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01Overview

Networks of sites that bring you players from search — with no middleman in between

We build networks of topical sites for casino, sportsbook and forex operators and run them end to end: production, content written in the language of each market, indexing and promotion. The network takes the search demand that now goes to affiliates and sends those players straight to you. Two ways to pay: a fixed fee with no revenue share, or a partner percentage.

Start with a free recon Compare the two schemes
For
Online casino, sportsbook, forex & CFD, binary options and crypto platform operators
Deliverable
A network of sites built for your brand, plus monthly promotion
First step
Recon of your geo and vertical: 2–3 days, free
02Demand

The problem and three layers of demand

An operator's organic traffic rests on branded queries. The rest of search — “best online casino”, “bookmaker with fast withdrawals”, “how spreads work” — is held by affiliates. Every player they send costs a commission, and under revenue share that commission is paid for years.

Layer A · Volume

Non-branded demand

Queries with no brand in them: comparisons, how-tos, calculations, terms. The largest pool, and the place where a player picks an operator for the first time.

  • Reviewers
  • Guides
  • Calculators
  • Academy
  • Glossary
Layer B · Interception

Competitors' branded demand

Queries that name another operator: alternatives, “X vs Y”, fees, withdrawal problems. The player is already in the market; the page gives a fair comparison with your brand on top.

  • Cross-brand
  • Slice reviewers
  • Cost comparison
Layer C · Defense

Your own branded demand

Searches for your name, where affiliates and clones take part of the result page. Your own sites fill that page so the click stays with you.

  • Brand sites
  • App landings
Caveat

A rating that lists only your brand does not rank, and readers do not trust it. Our ratings include real competitors with accurate data. Your brand is placed first, and the rating method is published on the page.

Side effect

Non-branded traffic raises brand awareness. A player who saw your name in a guide or a calculator later searches for it directly, and that shows up in your branded queries.

03Schemes

Two ways to work

Both schemes produce the same kind of network. They differ in who pays for it, who owns it and how we earn.

Parameter SCHEME AFixed fee, no revenue share SCHEME BPartner scheme
What you pay up frontProduction as a project, paid by stage. Then a monthly promotion fee.Consumables plus a setup fee, well below the fixed price.
Who owns the sitesYou, from the start: domains, content, accounts.We do while the agreement runs.
How we earnFees for production and promotion. No share of your revenue.Revenue share or CPA on players we deliver, tracked in your affiliate system.
Which budget it comes fromMarketing or SEO budget. Production is a one-off investment.Affiliate budget, like any other partner.
Which is cheaperOver time and at volume: no commission on player lifetime value.At the start: little cash up front, you pay for results.
ExclusivityFull. The network works for your brand only.Agreed by vertical and geo in the contract.
When it is chosenThere is an SEO budget, and you want the network as your own asset.You want to test the channel without investment, or the affiliate team holds the budget.

Scroll the table sideways →

04Scope

What you are buying

The work splits into three lines with different rhythms. Kept apart, they are easy to plan and easy to audit.

Line 1

Production

One-off project · delivery date
  • Network design: site list, page plans, domain plan
  • Templates, design and technical SEO per site
  • Launch content in the language of the market
  • Starter link wave for every site
  • Handover with accesses and documentation
Line 2

Promotion

Monthly · no end date
  • Content updates and new pages by demand
  • Link building to the agreed plan
  • Indexing and technical monitoring
  • Monthly report built on Search Console data
Line 3

Consumables

Pass-through · at actual cost
  • Domains and renewals
  • Hosting, CDN and IP diversity
  • Paid data sources and licences for the project
  • Itemised in every invoice
Links

Link building is a separate plan, not a line in a rate card: donor list, anchor distribution and pace for each site and geo, approved by you before any placement is bought.

05Site types

Site types

Fifteen types. Choose a vertical to see which ones apply and how each is built for it. Page counts are at launch; build time is per site within running production.

15 of 15 types

  • T01

    Review and ratings site

    Operators ranked by published criteria, with a review page per brand. Your brand stands first among real competitors; the method is on the page.

    40–120 pages4–5 wkVolumeRisk: med
  • T02

    Single-operator brand site

    A standalone site about one operator: product, bonuses, payments, support. Holds your branded queries so affiliates cannot.

    15–40 pages2–3 wkDefenseRisk: low
  • T03

    Slice reviewer

    A reviewer built on one cut of the market: fast withdrawals, low deposit, a payment method, a licence. Narrow queries with high intent.

    20–60 pages3–4 wkInterceptionRisk: med
  • T05

    Topic hub for one instrument

    A hub around one product or instrument: guides, data and operator lists. Builds topical authority on a single theme.

    30–80 pages3–5 wkVolumeRisk: low
  • T06

    Geo guide with regulator extract

    A guide to one country's market with an extract from the regulator's register: which licences exist, who holds them, what is allowed.

    20–50 pages3–4 wkVolumeRisk: low
  • T07

    Calculators

    Working calculators with explanations around them. They earn links and repeat visits; each tool targets its own query cluster.

    10–30 pages3–5 wkVolumeRisk: low
  • T08

    Utilities

    Small tools people bookmark: converters, checkers, timetables. Light pages that collect steady non-branded traffic.

    8–25 pages3–5 wkVolumeRisk: low
  • T09

    Academy and course

    A structured course from first steps to advanced topics, with lessons and quizzes. Brings in beginners who later choose an operator.

    40–150 pages5–8 wkVolumeRisk: low
  • T10

    Wiki glossary

    One page per term, all cross-linked. Large page count, long tail, stable rankings.

