Five years inside iGaming, across six regulated markets.
Not a consultant who’s read a lot about SEO. Someone who has run SEO for a platform with thousands of indexed pages, with a real team and a real budget — at LeoVegas.
Valerio Francesco Aloi
For nearly five years I was SEO Specialist and later interim Team Lead at LeoVegas, one of Europe’s leading online casino and sports betting brands. I owned the SEO roadmap across six regulated markets — Italy, Germany, Austria, Spain, the Netherlands and New Zealand — for a platform with thousands of indexed pages across games, blog and product content.
I lived and worked from Malta, the industry’s main international hub, with hands-on experience on MGA-licensed operators and locally non-regulated markets — an important and often underrated part of the industry, where the rules of the game differ from nationally regulated markets. I later returned to Italy, continuing the same work remotely until 2026, when the role ended in a company reorganisation.
Today I bring that same experience to anyone who needs to genuinely grow on Google. I’m based in Catania, Italy, and distance has never been a limit.
Work experience
What I did, market by market
Internal performance data from the projects I worked on is confidential and is not published here. What follows is limited to publicly verifiable SERP positions, scope of responsibility and markets.
ItalyTop 3 «online casino»
- 01Owned the entire SEO process from 2021, from technical audit to content strategy to digital PR
- 02Top 3 on Google for «online casino» — one of the most competitive keywords in the industry, in one of Europe’s toughest markets
- 03Top 1 for «live casino», plus games held stably at #1 (Book of Dead, Esqueleto Explosivo 2) or in the top 3 (Aviator, Crazy Time Live)
- 04Blog built entirely from scratch, with a diversified strategy across sports-event and evergreen content
- 05Full CMS migration, custom to new custom, managed personally: sitemap, post-launch strategy, cannibalisation prevention
GermanyFrom zero
- 01Domain authority built from literally nothing through digital PR and link building, in a market where the brand started with no organic base at all
- 02A pillar content strategy that became the single biggest driver of unbranded traffic for the German site
- 03#1 for «blackjack tabelle» with the live casino strategy blog page
- 04A dedicated hub for physical casinos: top 3 for «casino near me» and regional variants
Austria · Spain · Netherlands · New Zealand
- 01Same SEO roadmap responsibility and CMS migration management (custom to custom) across all four markets
- 02Same attention to sitemaps, post-launch strategy and cannibalisation prevention
Malta (MGA)Lived it
- 01Years lived in Malta, the historic operational base of global iGaming
- 02Direct experience with MGA-licensed operators and locally non-regulated markets — a context requiring specific skills: more flexible compliance, but reputation and trust matter even more
How I work
- 01
Technical audit first
No content gets written before the foundations are fixed.
- 02
Content strategy on real search intent
Not on what "should" be written.
- 03
Differentiated structured data
Schema markup by page type, not one generic schema applied to everything.
- 04
Digital PR and link building
Part of the strategy from the start, not an extra bolted on at the end.
- 05
Cannibalisation management
A rare skill, built on complex CMS migrations in production with thousands of pages at stake.
Direct clients,
measurable results
- Clinica VR Catania ↗Site redesign, FAQ and schema markup, blog strategyPaediatric rehabilitation clinic, in a sector where content trust and authority matter more than almost anywhere else.
- Dive On Scuba Center ↗Custom header and footer, brand-specific designDiving centre: a "depth gauge"-themed design built around the brand identity.
- Strano Home ↗Site redesign, custom brand and local SEOArchitecture and engineering practice: full homepage redesign.
What people say
Goal: increase local organic visibility and improve the site’s user experience, in a healthcare sector where content trust and authority are decisive. Result: organic traffic doubled in six months.
The basics
What people
ask about me
Do you work alone or with an agency?
I work directly: you talk to the person who does the audit, writes the strategy and verifies the results — not to an account manager relaying your requests to someone else.
Can you work with businesses outside Italy?
Yes. I work with businesses across markets — audits, strategy and reporting work the same wherever you are.
What can you show from your results in iGaming?
Internal performance data from the projects I worked on is confidential and isn’t published. What I can show are publicly verifiable SERP positions, plus scope of responsibility, years of experience and markets managed.
What languages and markets do you work in?
Native Italian, fluent English, professional Spanish. Direct experience across six regulated markets — Italy, Germany, Austria, Spain, the Netherlands, New Zealand — plus Malta/MGA.
Do you also work with businesses unrelated to iGaming?
Yes: the same methodology — technical audit first, content on real search intent, structured data — applied to a rehabilitation clinic, a diving centre and an engineering practice, with measurable results.
Talk about your market
A free first analysis on one market, no commitment.