SEOin the iGaming industry

WTF am I?

• SEO (and more) since 2004. • In the iGaming industry since february 2010.• Working in-house for online casinos.• I'm not an affiliate

 • www.stefanogorgoni.it• twitter.com/must

Gambling? iGaming :)

You call it Gambling. We call it iGaming. I guess it makes us feeling better.

IGaming includes: • casino games (roulette, blackjack, slots, etc.)• poker• sportsbook• bingo

iGaming: how much is it worth?

iGaming industry is quite competitive... $150 billion dollars is set to be the annual revenue for the gambling industry by 2012, according to a market review by PricewaterhouseCoopers.   

Know the industry

  • A lot of targeted traffic comes from affiliate websites.

• A single player can spend a lot of money.

Reputation

VERY GOOD!

                           =                                 =

Black hat

The biggest myth about SEO in the iGaming is:

IT'S ALL ABOUT BLACK HAT!

Too competitive for white hat SEO?

 

Issues

• Time • Keyword research• Link building• New markets

Mr. Wolf

   

also known as

SEO

Time

• Email marketing: send emails and count the cash• Affiliate marketing: pay only after earning• SEO: 

Keyword research

Google AdWords restricts the promotion of online gambling and gambling-related products.http://support.google.com/adwordspolicy/bin/static.py?hl=en&topic=1310883&guide=1308252&page=guide.cs&answer=176014

Link building

Check your competitors...

Use the affiliates

• 301 on affiliate links• rel canonical

Link baiting?

Yeah, right...

Build a network

  

Buy links

  

And everything else...

...coming from competitor analisys.

• http://www.majesticseo.com/• http://www.link-assistant.com/seo-spyglass/ 

Little problem

   

Dura lex sed lex

   

 Good market - Bad market

   

New market, new language

    

Results?

A 95% white hat strategy definitely works!

So...

• iGaming is not spam• Black hat SEO is not required/recommended• White hat works!

 

More about me

• http://www.stefanogorgoni.it/

• http://www.stefanogorgoni.com/

• http://twitter.com/must

• http://twitter.com/akamust

• http://www.linkedin.com/in/stefanogorgoni