Case study
slot.uk.com used to rank well. Then it sat on an ageing WordPress theme while the market moved on. The rebuild moves it to fast, hand-written pages one section at a time, with every old address redirected and hundreds of existing reviews left safely where they are until their replacements are ready.
Counted from the release log, 17 to 21 September 2026.
Where it started
Nobody gets fired for leaving an old site alone. Plenty of businesses have lost years of search traffic by rebuilding one carelessly.
Slot Games UK had done well in search for years. Hundreds of slot reviews sat in WordPress, each with its own address, its own links from elsewhere and its own small share of the site's reputation with Google. The design had aged, the offers on the casino cards had gone stale, and the whole thing felt more like a theme than a brand.
The obvious fix was a new site. The obvious fix is also how sites lose their traffic overnight: addresses change, redirects get missed, and a year of rankings disappears in a weekend. Operators also judge a guide on how it looks and how carefully it handles responsible play, so a half-finished rebuild was not an option either.
So the brief was a rebuild that never breaks anything. New pages go live section by section, each one only when it is finished. Anything that moves gets a permanent redirect before it moves. Anything not yet rebuilt stays exactly where it is.
What we did
The homepage, casino hub, games hub, table game guides, news and contact page are now plain HTML, CSS and JavaScript. WordPress still holds the long tail of older reviews, and a plugin dresses those pages in the new header and footer.
Every review that changes address gets an exact, permanent redirect that keeps its tracking parameters. No blanket rules over whole folders, so pages that have not moved are never caught by accident.
RTP, volatility and maximum win come from the game provider's own rules and paytable. Where the source does not state a figure, the review says so plainly instead of inventing one, and a low RTP is explained, never buried.
Reviews are drafted by ChatGPT and Claude from prompt templates written for this site, then checked line by line against the source before they go up. It is how nine reviews shipped in a single day without a single made-up number.
An 18+ message sits above the logo on every page. Free demos load only when pressed and only after the visitor confirms their age. The contact page tells people where to take account problems and gambling worries, before anything else.
A playable poker practice game, guides to roulette, blackjack, baccarat, craps and live casino, saved favourites and site-wide search. The site's digital host, Danielle, is licensed from onlinelad, which keeps the same face across the site, the socials and the ads.
The migration desk
These are real rules from the rebuild. Choose an address someone might still have bookmarked, or that another site still links to, and run it. Each check is something we test before a page is allowed to move.
Anatomy of a review
Tap a number on the page to see why it is there.
slot.uk.com is for adults aged 18 and over. If gambling stops being fun, BeGambleAware and the National Gambling Helpline on 0808 8020 133 are free and confidential. This case study describes the work and links to no casino.
What carries over
A section that is finished can go live today. A whole site that is ninety percent finished cannot go live at all, and that is when shortcuts start.
The redirect list is the migration. If an address is not on it, assume its traffic is gone, and test every line before the new page replaces the old.
Drafting with AI is quick. The review template's job is to make sure every number in it can be traced back to a source a person has checked.
The honest answer on search is that it is too early. We will add the before and after figures here once the new pages have had three months to settle, and only where the owner is happy for them to be published. Plenty of what we learn on a project stays between us and the people who own it.
Book a call
Twenty minutes, your site on screen. We will look at what it currently earns in search, and tell you what a rebuild would put at risk and how to protect it, whether or not you ever hire us.
Book a free 20-minute call