Casino SEO – Agency Guide to Ranking Gambling Sites in Google

Organic has continued to be the most valuable channel for sports betting and online casino companies. There is intense competition and our casino SEO agency is here to help you groo your share.

What is Casino SEO?

This is search engine optimization for domains that are in the gambling market space (it is also referred to as iGaming). This field is very competitive and has sub-areas like lotteries, online casino games, virtual poker, and sports betting.

Internet gambling has a bad reputation with search engines which makes it important for your Search engine marketing to be on-point and strategic. You need to be up to date with the relevant and popular industry trends if you want to improve your search engine results page for online casinos SERP rankings.

With that said, the world of online gambling is growing fast and has become a lucrative one that can pay off with the skilled application of the techniques by you or an expert who has experience with this type of online casino SEO campaign.

The article will provide some great marketing tips for the gambling industry and some gambling SEO tips that if you follow you are going to get great results for your casino site.

person using macbook air on brown wooden table

Casino SEO is tough – Our Casino SEO Agency can Help

You risk having your site blocked by Google or other search engines if you leave the iGaming SEO strategy in the hands of people who don’t know what they are doing. Google has the ability to track the overuse of keywords which is severe in the gambling space. The relevant keywords can appear accidentally on queries that are mostly aimed at kids.

Casino SEO is going to cost a lot. If you want high quality backlinks from authority sources (such as blogs with high traffic and newspaper) via placements or curated inserted links, the webmaster is going to charge a lot of money for publishing it and it is way more than what it costs for other areas. They have a good understanding of the highly competitive market, and the specificity of the gambling websites business, and there are those who refuse to add any hyperlinks leading to gambling sites. Building backlinks to iGaming SEO sites can be hard but our SEO experts can help you rank higher for long term success.

Avoiding PBNs. You might consider a Private Blog Network to be a good way of getting traffic and there are some agencies that encourage it. What people tend to do with this approach is create many websites and publish as much content as they can without focusing much on the quality of content or high quality backlinks.

Why Is Casino SEO Important?

Casino SEO is important because it helps online casinos to increase their visibility in search engines, attract more organic traffic to their websites, and ultimately drive more revenue through increased player sign-ups and deposits. By optimizing their websites for search engines, online casinos can compete effectively with other casinos in the same industry and establish themselves as trusted and reputable brands. This helps to increase customer trust and loyalty, as well as overall brand recognition, which can lead to long-term success in the highly competitive online casino industry.

What SEO Strategies Are Often Used?

SEO takes time, but with quality content, good keyword research, a focus on ways of earning and buying backlinks and some other SEO savvy it can be done and pay dividends. Here are some of the ways it can be achieved.

Quality Keyword Research

Keyword research is important when it comes to casino SEO. This makes a lot of sense because every time when using a search engine, you use keywords. The core of most online casinos SEO campaigns is keywords – this is what the audience is searching and it helps a lot. There are a lot of tools out there that are going to help in researching the words people are typing into their search engines. You can reach your audience when you speak the same language as them.

Once you have the list of keywords, you can begin using them for your on-page SEO, including them in the content, and also finding relevant websites in your industry.

Making your website a home for all topics – be a topical authority

Note down all the topics that the site can be about. You shouldn’t be looking for every keyword variation, but grouping the ideas into idea buckets makes things easier. Each of the buckers will cover a closely related set of pages or cover a page of the site.

If you are a blogger, then a bucket is going to cover each major theme that you will write about like cricket news, soccer updates, basketball updates, etc. If it is a business website, there should be a bucket for each of the products offered.

When you have the list of topics, you can expand them to keywords. Choose a topic at a time and then think about all the ways someone can search for it. What keywords do you want the page to rank for? Putting yourself in the shoes of the user is going to help you find out the words that they used when finding your content i.e. online casinos.

Checking the keywords that work for your site

Before looking for new keywords, you should consider finding the ones that you rank for already. These are those phrases or words that the search engine ranks you well for. This is going to help you figure out the topics related to your site that you have had good results on already.

There are also third-party tools like Ahrefs and SEMrush that will give you a free report and know the keywords the site ranks for. While your current search engine results page is not high enough to start attracting traffic yet, it is a good place to get started.

Using related searches for expanding keyword targets

You can get enough information from Google if you know how and where to look. When you search for a word, related searches are going to appear at the bottom. See the ones that improve your content.

You can also use the Suggest Functionality on Google which can give you a lot of ideas (the ideas Google shows appear when a user types in the search bar). Google can easily do this because they observe the terms being used frequently together.

Writing high-quality content

The good thing is, if you do casino SEO and content strategy right, you can make Google’s algorithm rank your site on their first page. Below are some great tips that will in ranking on the first page of the Google search engine results page.

The Google algorithm is updated every year. But it is always going to favor content that provides users with real value. Content is king, always put this in mind.

Content is effective because it can easily provide answers and grab attention. The content can hook or shoo away your audience. When you have great content, it shows that you are the go-to resource when your customers need help with their problems.

Another important ranking factor in iGaming SEO. When you check out the top articles, you will see robust, well-written, and comprehensive articles. You will find it hard to rank your online gambling sites well when you have thinly written content.

This doesn’t mean stuffing keywords on your page without a clear objective. Your content needs to have value and personality. It needs to have some flavor, the same a cup of coffee gets better with every sip.

