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4 of 4 brand-name searches on Google's first page in 3 weeks
For “is [brand] legit” and “[brand] reviews”, Google showed review sites and skeptical Reddit threads. Now Quora threads about the casino appear next to them, with no ads.
questions on Quora in the whole campaign
comments in these threads
ads: not one paid impression
Client
A bitcoin casino, running since 2014 and accepting about 10 cryptocurrencies. Name under NDA
Before
Google showed review sites and skeptical threads on Reddit and Bitcointalk for the casino's name. The brand's own voice was missing
Goal
Put an answer about the casino on Google's first page for the searches people make before they sign up
Services
SERM Protection: Quora threads for searches with the brand name
What we did
We targeted spots review sites can't reach
Review sites have held the regular results for years. We aimed at Google's “Discussions and forums” section and the “Forums” tab. There, Google shows people's opinions, not articles.
Questions worded like searches
Each Quora question uses the words people type into Google: “is [brand] legit”, “[brand] reviews”, “[brand] welcome bonus”.
Answers with no advertising
The answers cover withdrawal terms, bonus wagering before the first withdrawal and comparisons with other casinos by name. Not just the pros.
We did not touch the skeptical threads
We did not remove the Reddit threads. Google shows the answer about the casino next to them.
Results for each search
“[brand] reviews”
The Quora thread is in the “Discussions and forums” section with Google's “Top answer” label. It is above an 11-year-old Reddit thread. A second campaign thread is right below it.
“is [brand] legit”
One thread appears twice on the page: in the regular results and in the “Discussions and forums” section.
“[brand] casino review”
The thread is in the regular results, above one of the best-known independent casino review sites.
“[brand] welcome bonus”
The thread ranks first in the “Forums” tab, above threads on old gambling forums.
The first threads appeared in Google a few days after publication. We were on page one for all 4 searches by the end of week 3.
How it looks in Google
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