SEO iGaming Strategies: Increase Brand Awareness

Experts of the Casino Market company will reveal the secrets of the successful promotion of an entertainment platform in 2024 and tell you which tools and strategies need to be used to achieve the best indicators in such aspects as traffic, conversion, and ROI.

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Why Gambling Portals Need SEO

The tool increases the visibility of a website on the Internet. The main goal of operators is to improve the position of their platforms on SERPs and attract new solvent clients.

Marketers focus mostly on Google and Yahoo. International systems index millions of digital pages, storing them in databases. After that, they are ranked based on the following factors:

• content;
• credibility;
• gaming experience, and many others.

The task of advertisers is to do everything to make online casinos more popular.

In the gambling niche, SEO is an extremely important tool for digital growth. It generates 60% of organic traffic (much more than other promotional methods).

Such an audience consists entirely of those people who actively search for information on gambling and quickly turn them into regular customers.

The implementation of SEO mechanisms makes it possible to quickly and easily get access to the necessary data. Thus, the website becomes understandable and attractive for both players and B2B partners.

The tool includes 3 main divisions:

• internal optimisation of the portal;
• generation of relevant digital content;
• work on behavioural factors to increase the KPI of an iGaming project.

The option is the so-called least-fun. The first improvements in visibility on Google will not be noticeable until 2 or 3 months after the changes are made. However, the benefits of this type of promotion will persist. The attracted users will constantly visit a virtual casino for many years.

Advantages of SEO Strategies

Let us consider the main advantages of the solution:

1. The influx of targeted Internet traffic. These are clients who are interested in a long-term stay on the entertainment platform. They rarely act impulsively, carefully study information about the portal, and start playing at medium limits. Such people are very active, gladly participate in thematic competitions, tournaments, or promotions, and become the core of a large-scale group of gamblers.
2. Improvement of communication with customers. The key task of any SEO specialist is to create the most convenient resource with a clear structure and relevant data. The more understandable and informative a website is, the higher positions it will reach in search results. Top-quality navigation and content also make a good impression on regular users. The duration of their sessions and the cost of the average check increase.
3. Enhanced security. SEO experts are working to improve page loading speed and adaptability to devices with different screen resolutions, as well as eliminate errors and change the platform’s architecture. All this improves the technical condition of the resource.
4. Increased iGaming brand awareness. Regular appearance in search engine results helps punters better remember online casinos and differentiate them from the competitors’ offers. The use of SEO allows operators to perform various tasks. This is not only the greater coverage of the target audience but also making the company more recognisable and strengthening its reputation.
5. Reduction of marketing costs. All expenditures are aimed at improving the quality of digital portals and user experience. Entrepreneurs spend money only on things that bring lasting measurable results and raise their income.

Features of SEO in the Casino and Betting Niche

It is not an easy task to promote iGaming platforms, and here is why:

1. Strict regulation of the sector. In many regions, entertainment for money is prohibited, and in others, promotion is subject to several government restrictions. Due to possible risks, Google often refuses to rank iGaming sites, which creates additional difficulties for advertisers.
2. Dubious image. The claim that online casinos are an honest and legal business is becoming more and more popular, but older people are often mistrustful of the whole concept, and it is quite difficult for them to change their minds. Information about the spread of fraud causes controversial associations. Therefore, it is worth promoting gambling portals carefully and within the framework of current legislation.
3. Rapid industry development. To keep up with trends, operators need to work continuously, constantly add/update information, and modify their approach to advertising. Otherwise, online casinos will be poorly ranked by Google.
4. Fierce keyword competition. Such accents are essential for quick promotion of platforms and their long retention at the top of search engines. To remain in demand and receive a stable influx of clients, operators should offer high-quality and unique products.

The presence of a special version of the site that is designed for gadgets became an important component of success.

In 2021, Google changed the rules for ranking pages on the Web and introduced the Mobile First trend. This is indexing with priority for such content when the robot analyses casino pages launched on smartphones (and their URLs) and only then the desktop analogues.

If a gambling portal does not work well on personal devices, then its position in search results deteriorates.

The mobile and desktop experience should be the same. This is the only way to achieve high indexing and drive traffic. Entrepreneurs also need to check hreflang attributes and verify ownership of all versions in Search Console.

According to Google, the overall impression from a page (and its indexing) depends on several factors:

• loading speed of main content (LCP);
• waiting time before the first interaction with games (FID);
• Cumulative Layout Change (CLS).

Instruments That Are Worth Investing In

SEO is a broad topic with a lot of useful mechanisms and approaches to casino marketing. Much depends on the current and long-term goals of the company, the starting budget, and the type of cooperation (independent advertising or cooperation with marketers).

