Team leads: 2–3
- Head of SEO: 1
- Content managers: 1–2
Budget (per month)
- Payroll: €30,000 – €45,000
- High-quality content: €5,000 – €10,000
- Aggressive link building: €7,000 – €15,000
- Infrastructure and DevOps: €2,000 – €4,000
- SEO tools: €1,000 – €2,000
Total: €45,000 – €75,000 per month
Summary of Development Stages
| Stage | Primary SEO Function | Budget |
|---|---|---|
| 1 | Technical compliance | ≈ €3,000 / month |
| 2 | Brand traffic protection | €2,500 – €4,500 / GEO |
| 3 | Competitor brand traffic capture | €4,500 – €7,500 / GEO |
| 4 | Commercial SEO scaling | €45,000 – €75,000 / month |
