112 AI-Generated iGaming Pages Audited: 66 More Indexed and CTR Up 60%

About the Case

• Content languages: English, German, Italian
• Markets: United Kingdom, Germany, Italy
• Project website: Protected by NDA

Client

The client is an iGaming brand operating game content sections across the United Kingdom, Germany and Italy. Its website contained more than 100 AI-generated game description pages designed to attract organic search traffic.

Task / Problem

The client initially used AI to produce game descriptions quickly and at a lower cost. The pages met basic SEO requirements, but many followed similar structures, repeated generic information, and offered little practical value beyond standard game summaries.

Following a Google core update, the section lost most of its search visibility. Only 17 of the 112 pages remained indexed. The client asked iGamingTextLab to assess the entire section, identify which pages still had recovery potential, and improve the content within 6 weeks.

Project Requirements

• Audit all 112 game description pages
• Prioritize pages according to their commercial and search potential
• Decide which pages required rewriting, editing, consolidation, or removal
• Reduce repetition and overlap across the section
• Add specific and useful game information
• Align each page with its intended search query
• Review metadata, internal links, and structured data
• Complete the project within six weeks

Content Types

• Game description pages
• Meta titles and descriptions
• Internal linking elements

Publication Frequency

One recovery batch completed within six weeks.

Challenges and Solutions

Task 1: Determine the Right Treatment for 112 Pages

The pages did not have equal commercial value or recovery potential. Rewriting every page would have required additional time and budget, while applying the same editing process to the entire section would have ignored the differences between individual pages.

Solution: Content Audit and Page Prioritization

An iGamingTextLab SEO specialist and content lead audited all 112 pages. The 17 pages that remained indexed were reviewed and left unchanged to protect their existing visibility. The remaining 95 deindexed pages were assigned to one of three treatment groups:

• 20 priority game pages selected for complete rewriting;
• mid-priority pages selected for targeted editing and enrichment;
• low-priority pages selected for simplification, deduplication, consolidation, or removal.

This approach concentrated the most resource-intensive work on the pages with the strongest potential while still addressing repetition across the wider section.

Task 2: Replace Generic AI Copy with Useful Game Information

Many of the existing pages described games in broad terms but did not help readers understand how the titles worked or what made them different. Repeated structures, excessive keyword use, and interchangeable descriptions gave users little reason to choose one page over another.

Solution: New Content Written by iGaming Specialists

Expert iGaming writers created new descriptions for the 20 priority games.

The revised pages included:

• clear explanations of game mechanics;
• specific observations about gameplay and features;
• practical notes for players;
• relevant bonus information;
• player and industry creator commentary where it added useful context.

Mid-priority pages received targeted improvements. The team removed repeated sections, replaced weak explanations, and added missing information where it improved the usefulness of the page.

Task 3: Correct On-Page and Structural SEO Issues

The content audit also identified metadata that did not reflect the intended search query, weak internal linking, overlapping pages, and problems with structured data.

Content rewriting alone would not have addressed these issues.

Solution: SEO Content Optimization and Structural Improvements

The team:

• revised meta titles and descriptions according to search intent;
• improved links between relevant game and category pages;
• reviewed and corrected structured data, including schema markup;
• consolidated pages targeting substantially similar topics;
• removed duplicated and unnecessary sections.

The content and technical changes were implemented as a single recovery package.

Results

• All 112 pages were reviewed. The 17 pages that remained indexed were left unchanged, while recovery work focused on the 95 deindexed pages. Depending on their recovery potential, the deindexed pages were rewritten, edited, consolidated, or removed.
• The complete recovery batch was delivered within six weeks, including newly written content for 20 priority game pages.
• Within two months, 66 additional pages gained indexation, bringing the total to 83, while CTR increased by 60%.
• According to client feedback, the updated section performed better than it had after the initial launch, with a lower bounce rate and longer average time on page. The client subsequently placed another order and expanded the partnership to include content briefs and strategy.

Disclaimer: Content and technical changes were implemented together. The improvement in indexation and CTR therefore cannot be attributed to content changes alone. Crawling patterns, Google updates, domain history, publication decisions, backlinks, and other technical or off-page factors may also have influenced performance.

Team

• SEO specialist
• Content lead
• Expert iGaming native writers
• SEO editors
• Native proofreaders

Editor-in-Chief’s Comment

“The client made a strong decision by allowing us to evaluate the pages individually instead of requesting the same treatment for the entire section. That gave the team room to invest more work in the games with the strongest potential and consolidate pages that added little value. The project was especially interesting because it required editorial, SEO, and structural decisions at the same time.”

— Julia, Editor-in-Chief, iGamingTextLab

Client Review

“The updated game section recorded a lower bounce rate and longer average time on page. It also performed better than it did after the initial launch. We continued working with iGamingTextLab and expanded the scope to include content briefs and strategy.”

— Jason K., Head of Content

Need to Recover Underperforming Content?

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