Casino Websites SEO Strategy for 2023

casino websites seo strategy

Running a casino website can be very competitive as there are many other casino websites on the market. One of the best ways to increase your casino website’s online presence and visibility on search engines is by employing an SEO marketing strategy. 

And there is no better time to start than now as we are approaching the new year, 2023. That is why we have listed the top SEO trends to adopt and use in 2023. 

Video Marketing

Video is one of the most popular and effective online marketing tools, and it can be used in any industry. Video searches are expected to become more popular and mainstream in the coming years — the evidence is the videos that appear as top results on SERPs. 

 A casino website can take advantage of this by producing video content that promotes the currently available games or answering any other queries related to the online casino websites. Make sure to optimise your current and future video content with keywords and topics that are relevant to your target audience’s search intent.

Voice Search

The voice search feature is gaining popularity and more usage since the emergence of virtual assistants such as Alexa, Siri and Google Assistant. It is expected that the voice search feature will become even more popular in 2023, so it would be wise for you to start optimising your content for voice search as well because they are distinctly different from typing queries in search engines. 

For example, if someone wants to search for online casino websites by typing in queries, it will be something like; “best online crypto casino”, people will use exact keywords when typing queries. However, when you will use a full sentence or human language when making a verbal query — for example: “What is the only crypto casino website?”. 

To take advantage of this, you must employ targeted phrasing, and based on how queries are made in the regions you are targeting. 

Take Advantage of AI Tools

Managing a casino website can be overwhelming at times, leaving you with little time to generate content ideas, do data analysis or reply to queries from your loyal online casino players. Fortunately, you do not have to worry about managing all of those tasks on your own and manually because there are several AII tools available that can execute those tasks for you.

For example, if you find that you do not have the time to generate ideas for content or write content, then you can rely on AI tools such as or to generate content ideas. 
You can also employ data analysis AI tools such as Tableau to provide you with real-time data analysis and site performance which will allow you to make adjustments and improve the areas you’re lacking.

SEO Marketing Strategy: Mobile Optimisation and Compatibility

SEO marketing strategy for casino websites

Nowadays people are always on the go, so most of their time will be spent on their mobile devices — paying bills, replying to emails, replying to work messages, watching tutorial videos or playing games. So as an owner of an online casino website, you would want to take advantage of this by optimising the content of your website for mobile device users.

Especially for your online casino games, they should be optimised for mobile devices as it will significantly increase the number of players playing your games. As we have mentioned before, people spend more time on their mobile devices compared to laptops or desktops. Optimising your online casino games for mobile device users will allow them to play your online casino games during their commute or break time.

However, before you start the mobile optimisation process, you can first check whether your online casino website is mobile-optimised or not by typing in the ‘Google Mobile-Friendly Test’ in the Google search bar — it will run through your website to see if the content and structure of your website are mobile-friendly. If your online casino website is not mobile-friendly yet, then you can start devising a plan to make the content of your website more mobile-friendly.

You can implement the following techniques to make your website more mobile-friendly:

Custom CSS

Cascading Sheet Style or more commonly known as CSS is a markup language similar to XML or HTML that makes your website more mobile-friendly and responsive. 

Mobile Compatible Website Theme

Check whether your website is still using an old theme. Because most of the website themes are not compatible and not optimised for mobile. If your website theme is not compatible and optimised for mobile, then it is time for you to look for a new theme that is compatible and optimisable for mobile. You can start looking for a new casino theme here

Develop a Mobile App

You can also create a mobile app as an extension of your website that focuses solely on providing players with online casino games, and the feature to deposit their money and withdraw their winnings. In other words, the mobile app should offer the same functionality as your website but in a mobile app format.

Get a Reliable Web Host

As we all know, web hosting providers and their plans are the ones responsible for the speed, stability and other resources that make your website function properly. If your current web hosting provider doesn’t provide good speed and stability, it will increase your website downtime and prevent you from realising some of the plans for improvement. So be sure to switch to a better web hosting provider, one that can handle high traffic, fast and stable. 

