Global Gaming Browser: organic search built from scratch

The challenge

SEO had never been established as a dedicated acquisition channel. The product operated within a separate architecture, SEO competed with product and brand-driven priorities, and rapid growth outpaced the processes needed to scale internationally. All of this while serving a highly opinionated gaming audience, where brand and community tone could not be compromised.

Where value was leaking

Mapped onto the Organic Value Chain, three links were holding everything else back.

• Infrastructure SEO had never been set up as a dedicated acquisition channel.
• Build There was no scalable site and content structure behind the product.
• Capability Rapid growth outpaced the processes needed to scale internationally.

My role

• Owner of the SEO strategy for the product
• Focused on growth-driven and product-led SEO
• Defined the content and discoverability strategy from scratch
• Led international SEO planning
• Worked closely with product, content and brand teams
• Advisory role with regular reporting to stakeholders, supporting YouTube and cross-channel discoverability

Strategy and key actions

1. 01

   Channel strategy

   Designed a full SEO strategy positioning organic search as a new acquisition channel.

2. 02

   Site structure

   Built a scalable site structure and keyword research covering all product features and sections.

3. 03

   Non-brand growth

   Focused on discoverability and non-brand keyword growth.

4. 04

   Topical authority

   Defined topical authority areas aligned with gaming, performance and browser features.

5. 05

   International roadmap

   Created an SEO framework and long-term roadmap supporting international expansion.

6. 06

   Workflow integration

   Integrated SEO into product and brand workflows without compromising brand voice.

The results

Over a one-year period (Ahrefs): 80K organic visibility growth, +2,000 keywords in the top 3 positions, +1,600 keywords in positions 4–10, and 140 new SEO-focused pages.

Why it worked

Search was treated as a product channel, not a marketing add-on. Building structure around every product feature created new non-brand entry points without diluting the brand's voice.