What is SEO positioning and why is it so important?
Search engine positioning, known as SEO (an acronym for Search Engine Optimization), encompasses a variety of strategies and essential techniques to improve the visibility of a website in the organic results of search engines. This process involves implementing a series of actions both within the web page itself (on-page) and outside of it (off-page), with the goal of optimizing the website and its positioning in search results. This optimization is crucial to effectively compete in the digital market, allowing the website to stand out among its competitors and be more accessible to users.
On-page SEO
These actions refer to the procedures we carry out within our web page. Among the most outstanding strategies is the creation of content related to the theme of the site and relevant to the user. For example, this article provides interesting information for users, related to the site's theme, without necessarily being linked to the sale of a service. The primary purpose of these practices is to attract a flow of high-value qualified users to the website, thus contributing to its increased visibility and relevance in the digital realm.
Off-page SEO
References from other recognized and authoritative websites lend relevance to your web. Just as when looking for a job, recruiters are interested in our references and inform themselves about us; search engines also investigate us. For Google, it is essential that other web pages pertinent to the sector, or with related themes, provide favorable mentions towards your site. This is where the link building process, known as linkbuilding (which we will discuss later), becomes important.
Why should you consider this strategy in your casino?
Attracting users organically allows you to expand boundaries and not have to pay per click for each result in which you appear on Google (which would correspond to a SEM strategy). Moreover, the authority of the site will be greater, and you will have users navigating at almost all times from different pages, which will enhance brand recognition and user trust.
And if we haven't yet convinced you of the importance of taking care of your SEO strategy, surely these data will:
The first five organic results represent 67.6% of all clicks, while results 6 to 10 only represent 3.73%.
45% of large companies and 20% of medium-sized ones spend more than $20,000 per month on SEO.
Google receives more than 70,000 searches per second, which translates to almost 2.5 trillion searches annually.
4 tips to improve your SEO positioning
You should keep in mind that the optimization of an SEO strategy is not a one-day task. It involves a continuous process of improvement, analysis, implementation of enhancements, and constant corrections. Below, you will find a series of tips that will allow you to improve your positioning and appear in the top positions on Google organically.
1. Keyword selection
The first thing you should do is know your target audience: What games do they prefer? Are they interested in bonuses or promotions? Are they looking for beginner tips or more advanced strategies? Knowing your users' preferences will help you identify the most relevant terms. Think about what the user expects to find when performing a specific search and match their search intent with the result you will provide.
Given the high competition in the online casino market, it is crucial to focus on niche keywords. This includes specific terms for certain casino games, offers, or geographic regions. For example, you can try to position keywords like:
“Online roulette in Peru”
“Welcome bonus casino Mexico”
“Secure online casino Spain”
“Online slot strategies”
Use keyword research tools, such as Google Keyword Planner, SEMrush, Ubersuggest... These can provide you with valuable information on search volume, competition, and current trends. Additionally, you can research which keywords your competitors are positioned for, which can give you insights into which strategies are most effective.
2. Navigability and responsive design
Another key to an SEO strategy lies in the navigability of your website. What points should you keep in mind?
Loading speed: a fast website that can handle large amounts of traffic without crashing or slowing down is essential for a good user experience. Tools like PageSpeed Insights will allow you to analyze and improve your site's loading speed.
Ease of use: you should have an intuitive and clear website, where critical processes such as registration, deposits, or withdrawals are simple. Users should quickly find what they need, whether specific games, bonus information, customer support, etc.
Clear and logical architecture: helps users and search engines understand the structure and find the most relevant content.
Responsive design: the website should be compatible with all types of devices. Test on various screen sizes and ensure that images load quickly, are displayed correctly, and that buttons work perfectly on mobile devices, tablets, computers, etc.
3. Create relevant and quality content
The content marketing strategy is fundamental for building good SEO positioning. You should create content that is interesting for players, which may include guides and tutorials, game strategies and tips, industry news and trends, interesting statistics, etc.
Additionally, you can include visual and multimedia elements such as images, graphics, and videos. For example, a video on how to play certain games or an infographic with interesting statistics about the most profitable games. You might also consider creating interactive content: quizzes, surveys, or casino-related games. This can increase user engagement and the time they spend on your site.
4. Link building
An effective link-building strategy requires a combination of creativity, persistence, and a focus on quality.
Quality content: before seeking links, ensure you have content that is worthy of being linked to.
Identify related sites within the industry that may be interested in your content.
Social networks: use them to expand your reach and promote your content on the platforms where your users are most active, thereby increasing visibility and obtaining more organic links.
Avoid Black Hat SEO techniques: do not buy links or use artificial schemes, as this can be penalized by search engines and worsen your positioning.
Remember that link building is a continuous process that requires analyzing and studying the impact of each link on search engines.
