SEO Tools: Increase the Gaming Site’s Visibility

In recent years, traffic to digital casinos has increased significantly. This happens due to the rising popularity of slot machines and card games, as well as audience growth and the emergence of many thematic portals. In order not to get lost in a dynamic market, it is important to build a competent SEO strategy.

Experts of the Rosloto studio will tell you about the nuances of SEO promotion of virtual gambling establishments, popular approaches, and innovative industry-specific solutions.

About the Concept

It means the correction of an entertainment site so that it meets the requirements of search engines. Specialists are mostly focused on Google.

The main task of SEO is to improve the visibility of an online platform, thus increasing its conversion and profitability. The tool helps to achieve related goals, for example, to popularise an iGaming brand, make it more recognisable, and emphasise expertise in the chosen topic.

Today, the solution is an integral part of any casino marketing strategy. It works well in conjunction with social media targeting, native advertising, etc.

Benefits of SEO for iGaming Projects

The results of the Statista study show that:

• 55% of global traffic comes from direct visits to the website;
• 29% of views are generated through online search.

These statistics once again emphasise the importance of Google and other platforms of this kind. They distribute and direct user flows, increasing the profitability of gambling startups.

Let us consider the main benefits of SEO for the sector:

1. Improved visibility. Optimised portals are ranked faster by Google and Yandex algorithms and get to the top of results. An entertainment project becomes popular thanks to a huge audience and frequent mentions on the Internet.
2. Increased conversion. This is a transition from views to target actions (registration, verification, and launch of the reels). The use of SEO simplifies and speeds up this process since it is initially aimed at interested clients.
3. Cost optimisation. The tool is one of the most profitable methods of advertising a gambling platform. The effect of promotion can last for a long time (from 6 months to a year or more), which means a significant reduction in terms of expenses. Investing in SEO is much more beneficial compared to other, more fleeting options.
4. The growth of recognition of the iGaming company. Frequent appearance in search results contributes to the popularisation of casinos. To achieve even better results, operators can add external links, improve the FAQ section, post positive reviews from users, etc.
5. Receipt of a long-term effect. The first noticeable results will be visible on average in 3 months after the start of the advertising campaign. They can be stored and multiplied over the years since SEO has a huge cumulative effect.

The method is one of the most popular ways of promoting online casinos. It is more in demand than native advertising, SMM, and other options.

SEO Promotion of Gambling Companies: Key Features

Let us consider the nuances of optimising entertainment startups.

Geographical Restrictions

Not all regions allow the placement of bets, and this fact should be taken into account when launching a marketing campaign. For example, in some jurisdictions, only bookmaker sites are legalised (in some states of the USA or India), while in others, you can easily provide such services (in Malta, Curacao, Great Britain, and Romania).

The Top 5 countries in the number of players include:

• China;
• USA;
• Japan;
• Great Britain;
• Germany.

Only in the United Kingdom, Germany, and the US entrepreneurs can legally promote their gambling businesses. To advertise such websites in the Chinese or Japanese markets, it is necessary to take into account several restrictions and understand the legislation of the selected country.

High Competition

This is a common problem in jurisdictions where games for money are allowed. There, the income per player is traditionally higher, which leads to fierce competition.

To put pressure on the opponents, it is necessary to apply new, non-standard approaches:

• expand the list of keywords and phrases;
• post publications about digital casinos on third-party platforms;
• work with both positive and negative reviews.

High competition can be a consequence of a monopoly. For example, in the UK, the leading operators are Bet365, 888 Holdings, Ladbrokes Coral, and Paddy Power, which share the market and receive the main Internet traffic. It will be difficult to break into such a niche, especially without competent SEO optimisation.

Legal Restrictions

Even in countries with the legalised placement of bets, the promotion of iGaming startups has its nuances. Search algorithms are very sensitive to obvious attempts to bypass them to make casino content more well-known.

For example, Google can include additional filters for the site if the current rules and recommendations are not followed, which will make casino optimisation ineffective. In order not to get banned, it is necessary to properly build a relevant campaign, and publish materials about the advantages of the entertainment project in a metered way.

SEO Promotion Strategies for Digital Resources

Let us consider the most effective approaches to promoting iGaming portals.

Content Update

To achieve good results, it is important to:

• use keywords in headings and subheadings;
• create meta descriptions for each page;
• add internal and external links to the unique content and materials from other authoritative sources.

It is also necessary to take care of the quality and uniqueness of publications. They should emphasise the author's expertise and contain truthful information messages. Moreover, the content must be interesting for readers and constantly updated.

Creation of a Link Mass

Its growth should occur gradually, covering various pages of the online casino. Otherwise, a filter may be imposed by search robots.

Entrepreneurs can work with natural links (which are made by gamblers) and purchased ones (they can be ordered from reputable digital publications and thematic portals).

Internal and External Optimisation

First of all, this is work on improving the structure of the entertainment platform.

Operators must take care of the following factors:

• convenient navigation of the gaming site;
• presence of URLs on each page;
• removal or refinement of pages with outdated information.

An important nuance is ensuring high loading speed. If, for example, the content is played longer than 5 seconds, then users will quickly leave the virtual resource and go to competitors.

External optimisation is aimed at working with third-party factors that directly or indirectly affect the place of the online casino in the search results. To improve SEO indicators, entrepreneurs attract affiliate links to the iGaming platform, submit applications to catalogues, and create cross-linking between name pages in social networks.

Outreach is another method of promoting entertainment locations on the Internet. It is used to place links, articles, etc. on authoritative sites. Experts believe that it is most profitable to collaborate with influencers who already have a sizable audience.

Compatibility with Smartphones

Mobile First is one of the long-term trends in the industry. Back in 2019, Google announced large-scale changes, according to which the betting app for personal gadgets will be ranked first, and only then goes the desktop version.

The tendency aims at creating a design prototype for the smallest screen, after which a smooth transition to larger displays is made.

All components of a virtual casino (appearance, functionality, and additional details) should be adapted to the parameters of the device used. This approach will improve the visibility of the iGaming platform and increase its position in search engine results.

Innovations in SEO Promotion

Let us consider the key trends in the market:

1. Voice assistants. The most popular solutions are Siri, Alexa, and Google Assistant. Those who apply them use short and often inconsistent search phrases, abbreviations, and jargon. To correspond with new developments, it is important to modify content for this kind of request.
2. Artificial intelligence. Today, there is a sharp increase in the number of AI tools that can be used to optimise online casinos. These are programs for creating content (Writesonic, ChatGPT), generating images (Jasper), translating texts (GTranslate), creating designs (Midjourney), etc.

The Main Things about the Benefits of SEO for Gaming Sites

This is a popular method for promoting entertainment brands.

Key aspects that operators need to take into account:

• The advantages of the solution include improved visibility of the casino portal, increased conversion, and growth of brand awareness. SEO has a long-term positive effect, which allows businessmen to significantly reduce the cost of promoting online projects.
• Entrepreneurs should take into account the geographical and legal restrictions associated with such a promotion. Another significant factor is high competition, which requires quick and innovative approaches.
• Effective SEO promotion strategies include timely content updates, the buildup of the reference mass, as well as internal and external optimisation. Mobile compatibility of the website and synchronisation with the mobile betting application is also important.

Rosloto offers professional casino promotion. We apply all the tools available in the market: SEO, SMM, targeting on social networks, and others.

From us, you can also order the following useful services:

• turnkey portal creation;
• assistance in obtaining a licence;
• games for sale and rent;
• security software connection, and much more.