SEO in Gambling Industry – Cracking Top 3 For Those Casino Sites

Casino SEO or SEO in gambling is a term with broad meaning. Nonetheless, if you have any idea of what SEO is in general, you are not lost. It all boils down to Search Engine Optimization (SEO).

Put simply, casino SEO refers to the deliberate efforts you or your team makes to ensure you improve your online presence of your casino website or any other business you might own in the larger iGaming industry.

In other words, all the efforts that are aimed at increasing your online presence and bring traffic to your casino website are what experts in the industry refer to casino SEO.

Before we delve into this interesting topic, it is important to mention that it is not a walk in the park. Yes, conducting a robust casino SEO campaign is no joke. In fact, SEO in iGaming is one of the most challenging SEO endeavors one will ever take.

One of the reasons why it is a tough thing to excel in casino SEO is how complicated the sector is. Nonetheless, it is doable. With consented efforts, you will reap big.

Before we move further, it is prudent to mention that you can only rank at the top of the search engine if you do these two things:

• Use appropriate keywords.
• Only publish high-quality content.

Unlike in the past when the search engine used to rank a site based on the time of posting, today, the search engine, led by Google, picks only the best content that has been optimized using the keywords.

The good thing about casino SEO or any other reputable SEO practices is that once Google realizes your site is doing well, it tends to bookmark your site.

In other words, the search engine crawls on your site every time to see if you’ve posted any new stuff because ‘it believes’ you always post incredible stuff.

Through time, your site will receive organic traffic from all corners of the globe, something that results in you making huge sales in case you have some products to sell. The latter is inevitable.

With that warm introduction of the subject, it is time we start to dig deeper into the real gem.

 

Categories Of Casino SEO

Broad as it may appear, gambling SEO is normally divided into two major components, namely on-page casino SEO and off-page casino SEO.

The two carry the same principles, but the basic principles are applied differently.

 

On-page Casino SEO

On-page SEO is perhaps the first thing you are likely to do on your site. In this segment, you will try to ensure your page, which includes the titles, various headers, photos, the general content, which is the main material for your readers, and any other material is optimized for SEO.

Everything that is published for your reader that has been optimized for SEO is what is coiled in on-page casino SEO.

Although some website owners do on-page casino SEO for themselves, a majority hires casino SEO experts.

These experts understand detailing what is involved in creating perfect content that is not only crawlable and indexed by the search engine but also readable to casino enthusiasts who are looking for information online.

 

Off-Page Casino SEO

Off-page SEO is a bit complicated. It is involves many things that you did not include in on-page casino SEO.

For instance, in this part, you need to identify other intricate things such as content delivery, ties, signals in the iGaming and casino gambling, as well as the various concepts and attempts of social media marketing.

Creating external links from other reputable websites is also part of the off-page casino SEO practice. Links from other sites, especially those in the iGaming niche, will indicate to the search engine that your casino site can be reliable and is authentic.

One thing you need to understand about off-page casino SEO is that it isn’t easy. The biggest challenge for this situation is because you do not have any control of what is published in other sites that link to your site.

As the website owner or the content manager, your task would always be to attract and retain as many clients as you can.

Remember, sites have linked to you not because you have better content than they do.

The sole reason for their linking is for the both of you to share traffic. Your goal as a businessperson should always be to outdo or outsmart the other person. As such, you need to continue bettering your content by constantly improving your off-page casino skills.

 

You should endeavor to attract readers and the search engine to your site with no expectation to let them go. Give your readers reason to click the various affiliate ads and links on your site. They shouldn’t feel as if they are helping you earn money by using them.

Instead, let your visitors know they will benefit more than you when they click on the various ads you’ve placed on your site.

Give them the reason to try their luck and always try to offer better options than your competitor, who in this case redirected the visitors to your site.

One of the best strategies off-page casino SEO experts does is to put the best practices together namely, using appropriate keywords, creating high-quality and engaging content, and showing old and new visitors happy reader feedbacks.

You too should try those strategies that have worked magic for experienced casino website owners.

The other thing you should know is how your website looks like. You may have nice content, create the best payment and odd options, but with an ancient-looking web design, you will hardly go anywhere.

