The United States is one of the most competitive SEO markets in the world. It brings together the greatest talent, industries and capital. This is especially true in the casino and sports betting segment. The United States is also the market where Google first tests and rolls out its algorithm changes. Among the most recent Helpful Update that wants to put the focus back on user satisfaction with the results they find. In this context, the big brands of casinos and bookmakers are fighting for every inch of ground in the SERPs to gain share in an ever-expanding market.
Broadly speaking, in SEO terms we can divide searches into three groups:
“Online casino” is probably one of the most important search terms in this market. As we can see by analyzing the current TOP 10, this search term is essentially transactional in nature, as seven of the first ten positions are occupied by operators.
However, when we analyze the same search term in plural, “Online casinos”, few operators resist in the Top 10. In this case, it seems that Google is inferring that the user intends to buy a plurality of operators and for this reason shows in the results different informative and affiliate sites comparing the best options.
When it comes to the term “sport betting” in the singular, the SERPs are once again mainly populated by the websites of sports operators.
Finally, when we again use the plural, this time “sport betting sites”, the SERPs are again filled with informative results. Only one operator’s website remains in the top 10.
Leaving link building aside, traditionally in SEO we talk about the influence of brand searches, the technical aspects of the web or the degree of satisfaction of the search intent of the web content as some of the fundamental aspects to determine the position that will be occupied in Google results. Based on the above practical exercises, we would like to analyze which of these three aspects may be currently proving to be the most decisive in ranking results in searches for online casino and sports betting sites.
What differentiates the leaders in these markets from the rest? We have the answers and we would like to invite you to our space at BSC to talk about the future and the possibilities in the sector.
Stay tuned. Over the next few weeks we will analyze the impact of the September Google Core Update on the European market.