The iGaming industry is a brilliant result of the impact the modern dot com tech industry had and has on the traditional gambling industry. A lot of businesses that revolve around the online gambling and betting industry are highly dependent on their online presence. Whether you are an operator, a service provider, or an affiliate, the still-considered niche iGaming industry is highly competitive for all verticals.
At the same time, with everyone operating their businesses online to acquire customers and clients, SEO becomes a significant factor in improving your website’s searchability and visibility to stay strong in the competition. But we are only scratching the surface. So, what other important values does SEO offer? Let’s take a closer look at why SEO really matters for iGaming businesses:
Traffic from organic searches plays a very powerful role in a business’s website performance. That’s because it is not just any other traffic. It is, in fact, a very specific, high-intent traffic.
Let’s be a bit more specific here. If you are an online casino operator, would you rather pay for a Google or Facebook ad (which are also highly competitive and puts restrictions on many levels) and force people to look at your sponsored post or appear naturally every time people type “online casinos in the UK”?
Most probably the latter. Because people will come to your website with specific intent and not randomly just because they saw your ad. They purposely searched for a particular keyword that they want to know more about. Thus, they are more likely to visit your website from the suggested search results and explore more to find out what they are looking for. From a sales perspective, it is much easier to convert these users into customers and clients.
We all know how easy it is for us to click the first few results and ignore the rest. Some people even say that you can even hide a dead body on the second page of Google. As painful as it may sound to anyone who is relying on online presence, this is undeniably true. The higher you rank on search results for your niche keywords, the easier it is for your users to visit your website. But this is just the first step.
A good SEO strategy doesn’t stop at placing the right keywords on your web pages. Some simple examples include fast website speed, clear web navigation, mobile-friendliness, engaging content. These SEO techniques are great catalysts in creating a positive browsing experience, which is a big part of getting better organic ranking and higher visibility.
Optimal user experience means that users can conveniently find the information that they are looking for on your website within a few clicks. It could be that one novelty bet about the U.S. election or the major sports event that they can bet on this week. But you get my point.
This positive experience will, in return, have a positive impact on some important ranking signals by Google, such as bounce rate, page per session, and click-through rate, which will help you reach a higher SERP ranking. So, in short, great SEO leads to happy users and a higher ranking in return.
Obviously, you can jump to the top of the search results by spending a large sum of money on ad spaces. But if you keep investing in paid ads ONLY to outrank your competitors, you might break your bank sooner or later. The paid strategy works as long as you have money. So, what if you run out of your budget? Scary thought, isn’t it?
To avoid such a disaster, there are several on-page and off-page SEO methods that can help you grow your website traffic organically without spending a fortune. Hubspot, Neil Patel blog, Ahrefs, and Mangools have absoulutely amazing blogs to start with.
If you happen to be a busy bee who is running a medium-sized iGaming company and have an allocated budget, do invest in hiring SEO experts or content marketing agencies for iGaming businesses that can achieve your SEO goals. This will save so much of your effort and time which you could use to spend on more important business matters.
(Disclaimer: We never said that “paid ad” is not a good strategy. It really can be helpful, depending on your marketing goals! But if you are planning to grow your online presence for the long term, then SEO is your weapon of choice.)
Local SEO plays a very crucial role in driving traffic to your website, especially if you are targeting customers in non-English speaking countries. They are more likely to search for iGaming or gambling terms in their language and if your website already has localized keywords in place, you are hitting the jackpot. Choosing the right languages to localize is a different story.
Nevertheless, one good example here would be the German words for the term “Bookmaker”: “Buchmacher” and “Wettanbieter.” Although both keywords have the same meaning, most people prefer to use “Wettanbieter” which can be translated as “bets supplier”. So, do make a thorough research of popular local search terms and implement them on your website accordingly. To name a few other examples that you can localize on a web page (especially for iGaming-related websites) are date/time display, currency format, and payment options. These methods are a part of offering a better user experience, which will help you gain higher engagement, traffic, and potentially conversion.
So, should I stop doing SEO once the business is growing online?
Have you ever heard of Dwayne Johnson not working out anymore just because he finally got that ripped body after training for days and nights? No, you haven’t. Neither have we. He continues to train hard (if not harder) every day to stay in shape for himself, his fans, and his clients.
The same concept applies to online businesses as well. No matter how successful your iGaming business has become, you shouldn’t stop optimizing your website. You might have grown your traffic, website clicks, and online revenue stream after some time, but you need to maintain that growth and keep up the momentum continuously.
More and more new iGaming businesses of all verticals keep popping up on the radar every day, and they are also trying their best to outrank you at the same time. On the other hand, your audience is always waiting for fresh sports event updates, the latest iGaming industry insights, and new betting offers from you. If you are not the one providing these updates for them, their attention will quickly switch to your competitors who do.
So, don’t stop updating your content and optimizing your website. Otherwise, your spot will easily be taken over either by fresh kids on the block or by just some old competitors who have been trying to overtake you for the last couple of years.
In conclusion, whether you are selling a service, a product, or writing a blog that is related to online gambling and the betting industry, search engine optimization is a must. Simply put, if you plan to have a successful online business, you need to do SEO. And if you are ever in need of a professional localization and SEO content service for your iGaming business, we are here to help you out.
How did you like May Thawdar Oo’s blog post “Why SEO Matters for Your iGaming Business”? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