In 2024, the gambling market remains one of the most lucrative sectors and is poised for steady growth in the coming years. The legalisation of gambling activities in various countries, advancements in technology, and the widespread availability of mobile apps, coupled with shifting public opinion, have sparked greater interest in iGaming. These factors collectively open up new avenues for earning in this dynamic field.
Statistics indicate that the user penetration rate in the online gambling market is set to rise by 2029. Currently at 5.9%, it is projected to reach 7.4%, translating to approximately 281.8 million users. This surge will inevitably lead to an increase in iGaming-related queries, thereby amplifying the need for effective promotion of gambling websites.
Growing interest in gambling as exemplified by the Asia-Pacific region
The frequent emergence of new iGaming websites has heightened competition, making it increasingly challenging to attract leads and convert them into customers. While an affiliate marketer and an SEO specialist may be different breeds, SEO promotion remains a valuable tool for everyday webmasters.
Today, let’s explore how integrating AI technology into your SEO efforts can simplify your life and enhance your results.
What is SEO in iGaming?
Let’s start with the basics: SEO, or search engine optimization, involves enhancing a website’s ranking in search engine results like Google, Yahoo or Bing. The goal of this optimization is to elevate the site’s position for key queries related to its content.
SEO is a complex method of promotion, and optimising in the online gambling sector is particularly challenging due to high competition, local regulations, frequent search engine algorithm updates, and the cultural nuances of different regions.
Moreover, every player in the iGaming niche aims to claim their share of the benefits from search engine optimization. This includes gaming platforms, development companies, affiliate blogs, and even news sites.
Adding to this is the classic SEO paradox: you must optimise the site for search engine algorithms while ensuring it remains user-friendly. Let’s delve into the steps for optimising websites in more detail below.
How SEO Helps a Website
Imagine this scenario: a user types a specific phrase into a search engine, which then processes the query and displays a list of websites that can provide an answer. There may be numerous sites, but the ones that garner the most attention are those on the first and second pages of the results. Thus, the better a site meets certain criteria, the higher its chances of appearing on these prime pages.
Therefore, SEO promotion is essential if you want to:
Attract more traffic. Search engines are a fantastic source of organic and long-term traffic.
Improve user experience. Your content should be optimised for various devices and offer high-quality visuals to capture even more user attention.
Gain an edge over competitors. iGaming is a highly competitive niche, and optimization will help you stand out and attract more users.
Increase site credibility. Organic traffic from search engines helps build a long-term reputation, as users tend to trust sites that rank high in search results.
On a side note: When optimising your content, don’t forget about voice searches. These queries are typically longer and phrased in a more conversational style. For instance, if your niche involves queries like “where’s nearby here,” it’s crucial to consider geolocation in the results. Additionally, most voice searches are conducted from mobile devices, so ensure your site’s layout and loading speed are optimised for smartphones.
Stages of Optimising a Gambling Website
SEO is a daily and routine set of activities that typically includes the following elements:
Keyword Research. Selecting the most relevant words or phrases frequently used by your target audience.
Website Audit. Identifying possible technical errors and areas for improvement, such as link performance or page load speed.
Site Page Optimization. Working on the internal structure of the site, including headings, text, links, etc. Content should be logically organised to ensure user-friendly navigation.
Creating Quality Content. The most important element of SEO optimization. Content should be engaging and meet user expectations, including writing key queries and optimising the text for search engines.
Building a Website Link Profile. Third-party links help improve your website’s ranking. This can include guest posting, publishing on news sites, or being active on forums.
Analytics. When running an SEO campaign, it is crucial to constantly monitor results and analyse data. Tools like Google Analytics can be used to evaluate the effectiveness of the promotion and make necessary adjustments.
Site Authority and Mobility. The first aspect ensures the credibility and relevance of your site for search engines through activity, improved user experience, and high-quality, unique content. The second aspect focuses on the convenience for users when viewing the site from mobile devices, requiring design adaptation or a separate mobile version.
Competitor Monitoring and Continuous Development. Optimization is a long-term process that requires regular development and tracking of trends and algorithm updates, as well as competitor activity to stay ahead.
SEO promotion is a complex and comprehensive process, but with a careful and consistent approach to each step, following modern trends, it is possible to facilitate the work and increase the site’s ranking in search engines. The emergence of AI technologies can also contribute, impacting SEO promotion.
