The document discusses SEO in the online gambling/iGaming industry. It notes that the industry is worth $150 billion annually according to PricewaterhouseCoopers. While some see black hat techniques as necessary, the author argues that white hat SEO strategies can be highly effective in the competitive iGaming space through keyword research, link building from affiliates and competitors, and focusing on new markets and languages. Results show white hat brings 95% success without issues.

1. SEO
in the iGaming industry

2. WTF am I?
• SEO (and more) since 2004.
• In the iGaming industry since february 2010.
• Working in-house for online casinos.
• I'm not an affiliate
• www.stefanogorgoni.it
• twitter.com/must

3. Gambling? iGaming :)
You call it Gambling. We call it iGaming. I guess it makes us
feeling better.
IGaming includes:
• casino games (roulette, blackjack, slots, etc.)
• poker
• sportsbook
• bingo

4. iGaming: how much is it worth?
iGaming industry is quite competitive... $150 billion dollars is
set to be the annual revenue for the gambling industry by 2012,
according to a market review by PricewaterhouseCoopers.

5. Know the industry
• A lot of targeted traffic comes from affiliate websites.
• A single player can spend a lot of money.

6. Reputation
VERY GOOD!
= =

7. Black hat
The biggest myth about SEO in the iGaming is:
IT'S ALL ABOUT BLACK HAT!

8. Too competitive for white hat SEO?

9. Issues
• Time
• Keyword research
• Link building
• New markets

10. Mr. Wolf
also known as
SEO

11. Time
• Email marketing: send emails and count the cash
• Affiliate marketing: pay only after earning
• SEO:

12. Keyword research
Google AdWords restricts the promotion of online gambling and
gambling-related products.
http://support.google.com/adwordspolicy/bin/static.py?
hl=en&topic=1310883&guide=1308252&page=guide.cs&answe
r=176014

13. Link building
Check your competitors...

14. Use the affiliates
• 301 on affiliate links
• rel canonical

15. Link baiting?
Yeah, right...

16. Build a network

17. Buy links

18. And everything else...
...coming from competitor analisys.
• http://www.majesticseo.com/
• http://www.link-assistant.com/seo-spyglass/

19. Little problem

20. Dura lex sed lex

21. Good market - Bad market

22. New market, new language

23. Results?
A 95% white hat strategy definitely works!

24. So...
• iGaming is not spam
• Black hat SEO is not required/recommended
• White hat works!

25. More about me
• http://www.stefanogorgoni.it/
• http://www.stefanogorgoni.com/
• http://twitter.com/must
• http://twitter.com/akamust
• http://www.linkedin.com/in/stefanogorgoni