Online Gaming and Casino SEO in France

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Online Gaming and Casino SEO in France

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Online Gaming and Casino SEO in France

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

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