On-Page SEO is critical for iGaming, casino, betting and gambling websites to rank higher in Google search results and drive more organic traffic. Operating on a website without having sufficient knowledge of On-Page SEO could hamper the growth and ultimately result in the downfall of your business. Surviving in today’s cutthroat market is all about staying ahead of the curve, and all the SEO experts in the world claim that your journey to rank higher in SERPs starts with Off-Page SEO.

Prioritising your users or potential customers and writing engaging content according to their interests and needs is what Google says is the best On-Page SEO technique that you absolutely need to follow. However, there is much more to on-page SEO than this. Let’s find out how to do On-Page SEO and help your iGaming, casino, gambling or betting website to rank higher in Google search results.

Important Tips for How to Do On-Page SEO on an iGaming, Casino, Betting or Gambling Website

1. Write Helpful Content for the Users

Google strictly says that the content uploaded on a website should be written for the people and not just for the sake of the search engines. If you follow the technique of devising your content according to what usually ranks in Google searches, then you are bound to fail sooner or later.

Google constantly updates its helpful content guidelines and the content which is specifically written for the users and not for the AI behind the Google algorithms would survive the test of the time. So, assess the value of your content before you put it out for the people to read. Seek genuine reviews about your content from your potential customers before creating a page or post for your iGaming, casino, gambling or betting website.

2. Originality is the Key

Avoid using automated websites or AIs like chatGPT and Co-Pilot, which can generate a huge amount of content in a few seconds. These AIs follow a particular pattern in their writing, which is now being identified by the Google search bot. If you do not want the content of your website to get de-indexed from the search results, then find writers who have a knack for writing engaging and original content. The recent Google update in March 2024 destroyed many websites that were using AI to generate a tonne of unhelpful content.

3. Provide Factual Information

Providing factual information that is correct and not just some assumption is the key to avoiding Google’s wrath. If you create pages and posts supported by the wrong data, then your iGaming, casino, betting, or gambling website is at risk of never being taken off. Google has been very strict regarding the information available on the web. Your website needs to adhere to the guidelines and act according to them.

4. Use Keywords Efficiently

Keywords have always been a matter of huge debate when it comes to On-Page SEO. How much of a keyword is enough, and how much of the keywords is too much? This has been a hot topic in the SEO industry. A few months back, you could spot long articles with deliberate keyword stuffing ranking higher in Google searches than genuine content without keyword stuffing.

However, the game has changed, and the websites which used to do keyword stuffing just for the sake of ranking have been suffering greatly after the latest Google update. Just follow a simple formula: your keywords should naturally appear in your articles. If the keyword you are targeting is not naturally making its way into your content, then do not force it. Quality content with great On-Page SEO techniques will always beat poorly written content with keyword stuffing.

5. Use Meta Title & Meta Description

Meta Title is the title that shows up in search results for your article. Meta description is a short description of your article that Google can use as a snippet to give an outline of your content to the people on web. Both Meta Title and Meta Description are equally important. Even though Google claims that they do not really affect the rankings in search results. A catchy Meta Title with right keywords can bring new users to your iGaming, gambling, casino or betting website. On the other hand, a crisp and informative Meta Description can improve the chances of your content to get more clicks. Both of these are equally important for On-Page SEO and should not be ignored.

Many content writers just simply put an internal link for the sake of an internal link in their articles. This is the completely wrong approach and could actually harm your efforts of improving the On-Page SEO. One needs to put internal links which are somehow related to the content they are posting. If not related, the internal link should be something which can garner the attention of users and attract people to that particular post. A good website always uses internal links in all of its articles.

When you are linking your iGaming, casino, gambling or betting website to an external article then you need to make sure that the website you are linking to has good Domain Authority and Domain Ranking. Also, the website should be genuine and trustworthy with credible posts and pages. There are many useless website on the web with almost no DA and DR. You can avoid linking to them by finding the out DA and DR for free through popular SEO tools like Moz and Ahrefs.

7. Make the Post Structure Organised

Making use of headings, subheadings, bullet points, tables and other available tools is necessary to differentiate your content from the rest of the content on the web. Organised content divided into small paragraphs and making use of headings, subheadings and other tools is likely to engage the readers. If the readers does not jump on to the other pages or exit your website immediately then Google will get a signal that the blogs on your website are valuable. This will ultimately help you rank higher in Google search results, thereby attracting more organic visitors.

8. Optimise Images

Optimising images on your website is a key factor in determining the number of organic visitors you get every day from Google. Highly optimised images with proper ALT Texts and Titles are more likely to feature in Google images results than the images which are not properly optimised. Image sizes also play a key role in your Google search rankings. Make sure that your images are not oversized and do not take a lot of time to load. The images should load in the same speed as the written content loads on your website. There should be no delay in image loading. Heavy images on your website can negatively impact your On-Page SEO.

9. Page Speed

Page speed is a confirmed factor in determining the rank in Google search results. The websites which fail to have a fast page speed usually slip down the order in the search engine rankings. One can use the Google’s free tool PageSpeed Insights to find the fault in their pages. Google generally lists three criterias which affect your page speed. These criterias are LCP, CLS and FID. They form the main part of core web vitals. Largest Contentful Paint (LCP) measures the time it takes for the main content to load. First Input Delay (FID) assesses the response time to a user’s first interaction, and Cumulative Layout Shift (CLS) tracks unexpected layout shifts during page load.