As SEOs, when we start working on a project, the first thing we’re asked by CEOs and MDs is, “Why is my Casino not ranking?”
For the client’s team, such as the Casino Manager, who has been tasked with increasing traffic to the website and revenue generation, this seemingly simple question only shows how little is understood about Casino Marketing and SEO.
This is because Search Engine Optimisation (SEO) is a process. It requires time to do properly – most websites that rank well do so after several years of proper implementation of many strategies.
Ensure that your content is unique
One of the first things you need to look at is the issue of duplicate content. Your site content should be at the core of your SEO plan, and you should be working to ensure that the content on each page is both unique and targeted for the user and the relevant searches for which you want to rank.
Search engines will reward unique content and, at the same time, will penalise you for content that appears across several pages and is the same. You need to check each page in your casino to ensure that they don’t duplicate content. Use a tool like Copyscape to prevent this, if possible, or compare it with other Casino sites.
Great content is king. It’s as simple as that. A great site with great content will win over other sites with poor content every time.
Pay attention to your landing pages
Consider how users will interact with each landing page paying attention to what actions you want them to take when they arrive at that page. Casino SEO is not about just having good Casino content that will rank. Casino SEO is about creating pages on your site, which helps the user and relevant searches for which you want to rank.
Long-tail keywords are a high priority
To achieve Casino rankings, you should also focus on creating content that targets less competitive but highly relevant long-tail keywords. These are keyword phrases containing more information than shorter phrases (i.e. ‘trusted online casinos’). These are used to build content within your casino that can rank and deliver traffic and serve to answer users questions.
Check your sitemaps are up-to-date
Sitemaps help search engines to crawl your casino. They are a technical way of sending search engines instructions on what content is available on the casino and where to find this information. Some platforms use technology that search engines find difficult to traverse, and therefore without sitemaps, some pages may never be indexed and accordingly will never rank in SERPs.
Help Google understand where your target market is located
Using hreflang tags in SEO will help search engines understand which region you’re targeting. Search engines can get confused and rank the wrong sites in the wrong regions without these indicators. It’s crucial with casinos as licencing will dictate which regions you can target for new players.
Market your content to earn backlinks
Backlinks are still an essential part of iGaming SEO, and one way you can earn relevant backlinks naturally is by developing content that web users want to engage with and share.
With links building, you need to consider the following:
- A small number of good links are better than 100’s of spammy links.
- The relevancy of links is important, so you need to consider the site’s content linking to you.
- The anchor text of the link helps search engines understand the link’s relevancy and how important it is in context to the linking site.
- Links from trusted sites are more valuable – you can use different tools to understand how search engines trust a site.
If you’re experiencing problems with marketing your casino, please contact us at the iGaming Agency, and we’d be happy to help.
