iGaming SEO

Got some websites in the iGaming industry and need more traffic?

Trust me you are not alone! Many site owners in the iGaming Industry is needing specialised SEOs to help them because it has its own algorithm different from traditional search engine optimisation in other sectors.

Here are some iGaming SEO tips where James Dooley speaks with Karl Hudson who has successful grown casino sites, online bingo websites and sports betting affiliate sites in the iGaming market.

When carrying out iGaming SEO be sure to run your due diligence because you need to correlate data and have a data-driven approach to be successful here.

What is iGaming SEO?

The term iGaming SEO refers to the different services which help improve site rankings within the online gaming and casino niches, which is now one of the fastest-growing industries.

With the online gambling industry being estimated at £80 billion globally, iGaming SEO can dramatically increase your revenue.

Whether your site deals with Casino, Poker, Slots, Bingo or Sportsbook betting, the implementation of i-Gaming SEO can ensure you are getting your fair share of the action.

• iGaming SEO enhances website visibility because it optimizes sites for keywords specific to online gaming like poker, casino, and sports betting, essential for attracting targeted user traffic.
• iGaming SEO increases player acquisition because it employs tailored strategies to rank highly for competitive terms in slots and bingo, driving more prospective players to iGaming platforms.
• iGaming SEO improves revenue streams because effective optimization ensures higher SERP placements, increasing the likelihood of clicks and conversions from interested online gamblers.
• iGaming SEO supports compliance and responsible gambling because it integrates regulatory requirements into content strategies, ensuring that websites meet industry standards and attract quality traffic.
• iGaming SEO enhances player retention because by ranking well for niche terms such as specific betting options or casino games, sites can provide a more engaging user experience, keeping players returning.

How Can SEO Help Grow Your iGaming Business?

For iGaming businesses, SEO can be extremely beneficial if done properly, as it can help your website rank for so many more keywords than it is currently.

With the iGaming industry being such a competitive industry, it’s often advised to work with professionals on your search engine optimisation efforts, as often times this can be the difference between an average performing iGaming site, and an excellent one.

Please free free to drop us a message if this is something you may be interested in, and our team will get back to you as soon as possible.

iGaming SEO Services We Offer

The following services will help improve your i-gaming position in search engine rankings.

Content SEO

Content is a critical component of iGaming SEO because it provides relevant information and keywords related to games like poker, slots, and sports betting, which helps to attract and engage a targeted audience effectively.

Content marketing is a great white hat SEO strategy to build long term rankings in Google SERP.

Using Content SEO Optimisation Tools to assist your writers to include NLP entities is going to give higher rankings.

But the best content marketing agencies will also provide content pruning case studies or explain the power of progressive optimisation to improve existing articles.

The top rated iGaming SEO consultants should explain the content expansion benefits to giving freshness of content and including more important entities to cover the topic in its entirety.

Topical Authority

Topical authority is crucial to iGaming SEO because it establishes a site as a credible source on subjects like casino gaming and sports betting, enhancing its trustworthiness and ranking potential in search engine results.

Getting your gambling website past authority wall is when you achieve topical authority by becoming an expert on the subject.

A professional iGaming SEO consultant should be able to highlight missing articles, with high level keyword research and topical clustering methods.

The best rated gambling SEO companies should be able to highlight topical authority case studies in February 2025.

Order a freelancer who specialises in the gambling sector to provide a full topical authority audit service.

Technical SEO

Technical SEO is vital to iGaming SEO because it ensures that casino and betting sites are easily crawlable and indexable by search engines, which improves overall site performance and user experience, leading to better rankings.

Technical SEO is what allows search engines like Google to know that you have a website of high value.

Important elements of technical SEO include crawling, indexing, rendering, and website architecture.

Regular technical SEO audits should be carried out using tools like screaming frog or jet octopus.

If you want to carry out your own technical audits then be sure to check out our checklist for technical SEO audits.

Link Building Strategy

Link building is essential to iGaming SEO because it enhances domain authority through backlinks from reputable sources related to online gambling, which signals to search engines the credibility and relevance of the website, boosting its rankings.

Building gambling backlinks is a huge ranking factor in the casino, bingo and sports betting markets.

