We will talk about the benefits of using this marketing tool, key trends, and important changes in search algorithms.
Search Engine Optimisation is a set of actions aimed at improving the position of a gambling platform in the top search results.
Marketers are guided by Google, Yandex, Bing, Yahoo!, Baidu, and other systems.
SEO rarely acts as an independent method. It is an important component of the overall advertising strategy along with social media targeting, affiliate promotion, and other options.
Operators can optimise their gambling projects without any help or outsource this task.
The solution has the following advantages:
Wide audience coverage
SEO advertising drives organic (real) traffic to your website.
For the gambling field, these are men aged 25–40 with a stable income above average, the availability of free time, and a loyal attitude towards casino games (their consideration as a way to have fun, not to earn money)
The publication of links on external sites, although not for free, costs 2–3 times less compared to contextual or SMM advertising. For entrepreneurs, this is a great way to optimise marketing costs
Formation of customer loyalty
Google and Yandex analytical services carefully check the authenticity of published data and often block those websites that spread false information.
If a casino managed to get to the top of the results of user requests, then it is guaranteed to receive an inflow of a new and loyal audience
The percentage of transition from a simple view to a target action (registration, making a deposit) is traditionally higher for SEO marketing.
Gamblers deliberately enter a specific query into the search box in order to play casino entertainment
With the right approach, SEO brings high conversions and an increase in the income of managers over the long term. The gaming site remains at the top of requests, and all operators need to do is monitor the results properly
The task of a marketer is to raise the casino website in search engines as high as possible.
To achieve the result, specialists:
The work on search engine optimisation can be divided into 2 types:
For a gambling platform to be relevant, it is important to use different types of content:
Optimisation rules are set by search engines. Each of them is constantly improving algorithms for ranking sites and releasing updates for existing tools and analytical services.
To achieve maximum efficiency from online casino SEO, it is important for specialists to constantly monitor the planned changes. It is also necessary to respond quickly to the latest releases. Ideally, a gaming site should be ready 2–3 months before the next update of the search bot algorithms.
Let us take a look at which of Google's updates are the most popular in 2023:
Core Web Vitals
The casino’s quality assessment procedure was presented in the summer of 2021, and its update took place in March of this year. The solution helps online locations meet the basic technical requirements and be competitive.
The evaluation of a gambling project is carried out according to 3 parameters:
Update for the indexation of text fragments and individual parts of the web page.
The solution increases the relevance of long but well-structured texts and better displays useful data during the ranking process
The new algorithm is focused on the improvement of user experience and contains several requirements:
Mobile First is a trend of the last few years that is still relevant for the iGaming industry in 2023. Statistics show that the share of organic traffic from smartphones for the B2C niche reaches 80%, while only 20% is accounted for by native devices.
Gamblers prefer to play directly on mobile platforms. They download and install applications much less often: it is done only by regular visitors.
In 2023, SEO promotion is focused on the optimisation of mobile casino sites. Moreover, in the spring of 2021, the long-awaited release of the Mobile First Index algorithm from Google took place. Now, the program primarily indexes not the desktop (as it was before) but the mobile version of the portal.
To achieve better relevance of the platform, all changes must be made first in the mobile casino and then moved to the desktop.
Nuances of SEO optimisation according to the Mobile First algorithm:
In November 2021, Google announced that a new Desktop Page Experience algorithm would be released in February 2022.
The essence of the update is the growing importance of the adapted mobile design (for iOS and Android) for better ranking in the search engine. It is also worth remembering the development of easily downloaded apps that will be very beneficial.
In 2023, the actions of SEO specialists are aimed at:
This is interaction with links that are posted in specialised online communities, on rating sites, and thematic platforms. They bring a double benefit to the growth of web casino traffic.
Users follow direct links to the gambling portal and search engines better index such a resource, which also increases conversion.
Successful link profile management in 2023 consists of the following elements:
The process means working directly on the gambling platform with such materials as texts, infographics, video content, and a reference base. The better the resource is filled (according to the requirements of search engines), the higher it is indexed.
In 2023, it is worth paying attention to the following aspects:
Let us consider the most important SEO optimisation trends:
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From our team of specialists, it is also possible to buy such services as a turnkey online casino, the launch of a project under the White Label scheme, the installation of payment services, and much more.
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