With five locations and a diverse offering, the challenge goes beyond simply increasing website traffic. Each venue operates within its own competitive local market, with customers searching for different experiences, from casino gaming and specific table games to restaurants, dining offers and entertainment.
Our objective is to develop an organic search strategy that gives equal consideration to both gaming and hospitality, ensuring each branch can be discovered by the right audience for the right reasons.
The focus is on attracting quality traffic, improving the customer journey and turning relevant searches into meaningful engagement with each venue.
increase in organic search impressions
increase in organic search clicks
Our ongoing strategy incorporates detailed keyword research, local competitor analysis and search intent evaluation to identify opportunities within each city. We continually monitor competing casinos, restaurants and hospitality venues, identifying where search terms overlap and where new content could help Napoleons reach audiences who may not have considered the venues previously.
By targeting relevant local searches and developing dedicated content for individual branches, we aim to attract visitors with a genuine interest in the services available at their nearest venue.
Our team researches, writes and optimises website content, including dedicated service pages, location-specific landing pages and informative blog articles.
For gaming-related searches, this includes developing content around individual casino games, explaining how they work and answering common questions to reach customers at different stages of their research.
For hospitality, our content strategy focuses on dining experiences, restaurants, special occasions and locally relevant lifestyle searches, helping the venues reach audiences beyond those specifically looking for a casino.
Each piece of content is supported by keyword research, search intent analysis and internal linking, creating stronger connections between informational content and relevant venue pages. By matching content to what customers are actually searching for, we aim to improve relevance, attract more qualified website visitors and increase opportunities for meaningful engagement.
Alongside ongoing content development, we review and restructure existing pages to improve their relevance, usability and effectiveness. This includes assessing page layouts, content hierarchy, navigation, internal linking and the customer journey between services.
We also expand and optimise dedicated gaming pages for specific locations, helping search engines understand which services are available at each venue while directing visitors towards the most relevant information.
Our approach to Generative Engine Optimisation (GEO) focuses on producing clear, informative and well-structured content that answers relevant user questions and can be understood by both traditional search engines and AI-powered systems. This includes creating dedicated, research-led articles around specific gaming questions, local experiences and hospitality searches, while strengthening the relevance and connections between supporting content and key venue pages.
Rather than pursuing search volume alone, the strategy prioritises content that closely matches user intent, helping attract visitors who are more likely to find the information, experience or venue they’re looking for. This is supported by continual monitoring of AI Overview appearances, search trends and emerging opportunities for additional visibility.
As Napoleons Casinos’ marketing partner, we maintain a proactive content approach, incorporating new opportunities arising from venue refurbishments, awards, business developments, industry news and community activity. This helps ensure the website remains current, relevant and reflective of what’s happening across the group.
By combining planned SEO activity with the flexibility to respond to new developments, we continually expand the website’s relevance across gaming, hospitality and local searches.
A key part of our SEO management is ensuring the right tracking and reporting are in place to understand how visitors discover and interact with the website. Using Google Analytics, Google Search Console, keyword ranking tools and AI search monitoring, we assess performance across both the wider group and individual locations. This includes monitoring organic traffic, branded and non-branded keyword performance, search impressions, click-through rates, individual landing pages and meaningful website actions.
Restaurant bookings, website enquiries and other tracked actions provide valuable insight into how visitors engage with the website after arriving. By reviewing this data alongside competitor performance and search trends, we can identify which content is attracting relevant audiences, which branches offer opportunities for further optimisation and where changes to the website could improve results.
increase in engaged website users
new AI overview appearances
Comparing January with September 2026, Napoleons Casinos demonstrated measurable improvements in organic search visibility and website reach. Google search impressions increased by 58.2%, rising from approximately 484,900 to 767,090, demonstrating a substantial increase in the website’s visibility across relevant search results.
Organic search clicks also increased by 6.8%, reaching 14,397 in September, while overall website users increased by 16.0%, rising from 12,731 to 14,774. Alongside traditional search performance, our AI visibility tracking identified 23 Google AI Overview appearances in September, including visibility for informative gaming-related searches such as “mahjong how to play”, “card game 21” and “how does blackjack work”.
The website also received 22 users from AI platforms during September, providing an additional measurable source of website discovery. These results demonstrate the importance of developing a search strategy that considers traditional rankings, individual venue visibility, informational content and the growing influence of AI-powered search.
Our continued focus remains on improving the relevance of organic traffic, strengthening content across gaming and hospitality, developing individual location pages and refining the customer journey.
The outcome is a data-led, multi-location SEO strategy that continues to expand Napoleons Casinos’ search presence while prioritising the quality of website visitors and opportunities for meaningful customer engagement.
Whether you’re managing one business location or a national group, Fenti combines strategic SEO, content development, website optimisation and AI search insight to help you reach the audiences that matter. Talk to our SEO team.
