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