A gambling website should be incredible. Although there is no particular template for all casino websites, the fact is the site should look appealing to the visitor. Having a dynamic template is one of the best practices.

Appealing pop ups also incite one to click. Additionally, having shareable content is key. By the way, how do you shout to the world about the best merchandise if you don’t allow the client you’ve just served to talk about it? Surely!

 

Why is Casino SEO Important?

As mentioned in the above section, casino SEO is a current thing. It is important to the point that without it, your site would lie low. Nobody will realize you have an iGaming site unless of course a few friends you have shared your site url to.

Even so, you may ask, is casino SEO really important? If so, how important is it? Here are some reasons you should ensure you put into practice tactics you learn about casino SEO:

 

Improves Your Online Presence

In a world of business, mere dominance is a gem. Yes, how would you feel if your site would be known as the only and sole provider of authentic news? Happy! Isn’t it? It’s a good thing if any when Google recognizes your site as an incredible source of credible news or products.

In addition, it feels good if sites such as Forbes, New York Times, BBC, The Entrepreneur, and other reputable sites talk of your site.

Their mere mention of your iGaming site does not only elevate you above other sites along the same niche but also help increase the level of credibility.

If you have different writers who contribute to your site, they too will benefit. Their names will be out there. Perhaps they will get the needed exposure, thus reap big from their exceptional writing.

 

Helps Maintain Ranking

Proper casino SEO practice will help your site remain on the top of Google’s indexing. Although many factors come into place, for a site to rank, good casino SEO practices play a leading role.

When a casino enthusiast searches for something online, common sense dictates that he/she will only click on the site(s) that appear at the top of page one of the search engine. No one will pass what pops up first on the search engine to go look for it from a page hidden faraway.

With your casino page showing up in page one, you are able to show to the world what is in your casino website.

The result is making huge returns because you have invested a lot of time, effort, and money in ensuring you put candid casino SEO practice into place.

 

Increased Sales

The most important thing about casino SEO is it increases your site’s sales. Unless you are a news fanatic, most people who start casino websites do so with the aim of earning revenue from ads.

Other casino website owners earn revenue by running affiliate links on their sites. No serious entrepreneur will ask you to place his/her affiliate ad link on your site if the site does not receive a substantive amount of traffic.

With proper casino SEO practice, you are able to command online presence, attract organic traffic, and increase sales from the various affiliate links on your site.

Try as you may, there will be loopholes that are hard to identify, when you are carrying on casino SEO. Unless you identify these loopholes, your efforts to optimize your iGaming site will be futile. Is there anything you need to beware of? Let’s see.

 

Loopholes in Gambling SEO

Try as you may, there exist loopholes that you may not avoid. Nonetheless, you need to keep trying to fill SEO gaps on your casino site. This section points out to seven common casino SEO loopholes that you need to put your efforts to avoid:

 

Use Associates for Links

Employing an in-house affiliate program targeting affiliate ads, banners and other links back and forth your site has been a great tool for a long time. However, this SEO strategy is no longer a valuable tool to your casino business.

One of the reasons for my warning against using this strategy is because a majority of websites in the casino industry presents ‘low-quality content’. As such, they may not be of any much help to your site if your greatest intent is to rank and retain authenticity among casino websites.

Many of the websites (at least a majority that you have come across), often purchase low-quality affiliate links to try to boost their ranking.

It is true that the site may rank for some time, yes, they may stay on top of page 1 for some time, but their ranking is truly elusive.

In a way, although you may think the sites are ranking, the owners know for sure what they have done to trick the search engine to inflate their rankings.

Do you know what chaining is? If you continue to depend on low-quality sites for your backlinking and ranking, your site will suffer from chaining.

In the end, any referral connections from the sites that collaborated to inflate ranking will ostensibly disappear. What is more, Google is likely to penalize all sites that try unscrupulous means to rise through the ranks.

The other thing is websites or porn adverts that pop up on the main screen of your website or launch automatic windows.

Such websites or advertisement cannot guarantee you 100% transfer of SEO interest towards your website.

 

Improper Content Strategy

This is an endless debate. Many people think that if you want to rank, you should do a blog post each day. While that is possible when you are starting a casino website or are running a big website with a huge team, the most important thing to Google or the search engine for that matter is consistency.

