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

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Find out best practices of online casino promotion, typical search engine optimization blunders that hamper online gambling sites rankings growth in the search engines and ways to fix or avoid them.

Find out best practices of online casino promotion, typical search engine optimization blunders that hamper online gambling sites rankings growth in the search engines and ways to fix or avoid them.

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  • 1. How to catch and keep iGaming players with SEO & Retention MarketingAnna Korolekh (Moseva), WebinarSEO analyst© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 2. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 3. 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
  • 4. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 5. Typical technical issues Overuse of JavaScript and Flash© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 6. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 7. Typical technical issues Overuse of JavaScript and Flash Poor or thin content on the landing pages Navigation in images, flash or java© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 8. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 9. Typical technical issues Overuse of JavaScript and Flash Poor or thin content on the landing pages Navigation in images, flash or java Lack of internal linking Slow page loading speed© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 10. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 11. Typical technical issues Overuse of JavaScript and Flash Poor or thin content on the landing pages Navigation in images, flash or java No internal linking whatsoever Slow page loading speed 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
  • 12. 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
  • 13. Typical technical issues Overuse of JavaScript and Flash Poor or thin content on the landing pages Navigation in images, flash or java No internal linking whatsoever Slow page loading speed 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 14. 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© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 15. Link Building 3 P’s 888.com backlinks Bwin.com backlinks© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 16. 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.© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 17. Track, Monitor and Analyze! E-commerce tracking Enable e-commerce tracking in the admin section of your GA account© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 18. 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.© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 19. Result – tons of useful info!© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
  • 20. Thank you for your attention! Anna Korolekh (Moseva) Promodo a.moseva@promodo.com www.promodo.com© 2012 Promodo www.promodo.com United Kingdom United States contact@promodo.com +44 0203 1376 681 +1 347 809-34-86