Smart Money experts will tell you about the latest trends and effective SEO optimisation tools. We will familiarise you with the principles of work of search engines, the features of ranking services, and alternative channels for driving solvent SEO traffic.
SEO optimisation is an effective way to promote gaming systems on the Web. This is a long process that brings good results: operators can drive traffic and retain customers.
The actions of specialists are aimed at improving the position of the gambling platform in search results. Most often, marketers are guided by Google and Yandex ranking services. For the Asian market, the Baidu search engine is considered the most relevant, and for the North American market — Yahoo!
SEO promotion consists of 2 components:
Let us consider the main advantages of the solution:
Driving organic traffic
These are users who have independently switched to a gaming site (without an artificial increase in customers).
About 80% of organic online traffic comes from SEO. Operators get a new audience, which is happy to register on the gambling platform and make their first deposits
SEO has decent performance in terms of conversion growth, which is achieved thanks to internal optimisation of gaming sites.
Users not only visit an online casino but also test a demo version, pass the verification procedure, and deposit money for being able to spin the reels
The durability of the results
An iGaming project can take high positions in search results for a long time. Specialists need to turn on the necessary settings only once, and then they can simply carry out routine maintenance to support the conversion.
SEO compares is different from other advertising channels where performance indicators are usually reduced when funding stops
The cost of a click in search engine optimisation will cost a few cents, while similar actions in SMM or contextual advertising require about 10 dollars more.
Most tools for launching and monitoring the SEO campaign are open-source, and there is no need for project owners to purchase expensive software
The software in Google or Yandex operates based on built-in ranking algorithms. They evaluate the gaming site by taking into account its technical parameters, content, interaction with gamblers, and other characteristics.
Specialists of global search engines are constantly improving the rules of search engine optimisation. The main goal is to provide users with the most relevant pages in response to their queries.
In 2022, the following algorithms will be the most in-demand:
An assessment of the technical state of an iGaming project begins with a complex audit.
Most often, online casino owners face the following problems:
Let us consider how you can increase the position of a gaming site in search results by improving its technical characteristics.
The correct data structuring helps Googlebot to thoroughly scan the content, instantly determine its type, and rank the page for the most relevant queries.
Resources with high-quality micro-marking automatically receive an expanded snippet and are often included in Zero-click results.
In the gambling niche, 3 types of micro-marking are used:
There are several ways to implement the correct micro-format. Most often, specialists use data markers and special marking generators. Operators also have access to such tools as Google AdWords or Serpstat.
Meta tags are used to correctly structure the accompanying data on a page. It helps search bots to correctly read and transform the presented information and, as a result, classify the resource in a better way.
Basic meta tags for Google services:
This parameter is closely related to the technical state of the iGaming project.
Marketers are guided by the PageSpeed Insights data where:
It is possible to improve the download speed by:
A high level of security on a gambling platform is very important. Projects with XSS vulnerabilities, viruses, and no HTTPS connection are poorly indexed by search engines and do not bring the expected conversion and profit.
How to improve the security of a gaming site:
This tool correctly distributes the static and dynamic weight of the page. Thanks to this, the gambling portal is better ranked by the search engine and can drive solvent traffic.
Basic rules for internal linking:
Comfortable interaction with the website is an important parameter for good indexing of an iGaming resource.
In 2022, Google will rank online casinos according to 2 algorithms:
Core Web Vitals
The assessment of the interaction of a casino visitor with a gambling platform is based on 3 metrics:
You can improve your CWV by using the analytics tools in Google Search Console.
On the “Basic Internet Options” tab, there is a clear separation between desktop and mobile traffic. The task of operators is to minimise the number of pages in the “red” zone
A list of requirements for internet platforms:
To optimise a platform for Page Experience, entrepreneurs should work on the UX design. The page should be as convenient, informative, and useful as possible
One of the main trends of the coming year is special attention to the quality of published materials. These are texts, videos, graphics, audio recordings, and other content that helps gaming sites to reach the top of search results.
The algorithm ranks individual parts of the text pages, and not the entire article, as it was before. When going to the website, users can immediately read the selected fragment, and not scroll through the whole page.
Passage Ranking improves the indexing of projects with long texts. The blog can contain useful information about the types of games, bonus options, verification methods, and other news on the iGambling market. Players will be happy to read the published materials, and entrepreneurs will be able to drive solvent traffic.
Optimisation rules for Passage Ranking:
The search bot evaluates materials according to 3 parameters:
The algorithm is mandatory for resources that cover such topics as socialised and private health care, legal and financial consulting, and insurance. For the gambling sector, E-A-T is advisory in nature but its use significantly improves the page indexing.
Features of optimisation for the requirements of E-A-T:
The decision to optimise your iGaming project for Google responses is a good way to increase its relevance and raise it to Zero-click results. The answer block is displayed on top of traditional search results, which guarantees an increase in solvent customers.
Nuances of optimisation for Rich Snippets:
In 2022, specialists use the following channels of promotion:
Such a trend as podcasts is rapidly gaining momentum: 80% of Americans have listened to at least one audio material. The topics of the stories are very different: from politics and the social situation to the gambling industry.
Podcasts are distributed on thematic platforms. You can make textual transcriptions to the blog, conduct internal linking, and drive additional online traffic from the search engine
Integration with YouTube
In 2022, YouTube bots are actively integrated into Google. The functionality of global systems is so synchronised that it is almost impossible to ignore this option for SEO promotion.
By 2023, more than 80 of traffic will come from video hosting. The predicted percentage is relevant for many business areas, including the iGaming niche.
To improve the indexing of the website, you need to correctly combine the text and video parts of the page. Short questionnaires, reviews of new entertainment, as well as announcements of seasonal campaigns and multiplayer tournaments are always a good idea
Let us consider the most in-demand SEO tools in 2022:
SEO marketing is an effective way to promote online casinos and attract solvent customers.
You can order digital casino marketing services from Smart Money. We use different promotional methods, including SEO, SMM, targeted and native advertising, and e-mail newsletters.
Our studio offers such profitable gambling solutions as:
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