The iGaming niche is super competitive, especially when we talk about SEO. Although many of the traditional SEO strategies can be applied to iGaming, the specific challenges of this niche — such as complying with regulations, managing robust budgets and standing out in such a saturated market — make this a crucial task for any advertiser willing to operate in this market.
In this article, the people at PropellerAds will explain the specifics, strategies and tips of SEO for iGaming.
SEO for iGaming vs traditional SEO
Regardless of the niche — E-commerce, Finance, Utilities, etc. — SEO is essential. Techniques like keyword research, backlink building, original content, and fast page loading are valid in any industry, and iGaming is no exception.
But there are some specificities of SEO for iGaming — let’s look at them:
Legal challenges
In iGaming, it is essential to be aware of the specific regulations of each GEO, which may vary from one country to another. Even if your strategy complies with local requirements, it’s important to remember that these regulations may change over time.
For example, a brand or game may be banned in the country you are targeting, which will reduce the relevance of keywords related to that game or brand.
High keyword volatility
Due to high competition, seasonality, and changing regulations, iGaming keywords are extremely volatile. A popular keyword today may lose its relevance tomorrow.
Events like the Champions League or European Championship can cause spikes in interest in certain keywords, but this popularity tends to be temporary. This requires constant monitoring and continuous adjustments.
High investment
Another effect of fierce competition in iGaming is the need for large investments in SEO. Successful brands in this industry and large affiliates invest a lot in mastering the most valuable keywords, purchasing domains with strategic keywords and using advanced SEO tactics.
For example, having an important keyword in the domain name (like “igaming-online.com.br”) can give you a competitive advantage, but these domains can cost millions of dollars.
Backlink strategies
Building backlinks in iGaming follows similar standards to other sectors, but at a considerably higher cost. Publishing a guest post or review on platforms with a large audience can cost between $5,000 and $10,000 per quarter.
Beware of dirty techniques
Unfortunately, where there is money, there are unethical practices. In iGaming, it is common for competitors to post fake negative reviews to damage the reputation of competing brands. Monitoring this content and contesting false comments is part of the reality of those who work in this market.
How to improve your SEO for iGaming?
Now that you know the challenges, here are some tips to improve your iGaming SEO strategies:
- Keyword research: Use tools like Semrush and Google Analytics to identify relevant keywords and implement them into your content. Focusing on low to medium volume, high relevance keywords can be a good strategy.
- Original content: Content must be unique and high quality. In iGaming, this includes predictions, match analysis, success stories and regulatory updates. Publishing updated content 2-3 times a week with links to reliable sources is a good practice.
- Technical SEO: Ensure your website is mobile-friendly and pages load quickly. Compressing images, cleaning code, and optimizing CTAs are essential to improving user experience and increasing conversions.
Check out this complete iGaming SEO guide from PropellerAds!
If you want to be successful in SEO for iGaming, be prepared to invest time, effort and money. And remember: PropellerAds offers a wide range of relevant traffic for your iGaming campaigns!