Search engine optimisation for entertainment resources is different from SEO in any other business niche. The set of effectively operating keywords in the gambling environment is limited, while the competition is much higher compared to other markets.
It is difficult for the owners of iGaming businesses to impress the Google searcher with the help of a standard semantic core.
Our SEO guide will help you:
One of the features of search engine parameters is delayed response time.
Even if all the requirements of marketers are fulfilled, the site structure is completely reorganised and the project is adapted for voice and mobile search, the result of the work can be noticed only in 4–6 months. Still, the business will continue receiving traffic after the end of a promotion campaign.
Let us present you the key notions from the Google search engine open statistics and related analytical publications:
To reach the full potential and get to the top of requests, we recommend that you follow these tips:
The basis of SEO promotion is a semantic core and keywords that fully meet the current needs of the audience and organic search criteria.
The most popular and available tools for working with key queries are:
When working with these or other services, administrators should pay attention to requests in the category of medium and low frequencies. Top keywords such as "casino" or "bets" may not be displayed at first or be unavailable to operators with a new domain name.
High-frequency queries (for instance, "online casino") are more difficult to work with than lower-ranking ones, such as "poker nearby." At the same time, both requests to AhRefs show almost the same amount of incoming traffic.
A properly composed semantic core allows operators to optimise:
Some SEO experts believe that it is more efficient to regularly update old data than to create new content from scratch. For the iGaming niche, this approach is justified, since the gambling market is in constant motion.
Information that was relevant a couple of days ago, can be supplemented with completely new data, especially when it comes to betting odds on rating events.
Regular content updates have a positive effect on the web page rank. SERP systems promptly respond to any changes in the structure of the resource and automatically increase its ranking in the search results.
As an update, operators can use text materials, graphic elements, and hyperlinks that give a good response if inserted into old articles and lead to new ones.
An essential aspect of internal changes is a tech check of the site’s performance and the relevance of built-in components.
Mandatory procedures for the correct optimisation of the amusement portal
The resource must contain only functional components. All user interface elements are checked for compliance, including:
Correction of duplicates and broken links
The presence of duplicate pages negatively affects the ranking of the resource. Such elements must be removed.
We strongly recommend filling your web portal with high-quality informative content without additional volume due to “water”.
The reference mass must be correct and constantly edited. Any broken link will lower your rankings and may cause client churn
Download speed control
Following statistics from Google, a user forms an opinion about the site in the first 3–5 seconds. If the page cannot load at the specified time, up to 67% of potential clients leave the resource forever.
You can improve loading speed with the help of special structuring programs and ready-made user interface templates. It is also beneficial to reject massive video materials and graphic elements
The tech components of the site are not optimised for search results, such as:
It is necessary to check the performance of the site once a month.
One of the distinguishing features of the gambling niche is the value of user feedback.
The choice of your brand is influenced by:
The Rosloto team recommends creating a separate page or category for customer feedback with quick access from the main menu.
Having a public comment form will help:
According to a study by Search Engine Land, more than 48% of global online content consumers use voice assistants. On average, only 29 words are enough to create an organic answer to a spoken question.
Site adaptation for voice search is a promising area of SEO. Backlinko agency reports that 75% of resources with a voice assistant appear in the top 3 search positions for a given query.
The most convenient and effective way to adjust an online casino to voice recognition is to optimise the FAQ section using niche key queries.
The common questions, the answers to which enhance the chance of appearing on the first search positions are as follows:
You can choose the best wording and conduct a detailed analysis of client reactions to a specific query using the Google Analytics Google Search Console tools.
Referral marketing is one of the most effective methods of popularisation in the gambling environment.
The work process of affiliate programs includes such stages:
As claimed by the American agency Statista, in the second half of 2021, the share of smartphone users accounted for more than 61% of global traffic.
For maximum market coverage, we recommend testing browser versions of desktop gaming platforms on devices with Android and iOS operating systems.
Another important point is the coordinated work of the web page and mobile application. The app should be duplicated to provide the complete capability of the main resource and guarantee users the most simple and comfortable gameplay.
There are diverse criteria for evaluating web portals and bringing them to the top of results. Additionally, they change as Google’s and other major searchers’ (such as YouTube, for example) AI systems, improve.
The most famous ranking factors for internet casinos include:
Search engine promotion is a complex set of measures for external and internal site improvement focused on long-term results.
You can learn more about the nuances of popularising gaming projects and order a turnkey advertising campaign at the Rosloto studio. We have dozens of successful projects for different markets.
Our team offers the following products:
Our firm has a large selection of customisable templates and provides services for the development of exclusive turnkey projects. We also supply a unique automatic tool for creating a gaming site from scratch for free — a casino configurator.
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