improving oragic traffic

Ever wondered what makes the online casino, aka the iGaming industry, so fiercely competitive in the US? Well, its very nature does! You get all the gambling classics once limited to brick-and-mortar casinos at the click of a button!

It's no wonder so many entrepreneurs have invested heavily in this business. Unfortunately, this has created a cutthroat environment for most online casino businesses, struggling to stand out among their contemporaries and attract enough organic traffic to lure new users.

Unlike gambling, where there’s no betting on a sure thing, we have tried and tested casino SEO strategies to get you out of this pickle! Here’s a case study of the steps we took to improve the organic traffic on one of our client’s websites when it suddenly saturated, limiting the acquisition of new users to almost nil for several months.

Challenges

Challenges & Goals

Our client’s website was not new to the industry. It had a decent user and subscriber base that regularly brought in revenue. But apparently, that wasn’t enough! They had launched a new collection of casino games and wanted to acquire new users.

This was highly challenging as organic traffic to the website had completely stagnated. None of the fresh collection's game-specific keywords ranked or were visible for their search terms. Besides, bounce rates were skyrocketing, and click-through rates (CTRs) were plunging like a roller coaster in free fall.

Goals and Objectives

First, we set a few goals and objectives that could translate into a well-devised plan and execution. Here’s what we aimed to accomplish in the next six months! 

  • Increase organic traffic by 100% 
  • Identify the top 5 high value keywords and increase their rankings by 50%. 
  • Reduce bounce rates for game-related content by 30%
  • Boost CTR for game-specific pages by 30%

The Strategy

Strategy

Our strategy comprised casino SEO best practices. While the traditional route kept us in for the long haul, we employed a few quick fixes, like regional targeting, to instantly improve organic traffic. Here are the highlights! 

Technical SEO Improvements

One of our key priorities was to ante up our efforts toward technical SEO improvements. The main issue we encountered was high reload time to reduce which, we optimized Javascript and CSS codes, compressed the size of media elements, removed unnecessary redirects, used browser HTTP and server-side caching, reduced cookie size, and shifted to a content delivery network. 

Regional Targeting

The US is a large market for online casino game players, so we decided to target regional users to increase our organic traffic quickly. We started using regional keywords and region-specific schema in the content, created specific pages for US states with the highest number of casino players, and included maps on our target pages. We also made a Google business profile with the client's US office address. 

Keyword Research and Targeting

One of our objectives was to identify and improve the rankings of high-value casino keywords. We employed our best tools and knowledge to research and identify these keywords. We considered factors such as keyword competition, search volume, and relevance to our niche iGaming products. 

Content Optimization

Once our keywords list was sorted out, it was time to optimize the content. We ensured that keywords were placed accurately and optimally in the meta tags, headings, anchor texts, and content body. Some content structures needed improvement to enhance readability and user experience. 

Link Building 

Casino SEO experts agree that backlinks drive around 40% of organic traffic for casino sites. That’s why building casino backlinks became a key focus for us. By collaborating with bloggers and high ranking casino sites in the US, we secured valuable placements through niche edits, guest posts, and press releases.

Results

improving oragic traffic

Fortune favors the bold! So our efforts turned out to deliver better results than we expected. 

Traffic Growth - We achieved a 100% increase in organic traffic for the entire website. 

Keyword Rankings - Our top five high-value online casino keywords, “online casino games,” “ online casinos for real money,” “real money slots,” “play blackjack online,” and “online casino bonuses,” saw a 60% increase in rankings. 

Conversions - We achieved a 45% increase in CTRs that spiked the client’s lead conversion rate by 20%. 

User Engagement - We placed several optimized media elements that enhanced user engagement and reduced the bounce rates by 40%. 

Why This Strategy Worked?

Our strategy worked not because the cards were stacked in our favor but because we put our money where our mouth was. We focused on the client’s business goals and employed the best casino SEO techniques and a few quick fixes we knew would work instantly.

It’s a common saying in the casino world that the ‘house always wins.’ Still, it takes strategy, precision, and consistent effort from experts and professionals like ourselves to outplay the competition.

Post a comment

Your email address will not be published.