How Artificial Intelligence is Useful in SEO
Nowadays, artificial intelligence is an indispensable tool for every advertising specialist. The pace at which AI technologies are penetrating this niche is accelerating rapidly. AI offers a vast toolkit for promotion: analysing data, creating content, converting text to voice, generating images and videos, and more. These capabilities can be applied in various areas, including SEO.
Competitive Analysis
Monitoring and analysing competitors is one of the more challenging aspects of SEO. While AI won’t do all the work for you, it can significantly streamline the process. Artificial intelligence can analyse competitors’ websites, pinpoint their strengths and weaknesses, and identify the keywords they use.
Most SEO marketing services offer comprehensive solutions, including analysis, optimization, and even automation of website promotion. For example, Diib provides a free, although limited, check of your web resource, with additional features available for $14.99 per month.
Optimising Content and Metadata
Text content is a crucial element of SEO that helps search engines better understand a website’s content. With the right query, artificial intelligence can create texts of any size and complexity, as well as compose meta descriptions, tags, and titles.
One suitable service is NeuronWriter. This tool offers opportunities for creating optimised content, supports more than 170 languages, and can analyse competitors to identify their ranking strategies. The cost depends on volume and queries, with prices currently ranging from $14 to $70 per year.
It’s important to note that while AI technology has made significant progress, you shouldn’t rely on it completely. When using tools to generate content and keywords, it’s essential to dive deep into the topic yourself to produce quality text that will rank well with search engines. Artificial intelligence can serve as a supportive tool but should not be the main driver of SEO promotion.
Even tools like ChatGPT, which you can try for free, can be useful for generating or rewriting content. However, the stages of work remain the same: selecting AI, generating queries, creating text, and checking it for readability, keywords, and originality.
Data Analysis and Reporting
With the advent of AI, you no longer need to spend hours or even weeks analysing data manually. Artificial intelligence can perform these tasks more efficiently and accurately. For instance, AI technologies can analyse data and compile a semantic core (a list of words or phrases that describe the content of a website), for instance:
By analysing competitors’ content and their link profiles, AI can suggest promising sites for placing your links. When one page links to another, it transfers some of its authority to that page. Thus, the more relevant links a page has, the higher its chances of ranking well in search engine results.
Additionally, AI algorithms can analyse site traffic, conversion rates, and user behaviour, such as where visitors come from, which pages they visit, and how long they stay. This information helps identify which elements of the site attract attention and which are overlooked, allowing for further optimization of both design and content.
For such analyses, you can use the Jasper service. Conveniently, this AI-based tool offers a 7-day trial, with prices starting at $39 per month thereafter. Jasper can not only generate meta descriptions and content but also analyse content performance, providing actionable recommendations to improve your website.
Automation of Routine Tasks
Many tasks in SEO promotion can now be efficiently handled using artificial intelligence. These tasks include:
Generating keywords and meta tags;
Collecting the semantic core;
Creating text based on specific structures and keywords;
Producing unique images and video content;
Analysing site traffic and user behaviour, which influences the site’s ranking in search engines.
However, it’s important to note that Google generally frowns upon AI-generated content. There are even AI-based detectors, such as Originality.AI, that can identify texts written by neural networks. This service, which costs $14.95 per month, allows you to check for plagiarism and determine whether a text was written by a human or an AI.
Artificial intelligence can also be used to personalise the user experience by creating content tailored to the preferences, interests, and needs of each customer. This approach can reduce abandonment rates and increase the time visitors spend on your site. Additionally, AI can help identify new keywords and topics that have not yet been covered but could engage your target audience.
For instance, services like Surfer SEO, Alli AI, and Frase offer similar functionalities. They provide tools for content creation, keyword optimization, content indexation analysis, and evaluation of external and internal backlinks, among other features.
Conclusion
The iGaming market is highly competitive, but effective SEO can help you stand out and attract more traffic to your site. With constant algorithm changes, it’s crucial to monitor and adapt strategies, a task where artificial intelligence can take over the bulk of routine work. However, using AI technology must adhere to ethical guidelines: avoid duplication, mass generation of low-quality text, and manipulative meta tags to maintain user trust.
Artificial intelligence is a powerful tool for SEO specialists. Despite its advantages in data analysis and workflow optimization, AI should not completely replace human input in content creation. Only humans can truly assess the value and creativity of content. Therefore, while AI technologies can be utilised, human oversight is essential. The best approach for website promotion combines technological capabilities with human creativity.
