Online Gaming and Casino SEO in France

Gaming SEO and SEM French marketOverview and strategies
Amsterdam April 15-16, 2010
Speaker : Sébastien Monnier
sebastien@1ere-position.fr
Ex. Google searchQuality Team

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

French gambling market overview
New laws
Gambling promotion
SEO Competition

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

New legislation
Law voted on 6th April 2010
In place by June 2010 (World Cup)
New competitors
New advertisingopportunities
New affiliateopportunities
Estimation : € 3 Billions

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

New laws
Gambling promotion
SEO Competition

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

Query for csino
Adwordstargetingmispelledqueries
Using | or space to cheat Google
Automaticallycreated (poor translation)

New laws
Gambling promotion
SEO Competition

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

Française des Jeux Profile

PMU profile

Casino770 profile

Main keywords
Online poker (poker en ligne)
Online casino (casino en ligne)
Online betting (pari en ligne)

Context of studies
Tools
Expertise

Tools used
Main toolswe’reusing
Yahoo Link Explorer combinedwith SEO Link Analysis
SEO Quake for keyword density
Our owntools for ranking and competition

Context of studies
Tools
Expertise

Link Expertise
Link Expertise:
Wecanrecognizebought links, link exchange, natural links…
Ex SearchQuality Google
Types of penalties
Google Methods of investigation
Best tips to improveranking

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 ?

IP Location
On the first 10 for « casino en ligne », only 1 ishosted in France
Legal issues
Be ready !

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 …)
Casino770.com , even if first, can do better !

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

PR Flowing affiliation

Buying PageRank = Dangerous Game
+
+
=
Penalty
Sonner or later
Manual, automatic, algorithmic …

Other techniques
Examplefound on http://www.davduf.net/Tribune-cinq-questions-sur-les.html

Other techniques
Buying links
www.spinpalace.com/francais
> Buyinglinks
Examplefound on http://www.livewii.fr

Other techniques
Widget provider
www.casinotoplists.com
> Check Casino News
Examplefound on http://www.industryfinest.com/

Other techniques
Pressrelease
www.royalvegas.eu
>Pressrelease
Examplefound on http://www.communique-de-presse-gratuit.com/internet/casinos-en-ligne-des-gains-impressionnants/

White Hat vs Black Hat
2 techniques : Black Hat vs White Hat
White hatlinkingcanbeworth the effort on the long term
Gettingtruepopularity
Grey hatis possible…

Be a clever Black Hat
… and if you do black hatlinking do it right

Go Beyond SEO and SEM
Usability
Social Media

Thankyou
http://www.1ere-position.com
http://twitter.com/1ere_position
http://twitter.com/smonnier
SEO
SEA
Social Media

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Online Gaming and Casino SEO in France

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Online Gaming and Casino SEO in France — Presentation Transcript