iGaming SEO And Link Building: Don’t Gamble With Your Rankings

iGaming SEO isn’t like your vanilla SEO.

Mainstream platforms have strict rules regarding the gambling content they show, making it harder to get your website seen and, especially, linked to.

Even setting aside stringent guidelines, many websites just don’t like linking to this topic.

They view betting links as “spammy.”

Fortunately, there are still many ways to succeed with iGaming SEO and link building. You don’t have to fold immediately.

This guide is here to help you go all in on casino SEO, running through practical iGaming SEO strategies you can use to boost traffic to your site.

We’ll cover:

• What iGaming SEO is
• How to master iGaming on-page SEO
• How to master betting site or online casino link building

What is iGaming SEO?

First things first, iGaming refers to online gambling or betting that involves wagering real money on various games of chance and skill.

It’s just a slightly different term for casino sites, basically.

Platforms like Google and Meta have strict restrictions on paid advertising for gambling sites. As companies themselves, they have to navigate international rules and remain in good standing with their users.

Here’s how Google puts it:

Because of this, there are restrictions on how you can use advertising to promote your iGaming brand.

However, it is not impossible.

SEO work on casino sites is still possible.

Using casino SEO allows you to optimise your site for search engines, attracting visitors without using paid ads.

On-Page SEO for iGaming and Casino Websites

On-page SEO is the foundation for iGaming websites’ SERPs visibility strategy. Here’s what to focus on:

Keyword Research

Just like regular SEO, solid keyword research is vital.

It’s critical for iGaming SEO as there are so many variations on different games, names for the same games, and even methods of betting and different terms and euphemisms that could be used.

Start by making a list of the primary keywords associated with your site. “Pillar” keywords (the most obvious) can help you find less common ones.

Then, use a tool like Semrush or Ahrefs to expand your list.

Here’s an example for the pillar keyword “video game betting”:

From this list, you can see it generates low-difficulty keywords you can use on your site. For example, “bets video games” has an incredibly low CPC you could target.

Once you have a list like this, create a spreadsheet that lists your keywords by category, including volume and difficulty information.

Then, feed this into your content strategy. Look at the keywords you need to include.

Tools like Semrush also help you score phrase values. Again, you can use this to determine when and where to include them.

Quality Content Creation

Next, you need to create quality iGaming content around these keywords.

Start by checking the top keyword results on Google to give you an idea of what to write.

Also, see our search intent guide. It tells you how to recognize when someone types keywords associated with buying your service.

As for your content, ensure it is:

• Relevant to iGaming
• Well-structured and easy to read through
• Contains your keywords naturally, where appropriate
• Contains schema markup in the backend (text that lets Google understand your content )

For schema markup, always:

• Answer questions so that your website results appeal in rich snippets
• Include ratings and review information for your services
• Add author bios and other relevant information

Schema SEO can be technical, so it is always worth working with a professional to get it right.

User Experience

The user experience is another critical element of iGaming services. Providing them with something positive makes them more likely to return.

Page speed matters a lot (which is why Google focuses on it in its PageExperience guidelines). Therefore, you should ensure your pages load quickly.

Google’s PageSpeed Insights tool can help with this. It tells you how fast your pages display overall relative to Google’s criteria.

Improving page speeds enhances the user experience and reduces the bounce rate on your site. Offering them a snappy feel makes them more likely to stay.

Link Building Strategies For iGaming Websites

Link-building is also an essential component of iGaming SEO. However, it can be more challenging than for conventional business websites.

It’s so challenging that we’ve created a dedicated iGaming backlinks service just for our casino link tiers to help you get the links you need for the best SEO results.

Blogger Outreach

The foundation of our iGaming backlinks, our casino links tier for Blogger Outreach, is a safe place to start when building backlinks and increasing your iGaming site’s visibility. However, you can only use sites that accept links to your content. Many won’t, as the following example demonstrates:

When blogging, find sites that attract audiences interested in your betting services. Top choices include:

• Gaming sites (video games, board games, etc.)
• Men’s sites (hobbies, crafts, having fun)

Before you ask these sites to place links, talk to the owner and discuss their policies. See what they will accept (and what they won’t) so you know where you stand.

The key is to offer the blog owner something valuable in exchange for a link. A high-quality article with new information that will interest their audience should do the trick.

