SEO 101︰Search Engine Optimisation Basics for iGaming Business

With a growing number of iGaming platforms in the market, it has become a need for iGaming marketers to have knowledge about online gaming content SEO. iGaming, which is also known as the internet gambling market, requires a different set of SEO techniques. It is one of the most competitive fields, which includes some of the most common niches like lotteries, online casinos, virtual poker and sportsbook websites. 

Most of the time, online gambling gets a very bad reputation with the search engines, and therefore the online gaming website requires a strategic and foolproof SEO technique. So, it is necessary for iGaming marketers to have relevant and popular trends in this industry to stand out and get a chance to acquire ranking on the search engine pages. 

There is no doubt about the fact that the iGaming and online gambling sector is a lucrative and fast-growing market that can easily pay off when you use a skill application. There is a need for proper techniques by the professionals to make sure that you are able to acquire great benefits from the iGaming SEO. So if you are someone who is willing to offer SEO service to the gambling industry, you definitely need to have a look at this comprehensive guide. 

A Lot Different from the Typical SEO Campaigns in iGaming Sector  #

Online gaming SEO requires a set of different techniques which involves some of the most common and competitive niches in the iGaming marketing sphere. Therefore, it becomes very tricky for marketers to promote online gambling websites compared to different other kinds of businesses. 

Unlike the common and conventional SEO techniques for e-commerce or other common websites, iGaming SEO Is mostly characterized by cutthroat competition. They were also characterized as spam websites and which is why it becomes very difficult to acquire backlinks, find keywords that are constantly evolving and get legality in some other parts of the world. 

There are many iGaming marketers who prefer staying away from this industry for some of these mentioned reasons. However, a person who has the experience and courage to step into this market might succeed with constant hard work and meticulous attention to detail. However, in order to acquire results and achieving goals, it requires extensive research and continuous hard work. Not to forget, you would need the perfect SEO strategy. 

If you take keywords, for example, new phrases and keywords or continuously being coined every year. So this actually increases the competition among the keywords. Something that you were doing in the previous year will be changing in the next year. So, you have to continuously stay abreast with the trends and make changes in your iGaming marketing strategy. 

If you initially take the most popular keywords of this industry, you can stay sure that it is very challenging to get them ranked in the search engines. You cannot even think about outranking the renowned and reputed online gambling sites that have achieved the ranking with the top keywords if you are just entering this field. So you have to be realistic about your keyword choice. We would always recommend you to target the specialized niche and then create a strategy. 

Competitor analysis is inevitable when creating a casino SEO strategy compared to SEO for other competitive industries. It would be best if you spent a lot of time analyzing the competitor backlinks, progress tracking and identifying techniques that can be useful for you to rank the keywords. This way, you will be able to get a thorough knowledge of this industry and how to proceed with the keywords. 

When it comes to link building, there is no doubt that it is already challenging for other industries, but when it comes to casino websites, it is far more complicated. The reason why is you will not be able to find a site that would want to collaborate with the iGaming service providers. Most of the Webmasters would refuse to accept your request. 

Last but never the least, Google will always have a huge expectation for authoritative and relevant backlinks in order to build trust in the online gaming website. So, if you don’t get quality backlinks, it will not help your website to get the rank. So, if you’re thinking of acquiring low-quality backlinks or from shady sites, it would not provide any help to your marketing strategy. 

However, this does not necessarily mean that you have to give up, as ultimately, the agenda of SEO iGaming remains the same for every domain. Even when you choose an iGaming SEO agency, the ultimate agenda remains the same. 

  • It is all about getting higher ranks in Google as much as it is possible to improve organic traffic and visibility 
  • You have to focus on natural link building. 
  • You need to gain credibility to make your website trusted by Google.  
  • You need to engage the target audience and get them hooked to your website.  

So now you know that the ultimate agenda remains the same; however, the process might differ from other industries. Here we will talk about the best ways or some effective tips that you can use to improve your igaming SEO.   

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Choose an aged domain  #

It is always advisable to consider buying the old domain in order to make a kickstart on link building. It would be more effective if you chose a domain that is created in a specific niche. 

A good and aged domain can be easily understood when it has a good link profile. Make sure that the domain was created several years ago and does not have any spam links with it. This is a bonus if the specific domain is already being listed in the business directory. 

It is critical to start the site either by updating the targeted relevant keywords or with a content overhaul. Make sure that you only include keywords that reflect the current trend of this industry. Even when it has a minimum ranking benefit, when you have an old domain, it can help you to gain trust along with generating traffic for the foundation of your business.  

Make Proper Keyword Research  #

When it comes to doing keyword research for these online gaming sites, it is not as simple as finding the keywords that will be sprinkled across your iGaming website. You have to be very specific as you need to identify the different phrases or search terms. You also have to make sure to find out the competition and how they will be able to offer the best ROI. 

Since the search terms are continuously evolving in competitiveness and popularity, you have to make sure to be informed about them. You also must know that the consumer preferences and laws of the iGaming sector continuously change, which is why you have to be very vigilant about it. Like any other competitive niche, keywords that you found profitable a year ago will probably not yield the best results in the current year 

Most of the keywords you will find observe a decreased popularity over time. For example, if you take “poker online”, it would currently give you a hike of 10%, but “sports betting” is another keyword that has been consistently performing for 10 long years. 

So it is always recommended to find keywords in the specialized niche and find out how they are performing. Take a look at the search volumes, competitive levels, CPC rates and much more. You will always find a lot of long-tail and medium keywords that you can choose from an event target from the online gambling website. Medium tail keywords are a good choice as it offers a proper balance between profitability and challenges. 