Complex Searches

Google is constantly improving its search engine performance so that it can provide searchers with better results. One of the ways Google try to improve its ability is by answering multiple queries made by searchers through Multitask Unified Model (MUM). This process takes place when a searcher enters multiple queries in a single search activity to find all the answers they need in one go. For example; 

  • [casino game] demo
  • [game] RTP
  • [game] deposit amount
  • [game] maximum win amount
  • [game] volatility

When MUM detects these queries, it will attempt to help the searcher to find all the answers with fewer searches. To take advantage of this, optimise your website content to contain answers to queries that your target audience is likely to make when they search. Creating comprehensive content that has answers to multiple queries will ensure your website and its content are recognised as the authority on the topic, thus increasing your ranking SERPs.

Improve Your E-A-T

E-A-T is an acronym for Expertise, Authoritativeness, and Trustworthiness is a Google algorithm used to measure a platform’s E-A-T when evaluating the quality of searches. 

You can improve your website’s E-A-T by adding statistics, facts and links to other authoritative websites. You can also ask the players to leave reviews about your website or the casino games they have been playing as these will affect your website E-A-T as well.

Image Optimisation

Image optimisation has been an essential part of SEO forever, but it will become even more important in 2023. 

Images in your website content not only help break up the content to prevent your audience from feeling overwhelmed by the number of words and information they are receiving. But there are other benefits too for optimising the images on your website — optimising the images will help to improve your website rank in the Google image section when there are links and texts leading back to your website.

Also, you should consider using high-quality and accurate images so that you can provide searchers and visitors with a clear idea of what they are looking at. Using low-quality and inaccurate images will affect your website’s traffic as people will quickly close your website because of inaccurate or misleading images.

As we have mentioned above, you can optimise the images on your website by adding text to the images. To be specific, you should consider changing the image file name into keywords that are relevant to your target audience, these keywords can be added as the images Alt Text. When both the image file name and Alt Text contain keywords that are relevant to searchers, Google algorithms will read and then consider your website content relevant to the searcher. To put it simply, it will be easier for your website to appear in SERPs when someone searches for an online casino website on Google.

Featured Snippet

A featured snippet is a box that appears as one of the top search results on Google; it will immediately provide you with some of the answers you looking for. 

SEO marketing strategies for casino website

Your content can appear as a featured snippet if you are able to optimise it. Here are some of the steps you can take to help your website appear as a featured snippet on SERPs:

  • Aim to answer quickly (ensure your content has the right answers and keywords to queries)
  • Include the answer in the headers and subheaders
  • Try to stay and use 50-60 characters

Don’t Forget Your Local SEO

Another point to adopt and look out for in 2023 is local SEO. It is great if you are able to receive traffic from across the globe, but don’t forget about the local traffic as they are your main traffic source. 

Local SEO will help increase your online casino website in the local market. For example, if you are targeting to grow your online casino website in Kuala Lumpur, then you should add the location keyword which is ‘Kuala Lumpur’ — into your website content. Your online casino website will be more likely to appear on SERPs when searchers search for an ‘online casino website in Kuala Lumpur’ on Google.

2023 Trends to Watch Out For in Online Casino Industry

SEO marketing strategy for casino websites

The online casino industry is steadily growing in the last few years, especially after the pandemic hit. The lockdowns caused by the pandemic forced people to stay in their homes for days, weeks and even months. So the only entertainment they had then was digital entertainment such as streaming services and video games.

That accelerated the online casino industry — and today it is steadily growing as more new advanced technologies emerge. This and the ever-changing behaviours of online casino players lead to more new features developed and integrated into online casino gaming. 

And some of the new technological trends you need to watch out for in 2023 are listed below to help you prepare your online casino website in advance:

Crypto Gaming

If you have been keeping up with the gaming industry, then you’d know that many game developers are slowly considering integrating crypto as a feature in their games. It is mostly because crypto provides better anonymity, lower fees and transparency, especially for games that require the player to top up before they can play or to get what they want.

Live Dealer Game

Though digital slot machines and other casino table games have been popular for years, live dealer casino games are expected to increase in popularity as well. Some of the reasons live dealer casino games gaining popularity are because these games allow players to go against other players live and in real-time, being entertained by a live dealer and they can do all these in the comfort of their own home.

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Step 1

Assembling team of strategists and analysts

Step 2

Compiling & analyzing historical data

Step 3

Identifying gaps and opportunities

Step 4

Developing strategy proposal