Having provided online casino SEO services in 2014, our casino SEO agency has witnessed fast growth and fierce competition happened in the online casino industry.
The number of online casinos (supply) is growing much faster than the players (demand), thus fighting for the same pool of players.
Before you solve a problem, you must know the causes.
As the pioneer in the casino SEO industry, we found out that below are the top 4 challenges of online casinos:
- Lack of visitors.
- Paid ads or influencers didn’t attract real players.
- Traffic suddenly drop after Telco/authorities banned the website.
- Members switch quickly to other online casinos.
Online casinos are working hard to attract and retain members – giving more bonuses and rebates, offering more casino games, and providing better customer services.
While all the above mentioned are vital, it is even more important to bring in new players – especially if they are already searching on search engines.
This is where casino SEO (Search Engine Optimization) campaigns come into play.
A carefully designed SEO for casino or gambling SEO campaign can help to:
- Attract unlimited genuine players who place deposits.
- Get found on different game keywords.
- Still able to rank high with a new website even if the old one gets banned.
- Convert your online casinos into money-making machines.
Why Does Casino SEO Need to Be Managed Differently?
Online casinos are one of the most competitive industries in the world. Using common digital marketing will not get you to the top of search engines.
For example, casino SEO backlink building and casino technical SEO are totally different from ordinary SEO campaigns.
To outrank your competitors in terms of organic traffic, you need customized strategies for online casino SEO.
This is how eCasino casino SEO agency can help you.
SEO for Casino – Valuable Statistics
If you are still wondering whether to hire a gambling SEO agency or not for your online casino, here are some interesting statistics:
- The online casino industry’s value is anticipated to increase to $100 billion in 2026.
- The online gambling revenue was $66.67 billion in 2020.
- The Covid-19 pandemic has brought over 64% of individuals to spend more time in online casinos.
Comparing Casino SEO to Other Marketing Channels
SEO vs PPC (Pay-Per-Click)
SEO: SEO proves cost-effective in the long term, requiring initial resources but yielding essentially free traffic with no per-click charges.
PPC: PPC demands payment for every ad click, which can accumulate expenses, making it more costly over time.
2. Credibility and Trust
SEO: High organic search rankings convey credibility and trust, with users often favoring organic results over paid ads.
PPC: PPC ads are distinctly marked as “sponsored,” occasionally raising skepticism or authenticity concerns among users.
SEO: Achieving high rankings in SEO tends to endure with continuous quality maintenance, delivering a stable source of organic traffic.
PPC: PPC yields immediate but temporary results; once ad spending ceases, visibility diminishes.
4. User Intent
SEO: SEO aligns with user search intent, targeting those in research or purchase phases, making them valuable prospects.
PPC: While PPC can target keywords, it may not capture user intent as effectively as organic results.
5. Ad Blockers and Ad Blindness
SEO: Ad blockers and ad blindness don’t impact SEO, ensuring content reaches users unhindered.
PPC: PPC ads can be blocked or disregarded, reducing their reach and visibility.
SEO vs Social Media
1. User Intent
SEO: SEO focuses on users actively seeking specific information or products, resulting in higher-quality, engaged traffic.
Social Media: Social media users aren’t consistently in a buying mindset, often seeking entertainment or social interaction, posing conversion challenges.
2. Long-Term Sustainability
SEO: SEO sustains long-term visibility in search results, delivering organic traffic over an extended period.
Social Media: Social media content has a brief lifespan, quickly buried in users’ feeds.
SEO: High organic search rankings are perceived as credible and trustworthy, surpassing the authenticity of social media posts.
Social Media: Credibility on social media hinges on profile reputation and interaction nature.
4. Targeting Precision
SEO: SEO allows precise user targeting based on search queries, particularly for those showing commercial intent.
Social Media: Although you can target demographics and interests on social media, user intent varies, complicating precise targeting.
SEO vs Email Marketing
1. User Intent
SEO: SEO attracts users actively searching for information or solutions, often in the research or buying phase, signifying strong intent.
Email Marketing: Email marketing reaches users interested in your brand or products, though they might not actively seek information.
SEO: SEO becomes cost-effective upon securing high rankings, with no additional traffic costs.
Email Marketing: While affordable, email marketing expenses rise with list size and campaign frequency.
SEO: SEO ensures sustained visibility in search results, securing a long-term source of organic traffic.
Email Marketing: Email marketing effectiveness may wane if subscribers disengage or unsubscribe.
4. Trust and Credibility
SEO: High organic search rankings enhance website and content credibility.
Email Marketing: Trust and credibility in email marketing hinge on content quality and subscriber relationships.
SEO: SEO captures a broad and diverse audience, subject to search engine algorithms.
Email Marketing: Email marketing relies on list size, which may have limitations.
Our Casino SEO Process
Upon a quick discussion of your goals, here is what our SEO for the casino process looks like:
Step 1: Casino Website Audit
Our iGaming SEO experts will perform an extensive online casino audit to examine all the technical problems that are hurting your SEO performance.
To give you a few examples, we will examine the backlink quality, crawl issues, keyword cannibalization, loading speed, website mobile-friendliness, and URL architecture.
