The Lottery Office long-term technical and commercial SEO strategy
The Lottery Office is a strong example of long-term ownership of organic search for an established regulated Australian brand, rather than a one-off audit or short campaign.
Long-term SEO strategy owner
I owned The Lottery Office’s SEO strategy over the long term, across technical SEO, content, off-page, schema, internal linking and commercial SEO. During the Ahrefs period shown, estimated organic traffic grew from about 35k a month to around 140k at its peak, roughly a 4x increase, with significant growth in Top 10 keyword visibility.
The SEO challenge
Long-term SEO ownership means protecting organic value through algorithm changes, technical issues, product shifts, regulatory developments and ongoing changes to the website.
The work has required SEO to operate as part of the business rather than as a layer applied after content or development decisions are already made.
What I worked on
Technical SEO
Audits, issue prioritisation, Search Console and developer coordination
Content strategy
Keyword research, briefs, optimisation and editorial direction
Internal linking
Architecture and authority distribution across important pages
Structured data
Schema strategy and implementation guidance
Off-page SEO
Backlink analysis, link strategy and supplier management
Commercial SEO
Management reporting, budgets and search recommendations tied to the business
Results and impact
During the Ahrefs period shared for the project, estimated organic traffic increased from roughly 35,000 visits per month to around 140,000 at peak, alongside substantial growth in Top 10 keyword visibility.
The project demonstrates the value of durable SEO ownership inside a regulated business.