As you can see, consistency does not translate to a blog post per day. Instead, it means you maintain a publishing routine. You should also pay attention to your content sharing strategy.

Your readers should expect something from you at the same time every time you publish a new post. That way, they will wait anxiously for your post.

However, as your casino site grows, chances are you will be overwhelmed with work. You will soon find that a site that started to post three blogs per day ends up publishing one blog post per week or a month.

Such poor content strategy does not only affect how your reader perceives your site but also the search engine, which now tends to avoid your site.

After all, what will the search engine come to look for in your site if it knows you only do a post in a fortnight or even 30 days?

The other thing you should always look at is your published content. It is prudent to check on how your published content is performing.

For instance, a candid evaluation of your published content is likely to reveal, among other things, the following key pointers:

• The amount of revenue generated by a page, if any.
• The meaning of the page or post.
• Why a page is getting enormous bounce rate.
• Why the page is loading slowly.
• Whether users connect themselves with a particular page.
• Is the page accessible by visitors who use Smartphones and hand-held gadgets?

Another common content strategy mistake takes place when a site starts to gain traction. Some webprenuers, thinking they have made it in their main site, start a microsite. They reason that the microsite will hold pictures, videos, or even additional content. This is wrong!

One of the major problems with microsites is they are usually assumed by serious visitors. It does not take long to realize that microsites don’t gain as much traffic from the core site as owners thought.

The other mistake many of those who initiate it make is to embed a video with a ‘DOWNLOAD NOW’ button. Your visitors deserve respect. They need to know what it is they are downloading and most of all, the benefit they will get upon downloading whatever it is you are asking them to download.

 

Targeting Keyword Only On Landing Pages

If you have had a casino site, then you know this is the most challenging problem that mars all iGaming sites. Because they want to rank fast, casino sites owners always put more emphasis on landing pages. While there is no harm in putting effort on a web page, the trap is overdoing it on one page while forgetting about the other pages that might be important as well.

In other words, web owners put a lot or too much pressure on one page to rank than it is necessary. In the end, they forget many other important pages and things that may boost overall page and site authority.

Many of those who fall in this trap often strive to rank one keyword on a page, usually a landing page that either has low-quality content or has a bad structure.

Thankfully, you do not have to fall into this trap. You can try to solve this problem once and for all.

First, try to publish only high-quality content on your landing pages. Second, make sure whatever content published on those landing pages (text, videos and or images) is well-structured.

You cannot convince anyone that the page is well-structured by starting it with a video that does not have any text to explain to the reader what the video is all about.

Thirdly, ensure you place your keywords in strategic positions. Just like in other important pages, keywords on landing pages need to be strategic. Needless to say that your content will not read well or even rank if you do not include the main keyword in H1, H2 or any other Hs, somewhere in the body, on a picture or video, and on the last paragraph.

 

Lack Of Long Sightedness

Do you read and wonder what the hell does casino website have to do with eyesight? Well, relax! Everything you do, especially running a casino website, needs one to stay focused, remain ambitious, and if anything look at the longer projection.

Some folks reason, “We look at our site to rank in the first position, even if it is for only six months. Even if we don’t rank thereafter, we’d have had a mark. After all, many people are looking for their websites to hit that position, even if it was for only a few minutes a day, but they will never. For us, it would be a plus.”

While that isn’t bad reasoning at all, those who reasoned that way are no longer in business to date. In fact, that was considered good reasoning some 5 years ago. Nonetheless, that doesn’t work now, especially for those that are in the dynamic iGaming industry.

The other good thing that is worthy knowing is that the search engine, particularly Google, has changed its strategy on how it deals or penalizes those that violate ranking laws. Unlike in the past where you’d lose your main keywords as well as your website’s position within minutes, today, you are given some more time.

Besides, now, then any other time in the history of the search engine, you can get in touch with a Google engineer and have the expert listen to your grievances. If the grievances are genuine, you are given room to adjust, then you may have a chance to retain your position.

The good thing about this new strategy is that some web owners who have shown resilience and are able to adjust the mistakes, have even gained better ranking than they were before the penalty.