We have done it for hundreds of online casinos and we have the most advanced tools to do it.
Step 2: Casino Keyword Research
Keyword research is probably the most critical step for an online casino SEO campaign.
This is because you want to attract the right audience that is actually paying you.
We will develop a huge keyword database related to your online casino. We will also analyze all your low-hanging fruit keywords – keywords that are already near the top of Google. This unique tactic would speed up the results.
Step 3: Casino Website Optimization
Our casino SEO programmer will optimize your website based on the issues that we have found throughout the first step. It is absolutely fine if you have your own programmer to carry out this task. We will prepare the points and send them to you.
After this step, your user experience and technical aspects will be spot-on. Now, your online casino is all set to rank well on search engines.
Step 4: Casino Content Strategy
Upon understanding the keyword search intent and the current top-ranked listings, our casino SEO agency will design masterpiece content that outranks the competition.
Our casino SEO agency builds content assets that both Google and your audience will enjoy.
Step 5: Casino SEO Link Building
Believe it or not, we analyzed more than 7,000 backlinks for online casinos before establishing our casino SEO agency.
We have all the resources needed when it comes to link-building for casino websites.
Even better, we create only backlinks that will be appreciated by the search engines, instead of getting penalized while you are sleeping at night.
SEO for casinos requires a lot more attention than ordinary SEO. We will send you a monthly report to keep you informed about the results and completed work.
Promotion Objectives of Casino Sites
Acquiring new players stands as a fundamental objective for casinos. They strive to augment their registered user base through enticing incentives like sign-up bonuses, free spins, or no-deposit offers, which act as powerful lures for new registrations. In an industry witnessing the emergence of countless new casino sites each month, promotions prove to be a vital tool for player acquisition.
Nurturing player loyalty assumes paramount importance. Loyalty programs, exemplified by VIP clubs, extend exclusive rewards, customized bonuses, and cashback schemes to maintain player engagement. Consistent, recurring promotions, such as weekly reload bonuses, tournaments, and cashback incentives, are indispensable for ensuring players keep returning for more.
Elevating brand recognition and trust necessitates a multi-pronged approach. Our casino SEO experts excel in crafting top-tier content that educates players on casino games, responsible gambling, and industry trends. Active participation on social media platforms facilitates the establishment of a strong player-casino connection, offering exclusive promotions and fostering a vibrant community atmosphere.
Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) constitutes a pivotal facet of online casino marketing. It revolves around the enhancement of website and marketing efficiency to elevate the percentage of visitors who undertake desired actions, like signing up, making deposits, or engaging in gameplay. Leverage data analysis tools, such as Google Analytics, to scrutinize user behavior, demographics, and traffic origins, pinpointing areas necessitating improvement.
Increase in Deposit Amount
Online casino promotions wield substantial influence over deposit amounts by presenting alluring incentives that inspire players to commit larger sums. Popular strategies encompass welcoming bonuses, reload offers, high roller bonuses, cashback incentives, deposit-based tournaments, free spins upon deposit, tiered loyalty programs, referral schemes, time-sensitive promotions, personalized offers, and progressive jackpots.
Our adept SEO content creation strategy significantly bolsters organic traffic for your casino site. Through the production of informative and captivating content that revolves around promotions, including blog posts, articles, and guides on maximizing bonuses, game strategies, and prudent bankroll management, we not only attract organic search traffic but also prolong user engagement on your site, resulting in a more robust online presence.
6 Best Online Casino Search Engine Optimization Tips (2023)
Website architecture, in our experience, is often an overlooked yet important aspect of an iGaming SEO campaign. Ideally, all your landing pages should be easily crawled and indexed by search engines.
If you’re not sure, simply consult with professional casino marketing agencies like eCasinoSEO so that we can analyze your website architecture.
Mobile friendly is undoubtedly important to long-term casino SEO success.
Many online casinos created a separate version for mobile pages but incorrectly. Instead of using a subdomain or subfolder, you should be using a responsive design for your online casinos.
Core Web Vitals
On May 28, 2020, Google introduced Core Web Vitals, a set of standardized metrics about how users experience a web page. Since then, speed, responsiveness, and visual stability have played an important role in both user experience and keyword rankings.
Try to maximize your website to full speed and a great user experience. In our SEO for casinos, we believe that the better your user experience is in general, the better your page experience scores will be.
At eCasinoSEO, our iGaming SEO experts focus on keywords that maximize the clients’ revenue. These often are transactional/commercial keywords (e.g. XE88 APK) instead of informational keywords (poker tips). That said, there are super-competitive keywords that are just impossible or take too long to rank.
Using the right strategy and tools like ahrefs is critical in keyword selection.
The role of content on casino landing pages is to solve the players’ problem – whether it is to play games, learn tips, or claim bonuses. Casino game pages (pages that a gamer plays games on) are usually more sticky since the users are staying on the page to play games. This will reflect on user signals such as bounce rate and average time on site.
While there is no evidence to prove that user signal is a ranking factor, it can be used as a metric to improve your user experience.
