Online Gaming and Casino SEO in France

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

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 ?

23. Legal issuesBe ready !

27. PR Flowing affiliation

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