The document summarizes how an online gambling company used search data and SEO metrics to identify acquisition targets and measure organic performance improvements. Key points discussed include using search intelligence data to support M&A decisions and increase synergies between departments, reviewing processes for prioritizing thousands of landing pages, analyzing market data on popular search terms and competitors' performance, and how acquiring a company called RocketX improved the company's search volume and domain authority in the UK casino games space. Metrics like organic score, referral links, and keyword growth forecasts were examined to identify acquisition opportunities and sustainable organic growth areas.