How to Improve Organic Traffic Using Long Tail Keywords

With too many fish in the sea, the online casino industry is experiencing immensely high competition. Peers often struggle to increase their rankings, improve traffic, and consistently acquire new users. Are there any shortcuts to achieving these goals? 

As a specialized casino SEO agency, we often encounter such questions from our clients. While we firmly believe there are no tricks for casino SEO, cleverly thought out strategies can help you accomplish these objectives faster.

In this case study, we explain how we helped one of our casino clients gain 5000+ monthly visitors simply by incorporating long tail keywords in most of their website content.

Challenges Faced

Challenges Faced for long tail keyword ranking

To understand why we chose this strategy, you must consider the challenges we faced when we first took on this project. Our client had been operating in the online casino industry for about seven to eight years and garnered a loyal user base. But suddenly, its monthly traffic had stagnated.

We listed keywords whose rankings had deteriorated in the past few months to analyze why this was happening. We found that 90% were short-tail and only appeared when broader terms like “online casinos” and “online slots” were searched.

However, when specified searches like “online bitcoin casinos in the US” were made, they did not show up even in the SERP results. It was clear that these keywords were not catering to many searches, potentially by a massive chunk of the target audience, due to which the site’s monthly traffic had come to a standstill.

The Long Tail Keyword Strategy

What laid the foundation for our strategy was an understanding of the wonders long-tail keywords can make in such instances. Long tail keywords are search terms comprising 3 to 4 words targeting a specific audience. Let’s take the above example for clarity. 

Using the keyword “online bitcoin casino in the US” will primarily target casino players who trade in bitcoin inside the US. That may not be a lot! So, the keyword will not have a high search volume or competition and can easily rank to boost the site’s traffic.

Moreover, this traffic may have a higher conversion rate, as the search intent is far more specific and more substantial. For instance, if a user is searching for “online bitcoin casinos in the US,” it implies that they are looking for a specific kind of online casino in a particular region to convert into a user for them potentially. 

Instead, if they search for “online casinos,” they might need broader information on the term to decide which direction to take later. Our point is that long-term keywords are easy to rank and drive conversions. 

To choose long-term keywords for the site, we executed the following steps:

  • Analyzed the client’s business objectives and target audience. 
  • Created categories of long-tail keywords with the highest search intent, like game type, location, bonuses, currency, etc.   
  • Got access to keyword research tools like Google Keyword Planner, SeMRush, and Moz
  • Considering low search volume and competition, sorted a list of relevant long-tail keywords.
  • Used Google’s auto-search feature to pick a few keywords missing in the tool. 
  • Identified the keyword gap between the client’s website and their competitors and revised the list again.

Content Creation and Optimization

Once we had the list of long-tail keywords, we began optimizing the content. We reviewed every content on the website and revised it to incorporate the long-tail keywords, following the keyword density. 

For instance, one of our existing blogs, “How to play Blackjack?”, had experienced declining traffic in the past month. We decided to revise the whole blog as “How to play Blackjack for beginners?” and incorporated keywords such as “How to play Blackjack for beginners in the US?” and “How to play Blackjack for beginners online?”

This was repeated for all website content, such as landing pages, blogs, and FAQs. Since traffic had been stagnant for a long time, we also had to create new content based on long-tail keywords. 

Our team generated plenty of quality casino backlinks for the new and existing content to boost referral traffic on the website. We ensured that interlinking between content pieces was done and meta and heading tags were optimized to follow the best casino SEO practices.  

Results

improve traffic by using long tail keyword

With our consistent efforts, we were able to achieve the following results within a month:

Traffic Growth: The site, which had fewer than 40,000 monthly visitors before we took over, acquired 5000+ monthly visitors, as expected. 

Keyword Rankings: Our top 5 targeted long-tail keywords appeared in the top 5 results on SERP. 

Conversions: Due to enhanced user engagement and reduced bounce rates, conversions rose by 20%, and the client was pleased with their newfound business success.

Why This Strategy Worked?

The online casino market is extremely crowded, with most businesses competing to rank for the same old, cliched, and generic keywords only because they have a high search volume. However, they fail to understand that using highly searched keywords may not always translate to good traffic, and even if it does, it may not get converted into users. 

So, what’s the solution then? The solution lies in maintaining a healthy short-tail and long-tail keyword balance throughout your site, as we did with our client. 

This way, if you’re not ranking for highly competitive short-tail keywords, your rankings for low-competition long-tail keywords will compensate for it, boosting your overall site traffic. This traffic will have a higher conversion rate since their search intent is more specific and more substantial. 

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