Catch & Keep iGaming Players with SEO (Online Casino SEO Best Practice)

How to catch and keep iGaming players
with SEO & Retention Marketing

Anna Korolekh (Moseva), Webinar
SEO analyst

© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86

Is it actually that tough?

Illegal in over 28 countries: ….

Target audience for online gambling businesses narrows
down to European, mostly British, French, Russian and
Australian men aged 18 - 40 years old with at least $75,000
income.

Very limited marketing opportunities – no TV, no
printed ads, very expensive PPC


What is left for online gambling?

Social Media Campaigns

Word-of-mouth Marketing

Search Engine Optimization

© 2012 Promodo www.promodo.com United Kingdom United States+1 347 809-
contact@promodo.com +44 0203 1376 681 34-86

Keyword research

There are very few search queries that
promise to bring big amounts of traffic

No “magic” long tail phrases
that generate converting traffic

“casino uk”, “uk online casino”,
“internet casino” …
Fruit
machines

Pokies

Long tail keywords can be used to generate
more passive traffic, to create a community


Typical technical issues

Overuse of JavaScript and Flash


Google or any other search crawler has not yet learnt to read flash or java properly

Make sure that you have good landing pages with lots of text content

Create separate pages with text descriptions of the games at your casino,
explaining rules and basic strategies




Poor or thin content on the landing pages

Navigation in images, flash or java


Navigation in images, Flash or Java

Most advanced search engine crawlers are now only learning to read java and
recognize the images

Use static text links in your navigation






Lack of internal linking

Slow page loading speed


Page loading speed of more than two-three seconds is considered too slow by
Google

You can check this user loading speed in your Webmaster Tools account in
Labs -> Performance






No internal linking whatsoever


Incorrect use and overuse of pop-ups and pop-unders

Duplicate content issues caused by session ID’s, ad ID’s or special landing pages
for ppc campaigns

© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m

Duplicate content issues caused by
session ID’s, affiliate ID’s …

http://www.planet7casino.com/?affid=8472,t=PL86747b19ed4e7f0be70b437992cd7a
60,ycid=2,yaid=5486

http://casinograndluxe.com/eng/?sourceID=1054962

Make sure that Google does not index that all along with normal URLs

Block such urls with a robots.txt directive

Disallow: /?*

Canonicalize the URLs

<link rel="canonical" href="http://www.casino-example.com/roulette-games "/>

© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m





No internal linking whatsoever


Incorrect use and overuse of pop-ups and pop-unders

Duplicate content issues caused by session ID’s, ad ID’s or special landing pages
for ppc campaigns

Poor use of redirects, wrong server codes


Poor use of redirects, wrong server codes

Make sure that you redirect the site to one canonical version of your choice
www or non-www using a permanent 301 redirect

All the non-existent pages are to respond with a 404 server code

When you set a 404 error, ask your designers to draw a custom 404
page that would have the logo, layout and navigation of the rest of your
site


Link Building

3 P’s

888.com backlinks Bwin.com backlinks


Link Building .
Always look at what your competitors are doing!

Massive amounts of bought links
Submit your site for review at designer’s, usability specialists’, developers’ communities and
forums etc.
Job boards.
Hold give-aways and competitions and offer the info about them for publication at niche
specific blogs and gambling forums..
Free stuff always works.

Affiliate sites, satellite sites and blog networks.


Track, Monitor and Analyze!

E-commerce tracking

Enable e-commerce tracking in the admin section of your GA account


E-commerce tracking code
Paste the e-commerce tracking code at your thank you page, leave only the fields that are
required

For optional arguments that we do not fill,
you should supply an empty placeholder to
avoid errors.


Result – tons of useful info!


Thank you for your attention!

Anna Korolekh (Moseva)
Promodo

a.moseva@promodo.com
www.promodo.com


Catch & Keep iGaming Players with SEO (Online Casino SEO Best Practice)

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