You have to make sure that you need to use and implement keywords in the most natural way on your online gaming website. It is also recommended to avoid keyword stuffing along with using unprofitable techniques that can result in penalizing your website by the search engines. However, whichever keywords you prefer to choose to optimize your website, you can only rank as much as it is possible as your business requires maximum visibility for better performance in the long term. 

Make a Proper Competitor Analysis  #

When it comes to a vital part of the online gaming SEO strategy, competitor analysis is one of the best ways to find effective ways to rank. It means that you have to choose the top 10 competitors in your vertical and learn in detail about them. When you make the competitor analyses, you will be able to learn about the ways they are building links and how they are performing over time. 

It would help if you kept in mind that you need to outperform the direct competitors for the keywords that are relevant to your niche and by making a better website. Ensure that you are not trying to beat the biggest competitor in the online gambling sites, as it would not work when you are in your initial phase. 

You should also pay attention to the overall site structure of your competitor. In case they are hosting online casino games, you have to check if each game has an optimized page. So make sure that you explore every site and get complete knowledge about their UI and UX design. 

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Website Optimization  #

You must know that there are multiple elements in a online gaming website that require optimization. A properly constructed and fully optimized website will always have done half of the work required to rank on the search engine ranking pages. 

Each and every page on the online gambling website that is associated with online gaming might rank individually. You can always do that in the search engine ranking if you wish. So you have to make sure that you are optimizing every page with the long tail and medium keywords to acquire great results 

It also means that you have to decide which page you want to optimize for the relevant terms. It is advised to choose one or two keywords which are unique for optimizing. Remember that stuffing keywords can result in spamming your website. 

Off-page SEO is actions taken outside of your own website to impact your rankings within search engine results pages (SERPs) 

It is a vital part of optimization as it includes elements from external pages or other online casino websites that can improve ranking. It mostly includes social media marketing, backlinks, content distribution, etc. Out of all the things mentioned here, link building is the most effective way to optimize your website. 

On-page SEO is the practice of optimizing webpages to improve a website’s search engine rankings and earn organic traffic 

On-page SEO actually means every element available on the website. The elements that describe your website. It must be your priority. Even before the off-page SEO, you have to ensure that your on-page SEO is perfect. You need to check the SEO titles, content, headings, meta description and images. Also, ensure that the keyword positioning is properly throughout the iGaming website and there is no overstaffing of keywords.  

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Make Sure of Your iGaming Site Structure  #

You must know that the browsing experience and website construction are extremely vital. It is true when the online gambling site hosts live dealer games. Even when this can be challenging and an expensive endeavour, you can achieve it by creating a proper strategy. 

You must know that SEO is something that you have to keep doing consistently, but it is a one-time investment when it comes to this site structure. You have to invest your time and resources in creating a fantastic UI to improve your player browsing as well as gaming experience. You have to make sure that your online gaming website can be easily accessed by anyone and looks great to the players. 

While creating the design of the online casino website, you should also pay attention to the page hierarchy. Make sure that it is efficient, clean and logical. It would be best if you always kept in mind that every player, from teenagers to adults, whoever comes to your iGaming website can easily find the games that they want to play. Avoid errors and any faulty layouts. 

In case there are multiple online casino games, you should always choose to build a site structure in a way that will help your players to understand where to find which games to play. Also, use the keyword-optimized page to improve the search results in an organic manner. 

Add Informative Content  #

When it comes to creating gaming content for your online casino website, you have to make sure that it is informative and well written. It is always a better choice as it offers improved chances of ranking in the SERPs. However, you have to make sure that the iGaming content adds value to the users along with sound authoritative. You can always hire a seasoned iGaming writer who understands online gambling sector and can always post better content that does not have any jargon. 

While you create online gaming content, it is always advisable to create relatable online gaming content. Depending on what your iGaming site is focusing on, you have to choose the topics. If you are providing live casino games, you can offer instructions and information about the way to improve the chances of winning the live dealer games. Apart from that, if you’re an information-based website, you should always offer the best information that can help iGaming operators or players get back to you whenever they require any information about the iGaming industry. 

High-quality, useful and original content is always the best. It must be good enough to encourage other links to get backlinks from your iGaming website. Apart from that, it should always have contents that can encourage visitors to engage with your website. 

Some of the best content ideas for online gambling websites include guides and tutorials, unique opinions, casino reviews, facts, industry trends, relevant information and a lot more that can be valuable for visitor as well as your players. 

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Links building is an essential part of the iGaming SEO. When you get high-quality and natural backlinks from authoritative websites, it will help you get a strong link profile and improve the chances of ranking on the search engine ranking pages. 

You should pay attention to not spamming your online gaming site link everywhere. You should know that quality is always better than quality when it is about link building about the casino website. Even if you get a single powerful backlink from any high-end website, it is always better than having 20 low-quality backlinks. 

The better and the most profitable way is to acquire natural links by optimizing online gaming content that can attract traffic to your iGaming website. You can take guest post opportunities as this is an effective way to build quality backlinks, develop trust, and make your online gambling website authoritative. 

What’s next?  #

It doesn’t really matter how much money you have spent on advertising if you do not have a solid SEO strategy for your online gaming website. The strategy that emphasizes competitive analysis, does thorough research and offers great content is the one that will always outperform the competition. 

Apart from this, you also have to make sure of the online casino website design to get your players hooked to your website. You must know what your players are looking for, and hence you should be creating an online gambling website accordingly. No doubt that this is a challenging genre. However, if you are determined and well aware of the trends, you will be able to overcome the challenges. 

Remember that iGaming sector is a huge industry, and if you can carve out your path to success, no one can stop you from getting the success you deserve. 

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