However, these new changes are not easy to play with. In fact, the whole process is likely to last weeks. Sometimes, others who have found themselves on the wrong side claim it took months to regain back their position.

As you may beware, it takes substantive reasoning, justification, substantiation, and time to convince Google that you are genuine.

In other words, gaining the search engine’s trust, especially Google, after losing it will cost you time, and sometimes lots of money on your content manager and casino SEO expert to fix mistakes.

The worst-case scenario I’ve heard is when this problem gets a major brand. In most cases, this is always the case. Many people who’ve immersed themselves in the casino business always have several big or small casino sites. You remember me mentioning a microsite earlier.

If it happens that Google realizes the brand has other sites in the iGaming industry, chances are the search engine will penalize other sites as well.

Although it doesn’t happen all the time, there is a likelihood that Google will bring all your sites into one radar, thus penalizing you wholesome.

However, for Google to penalize you this way, it must be that you are using the same poor content strategy across all your sites.

For repeat offenders, trust you me that Google will harm your sites, something that is likely to take you off the track forever.

In other words, do not lie to yourself that the search engine, or Google for that matter, will not unearth you. It will because it is almost inevitable to leave a mark behind.

Therefore, rather than having a shortsightedness, be focused. You do not want to be a type of webmaster that wants to rank for a single keyword for one night, then disappear from the search engine forever.

In the iGaming business, just like in other businesses, you’d want to remain not only in the game but also be the leader in the game.

That way, you will be able to command volumes, have endless visitors across the year, and earn unlimited amounts of commissions many years after you hit retirement.

 

No Mobile and Tablet Optimization

It is true that many gambling companies have created fantastic applications that work on tablets or hand-held gadgets. The applications are super with incredible features. However, there has always been an oversight.

Many of the websites I have seen personally are not mobile-friendly. This is especially the case when it comes to blogs or text.

Because the part lacks tablet/hand-held device optimization, readers are unable to take part in the conversation. In the end, it is unlikely that webmasters do not know what their readers, especially those that use hand-held devices, have to say.

As you well know, lack of user-engagement reduces website’s conversation rates ostensibly.

To curb the problem, make sure your website is mobile-friendly. In fact, you should know that many readers now use their hand-held devices in doing virtually everything in their lives thanks to the various applications.

 

Super Competitive Domain

There is no lying that unless you are superhuman, you are not going to hit it if you choose a super competitive domain.

Well, you may argue that you will do things differently from your competitors. That is right.

However, you should also remember that several other webmasters have argued the same, but they have not been able to deliver results.

You will do better if you avoid a super competitive domain. In fact, many people have learnt the trick of staying aboard by avoiding investing their hard-earned money in super competitive domains.

You too will be on the safe side if you avoid those good-looking domains that will require you to use lots of money to stay afloat.

 

Extensive Opportunities (An Ever-Changing Industry)

Indeed, it is a trap that befalls many people. The spirit of many entrepreneurs is to seize any opportunity that would help them get an extra penny.

However, it is not always the case. Although a few finds those golden moments to expand their businesses, a majority fails.

One of the main reasons for the massive failure is the nature of the iGaming industry. The casino business you started six months ago would be extremely different today. It might even be obsolete a fortnight from today.

If you have made it to the top position in the search engine using the one or two sites, try as much as you can to improve the current business.

There is no harm in expanding, but caution is needed. Otherwise, it’d be like jumping from the frying pan into the fire.

 

SEO Tips For Gambling Websites

Not all is lost. Numerous SEO tips have helped many casino webmasters stay at the top. I believe that if you employ these tips, you too will not only rank but also increase your casino website conversations.

Here are 9 things you can do:

 

Conduct An SEO Audit Report

A comprehensive SEO audit report on a regular basis will reveal many things about your site. In fact, from the report, you are able to ascertain the various parts that need your attention.

When conducting an audit aim at adjusting whatever loopholes you find on your site.

 

Keyword Research and Competition Analysis

Conduct a proper and in-depth keyword research. From the research, you are able to know which keyword(s) get the best search results.

Upon identifying the keywords that rank, be the first one to use them, knowing that the moment you delay, your competitor is also on the watch.

