Using impactful SEO for the igaming industry.

The global gambling industry will rake in annual revenues of more than $525 billion by 2023 according to Research and Markets. But with new competition entering the market every day, it’s never been harder to get your business in front of potential customers.

Buen Paso Media is the expert SEO company for discerning clients in the online and land-based gambling space. We use a trusted network of exceptional consultants to grow business globally, not just in one area. We excel in over 20 markets, including Latam, where we gain standout results in Brazil and Mexico.

Research group Research and Markets points out that consistent annual sector growth of around 4% will be driven by new business in North America and Asia, and  consolidation of revenues across Europe – so, a global SEO approach is the way to go.

The innovative sector is evolving, ensuring new and existing customers remain loyal. Live dealer casino games have driven recent growth in the online casino market, while enhanced mobile gaming, virtual sports and eSports betting are underpinning the sports betting industry. With change comes a need for your SEO activities to follow suit to ensure you remain one step ahead of your competition.

Driven by SEO experience


Trust your gambling SEO projects with the most experienced consultants. The co-founder and SEO director of Buen Paso Media, Felipe del Pino, is highly regarded, with over a decade of experience working at the world’s leading gambling companies, including The Stars Group, Rank Group and Ladbrokes. He knows just what it takes to get an online gambling company up the search rankings through a variety of well-practised techniques. Our consultants work around the world in their own markets, where they have specialist knowledge. We knit all this together for an impactful strategy.

Buen Paso Media SEO igaming clients


Our clients include some of the biggest names in the gambling industry. The Stars Group and GVC Holdings are behind some of the most successful brands, like PokerStars, SkyBet and PartyPoker, while we work with well-known companies like SportNation, Catena MediaBetWarrior, enracha and Replay Poker.


Your bespoke igaming SEO strategy


No two SEO strategies are the same, and we work hard to develop a winning approach for each of our clients. The online igaming space is a complex one, with multiple verticals (sports betting, casino, poker, bingo etc.), and varying requirements across regions driven by different licensing regimes. We put our global knowledge to good use when working for you.


Your bespoke strategy is pieced together once we conduct a thorough analysis of your existing online presence (website and incoming links), and research into your competitors’ online landscape. This will identify significant opportunities for your business. Our work covers onsite SEO, surfacing your target keywords and ensuring your site is optimised for them, and offsite SEO, including link building.


Once we start implementing your igaming SEO strategy, we’ll report back with easy-to-digest figures so you can see how your goals are being met.


Link building to boost your website rankings


The bad old days of simply acquiring inbound links of dubious quality are long gone. Google hates it, and so do we. That’s why we develop a manual link-building strategy from websites that matter. The content and host sites are relevant to your business, and by building third-party content that points to your domain in this way, Google begins to repay us by recognising your authority.


This is how you begin to climb the search engine rankings, in multiple languages. High search visibility is key to attracting new customers in the gambling industry. Just consider this: if you appear in the first position on Google, you’ll get a clickthrough rate (CTR) of around 30% on desktop searches. In the third spot that CTR drops to 10% - and if you’re in the lower positions of nine or 10, the CTR can be below 2%.

We have a vastly experienced content team, producing awesome articles for link building and content marketing material that generates its own links. Our team is fluent in multiple languages and has an exceptional background in the gambling sector, so all writers know their subject inside out.

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