The 8 essential tips for an SEO strategy for casinos

In this article, we offer you a detailed guide to optimizing your online gambling or casino site, ensuring that you not only gain visibility in search engines, but also operate within established legal frameworks.

SEO strategy for casinos

With SEO for casinos or online betting sites we seek to position the business in a YMYL sector, with high competition and highly regulated, especially in Spain. Developing an effective SEO strategy for these sites requires a deep understanding of best practices, the right tools, and strict compliance with legal regulations.

1. Differences between casinos and betting sites

There are differences when it comes to proposing an SEO strategy for betting sites and casinos. This is because, although we treat them as one, the product is different, therefore when looking at a website you will have to define if it has bets, such as bet365, or if its products are casino games.

Once you have defined whether the domain belongs to a casino or gambling, when looking at its data you have to consider seasonality. The betting rate varies much more because it depends on sporting events, while per casino there is less seasonality in terms of depending on certain events. It must be taken into account that for both, there is much more play at some times.

2. Mobile optimization

Mobile optimization is essential since in both cases it is the most used device.

3. Keyword Research and keyword research

Keyword research is the starting point for any successful SEO strategy. In the online gambling and casino sector, it is crucial to identify keywords that attract the right users and are aligned with the search terms most used by players.

Some examples of relevant keywords:

– «online casino Spain»

– “live sports betting”

– “safe online casino games”

4. Keyword traffic volume vs Conversion

When looking at the keywords, you will notice that there are very high volumes but they will include terms like free. In this case, the conversion and conversion value of these users is low. 

5. Web architecture in categories

It is very important that in the case of online casino and betting sites, a good web and menu architecture is created. Above all, it will have to be based on the study of keywords, where the main categories and subcategories will be identified, which would coincide with the main products.

For example, some of these categories could refer to products such as: “slot machines”, “poker” or “bingo”.

6. Quality content: YMYL and EEAT

As these are delicate topics, since this business falls within the “your money your life” (YMYL) sectors, you must be careful with the EEAT and provide the content with:

• Quality sources

• Provide accurate information

• Reviews and authors specialized in the subject

7. Link building

Being a highly regulated sector, link building is also regulated. Care must be taken and done in a very natural way. Current topics related to the world of casinos can be discussed and linked to the domain in question. For example, in a medium specialized in new technologies, an article could be published on how AI affects the online gaming sector.

8. Legal and Regulatory Compliance: case of Spain

Each country has legislation for this very specific type of sector. For example, in Spain you have to take into account that, in the regulation, there are limitations regarding bonuses, and the fact that to enjoy a bonus a user has to register, validate their document and be of legal age.

In Spain, online betting sites and casinos must comply with strict regulations. It is essential to ensure that all content and SEO practices comply with local and international regulations.

Some legal considerations that you should take into account are:

• Licenses and regulations: Make sure your site has all the necessary licenses issued by the General Directorate of Gambling Regulation (DGOJ).

• Privacy policies and terms of use: They must be clear, accessible and comply with the GDPR.

• Responsible Advertising: Avoid making false or misleading claims in content and ads.

Developing an effective SEO strategy for online gambling and casino sites in Spain requires a combination of keyword research, quality content creation, on-page optimization and link building, along with a solid focus on technical SEO and compliance. legal regulations. Using tools like Google Keyword Planner, SEMrush, Ahrefs, and Google PageSpeed ​​Insights, you can improve your website’s visibility and attract quality users, all while operating within legal limits.

If you need help developing and executing a customized SEO strategy for your online betting or casino site, do not hesitate to contact our specialized agency.