Google will favor a page when it has good content. The word count matters, but it is going to do so when it is coupled with engaging and top end content.

person writing on white paper

Website related Improvements for Online Casino Sites

Technical SEO – Ensure that there are no technical problems with your small business site – technical issues such as broken links, duplicate content, and decreased speed can affect your SEO efforts. Duplicate content is going to decrease your SEO, while decreased speed and broken links can increase the bounce rate. Such technical issues hurt your online casino SEO efforts and will negatively impact the viewers, which results in them leaving and visiting another website that is not yours.

Keyword Research – You have to research and use the right keywords relevant to your company because they will help you reach a specific demographic. This will result in the site getting a better ranking on the search engine results page. You can include keywords in title tags, website URLs, meta descriptions, headings, and in content. Use LSI keywords because it will help in avoiding being redundant and keyword stuffing.

You don’t have to focus on using keywords throughout your content, you should optimize the site by focusing on the content created for your audience.

Internal Links – when you add internal links, it directs visitors to other pages of your site which makes them remain on your site for longer.

Website Videos and Images – You should use videos and images on your site because they can help with rankings. They can help in keeping visitors longer on your site, which reduces the tendency of them clicking on another site.

Here are some good marketing ideas to help your casino site to grow.

Link Building Strategy

Blogger outreach and SEO for iGaming brands and sports betting SEO sites is getting harder and harder, and the very best approaches are going to produce great results. A good SEO manager knows that everything isn’t about metrics – but also about the authenticity of sites that were used to get the links in the iGaming industry.

Off page SEO is an important aspect of SEO for gambling sites, and below are some of the benefits of link-building for your site.

The number of inbound links is going to play a big part in determining the popularity of a site or blog and the amount of organic traffic it gets and is integral for off page SEO in the online gambling industry.

An important factor when determining the Google Page Rank of a website is the number of inbound links from a quality website. This is integral to a good link building strategy.

When you start a site or blog, you need to spend the first couple of weeks on link building so that you increase exposure on search engines and kick start your digital marketing campaign for your gambling site.

Google Search always rewards incoming links from an authority website. Good link building strategy doesn’t mean having unlimited links; it is more about genuine links from reliable sites not low quality links. This link building will help you rank in one of the most competitive industries.

Some benefits of link building:

  • More visibility of your site or blog in search results
  • Getting traffic from sites linked to yours
  • When you have high-quality incoming links, it means that the sire is going to be seen as a valuable resource. You can easily do this by creating quality content
  • It will help you get indexed faster in search results

It is an important aspect of search engine optimization

There are different strategies to perform link building:

  • Writing quality content that people link to naturally as part of natural link building
  • Infographics
  • Guest blogging
  • Directory submission – avoid low quality directories
  • Epic videos
  • Following social bookmarking sites
  • Following v.relevant blog comments
  • Writing pillar content and informing bloggers

There are a lot of strategies to choose from, but you need to have a small gambling site because it is a good idea for making a proper plan for link building to gain positive improvements in organic search results.

Combine these with social media marketing and social media advertising where it’s possible to do so for your target audience and watch the results come via your marketing team.

Below are some mistakes people make when it comes to SEO

Failing to make your page mobile-friendly

Professional Casino SEO services are not just about quality content, but also site quality.

It is important to have a mobile-friendly website to succeed in the igaming industry, especially for those who have an online store. Today, more than 70% of online shopping is done using mobile devices.

Keyword and link stuffing

This is where people use too many keywords and quality links because they think the more that they use the better. This is going to be true to a given extent, but when the links and keywords start hindering the user experience, the search engines start marking your gambling sites as low-quality. Your site is going to rank lower. Keyword optimised content is important but don’t over do it or organic traffic will suffer..

Use of old SEO tactics

There have been a lot of changes in the world of casino SEO over the years. The things that used to work well in the past may not work well now and can even hurt your chances of ranking on SERP. Some of them include;

  • The use of tiny fonts to repeat and hide keywords
  • Spamming links and keywords
  • Use of the same color for the background and text to write as many relevant words as possible
  • Comment spam on the site to fake traffic

The above no longer work and search engines have started picking up on them. When they find out that you are using these trucks, they can lower your rankings or even blacklist your site.

Here is a list of FAQs around SEO for the niche.

Misusing or not using tools

Tools are important when growing your site. Without these tools, it would be hard to monitor the performance of your site and make the necessary tweaks. There are a lot of tools to choose from, but there are some you need to use to improve your site’s SEO:

  • Good analysis tool for backlines e.g.AHrefs
  • A tool for analysis of traffic e.g., Analyticmost
  • A tool for keyword research e.g., SemRush or Keywordchef
  • A tool for website performance analysis e.g., GTMetrix
  • Good rank tracker e.g., SERPLab

Such tools are going to help you a lot when it comes to tracking progress and making changes.

Online Casino SEO isn’t an overnight process

Casino SEO services are going to take some time to impact. It can take a couple of months before a new page rank on Google. This is the case even if you do everything right from the start.

This can discourage some people when they are getting started. You shouldn’t give up; just follow these tips and you will start to see great results.

Avoid the common mistakes mentioned above and follow the tips to get the results you desire. Your SEO efforts are going to pay off and you will start to see your page going up the search engine results page. Here is a more comprehensive list of the common mistakes iGaming sites make

Casino SEO has become a must for anyone who runs a business. It is going to have a big impact on the business. There are many businesses out there that have grown through SEO. This can also take a lot of time, which is why many choose to outsource their SEO campaigns for gambling companies they own.

Many business owners choose to outsource their casino SEO services because they don’t have the time and skills to create an SEO-optimized website. The business owner can then spend time creating quality casino content.

Our SEO company is here to help you rank your site and make a success of your casino site.