In iGaming, SEO is even more challenging due to the strong competition in the industry, changes in regulations, and the volatility of keywords. In this article, PropellerAds outlines essential strategies to improve search tools in the sector, with insights from expert Dmytro Bandurenko.
What is SEO?
SEO (Search Engine Optimization) is a set of techniques aimed primarily at making websites more search engine friendly. This requires optimization work using keywords, content, links, and technical structure to ensure the site is relevant and easy to find. The goal is always to improve positioning in organic search results.
SEO for iGaming vs. Traditional SEO
SEO is important in any niche, whether it's e-commerce, health, or food. In iGaming, elements such as fast loading, original content, quality keywords, and links remain fundamental. However, there are some peculiarities in this area:
1. Legal regulations
In iGaming, each country has its own laws and rules, which are constantly changing. This means that an SEO strategy that works well in one place can have completely different results in another. Additionally, if a game or brand is banned in a country, for example, the keywords associated with it will have fewer searches, which can impact the visibility of the site.
2. Keyword volatility
Keywords in iGaming change constantly due to factors such as seasonality and new regulations. A good example is major sports events, like NFL games, which generate a spike in searches during the championship but lose relevance once they end. Being aware of these variations is essential to keep the site competitive.
Achieving top positions on Google takes time and effort, but in iGaming, maintaining that position can be even more difficult. The competition is fierce, and relevant keywords change very quickly.
3. High investment
As it is a highly competitive sector, SEO for iGaming requires a significant budget. Large companies often invest heavily in valuable keywords and the purchase of strategic domains. According to Dmytro, using keywords in the domain name (like "igaming-online.com") can offer a competitive advantage, but the costs for this are very high. These values can reach millions of dollars.
4. Specific backlinks
The strategies for backlinks—links from one internet page to another page functioning as a reference within the content—in iGaming follow the same rules as other sectors, but often at a much higher cost. Placing a review or guest post on a relevant site can cost between $5,000 and $10,000 per quarter, reinforcing the need for a more robust budget.
5. Unfair competition
In iGaming, it is common to find unfair tactics, such as publishing false negative reviews to damage a brand's reputation. This requires constant monitoring of review sites and quick responses to contest these false comments. Additionally, some competitors charge to remove such reviews.
How to improve SEO for iGaming?
Some important strategies:
Keyword research
The study and research of keywords is the first step to start thinking about SEO strategies. Tools like Google Analytics and Semrush help identify the most relevant terms. Focusing on broad keywords, like "online casino," is more difficult due to strong competition. Therefore, the tip is to search for more specific and medium-volume terms that are still relevant to the audience.
Original content
Content is the soul of SEO. Just like in other sectors, in iGaming, the contents must be informative, updated, original, and relevant. Reviews of games, match analyses, and news about regulations are some of the types of content that work well. Publishing frequently, 2 to 3 times a week, is important for achieving good positions. Additionally, inserting keywords naturally in the text, titles, and images, and always adding links from reliable sources are important strategies when it comes to SEO for iGaming.
Technical SEO
Beyond content, it is also important to ensure that the site loads quickly and works well on mobile devices. Some valuable tips:
* Compress images to improve loading time;
* Clean up the site's code;
* Remove unnecessary plugins;
Ensure that "call-to-action" buttons are easy to click on smaller screens.
Practical example: SEO analysis in iGaming
To show how these strategies work in practice, our SEO expert Dmytro analyzed FanDuel, a fantasy sports platform. FanDuel is an example of a site well optimized for SEO with almost 2 million organic visits monthly. However, they lost a significant part of this traffic in 2023 due to the loss of referring domains and backlinks. This reinforces the importance of maintaining a constant and quality backlink strategy.
Conclusion: SEO strategies in iGaming
In summary:
* Specific niche: SEO for iGaming shares many practices of traditional SEO, but it is always necessary to be aware of local regulations, keyword volatility, and reputation maintenance.
* High cost: competing in iGaming demands a high investment with quality backlinks costing thousands of dollars.
* Constant work: even achieving a good positioning in search engines, staying on top requires permanent review and optimization of the site.
SEO for iGaming is a continuous and quite challenging job, but by applying the right strategies, it is possible to stand out and achieve good results.
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Source: GMB
