BylineCoverage is an SEO and link building agency built for the iGaming sector. We turn player interviews and data into genuine news - earning authoritative, editorially placed links for both gambling affiliates and operators.
Tell us about your site, and we'll come back within one working day.
Coverage our campaigns have earned
We don't buy links or rent space on link farms. We create stories journalists actually want to publish - and the links follow.
Our core tactic. We produce newsworthy interviews with retired professional footballers and athletes - from solid Football League careers through to Premier League and international level - giving journalists a genuine, citable story to run.
Most of the links we earn point to your homepage or a specified commercial page - building the domain authority and brand entity signals that lift your entire site, not just one URL. Where a publication can only link to editorial content, the blog post we deliver acts as a compliant bridge.
A decade of publisher relationships across national news, sport and lifestyle. We pitch the right journalist - so stories land where they count and don't disappear into a media list black hole.
We continuously monitor the news landscape and proactively suggest players and story angles that fit your brand, your sector and the current media cycle. You never need to brief us on who's available - that's our job.
A dedicated account contact throughout every campaign - answering questions, flagging live placements as they go up, and making sure the next campaign builds on what the last one earned.
Every placement is mapped and tracked. You get a monthly report with live links, syndicated links, do-follow or no-follow status, and anchor text so you can easily see ranking movements as campaigns progress.
In a YMYL niche like iGaming, domain trust is the foundation everything else is built on. A link pointing to your homepage or a key commercial page from an authoritative source like a national newspaper tells search engines that your brand, as an entity, is trusted and referenced - and with smart internal linking, that trust can flow to multiple pages on your site.
That's why we target branded homepage placements as the primary outcome of every campaign. Some publications have editorial policies that restrict outbound links to non-editorial pages. For those, the blog post we deliver with each campaign includes an internal link back to your homepage that acts as a compliant bridge, keeping your brand in the story while still building your profile.
Both need authority. They need it for completely different reasons, and the campaigns we build reflect that.
Licensed casinos and sportsbooks need more than links - they need legitimacy. New and scaling operators usually start with little link authority and minimal brand recognition, and in a regulated, YMYL vertical that is a serious handicap. Search engines need to trust your brand before they will rank your product pages.
Affiliate SEO is brutal. Dozens of well-funded comparison and review sites chase the same high-commission terms, and the gap between page one and page two is enormous. Affiliates rarely have a shortage of content - they have a shortage of authority pointing at the right pages.
Outside gambling, the same process powers our CBD SEO and crypto SEO services, and we act as a forex SEO agency for regulated brokers alongside our work in insurance SEO and finance SEO.
Every tier is the same campaign: one retired professional, one interview, one blog post, full pre and post-outreach. The only thing that changes is the calibre of their playing career - and that can change everything.
Retired professionals - solid career, genuine sports credibility
Volume is uncapped, but lower-profile players earn mostly local and regional coverage. Reliable for building a steady, clean link profile.
Retired professionals - recognised career, name a journalist knows
Volume is uncapped. Recognisable names attract stronger national and vertical coverage, usually from higher traffic domains with a good chance of syndication.
Retired professionals - decorated career, household name, national coverage
Volume is uncapped. Marquee players produce demonstrably higher-authority links - national press, broadcast and syndicated coverage that competitors cannot easily replicate.
All players are retired professionals - the tier determines their career level. Every campaign is one player, one interview, full outreach, and a blog post for your site. A Champions League reputation player earns links a Championship player simply cannot. The same process applies whether you run a casino, sportsbook or affiliate site.
Our flagship offering. We set you up with four interviews every month from a Premier League level player who appears as a credited author on your website - giving you a standalone column authored by a reputable name that journalists can cite. We handle all the outreach and conduct all four interviews each month, every month.
Every campaign follows the same six steps. Simple, transparent and repeatable - so you always know exactly where things stand.
We review your backlink profile, identify the pages that will benefit most from link equity, and agree on which targets - homepage, commercial pages, or a mix - should anchor the campaign.
We identify and approach the most newsworthy player available for your tier. We handle all booking, briefing and scheduling - you don't need to source anyone or brief a single journalist.
We conduct, transcribe and edit the interview into a newsworthy story. Every angle is shaped to maximise editorial pick-up - not just to tick a box or serve as obvious link bait.
We write and hand over a blog post version of the interview for you to publish on your own site. It gives your site fresh editorial content - and provides a compliant link target for media outlets that can only link to editorial pages, not directly to gambling commercial pages.
Most links point to your homepage or a specified commercial page. The blog post is a strategic fallback, not a compromise.
The story goes to our network of journalists and editors across national news, sport and lifestyle. We target the highest-authority publications that are a genuine editorial fit - and follow up until placements are confirmed.
You receive a monthly report with every live link, the traffic of the linking domain, the anchor text used, and the target page it points to. We flag what moved, what's next, and which players we're already lining up for round two.
Real programmes, real metrics. Here's what earned coverage does for iGaming sites.
An eight-month programme of weekly player interviews with two retired Golden Boot-winning footballers pushed a sports betting affiliate to position one for terms including "betting sites" and "best betting sites" — sustaining that ranking through consistent link velocity of 60+ placements per month from national and regional press.
A single campaign built around one ex-Premier League footballer secured placements in Hull Live, the Liverpool Echo and the Sunderland Echo - pushing the client's homepage into the top five for their exact match branded keywords and lifting rankings across all operator bonus terms.
Here's why we think editorially earned coverage through player interviews produces fundamentally better results than just buying link placements.
A small senior team rather than a layer of account managers. You deal directly with the people who develop the angle, make the pitch and run your campaign.
People who have worked on the other side of the pitch and know what a features desk will and won't run. That judgement is why our stories land instead of filling a spam folder.
A decade of technical and performance SEO across regulated verticals. Every campaign is designed around the pages that need authority, not around whatever coverage happens to be easiest.
Years spent working with gambling affiliates and licensed operators - the toughest YMYL vertical there is. No learning curve on your brief, and no explaining your market to us.
Named contacts across national, regional and sports media, built over years of delivering stories that stood up. Relationships we protect by never pitching something that doesn't.
Direct working relationships with retired professional footballers and athletes across every level of the game - the asset most agencies have to go and source before they can even pitch.
Working knowledge of the constraints that apply in gambling, CBD, finance and forex, so angles earn coverage without creating a compliance problem for your legal team.