The main expenses for SEO optimisation:

1. Content filling. This includes articles, recommendations, descriptions of products, rules for the use of payment systems, etc. High-quality and structured content increases the likelihood of attracting new visitors to the casino, so it is worth investing in it first.
2. Building a reference base. It makes the resource attractive to search robots and contributes to its rapid promotion. There are different types of links in marketing: from inexpensive and massively purchased crowd ones to high-quality outreach options. In iGaming, links from social media platforms work well but, in this case, business owners need to take into account advertising restrictions on Facebook, Telegram, and other instant messengers.
3. Additional expenses. This includes the cost of developing, adapting, and translating a portal, as well as renting a domain name, hosting services, installing a reliable VPN, creating a website mirror, and much more.

SEO promotion can be significantly simplified thanks to the use of such professional analytics systems as:

• Google Search Console (GSC). The tool reveals detailed statistics on key queries that generate the highest number of impressions, their average position, click-through rate, and other parameters. Using GSC, specialists can monitor the dynamics of online traffic and identify pages with low CTR (click-through rate) or errors that negatively affect rankings.
• Google Analytics. The service displays behavioural indicators of both regular players and newcomers: detailed analytics about what users do on the website, what links they click on, how they view information, etc.

Effective SEO Strategies in Gambling

This is a search engine optimisation plan that includes key promotion goals and objectives, as well as time and budget constraints. It also indicates the expected performance of the volume of Internet traffic, conversion rates, and ROI.

Let us consider the most popular strategies:

“Fast Traffic”

This path is often chosen by iGaming startups and young studios that have just entered the market and want to gain a foothold in it. Such an approach is suitable for beginners with a modest starting budget and limited time frame.

Features of SEO optimisation:

• creation of the maximum possible number of landing pages (for example, for each gaming category or the most popular slot machines);
• work on the increase of the number of entry points into virtual casinos;
• buildup of the reference mass.

The main goal of the strategy is to quickly enter the iGaming niche. For this reason, the quality of the material (links and content) temporarily goes into the background. When operators receive a stable influx of audience, the issue of thoroughly preparing the product range may be considered once again.

“Consolidation of Positions”

The option is suitable for small and medium-sized businesses that have been working on the market for at least a year and want to establish their authority. Such enterprises are already included in the top 30 of search results, and their main task is to obtain interested Internet traffic and targeted leads.

Nuances of promoting iGaming resources:

• emphasis on the quality of pages and test material, as well as the correct placement of meta tags;
• increase in the website’s conversion rate (transition from views and clicks to targeted actions, such as registration, deposition of funds for the first time, and launch of games);
• work on the relevance of pages for key queries.

To implement the strategy, entrepreneurs will need more time, but it will provide higher returns in the form of online traffic growth and an influx of solvent customers.

“Market Leader”

The goal of this path is to bring digital casinos to the top 3 positions on a wide semantic core of search queries. This approach is often chosen by leading companies that control a significant market share (from 15%).

Features of marketing activities:

• emphasis on internal optimisation, improvement of site usability, and introduction of various features;
• provision of high-quality branded content;
• original methods of presenting information (video, infographics, and multimedia elements).

Operators will need a professional SEO audit of their gambling platforms and a thorough analysis of competitors’ search queries. Key actions will be aimed at external project optimisation. This is the publication of review articles on thematic portals, posting positive feedback, and overcoming negativity.

Working with search tips plays an important role. Online casinos need to be included in Google’s list of recommendations because it provides relevant traffic. The main disadvantage of this approach is high implementation costs.

E-commerce

This is a strategy of large online stores, which is successfully used in gambling. Here, instead of goods, games (slots, cards, and fishing) are utilised.

It is possible to promote pages with specific titles (for example, the popular Space XY crash entertainment) or entire categories (like themed slots or digital jackpot solutions).

Entrepreneurs independently select the key search queries and pages that they want to promote first. At this stage, professional internal linking and indexability of the website, as well as the publication of positive reviews (in online casinos and on external thematic resources), are extremely important.

For an e-commerce strategy to achieve real and measurable results, business owners need to conduct regular audits of the technical condition of the portal. Due to the huge number of pages, frequent indexing errors may occur, which can lead to a decrease in the quality of leads.

The Main Things about SEO Promotion in Gambling

A set of special measures is aimed at improving the position of entertainment sites in search results.

• The advantages of the tool include an influx of solvent traffic, improved communication with already registered clients, and enhanced security. The decision to invest in SEO is beneficial since it brings long-lasting and measurable results. Attracted players become regular customers for many years.
• Promotion of this type is associated with internal website optimisation, improvement of its usability, and adaptation to Mobile First indexing requirements. It is also necessary to increase the link weight and post relevant content.
• The choice of SEO strategy depends on the goals and budget of entrepreneurs, the current positions in search results, as well as the level of competition in the market as a whole and in the selected segment.

The Casino Market studio offers the following useful services:

• development of HTML5 slots based on individual sketches;
• business plan writing;
• security software integration;
• launch of Bitcoin casinos, and much more.

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James Burton The Casino Market partner, the owner of the gambling establishments’ network

Have questions or want to order services?
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• e-mail: manager@casino-market.com
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• feedback form.