Good keyword research will reveal what your competitors are using and in the end, you are able to know the keywords that rank and be able to use them.

 

Carry Out Proper Content Planning And Optimization

Plan your content. Yes, you should put down a proper content publication strategy.

A good strategy is the one with specific publishing date that is carried on a regular basis. Remember, we talked about this in number two above.

It would not be a good content strategy if you publish an article in different times inconsistently (four times in the first month, twice the second month, six times the third, once the fifth month and so on).

You should be able to show the search engine the kind of webmaster you are. You must be consistent.

 

Strategic Site Structure

Having a strategic site structure is another thing that will help you big time. I mentioned something about shoddy landing pages earlier.

On the contrary, if you have a properly arranged website, that depicts the iconic and ever-dynamic iGaming industry, you will not only rank but also retain your clients, who coincidentally include youngsters who need good-looking sites.

Your site will not be referred to be as structured if it focuses on text, videos, or photos alone.

You should up your game by integrating those three main things and present them to your visitor the best way you can.

 

Casino Website Optimization

The other important tip is optimizing your content. All your clients should be able to access your site irrespective of the gadget they use.

For instance, it should not be a problem for mobile users to view a photo of their favorite roulette or blackjack game.

It should be the case with desktop or laptop users. They should be able to read all the text put on your website with ease.

 

Link Building

“If you want to go faster, do things alone, but if you want to go far, do things with others,” goes an ancient saying.

True to those words, many webmasters have done things faster when they did things on their own.

However, as is things are in other sectors, you need others if you want to go far. I don’t mean your competitors, but you need to identify a few people within the iGaming industry that have the same view and mind as yours.

These people will help you create a robust community. Together, you will create several notable links that will help you share and or exchange clients back and forth.

 

Consistent Content Creation and Publication

I have talked about this earlier. When you publish content on a regular basis, you are not only showing the search engine that you are credible, but it is a practice that helps your visitors to trust you.

As you continue publishing the search engine and your visitors will build credibility in you.

From experience, when you publish content on a regular basis, you are simply telling the search engine and the reader that they can trust you have something they need.

There is no difference with brick-n-mortar business. You will lose trust if every time you cross the road to look for your favorite coffee brand but can’t find it, you will not go back the next time.

Your readers too will soon feel tired. They will cease from visiting your site. Instead, they will look for your competitors to quench their gaming thirst.

 

Lead Generation

Unlike most sectors, gambling incorporates many things that include legislation, psychology, and other trending social issues.

Starting from celebrities, fashion brands, various sports and sports personalities, advertising and marketing techniques, the industry is so enormous that unless you integrate these things; you are most unlikely to crack it.

Therefore, do not just publish games thinking that they can only make you attract clients to your site. You need to give your visitors a ‘full cup’ or a whole blend of what the iGaming industry presents.

 

Monitor Results And Conversion Rates

You will not know if your business is performing unless you check things such as current conversion rates and results from the money tabs.

You may have many clicks that are from bouncing clients. Those clicks mean nothing. In fact, they are likely to harm your site.

To get a better feel of the results, compare and balance the number of clicks and the results on the money tabs.

If they tally, you do not need to change. However, if the number of clicks outweighs the amount your site makes each month, you need to change your strategy.

One way is by doing this next thing.

 

Showcase Reviews

This strategy is old but works magic. When you showcase positive reviews from satisfied clients, it is easy to convince a new client who is eager to win a game and probably earn a prize. When showcasing reviews, do not overdo it.

Some people appreciate a little of negativity, which shows honest criticism.

When choosing, which comment you will include, do not publish outright negativity.

 

Final Thoughts

To this end, you have known what casino SEO is, the main categories, benefits of proper casino SEO, loopholes in the iGaming industry, and the expert tips that will help you to continue bettering your business.

Remember, too, that your clients come from different areas and locations in the world. Besides, they use different gadgets, something that reminds you to integrate and optimize all your content for desktops, laptops, and for those that use mobile gadgets.

Finally, know that this is business. As such, remain focused. Your casino business should not be a onetime job, but a business empire built to last. You need to continue earning while seated.

Find like-minded people who, together, you can build links as you serve your visitors by creating and providing shareable and downloadable content.