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.
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:
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:
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.
Let us consider the main advantages of the solution:
It is not an easy task to promote iGaming platforms, and here is why:
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:
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:
SEO promotion can be significantly simplified thanks to the use of such professional analytics systems as:
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:
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:
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.
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:
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.
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:
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.
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.
A set of special measures is aimed at improving the position of entertainment sites in search results.
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