Weitere ähnliche Inhalte Ähnlich wie Catch & Keep iGaming Players with SEO (Online Casino SEO Best Practice) (20) Kürzlich hochgeladen (20) Catch & Keep iGaming Players with SEO (Online Casino SEO Best Practice)1. How to catch and keep iGaming players
with SEO & Retention Marketing
Anna Korolekh (Moseva), Webinar
SEO analyst
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
2. Is it actually that tough?
Illegal in over 28 countries: ….
Target audience for online gambling businesses narrows
down to European, mostly British, French, Russian and
Australian men aged 18 - 40 years old with at least $75,000
income.
Very limited marketing opportunities – no TV, no
printed ads, very expensive PPC
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
3. What is left for online gambling?
Social Media Campaigns
Word-of-mouth Marketing
Search Engine Optimization
© 2012 Promodo www.promodo.com United Kingdom United States+1 347 809-
contact@promodo.com +44 0203 1376 681 34-86
4. Keyword research
There are very few search queries that
promise to bring big amounts of traffic
No “magic” long tail phrases
that generate converting traffic
“casino uk”, “uk online casino”,
“internet casino” …
Fruit
machines
Pokies
Long tail keywords can be used to generate
more passive traffic, to create a community
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
5. Typical technical issues
Overuse of JavaScript and Flash
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
6. Overuse of JavaScript and Flash
Google or any other search crawler has not yet learnt to read flash or java properly
Make sure that you have good landing pages with lots of text content
Create separate pages with text descriptions of the games at your casino,
explaining rules and basic strategies
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
7. Typical technical issues
Overuse of JavaScript and Flash
Poor or thin content on the landing pages
Navigation in images, flash or java
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
8. Navigation in images, Flash or Java
Most advanced search engine crawlers are now only learning to read java and
recognize the images
Use static text links in your navigation
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
9. Typical technical issues
Overuse of JavaScript and Flash
Poor or thin content on the landing pages
Navigation in images, flash or java
Lack of internal linking
Slow page loading speed
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
10. Slow page loading speed
Page loading speed of more than two-three seconds is considered too slow by
Google
You can check this user loading speed in your Webmaster Tools account in
Labs -> Performance
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
11. Typical technical issues
Overuse of JavaScript and Flash
Poor or thin content on the landing pages
Navigation in images, flash or java
No internal linking whatsoever
Slow page loading speed
Incorrect use and overuse of pop-ups and pop-unders
Duplicate content issues caused by session ID’s, ad ID’s or special landing pages
for ppc campaigns
© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m
12. Duplicate content issues caused by
session ID’s, affiliate ID’s …
http://www.planet7casino.com/?affid=8472,t=PL86747b19ed4e7f0be70b437992cd7a
60,ycid=2,yaid=5486
http://casinograndluxe.com/eng/?sourceID=1054962
Make sure that Google does not index that all along with normal URLs
Block such urls with a robots.txt directive
Disallow: /?*
Canonicalize the URLs
<link rel="canonical" href="http://www.casino-example.com/roulette-games "/>
© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m
13. Typical technical issues
Overuse of JavaScript and Flash
Poor or thin content on the landing pages
Navigation in images, flash or java
No internal linking whatsoever
Slow page loading speed
Incorrect use and overuse of pop-ups and pop-unders
Duplicate content issues caused by session ID’s, ad ID’s or special landing pages
for ppc campaigns
Poor use of redirects, wrong server codes
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
14. Poor use of redirects, wrong server codes
Make sure that you redirect the site to one canonical version of your choice
www or non-www using a permanent 301 redirect
All the non-existent pages are to respond with a 404 server code
When you set a 404 error, ask your designers to draw a custom 404
page that would have the logo, layout and navigation of the rest of your
site
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
15. Link Building
3 P’s
888.com backlinks Bwin.com backlinks
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
16. Link Building .
Always look at what your competitors are doing!
Massive amounts of bought links
Submit your site for review at designer’s, usability specialists’, developers’ communities and
forums etc.
Job boards.
Hold give-aways and competitions and offer the info about them for publication at niche
specific blogs and gambling forums..
Free stuff always works.
Affiliate sites, satellite sites and blog networks.
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
17. Track, Monitor and Analyze!
E-commerce tracking
Enable e-commerce tracking in the admin section of your GA account
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
18. E-commerce tracking code
Paste the e-commerce tracking code at your thank you page, leave only the fields that are
required
For optional arguments that we do not fill,
you should supply an empty placeholder to
avoid errors.
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
19. Result – tons of useful info!
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86
20. Thank you for your attention!
Anna Korolekh (Moseva)
Promodo
a.moseva@promodo.com
www.promodo.com
© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86