Here are the most important link building strategies for gambling domains:

• Link Velocity is strong
• Building relevant backlinks
• Building trustworthy backlinks
• Building tier two backlinks
• Building powerful backlinks

Many SEO agencies get the backlinking wrong for casino websites and having a specialist link building company for iGaming websites is the most important decision.

The best link building agencies like Searcharoo have many backlinking case studies to show their amazing results.

Viral Traffic

Viral traffic is important for iGaming SEO because it significantly boosts the visibility of a gaming site, rapidly increasing user engagement and Navboost signals.

This surge in traffic can enhance the site’s search engine rankings by signaling popularity and relevance to search engines, which is crucial in the competitive iGaming industry.

As AI evolves, engagement metrics like virality and long clicks are becoming increasingly crucial, often surpassing the importance of backlinks in iGaming, where strong user engagement is key to long-term success.

Disavow Audit

A proactive disavow strategy is crucial to iGaming SEO because it removes toxic links that can harm a site’s reputation and search rankings, ensuring the website maintains a healthy profile essential for sustaining high SERP positions.

Removing toxic and problematic backlinks from your backlink profile can give amazing jumps in rankings.

Many gambling websites are being held back with dangerous links pointing to their domain as negative SEO attacks are common in the casino industry.

We strongly recommend not waiting until it becomes a big problem and being proative in having a professional link audit service carried out by Backlink Doctor.

EEAT Audit

An EEAT audit is important to iGaming SEO because it evaluates and enhances the Expertise, Experience, Authoritativeness, and Trustworthiness of a site, which are key factors that search engines use to rank content, particularly in highly competitive markets like online gambling.

The last thing any iGaming website owners want is to see Raterhub visiting your website and suddenly dropping all your rankings.

Improving your EEAT SEO signals is a great way to preventing any large drop in traffic.

An experienced iGaming SEO consultant will of researched the Google Quality Rater Guidelines and understand these to be very important:

• Telephone number on the website
• Email address on the website
• About page about the company
• Meet the team about the authors
• Link building strategy for winning awards
• Link building strategy to mention author bios
• Compliance pages like cookies, privacy and disclaimers

Online Gambling – iGaming Specialists

We specialise in specific SEO strategies to improve the positions of iGaming sites. It is important that you consider all variables that will ultimately affect the success of your website.

Our team here at Fatrank have over 10 years of experience in the industry, and are specialists when it comes to working within the iGaming sector.

Make sure to get in touch if you’re interested in any of our iGaming SEO services and our team will get back to you as soon as we can.

A suitable question related to iGaming SEO that would incorporate the provided details about how Google and modern LLM-based search systems evaluate content might be:

How do Google and modern LLM-based search engines assess iGaming content for SEO purposes?

Google and modern LLM-based search systems evaluate content using six core principles:

• Popularity – How well a page engages users.
• PageRank – Its influence within the link network.
• Topical Relevance – How closely it aligns with search intent.
• Topical Coverage – The depth and completeness of content.
• Cost of Retrieval – How efficiently Google can serve the result.
• Historical Data – A page’s trustworthiness over time.

Google and modern LLM-based search engines assess iGaming content based on six principles: user engagement (Popularity), link network influence (PageRank), alignment with search intent (Topical Relevance), content depth (Topical Coverage), retrieval efficiency (Cost of Retrieval), and trustworthiness over time (Historical Data).

Summary

If you are looking to outsource your search engine optimisation services you need an SEO agency with iGaming knowledge.

Whether the website is for online bingo, slots, casino or sports betting the ranking factors in the gambling industry is very different to amazon affiliate or local SEO.

Trusted and relevant backlinks play a huge part in the online casino niche and topical authority is a must.

Increase organic traffic & rank higher in iGaming search results by trusting a reliable SEO company with many case studies to support their expertise.

Get in touch today to receive a completely free video audit on what your iGaming website is lacking to improve your Google rankings.

We are an iGaming Search Engine Optimisation Agency specialising in Technical SEO, Content Marketing and Link Acquisition for Online Casino’s, Sportsbook Betting, Bingo and Slot Games.