On-page and Off-page SEO for Online Casinos

Owning an online casino website requires having a solid online marketing plan, which will help you reach new players and get more exposure. Whether you decide to hire someone to do online marketing for you, or you want to do it on your own, it’s important to know the basics of on-page and off-page SEO for your online casino.

Players from all around the world are researching information about online casinos. You need to establish trust among players and capture their attention with relevant information. Online casinos are not just about who offers the biggest bonuses and promo codes. You need to play smart and consider creating a marketing campaign that will boost your website traffic and help you get ahead of your competitors.

Capturing players’ attention can be done efficiently by combining a few easy techniques that will help you stand out of the crowd. Like so, use the tips we provide to increase your website traffic and grow your player base in a short amount of time, with white-hat SEO techniques that will help you get solid rankings in search engines.

Perform keyword research

When you start an online casino, you’ll need to perform keyword research. When players look for an online casino, they use certain keyword phrases to help them get the exact results that they’re looking for. If they’re trying to find an online casino from UK, they’re probably going to type in search engines ‘UK online casino’.

This is just a basic example of what players might look for. In order to get high rankings and dominate the online casino niche, you need to research your keywords and find out what potential players look for. You can’t guess these keywords, but you can use Google’s keyword planner to get valuable ideas about what players are looking for.

If you’re looking to promote your online casino, do some research about the most searched casino keywords in Google. However, it’s highly possible that your pages are never going to appear in top results for short keywords such as “online casino”, because of the fierce competition. It’s difficult for established, large companies to rank for such keywords, and it’s particularly more difficult if you’re a startup or a small company.

Like so, the best casino keywords that you can use for SEO can be classified as long tail keywords. Instead of "online casino", consider using keywords such as "how to win at a casino", "how to play casino games", "farm themed slot games" and so on. These keywords are very, very specific to what you’re offering, and they’re much easier to rank for due to low competition.

Keep in mind that you can find all kinds of free keyword tools online. It’s an easy process which can help you in the long run when you write content that can easily be found via search engines.

On-page search engine optimization

When you start your online casino, the content written on your website is indexed by search engines. By offering relevant, non-confusing content to users, you can easily improve your site’s position in search results.

On-page SEO refers to all the methods that you can take directly on your website to help it rank better in search results. Your website’s content is the main criteria that search engines evaluate to rank your website.

Create keyword-rich, good-quality content

There are various measures that you need to take, but in the end, it’s all about offering top-quality content to users. Stuffing your content with keywords and writing them in phrases without any relevance won’t do any good.

Even though search engines are meant to evaluate content from a technical point of view, this doesn’t mean you should only focus on keywords. Try to write your content by also going more towards your preferred topics and broad concept, without exaggerating with keyword stuffing.

A really good technique would be to use a combination of the two – try to write about a certain topic while using relevant keywords which match. For example, let’s say you would write an article in your casino blog about “The Ultimate Guide to Winning at Slot Games”. An obvious keyword would certainly be “how to win at slots”. Instead of using this keyword several times in your post, try including “online slots winning strategies”, “best slots winning techniques”, “how to play slots and win”, and so on.

This kind of model, which hits all topic areas, will provide valuable information to users, while keeping the piece of content clean and easy to read.

Start a blog

A blog or a news section is as essential part of any SEO strategy. Here, you can post any information about your products and write useful articles about online gambling, games, strategy, bonuses, and so on. Having a blog means that you can constantly post new content on your website. A website which is not constantly updated remains stagnant, and most surely ranks lower in search results.

Consider all relevant factors

A new online casino owner should also be informed about other factors that are essential for improving the site’s position in search rankings. These include:

• Choosing a unique casino name
• Using keywords in URLs, header tags, alt tags, meta description and title tags
• Using SEO-friendly URLs
• Removing unnecessary links and pages with content that’s not useful
• Improving page loading time
• Creating an XML sitemap
• Linking to essential pages from the homepage
• Removing duplicate content
• Creating social media buttons

These are some of the most common steps that can help you optimize your content. Many of these factors need to be dealt with only once, so make sure that your casino web design company or a professional SEO consultant can help you with on-site optimization since the beginning of creating your online casino website.

Off-page search engine optimization

If you’re an online casino owner, you should also know a bit about off-page SEO. Off-page SEO refers to all external links and signals that lead back to your online gaming site. One of the most common off-page marketing techniques is called link building.

Attract online casino reviews sites

Other sites can link back naturally to your website. For example, if you post an exciting bonus or promotion on your website, online casino review sites could spread the news and link back to your online casino.

When you start your online gaming site, it’s important to not only wait for other websites to link back naturally to your site. It’s essential to intentionally reach potential promotion websites and start creating backlinks.

Post press releases

Occasionally, when you have important news, contact a press release agency that specializes in online casinos and talk about what you have to offer.

If you have an important promotion, new games, an astonishing bonus to offer, make sure that people find out about it. Write a few words about what you have to offer and show players that you offer some of the most exciting promotions out there.

Get as many good-quality backlinks as you can

Good-quality backlinks are some of the key aspects that you need to consider for a healthy off-page SEO strategy. Make sure that you get at least a few links from high domain authority sites, which have relevance in the online casino niche.

Many casino reviews website owners will probably contact you when you open your online casino. Always make sure that the sites which link back to you are relevant, with good-quality content.

Be present on online casino forums

Besides linking to online casino review sites, you can also be present on gaming blogs or forums. By doing this, you’ll get access to casino forum users, while also getting your website linked to numerous forum sections.