When you are ready to reach out, send the website owner a personalized email. Discuss what you’d like to do and how working together would benefit them.

If you find it helpful, you can use a CRM to track your outreach. These systems help you keep track of emails and responses.

Or, to make things easier, simply use our gambling links service to get it done-for-you.

Sponsorships

Sponsorships are another way for iGaming companies to earn backlinks. Media partners usually add these to their sites, sending strong ranking signals to Google.

Here’s an example from the betting site, Paddy Power, combining sponsorship with a promotion:

We’re sponsoring the Paddy Power Irish Cambridgeshire tomorrow, and we’re paying a massive SIX PLACES on each way bets!

Bet here: https://t.co/aosnNvztW3 pic.twitter.com/HgmiUwmfNo

— Paddy Power (@paddypower) August 27, 2020

Always ensure any sponsors align with your brand image and values. Don’t use partners opposed to betting (such as religious organisations or school clubs).

Infographics Content

Another strategy for iGaming link-building is infographics content.

These are handy for iGaming websites that want to generate interest and press coverage, earning high-quality backlinks without explicitly asking for them.

For example, Paddy Power produced an infographic teaching players to place multi-match bets for bigger winnings. The graphic guided them through its new bet-builder system, including the returns they could make.

Source

The trick with infographics is to offer players value, whether that’s instructions, data, or entertainment. iGaming brands do best when they reduce the complexity of their business and boil it down into terms players understand.

You can create infographics yourself on Canva or Adobe or use a professional infographic service to produce high-quality results.

Once you have your infographic, simply promote it across your outreach channels (social media, blog, newsletter, etc). Then, talk to relevant third-party sites (like game reviewers) to see if they will host it.

Digital PR Campaigns

Digital PR campaigns are among the best ways to build links and draw attention to your iGaming brand. These aim to promote newsworthy content about your company across multiple high-profile publishers, creating dozens of backlinks.

Start this process by identifying something newsworthy associated with your brand or sector. For example, you might run a story about new gambling laws.

Then, create original research on the topic and submit it to a journalist. For example, you might write something like:

• How new US gambling laws will affect sports betting players
• Over 50% of people now admit to weekly flutters on the football

Ideally, you want to tap into trends that are already underway. For example, you could talk about how your site offers players higher returns on their initial bets or a special deal.

Another angle you could take is by breaking down the odds of something happening in relation to a recent newsworthy event.

For example, when there was all the buzz about a lettuce outlasting Liz Truss, several bookies started offering odds on who would outlast who.

This makes a great pitchable story to journalists who can pick it up as a fun story and quite your casino or gambling client as the source of the odds.

Press release distribution is another service you can use to attract more journalistic attention. (They’re always looking for new stories).

When writing these stories, include quotes from your iGaming business. Make the writing as engaging as possible while remaining within editorial guidelines.

As with the PR Campaigns angles it’s best to steer clear of directly mentioning your business or the games you offer, instead stick to commenting on newsworthy events and pitching your own unique spin on them, typically through the odds of a follow-up event occurring.

Local SEO for iGaming Businesses

Finally, you may want to consider local SEO for iGaming businesses if you have a physical location. (For example, Paddy Power has online and in-store betting options.)

Local SEO aims to increase your ranking in local searches and on Google Maps.

You start this process by completing your Google Business Profile and adding your name, address, and telephone number (NAP). Then, you recreate entries across relevant directories, ensuring the information is 100% consistent.

Always ensure you target relevant keywords such as:

• Sports betting in Orange County
• Casino in Fullerton

Monitoring Your Results

iGaming SEO isn’t set-and-forget: it’s something you need to monitor and adjust.

Start by using Google Search Console and Semrush to check your SEO performance. Make sure you’re using the proper keywords and monitor your website traffic, backlink profile, and keyword rankings.

This information will show you how and where to improve your site. For example, you may need to mend broken links or write higher quality content than your competitors.

If you’re stuck, check out our backlink monitoring guide.

Unraveling iGaming SEO’s Potential

SEO for iGaming has challenges because of the roadblocks put in place by platforms like Google. However, the barriers aren’t as high as you might think. Search engines still want to serve this content to audiences seeking it.

Just ensure you focus on iGaming SEO basics. Create great content and high-value backlinks, and offer users the best experience possible.