The situation
The client is a one-stop compliance provider for betting houses: KYC — verifying who is actually placing the bet — and geolocation. The client's name stays out of this page, which is part of the agreement.
The site already had content published. The metrics were still at zero. And the subject is one where being wrong is not a copy problem — it is a compliance problem.
What we did
We started by learning the field: how KYC and geolocation actually work in practice, what competitors were already saying, and what the sector's rules do and do not allow you to claim. Only then did anyone write.
- Mapping the searches around KYC, geolocation and safety in online betting
- Content written as a direct answer to the question — the format that earns position zero
- On-page technical work: heading hierarchy, structure, readability
- Building a custom CMS integrated with a CDN, for performance and protection of the site's data traffic
- Link building and PR to grow domain authority
- Monthly review of CTR, impressions and average position
What happened
In under nine months, 21 terms in the sector reached position zero on Google — the featured answer that feeds the AI Overview and that the models read first — and another 18 landed on the first page. Impressions went from nothing to 418,000, and click-through rate climbed from 1.1% in the first month to a 5.4% average over the window.
Position zero is not a vanity ranking. It is the block the AI Overview quotes, which makes it the cheapest route from a search result to being the answer a model gives.
The sector's compliance rules keep the full list of terms private, and the figures above cover the window we ran the project. We open the detail in a meeting.