BylineCoverage was built on a simple belief: sites in the hardest niches in search deserve digital PR as rigorous as the journalism it earns coverage from. We are iGaming specialists first, and that experience now carries across every YMYL sector we work in.
We founded BylineCoverage in 2025 because too much "link building" in gambling was just dressed-up link buying - fragile, risky, and a liability waiting for the next core update.
Our approach is the opposite. We come from newsrooms and performance SEO teams, and we only earn links the way Google actually wants them earned: through genuine, newsworthy stories that journalists choose to publish. Interviews with retired professional footballers and athletes are our signature - real people, real angles, real coverage.
iGaming is where we started and where we still do most of our work. It is also the toughest YMYL vertical there is, so the process we built for it transfers directly to the other categories search engines scrutinise hardest - CBD, crypto, forex, insurance and finance. The barrier is identical in all of them, and so is the answer. You can see how that plays out across every sector we work in.
A small senior team rather than a layer of account managers. You deal directly with the people who develop the angle, make the pitch and run your campaign.
People who have worked on the other side of the pitch and know what a features desk will and won't run. That judgement is why our stories land instead of filling a spam folder.
A decade of technical and performance SEO across regulated verticals. Every campaign is designed around the pages that need authority, not around whatever coverage happens to be easiest.
Years spent working with gambling affiliates and licensed operators - the toughest YMYL vertical there is. No learning curve on your brief, and no explaining your market to us.
Named contacts across national, regional and sports media, built over years of delivering stories that stood up. Relationships we protect by never pitching something that doesn't.
Direct working relationships with retired professional footballers and athletes across every level of the game - the asset most agencies have to go and source before they can even pitch.
Working knowledge of the constraints that apply in gambling, CBD, finance and forex, so angles earn coverage without creating a compliance problem for your legal team.
The same six steps run on every campaign, in every sector. No black boxes.
We look at your site, your priority pages and the competitors outranking you, then tell you honestly whether digital PR is the right lever - and whether we are the right people to pull it.
We monitor the news cycle and propose the story: which retired professional, which data set, which reactive moment. You never have to brief us on who is available - that is our job.
We conduct and produce the interview or study in full, and write the accompanying blog post for your site. Everything is edited to a standard a features desk will accept without rework.
We pitch named journalists we already have relationships with, matched to the angle. No media-list blasts - the right desk, with a story that fits what they actually cover.
Every placement is mapped and tracked. You get live links, syndication, do-follow status and anchor text, so coverage can be read against ranking movement rather than guessed at.
A dedicated contact throughout, flagging placements as they go live and making sure the next campaign builds on whatever the last one earned.
In regulated categories, the wrong link is worse than no link. These are not preferences - they are the reason our clients' profiles survive core updates.
We don't buy links, and we don't pay publishers to run stories. Every placement is earned on the strength of the angle, which is exactly what makes it durable.
No private blog networks, no link exchanges, no directory dumps. These are the footprints search engines are best at detecting and discounting.
We only work with properly licensed and regulated businesses. If a site isn't compliant in the markets it targets, we won't take the brief.
Every interview is real and every data study uses genuine data. Our publisher relationships are the business - we won't spend them on a story that doesn't stand up.
Angles are built to earn coverage without straying into regulated claims - health claims in CBD, advice or return claims in finance and forex. A placement should never become a liability.
Tell you straight if digital PR isn't the right lever for your site right now, or if your budget is better spent elsewhere first. We'd rather lose the brief than run a campaign that can't work.
Where our campaigns have been featured
A real company at a real address. Drop in, or start with a call - we come back on every enquiry within one working day.