Technical SEO Guide for Online Casinos

On-Site SEO Tips from The Casino Marketing Shop – technical SEO guide for online casinos.

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1. Content is King!

The best content will make your target audience feel engaged; they haven take on some valuable information; and ultimately they now feel compelled to buy. In short this is always the most effective Onsite Casino SEO Strategy.

• Copywriting for SEO

Developing copy for your website that contains lots of your target keywords and phrases, without it sounding robotic and keyword stuffed is tough. AI Writing and SEO Software tools including a Keyword Density Analyser and Plagiarism Checker; coupled with an experienced human SEO, are all valuable necessary tools to produce high quality content for both users and search engines alike. Some of the AI software available in 2023 is amazingly useful with images, videos and semantic content now available on tap via a host of new AI Software Tools most of which connect with the likes of Chat GPT and Google Bard to compliment their output. Keeping content concise and well- structured; with bullet points and headings where relevant is always good for SEO.

• E-A-T = Expertise + Authoritativeness + Trustworthiness

Google’s Search Quality Guidelines mention this well over 100 times so it is important to adhere to these guidelines particularly when producing valuable content on your busiest most important web pages like your Home Page and Main Pages of your website. Avoid keyword stuffing as Google has become sensitive to this ranking factor in recent years.

• Target Keywords

It’s well worth doing an extensive amount of keyword research using several independent software tools alongside Google’s such as SEMRush and Ubersuggest. Its important to focus on the longtail keywords for your brand – particularly less competitive phrases with 3-5 keywords in there. Longtail keywords are usually less competitive hence easier to rank on, along with being more valuable as they convert better. Make sure to include Product-Specific and Service-Specific Keywords that align with your business, brand and website. Include locations where possible, particuarly if you are a local business as you may not want incoming leads and business from clients based afar.

• Visual Conversion Tools

It really helps onsite SEO conversions if you apply some useful visual conversion tools like Explainer Videos, Infographics, Brochures, PDFs and well-crafted fresh informative Images. These can be produced to a high quality using various AI Tools for SEO; so it’s a great time to get ahead of your competition by producing these types of visual tools now for your website.

2. Website Architecture, Structure and HTML Cod

Lots of websites appear look great to the human eye, however behind the scenes the website code is messy hence that site never ranks in Google. Correspondingly many websites look fantastic however for SEO purposes their website structure and architecture is poor hence that same site will never rank in Google. It’s important to audit, analyse and fix your onsite SEO issues before trying to rank a site otherwise most Offsite SEO efforts can be in vain.

• HTML Code

HyperText Markup Language (HTML) is the code upon which your website and structure is based. The better this code is for Google, the better you rank in their organic rankings. Often HTML code that is poor for SEO looks fine to the naked eye however when you use SEO Software Tools you may find 100s of minor HTML errors on a website that are handbraking that sites SEO performance.

• Image Alt-Text

Each image on your website should have a semantic description for Google that both accurately describes your image and matches the copy on the pages its on. Most webmasters neglect to add these descriptions to the images on a website for Google. These can usually be fixed enmasse using AI software tools; work which can be optimised by an experienced professional SEO.

• Page URLs

Structuring the URLs of the pages on your website is really important for SEO. Although its great to have really granular content structured ultimately the closer any web page is to your home page, the easier it is to rank. We recommend keyword-targeted page URLs for SEO – with new landing pages being created for specific high-value keywords and phrases. The ideal web page for SEO will be keyword-targeted to the Page URL – content rich with SEO-crafted semantic content, visual conversion tools – and most importantly lots of Direct Calls To Action to help convert leads. Contact Us Forms embedded into the page to make it easiest for users to submit their information online i.e. convert.

• SEO Page Descriptions

Important SEO ranking factors are the SEO Page Descriptions, Meta Title and Target Keywords which summarise each web page uniquely in Google. These form the semantic descriptions that users read when searching the organic rankings in Google. Sites with lots of organic traffic should regularly review and optimise their SEO Page Descriptions as often these can be optimised for 2X-3X better Click Through Rates from organic search by an experienced SEO.

• Structured Markup

Google likes to know how information is structured on any web page. Structured Markup is their standardised format about how to present information on a page to them, so they can understand and present this better to their users. By allowing Google to gather information more easily from your web pages you can expect somewhere between 25% to 80% more visits from their organic rankings on service-specific and product-specific web pages.

• Internal Linking

All pages must be linked together in a structured intelligent format for Google. This is primarily done through the main navigation menus on a website, but also relevant pages with complimentary information should be linked as well. Bear in mind when you link pages together the page linking to another page passes on some SEO value from that page via that link. Home Pages linking to 200 other pages are sometimes therefore more difficult to rank than those Home pages linking to 10 other main product/service category pages.

• Mobile Responsiveness

Roughly 2/3 of online search is now done via mobile so the value of your website being Mobile Responsive across all main devices and operating systems cannot be under-estimated. Many webmasters lose lots of new business online simply because their sites does not render well on certain mobile devices and operating systems. Many companies lose lots of incoming leads simply because images load slowly on certain mobile devices on their websites – a problem that can often be fixed in minutes using free plug-ins.

• Sitemaps

Sitemaps serve two main functions 1. a blueprint of your website for search crawler bots – so they can perfectly understand what your website content is about, and how your website content is structured and 2. Sitemaps can tell search engines which pages on your site are more important than others. Sitemaps are usually created automatically using software and then tweaked with a professional human touch for expert SEO.

• Site Speed

With user experience as its mainstay Google simply does not rank slow websites properly. Google considers slow websites a pest in its organic rankings by all accounts. Most SME websites perform badly with Mobile Site Speed when analysed using Google Page Speed Insights. Site Speed can usually be fixed with software plug-ins that automate all of the programs necessary to speed up your site within minutes.

Summary

This article is from The Casino Marketing shop where we specialise in casino SEO, casino PPC, TV, Social Media and casino website design.