Relevant, Dofollow Backlinks
When hiring a casino SEO company, it is important to ask what types of backlinks are they building. This is because backlinks are the backbone of iGaming SEO campaigns.
Instead of building 1 million backlinks from suspicious forum sites, it is more effective to get several dofollow backlinks from relevant websites such as casino guest posts or gambling directories. This also lowers the risk of being penalized by search engines.
4 Tips to Help You Choose the Right Online Casino SEO Company
1. Look for Experience and Expertise
The first tip is to look for a company with experience and expertise in the online casino industry. This industry has its own set of rules and regulations, so it’s important to work with an agency that understands these and can work within them. Look for a gambling SEO company that has a proven track record of success in optimizing casino websites for search engines.
2. Check for Transparency and Communication
Keep an eye on transparency and communication. Make sure that the casino SEO agency is willing to keep you informed about the work they are doing and the progress they are making. A good iGaming agency will also be open about their methods and strategies and will be happy to answer any questions you have about their work.
3. Ask for References and Case Studies
This will give you an idea of the results they have achieved for other clients in the past. Look for agencies that have worked with online casinos similar to yours, and that have achieved measurable results.
4. Consider the Cost and ROI
Consider the cost of the casino SEO agency’s services and the potential return on investment (ROI) you can expect. Make sure that the agency’s fees are reasonable and that the potential ROI justifies the cost. Look for online casino companies that offer flexible pricing and that are willing to work with you to achieve your goals within your budget.
Ways SEO Can Drive Players to Online Casinos
Identifying and targeting relevant keywords is essential in SEO. Online casinos can optimize their website content, meta tags, titles, and descriptions with industry-specific keywords like “online casino games,” “best online slots,” or “top-rated poker rooms.”
By incorporating these keywords strategically, online casinos can increase their visibility in search engine results and attract players actively searching for such terms.
Creating high-quality, informative, and engaging content is a key aspect of SEO.
Online casinos can develop a blog or resource section that covers various topics related to gambling, such as game strategies, casino reviews, or tips for beginners. By consistently publishing valuable content, casinos can establish themselves as authoritative sources, attract organic traffic, and convert readers into players.
Building a strong backlink profile is crucial for SEO success.
Online casinos can engage in link-building strategies by reaching out to relevant websites, such as gambling forums, blogs, or industry directories, and requesting links to their website. Additionally, creating shareable content can naturally attract backlinks from other websites, enhancing the casino’s search engine rankings and driving potential players to their platform.
With the increasing use of mobile devices, optimizing online casino websites for mobile responsiveness and fast loading speeds is vital.
Search engines prioritize mobile-friendly websites in their rankings. Therefore, online casinos must ensure their websites are fully optimized for mobile devices to capture a larger audience and provide a seamless user experience across different devices.
For online casinos targeting specific regions or countries, local SEO strategies can be highly effective.
Optimizing the website for location-specific keywords and incorporating local business directories and review sites can help online casinos rank higher in local search results. This approach enables casinos to target potential players in specific areas and increase their chances of conversion.
Social Media Integration
Integrating social media platforms into the SEO strategy can amplify the reach of online casinos.
By actively engaging with players through social media channels and sharing relevant content, online casinos can increase their brand awareness, attract a loyal following, and drive more players to their platform.
User Experience Optimization
Providing a seamless and user-friendly experience on the casino website is crucial for attracting and retaining players. Optimizing website navigation, improving page load times, ensuring intuitive design, and offering easy payment options are all factors that contribute to a positive user experience.
Positive user experiences lead to higher search engine rankings, increased player satisfaction, and word-of-mouth referrals.
Casino SEO FAQs
The goal of casino SEO service is to bring targeted visitors from search engines like Google to your website. The iGaming SEO campaign is designed to grow your website’s organic traffic in a safe and long-term manner. A professional casino SEO agency will do more than just rank your keywords on top of search engines. They will ensure your website user experience is always in top condition to attract visitors as well as convert them to paying customers.
iGaming SEO differs from SEO for other industries due to regulatory constraints, intense competition, content strategy balancing, and link-building challenges in the gambling industry.
According to BrightEdge, SEO brings 1000% more traffic than organic social media. Even better, SEO traffic brings a 14.6% average conversion rate whereas traditional marketing brings only a 1.7% average conversion rate. SEO for casinos is much more effective than social media marketing because when your audience performs a search on Google, they are actively searching for a solution.
Before we get started, we will need to analyze if your website is ready for casino SEO. Please provide us with more info on the contact page.
It depends on the current SEO status of your online casinos and the types of keywords you want to rank for. SEO for casinos requires patience but we will try to shorten the wait by working on low-hanging fruits keywords and through our proven strategy.
Our minimum monthly pricing is RM3,700 with a minimum 6 months subscription.
Legitimate iGaming SEO providers and digital experts would not guarantee SEO results because if they do, chances are that they will include irrelevant keywords which are easy to rank but do not convert. These practices would only hurt your online casinos in the long term.
No, we don’t as we focus on gambling SEO. However, we can consult you with all the aspects an online casino needs for the best SEO results.