Your SlideShare is downloading. ×
Online Gaming and Casino SEO in France
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Online Gaming and Casino SEO in France

4,709
views

Published on

Online Gaming and Casino SEO in France

Online Gaming and Casino SEO in France

Published in: Technology

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,709
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
55
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Gaming SEO and SEM French marketOverview and strategies
    Amsterdam April 15-16, 2010
    Speaker : Sébastien Monnier
    sebastien@1ere-position.fr
    Ex. Google searchQuality Team
  • 2. Agenda
    French Market overview
    New laws
    Gambling Promotion
    SEO Competition
    Context of studies
    Tools we’ve used
    Expertise
    SEO techniques in French market
    On-site optimization
    Off-site optimization
    SEO
  • 3. French gambling market overview
    New laws
    Gambling promotion
    SEO Competition
  • 4. Gambling = Public service
    Only public institution (PMU and Française des Jeux)
    Can operate online
    Competition of « illegal » foreign-based site such as Bwin, Betclic…
    Legal online gambling : € 1 billion
  • 5. New legislation
    Law voted on 6th April 2010
    In place by June 2010 (World Cup)
    New competitors
    New advertisingopportunities
    New affiliateopportunities
    Estimation : € 3 Billions
  • 6. ARJEL
    ARJEL «  Autorité de régulation des jeux en lignes »
    Is the gamblingregulatoryauthority
    Theywillchoosewhocanofficiallybelicensed in France
    Official site : http://www.arjel.fr/
    Advertisers must communicateaffiliates’ list to Arjel
  • 7. French gambling market overview
    New laws
    Gambling promotion
    SEO Competition
  • 8. Gambling promotion
    France does not allow the promotion of online gambling, except for state licensed entities. 
    Very few adwords ads, mostly the one cheating with the system
  • 9. Query for csino
    Adwordstargetingmispelledqueries
    Using | or space to cheat Google
    Automaticallycreated (poor translation)
  • 10. French gambling market overview
    New laws
    Gambling promotion
    SEO Competition
  • 11. SEO Competition
    • Study of who’s ranking on google.fr’s 2 first pages for 300 main competitive keywords about casino, poker, blackjack
    1st one is a hacked and abused official site
    770 network
  • 12. Française des Jeux Profile
  • 13. PMU profile
  • 14. Casino770 profile
  • 15. Main keywords
    Online poker (poker en ligne)
    Online casino (casino en ligne)
    Online betting (pari en ligne)
  • 16. Context of studies
    Tools
    Expertise
  • 17. Tools used
    Main toolswe’reusing
    Yahoo Link Explorer combinedwith SEO Link Analysis
    SEO Quake for keyword density
    Our owntools for ranking and competition
  • 18. Context of studies
    Tools
    Expertise
  • 19. Link Expertise
    Link Expertise:
    Wecanrecognizebought links, link exchange, natural links…
    Ex SearchQuality Google
    Types of penalties
    Google Methods of investigation
    Best tips to improveranking
  • 20. SEO techniques in French market
    On-site optimization
    Off-site optimization
  • 21. Localization
    1st stepbefore SEO : Localization
    Do you have the right top leveldomains ?
    Rough translation or a comprehensivelocalization ?
    Keyword analysis and lexical strategy ?
    IP in the country ?
  • 22. IP Location
    • On the first 10 for « casino en ligne », only 1 ishosted in France
    • 23. Legal issues
    Be ready !
  • 24. Example : on-site optimization
    MissedOpportunities
    http://www.casino770.com
    > No H1
    > Title in capital letters
    > Non-rewrited URL
    • Most sites use the common on-site optimization technique (clean URL, keywords integration, optimized h1 and title …)
    • 25. Casino770.com , even if first, can do better !
  • SEO techniques in French market
    On-site optimization
    Off-site optimization
  • 26. Casino770 backlinks
    • Main technique isPageRankFlowing affiliation throughtheiraffiliate program
  • PR Flowing affiliation
    Affiliatelink = direct backlinkofferedwithoutnofollow. Without Google penalties, PR flow’s passing.
    Common anchor : « amusez-vous sur le casino en ligne »
    770 network is 1st on thisqueryeventhough sentence is not present on the sites
    PR buyingisclearlyindicated on their site
  • 27. PR Flowing affiliation
  • 28. Buying PageRank = Dangerous Game
    +
    +
    =
    Penalty
    • Sonner or later
    • 29. Manual, automatic, algorithmic …
  • Other techniques
    Examplefound on http://www.davduf.net/Tribune-cinq-questions-sur-les.html
  • 30. Other techniques
    Buying links
    www.spinpalace.com/francais
    > Buyinglinks
    Examplefound on http://www.livewii.fr
  • 31. Other techniques
    Widget provider
    www.casinotoplists.com
    > Check Casino News
    Examplefound on http://www.industryfinest.com/
  • 32. Other techniques
    Pressrelease
    www.royalvegas.eu
    >Pressrelease
    Examplefound on http://www.communique-de-presse-gratuit.com/internet/casinos-en-ligne-des-gains-impressionnants/
  • 33. White Hat vs Black Hat
    2 techniques : Black Hat vs White Hat
    White hatlinkingcanbeworth the effort on the long term
    Gettingtruepopularity
    Grey hatis possible…
  • 34. Be a clever Black Hat
    … and if you do black hatlinking do it right
  • 35. Go Beyond SEO and SEM
    Usability
    Social Media
  • 36. Thankyou
    http://www.1ere-position.com
    http://twitter.com/1ere_position
    http://twitter.com/smonnier
    SEO
    SEA
    Social Media