Given the recent circumstances surrounding COVID-19, the gaming and betting industry has seen a huge influx of traffic and attention from consumers, new and old, that are now settling into home-based ways of working.

For the savvy gaming companies that have been making improvements to their sites over the last 12 months, now is a time to thrive. Leaders in this area have used this time to take advantage of scope to attract new customers with innovative marketing tactics, fantastic offers, and an energetic brand. For others however, the next months will likely be a struggle unless they take the necessary steps to amp up their efforts.

In uncertain times, player acquisition remains a vital priority and those who have invested time, energy, money and expertise into this area will likely reap the rewards 10-fold. Given the relevance, we’ve conducted a substantial analysis of the top 50 organic keywords in the UK for the four main sectors of iGaming – Slots, Roulette, Casino, and Poker – to better understand the sites that have seen the biggest improvements over the last 12 months, how they’ve done it, and what their next steps are likely to be over the coming months.

Additionally, through conducting an in-depth situational analysis of the current landscape we are able to better understand the activity that has been rewarded by Google over the last 12 months, while better differentiating between successful strategies and those that will likely deliver underwhelming results.

Slots

The websites that have seen the biggest swing in overall organic visibility over the last 12 months have been increasing their games library but more importantly; increasing the crawlable copy of game pages.

For slot sites that are usually quite Javascript heavy, ensuring all copy is clear and crawlable gives search engines something to work with at first pass and can improve performance long term.

Leading the pack, Admiral Casino has a larger than average amount of text on its game pages and is clearly reaping the rewards with significant uplifts in traffic Y/Y straight into game URLs.

It should also be mentioned that all of these sites were active with link building and typically saw a lead time of about 6 months between starting to build links and seeing serious gains in organic visibility.

Once these improvements began, however, the growth seen in the first six months was again repeated in the subsequent 3 months.

Roulette

The biggest 12-month swings in the Roulette sector has been for sites that have kept a tight focus on the Roulette topic area and supported commercial pages with informational content to grow awareness of their brands.

Leading sites such as Liveroulette.com and 888casino.com can be praised for the informative content and extensive guides targeted towards both first-time depositors and seasoned players.

In addition, leaders in this market must ensure they consider the user journey and are present throughout the conversion funnel, not just at the high-volume terms close to conversion. Focusing on terms such as “how to play” and exploratory informational queries is crucial to nailing that focused topical relevance.

Finally, it is important to note that these are established domains with sizable link profiles with the quality of the most recent links becoming the key differentiating factor. Newcomers looking to succeed in this sector must be both aggressive and smart with their link building strategies to ensure they’re in a position to compete as quickly as possible. Do not be afraid to break the mould with your PR to generate buzz and links that will get the site off to a great start.

Casino

PinkCasino.co.uk has seen a significant level of visibility growth over the last 12 months due to an increase in the number of landing pages on the site but more importantly the copy on game pages has had an overhaul.

Historically, one of the biggest technical challenges in the gaming space is the use of JavaScript and search engines inability to render the content. Useful HTML based web copy has worked as well for Pink Casino, as it has Admiral Casino, previously mentioned. The site is also benefiting from improved internal linking and a streamlining of the site structure.

Some of the domains on this list have also had expired domains with link equity redirected into them. Whilst this can sometimes be used as an effective tactic, it is important to remember that it can also raise flags with Google and should be used sparingly.

Poker

As with Roulette, focus and relevance are key in the Poker rankings. How to play type content and guides perform incredibly well when paired with effective internal and external link strategy.

Partypoker.com has this area nailed down and so it is no surprise to see them growing over 230% in 12 months.

Cardchat.com has also put a significant level of effort into producing content and guides and as a result are visible for nearly twice the number of keywords as pokerstars.com according to SEMrush data. The next step for them, and sites in similar predicaments, is to improve their visibility through good quality link acquisition.

In Conclusion

The gaming and betting markets continue to be one of the most competitive and varied SERPS to operative in.

From our analysis, we see a significant shift from black hat tactics to informative content and PR-led campaigns, which for many sites, is the driving factor behind and increase in strong coverage, brand awareness and long-term rankings.

The future of iGaming is looking quite bright and as the current surge in traffic continues, it is no doubt that current timings favour acquisition. For those looking to capitalise and increase their conversion rates, keep in mind that increased traffic lends itself incredibly well to different forms of testing. Now is a great time to catch and convert as many of those new visits as you can with short test cycles.

From the analysis conducted, the key takeaways for competing in iGaming SERPs in 2020 are as follows:

• Sites that are spending the time and money on creating well written, informative, and user-friendly content are currently reaping the rewards.
• Rather than focusing solely on the high-volume terms, it is crucial for sites in the noted sectors to ensure they’re considering the full user journey and conversion funnel.
• Links remain important but the quality will always trump quantity over time.

With over 13 years of experience in the iGaming and Betting industry, the Blueclaw team are always happy to talk search. For a more focused analysis, or to discuss anything mentioned above, please feel free to get in touch with one of our experts.

Author: Andrew Parker, Performance Director at Blueclaw Media Ltd

Contact: andrew.parker@blueclaw.co.uk