1) The document discusses strategies for acquisition and organic search performance. It summarizes a presentation about using search intelligence to fuel mergers and acquisitions. 2) Key metrics like search volume, domain authority, and organic performance are analyzed to identify acquisition targets and high value keywords. 3) An acquisition of Rocket X assets in the UK is highlighted, which increased market share and search volume optimization for casino game related terms.

1. Acquisition & Off Page Strategies
“Fuelling M&A With Search Intelligence”
Mattias Bergehed - Head Of SEO @ Search Stars Malmö 2018

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

3. Introduction
30 years old from Sweden
Managing the SEO for LeoVegas Mobile Gaming Group
9 years experience in IGaming

4. NEVER AN
AFTER-THOUGHT
SCALABILITY &
SUISTANABLE
SEARCH INTELLIGENCE
DATA
DATA & ROI
SYNERGIES &
DEPARTMENTS
Why This Topic?

5. Don’t Forget
Single page JS Application
Didn’t attribute Organic Customers
No Data in GA or GSC
How To Prioritise Over 15 000 Landing Pages?

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

7. Technical SEODomain Authority
Future OpportunitySearch Volume Organic Score Value
Key Metrics - Markets & Properties

8. Market Landscape UK Casino
Overview of keyword results after segmentation and grouping

9. Key Terms “Slots”
Products that offers a great LTV and are easy to scale regardless of market

10. Sustainable keywords

11. Search Volume

12. Search Volume

15. Better understanding of market landscape (volume, competitors, future growth)
Analysing On Page areas such as, content creation & technical performance
Better understanding of backlink portfolios and referral performance
Synergies with other departments (acquisition + tech department)

17. DA Overview

18. Search terms related to casino games has seen a 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
Rocket X has several properties performing well, but are lacking DA
Acquiring their properties will increase our SoV to over 18% for casino games in UK

19. Rocket X + Leo, 11th Jan 2018
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)

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

21. Svanströms ELAre Still Kicking Ass!

22. Thank You!
Mattias Bergehed
mattias.bergehed@leovegas.com