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Discussion on Search Engine Optimization

By: Shirley Spicer, Thursday March 11th 2010
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The Amsterdam Casino Affiliate Convention (CAC) is being held on April 15 and April 16. CAC is in its eighth year and has grown to become one of the largest conferences and expositions for the online gaming industry. Affiliates can register at the CAC website and attend the conference free of charge.

Casino affiliates are concerned with the marketing of online casinos and today the bulk of the marketing is done online. In this context search engine optimization (SEO) has become a primary tool. SEO refers to configuration of online casino websites so that they are more easily picked up by search engines like Google. Affiliates who have mastered this tool are showing results through increased traffic to online casinos. SEO also reduces the marketing costs considerably. CAC 2010 will focus on SEO and will have experts on this subject both from within the affiliate fraternity and from outside. The experts are expected to discuss advance SEO strategies for the online casino, poker and sports book market. SEO strategies are area specific as well and the experts will outline the different approach required for the European Union countries and the East European countries.

The importance of search engine optimization was highlighted in a report by Greenlight, a United Kingdom based search marketing agency. The report stated that online search volumes for casino related terms increased by 24% during the period September 2009 and December 2009. The report identified 430 of the most popular terms that online players use to find gaming websites on the Internet and totaled the number of times each term was used. Despite this increase, online casino searches were far behind the searches for online poker. In the December 2009 survey, searches for online poker accounted for 47% of all online gaming searches, 27% accounted for online casino searches and 26% accounted for online bingo searches.

Among the casino related searches was at top place with 59% visibility. At second place was with 52% visibility. Spin Palace online casino was at No. 3 position with 49% visibility. In the previous report Spin Palace was in second place. Other popular online casinos to figure in the list were William Hill at No. 5, InterCasino at No. 8, Ladbrokes at No. 9, 32Red at No. 10 and Jackpot City at No. 18. To give a perspective of where online casinos stood in the overall list, was at No. 1, was at No. 8 and Spin Palace at No. 9.

What search engine optimization does is increase the visibility of a website in the Internet searches and therefore it is little wonder that it is an important issue for online casino affiliates.

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