iGaming SEO done well.

Quick links: SEO experience | iGaming Clients | Seo Strategy | Link Building

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 for your marketing team to find a winning strategy to get your business in front of potential customers.

Buen Paso Media
is the expert iGaming SEO agency for discerning casinos and sports betting clients in the online and land-based gambling space. We use a trusted network of exceptional consultants to audit and help grow your company business globally, not just in one area. We excel in over 20 competitive markets, including the UK, USA and Latam, where we gain standout digital marketing results in Brazil and Mexico.

Research group Research and Markets points out that consistent annual gambling 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 Search Engine Optimization strategy is a clear pathway to improve your performance.

The innovative gambling sector is evolving, with new gaming and published content ensuring new and existing customers remain loyal, and your revenue grows. Live dealer casino games have driven recent growth in the online casino market, while quality mobile gaming, virtual sports and eSports betting help underpin the sports betting industry. With change comes a need for your casino's SEO activities to follow suit to ensure your content remains one step ahead of your competition.

Driven by SEO experience in the industry

Trust your igaming SEO projects with the most experienced consultants. The co-founder and Managing Director of Buen Paso Media, Felipe del Pino, is highly regarded within the gambling and casino SEO industry, with over a decade of experience working as an SEO at the world’s leading gambling companies, including The Stars Group, Rank Group and Ladbrokes. He knows what quality it takes to help get a website and its content up the search rankings through a thorough audit and a variety of well-practised techniques. Our SEO consultants work around the world in their own markets, where they have specialist gambling and digital marketing knowledge to build your revenue. We knit all this together for an impactful SEO strategy.

From 0 to Market Dominance in 2 years (Casino, Spain)

Casino Spain

Our SEO igaming clients

Our clients include some of the biggest names in the igaming industry: The Stars Group and GVC Holdings are behind some of the most successful brands, like PokerStars and PartyPoker. Other well-known companies and brands we have worked with are Flutter Entertainment, Catena Media, enracha and Replay Poker.

We are lucky we are able to choose the projects we work on. We don't take on all the igaming clients that come to us looking for help. When we accept working on a new project, that's because we have made sure there won't be any conflicts of interest with others. We will be completely honest and transparent with you at all times. 

Take a look at some of the things our customers say about us:

"We’re very happy with the SEO services provided by Buen Paso Media. Having worked with various consultants and agencies over the years, I consider Felipe and his team to be top notch. They’re smart, pro-active and diligent, basically everything you could want from an SEO partner."
Paul Gould, CEO of Replay Poker.

"We've been working with Buen Paso Media for some time now and their service is always reliable, punctual and of great quality. They always understand and react quickly to briefs, and their in-depth knowledge of SEO and online marketing means that their service is always insightful and actionable. I would recommend them to anyone who wants a dependable partner for their SEO needs." Anthony Davies, Global Head of SEO at The Stars Group.

Bespoke igaming SEO strategies

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 and aim to help your site rank for highly converting keywords.

Your bespoke SEO strategy is pieced together once our team conducts an audit 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 SEO services cover onsite SEO, surfacing your target keywords and ensuring your site is optimized for them, and offsite SEO or 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.

Organic traffic, 15% growth YoY (Poker, USA)

us poker

Link building to boost your rankings

We go where your competitors don't. 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 our team develops 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 website in this way, Google begins to repay us by recognising your authority. We call it impactful link building.

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 25% on desktop searches. In the third spot that CTR drops below 10% - and if you’re in the lower positions of nine or 10, the CTR can be below 1%.

We have a vastly experienced igaming content services team, producing awesome articles for link building and content marketing material that generates its own links. Our team is fluent in multiple languages such as English, Spanish, Portuguese, Italian, French or Russian and are experts in the igaming sector, so all writers know their subject inside out.

Frequently Asked Questions

What is SEO for iGaming?

If you have an iGaming platform like an online casino, online sports betting, bingo, or poker site, you will rely upon new customers finding links to your site when they use search engines like Google. SEO or search engine optimization for iGaming sites will boost your rankings by using a strategic combination of three techniques:

1 On-page SEO, adding relevant content with targeted keywords and metadata.
2, Off-page SEO, where you grow your relevance and authority from other websites with authoritative inbound links.
3 Technical SEO, which assesses and improves your website to make it easier for search engines to find, navigate, and index your site.

How is international SEO different for iGaming clients?

You must treat different countries and regions as separate entities for iGaming platforms. You have different language considerations already, but there will be other factors that necessitate a different approach to SEO.

For example, each region you operate in may well have a different licensing authority, meaning your content must change from one country to another. Games you offer and the promotions you can run might vary and be restricted in some territories.

Your SEO strategy must reflect these different needs, plus be completed with professional knowledge of how search engines prioritize differently in some regions, according to local user behavior. For example, search intent and keywords in Asia will be different from South America and Europe.

By engaging with an international iGaming SEO specialist like Buen Paso Media, you will ensure a truly global approach to your strategy.

Is iGaming experience relevant for SEO?

Yes! You’ll already know content is essential for good SEO, and Google recognizes good content. iGaming is a particular niche that requires knowledge of the industry and its regulations, and the ability to write about it in the correct tone and language.

Experts in iGaming SEO, like Buen Paso Media, understand the particular challenges the industry faces.

Get in touch with Buen Paso Media today to discuss any of your gambling SEO or link building requirements.

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