    100–400 pages4–6 wkVolumeRisk: low
  • T11

    Game and slot pages

    One page per slot or table game: provider, RTP, volatility, features, demo, and the casinos where it is available.

    150–600 pages4–6 wkVolumeRisk: med
  • T12

    Scam check

    Operators checked against registers and complaint records. Answers “is X legit” queries and points the reader to licensed options.

    30–90 pages3–4 wkInterceptionRisk: high
  • T13

    Predictions and analysis

    Match previews and predictions with statistics, lines and a recommended bookmaker per event. Daily publishing, seasonal peaks.

    60–300 pages3–4 wkVolumeRisk: med
  • T14

    Signals and trade ideas

    Trade ideas and market reviews with entry, target and risk levels. A daily audience that opens accounts with the recommended broker.

    40–200 pages3–4 wkVolumeRisk: high
  • T15

    App and APK landing

    Download pages for iOS, Android and APK where stores do not allow the category. Catch “download” and “app” queries.

    5–15 pages1–2 wkDefenseRisk: high
  • T18

    Campaign satellite

    A short-lived site for one campaign: a tournament, a promotion, a launch. Built fast, then retired or merged into the network.

    5–20 pages1–2 wkDefenseRisk: med
06Packages

Packages and configurator

Three starting sizes. Choose one to open it in the configurator, then adjust the mix of site types.

Package 1 · Trial
5sites
Production
4–6 weeks
Scope
One geo, one or two site types
Purpose
Check the channel on your market
Package 2 · Pilot
15sites
Production
8–12 weeks
Scope
All three layers of demand in one geo
Infrastructure
Separate accounts, domains and hosting, shared with no other network
Package 3 · Network
30–60sites
Production
In phases, set at network design
Scope
Several geos or verticals
Infrastructure
Separate accounts, domains and hosting, shared with no other network

Configurator

Composition only. No prices.

Vertical
Goal
Network size, sites
    07Content

    Why our content works

    Every page is written on top of four bases: data, demand, rules and acceptance.

    Base 1

    Facts on operators and markets

    A maintained base of operator data: licences, payment methods, withdrawal times, bonus terms, limits. Every fact has a source and a date it was checked.

    Base 2

    Demand measured by geo

    Query volumes and result-page make-up are measured for each geo and language before a page is planned. No page is written without queries behind it.

    Base 3

    Current search rules

    A working summary of search guidelines in force: spam policies, helpful content, requirements for financial and gambling topics, site reputation abuse. Applied when the network is designed, revised when the rules change.

    Base 4

    Acceptance of every page

    Before publishing, each page is checked: facts against the base, query coverage, language, structure, internal links. Rejected pages go back to the writer.

    Localisation

    The benchmark is the living local press of each market: its sports media, its business and finance titles. Four rules apply to every language.

    RuleWhat it means in practice
    L1Marks a machine gets wrongSome languages use marks a generator silently replaces with a plain apostrophe. The page stays readable and instantly reads as written by a foreigner. Spelling is checked against the country's own press.
    L2Proper names in local formTeams, leagues, regulators and payment systems are spelled the way local media spell them.
    L3One term for one conceptA term chosen for the network is used everywhere. No mix of synonyms and English loanwords.
    L4No machine openersNo stock introductions or filler phrases. A page starts with the answer to its query.
    08Process

    Process, access and ownership

    Five stages. Each ends with a defined output that you can check yourself.

    StageDurationOutputHow it is checked
    S1Recon2–3 days
    free    		Demand map for your geo and vertical, audit of competing networks, proposed scheme and package.You check the figures in your own tools; raw data is exported.
    S2Network design1–2 weeksSite list by type, page plans, domain plan, link plan.Signed specification; every page is tied to a query cluster.
    S3ProductionBy packageBuilt sites with launch content and the starter link wave.Acceptance checklist per site; staging access throughout.
    S4Launch and indexing2–4 weeksSites live, sitemaps submitted, Search Console properties set up.Share of submitted pages indexed and impressions per site, in Search Console.
    S5PromotionMonthlyContent updates, links to plan, monthly report.Search Console data; full list of placed links with URLs.

    Search Console access

    Option A · Default

    Service account in your project

    We create a dedicated service account on our side — a separate one for every client — and you add it to each Search Console property as a Full user. It has no password and no access to anything else of yours. Ownership stays with you; access ends when you remove that one account.

    Option B · No link to your accounts

    Properties held on our side

    When the network must not be connected to your accounts, properties stay under our accounts. You receive data exports every week and read-only reports; on handover the properties are transferred.

    Domain ownership

    OptionRegistrar accountRegistrantFits when
    D1You register them yourselfYours. We send the domain list and DNS settings.Your companyYou need full control or your legal team requires it.
    D2We register them for your companyOurs, moved to yours on request.Your companyYou want speed without spending your team's time.
    D3Domains stay with usOursOur companyPartner scheme, or the network must not be linked to you.
    09Terms

    Numbers, terms and first step

    sites receive impressions
    295/300
    of submitted pages are visible in search
    52%
    pages submitted over the period
    4 504
    geos in work
    37
    content languages
    19
    Disclosure

    We do not name other clients' traffic or revenue, and we do not promise positions.

    Terms of work

    1. Recon is free.
    2. 50% prepayment for each stage.
    3. Consumables are a separate line, billed at cost.
    4. A pilot runs for 8–12 weeks.
    5. Under the fixed scheme we take no revenue share.

    Start with the recon

    Send your vertical and target geos. In 2–3 days you get a demand map and a proposed scheme; cost is discussed on the call that follows.

    Write in Telegram alex@serpyard.com