Five websites. One competitive market.
- Company and market
- KaFe Rocks (now Time2Play) · Market-level off-page strategy · Brazil · iGaming
- Role
- Senior Online Marketing Manager → Off-Page SEO Lead
- The challenge
- Brazil was one of KaFe Rocks' three priority markets and one of the most crowded affiliate markets in search.
- My contribution
- I owned the off-page strategy for all five (and for a sixth site, casinocontaatras.com): which site and which pages to push, which publishers were worth the money, how to split the budget between editorial articles, partnerships and agencies and how to keep the operation running month after month.
2019 – 2023
main employment- 0 → #1Pix betting guide Ahrefs estimate
- 0 → #1“melhores cassinos online” Ahrefs estimate
- #17 → #2bonus guide Ahrefs estimate
- 33press citations Verified count
- 6×referring domains Ahrefs estimate
referring domains to the four core sites named above
cassinos.info Domain Rating
placements independently verified, live or archived
Sources: Ahrefs (referring domains, Domain Rating; estimates). Bright bars: 1,913 published orders from the agency's report and my order sheets. Faint bars: 1,192 further links to the same sites, dated by each article's own publication date (or first archive copy), found in backlink indexes. They match my campaigns' timing and targets but aren't individually documented.
cassinos.info: not ranking (2019-07-01) → #1 (2022-11-01)
Source: Ahrefs ranking history (Google Brazil). Estimates; timing, not proof of cause.
Ahrefs figures are third-party estimates; links are one factor among many; the results were a team effort.
The challenge
Brazil was one of KaFe Rocks' three priority markets and one of the most crowded affiliate markets in search. Five sites (confiavel.com, cassinos.info, cassinos-online.com, apostasesportivas24.com and sitedeapostasonline.net) were chasing overlapping audiences. Each needed its own priorities, its own publishers and its own reason to be trusted.
My role
I owned the off-page strategy for all five (and for a sixth site, casinocontaatras.com): which site and which pages to push, which publishers were worth the money, how to split the budget between editorial articles, partnerships and agencies and how to keep the operation running month after month. I sourced publishers into our Brazilian publisher database, briefed writers, managed agencies and recruited and managed a team member.
The decisions
Rather than treating every target URL as another link order, I planned by site and by market moment: sports-betting pages around the football calendar, casino pages around regulation news, payment and bonus pages where the competition was thinnest. Publishers were chosen for their audience and editorial fit first and their metrics second. A regional daily with a real readership was often worth more than a high-authority site nobody reads.
Where a single article wouldn't make a difference, I looked for bigger formats: branded content hubs on major regional publishers and partnerships with national portals.
The partnerships I'm proudest of
In 2021 I negotiated a partner placement in the main navigation of iG, one of Brazil's largest news portals. For about five months, a link to confiavel.com sat in iG's site-wide menu, rendered on news, sport, economy, technology and regional pages alike. Two independent web archives and a commercial backlink index all record it, from late July to late December 2021. It complemented an earlier editorial placement in iG's sports section, published in 2019 and still live today.
In the same period I secured site-wide links on two titles from Grupo RPC, the Paraná media group: “Sites de apostas” in Tribuna do Paraná's footer (October 2021 – March 2022, recorded on about 11,000 pages) and “Casas de Apostas Confiáveis” in Gazeta do Povo's footer (September 2021 – April 2022), both pointing to confiavel.com's guide to betting sites. Both are recorded in the Internet Archive and in Ahrefs' history.
Citations you can't buy
Some of the best links weren't bought at all. With our on-page and PR leads I helped turn sitedeapostasonline.net's own data into research studies, then ran the press outreach. Brazilian newsrooms, including Terra, Metrópoles and Olhar Digital, cited them as a source: 33 publishers between 2021 and 2023.
Execution and quality control
Monthly order sheets per writer, one publisher database and agency orders reconciled against what actually went live. Links were checked after publication and when a publisher removed or changed one, it went back on the list. It's also why so much of the work can still be checked years later.
What the work shows
Market-level ownership: prioritising across a portfolio, building relationships with publishers rather than just buying from them and spotting the occasional opportunity nobody else was looking at.
Beyond Brazil
I also contributed publisher research and link-building coordination for two Japanese-language sites (ankaji.com and ikasaman.com). Smaller in scope than Brazil, but a useful lesson in how differently publisher markets behave.
Archive receipts
Unedited screenshots of the Internet Archive's own copies, with the capture date in its toolbar. Only the green highlight is added.
Want to talk about work like this? Email me or find me on LinkedIn.