SEO Consultancy

SEO for Gambling

Rank your Casino, Gaming or Gambling Site with SEO services for Gambling Websites. Hire me as your specialist SEO consultant.

SEO Consultant for Gambling

SEO for Gambling, Casino & Betting Websites


SEO for the gambling & betting industry is nothing shy of being extremely difficult. With huge volumes of revenue at stake the need for gambling, betting and casino SEO has increased significantly with the significant shift to online gambling.

In an industry with a net value exceeding £1tn, the gambling marketplaces have become monstrous with sites undertaking ANY SEO strategy possible to capitalise on short and long-tail keywords.

With average CPC’s regularly exceeding £70-£80+ per click (€50 euro per click) or $100 dollars + per click – it’s no wonder gambling & casino firms need teams of highly experienced SEOs to deliver a ranking strategy.

Whether in-house or external, gambling SEO requires extensive SEO services that take into consideration how competitive each SERP is for target keywords as well as the opportunity to capitalise on long-tail and research traffic.

Online casinos, betting websites, gambling platforms, and other gaming industry platforms alike will usually need HIGHLY SPECIALISED SEO consultants or SEO agencies to be able to deliver a strategy that drives strong ranking growth for fiercely competitive keywords.

At Daniel Foley SEO Consultancy, we have extensive experience in delivering Gambling SEO strategies & Gambling / Casino SEO Campaigns that take into consideration:

  • Highly competitive, long term ranking goals for high traffic keywords
  • Highly competitive, shorter-term ranking goals off the back of long-tail keywords and research content
  • Shorter-term quick wins from existing search console data (usually keywords where the average position is between 5 and 20 and where average positions are on an upward trend).


Because of the highly competitive nature of casino & gambling SEO, a tiered SEO roadmap is recommended prior to the commencement of any SEO campaign to ascertain budget vs. existing organic performance vs. opportunities to rank.

Gambling & Casino SEO Services

As a reputable & highly experienced gambling SEO consultant – I have helped many large gaming & gambling sites with their SEO endeavours either as a short term contractor providing secondary SEO support or as a contracted senior SEO consultant guiding an internal team of developers, gambling content writers & link builders to deliver strong ranking growth for competitive gambling and casino keywords.

From play roulette online to play blackjack, I’ve worked with UK, European and Gilbraltar based gambling companies on gaming & casino SEO campaigns.

Key SEO services:

Casino SEO Services

I can provide full SEO services for gambling, casino & gaming businesses. As opposed to working with a Gambling SEO agency, I offer full SEO service coverage & have significant gambling & casino expertise – ensuring that the SEO delivered adopts all modern best practices.

Key SEO services include:


  • Technical SEO Audits for Casino Websites – including all common and specialist on page SEO factors
  • User experience & engagement leveraging for game-based SEO factors
  • Content auditing & content planning for Casino landing pages (both intent gameplay pages & gambling advice, strategy and insight pages)
  • Full content strategies (for improving existing long-tail and building out new casino long-tail keywords)
  • User behavior profiling
  • Enhancing session duration, Time on page & other interaction metrics that are important for Casino SEO (based on RankBrain, search intent and user behaviour)
  • Digital PR & link building – perhaps one of the more challenging aspects of Casino SEO is the accruement of good quality, sustainable links
  • Link detox / penalty removal – with the industry being so competitive, it’s not uncommon for casino & gambling domains to suffer from low to high level Google Penalties for poor quality links / bad link building / link spam
  • SEO strategy development for internal teams
  • Compliance audits to maintain ranking integrity over time

Casino SEO Consultancy & Campaign Management

It’s important that your marketing efforts pay their dividends, be it more new customers, new players signing up, new players depositing or improving engagement at a game level.

If your casino business needs a dedicated SEO consultant who can deal with on site and off site SEO requirements look no further. I can provide full Casino SEO Consultancy, technical SEO audits, content strategies, link building strategies & SEO roadmaps that delegate key responsibilities amongst internal teams – as well as providing detailed marketplace & competitor insights.

I offer full hands on SEO management for casino SEO strategies to ensure that everything is executed properly.

If your gambling company needs a dedicated casino SEO specialist who can deliver independent SEO or manage a marketing team (giving them direction and an actionable roadmap) – look no further.

With over 21+ years SEO experience & 11 years of gambling SEO experience – I can deliver significant visibility, traffic & new player gains.

    New Gamblers Acquisition

    The main objective for gambling & betting platforms is to rank higher in Google for a wider array of casino, gaming and gambling terms so that they can attract a higher share of new players signing up.

    Most if not all gambling & casino SEO strategies hinge on getting new, targeted traffic from prospective gamblers. Because of the complexities of marketing in other channels, most small, medium and large gambling brands / businesses need a steady or growing number of new players to sign up & make a deposit.

    The acquisition of new gamblers or “players” is most effective through a properly executed gambling marketing strategy that combines SEO, UX and Digital PR with a high quality content strategy.

    SEO for gambling sites usually focuses on 2 areas:

    • Getting new players to sign up through game type searches in Google
    • Getting new players to sign up off the back of gambling / gaming research (content research)


    Both offer a significant opportunity to onboard new players through SEO, but both have their own unique challenges when it comes to delivery and rankings.

    Getting new players to sign up through game type searches in Google

    Casino, Betting & Gambling SEO often focuses on ranking for generic gaming, gambling and casino searches – but, there is a large volume of traffic on the back of specific game searches, there is also a significant volume of long-tail keyword traffic associated with game play at casino & gambling levels.

    Game based searches for SEO look for game names and search intent i.e.

    • Play Roulette Online
    • Play Blackjack Online
    • Play Casino Poker Games Online
    • Play Baccarat Online
    • Play Craps Online


    The word “PLAY” carries the intent of the search and thus shapes the SEO requirements for a landing page.

    The most efficient SEO strategies for casino & gambling businesses should look at core and long-tail SEO strategies, mapping out top to bottom queries along with intent alignment – something that most gambling SEO agencies seem to overlook.

    Having a Casino SEO strategy built this way maximises keyword coverage and increases the chance of ranking for higher volume terms (broader gambling query coverage will support ranking growth for more competitive terms).

    Short-tail example –

    • Play Roulette Online

    Long-tail example –

    • Play Roulette Online for Free
    • Play Roulette Online 10% Bonus Deposit
    • Play Roulette Online No Deposit Bonus



    Casino SEO Content Strategies

    Ranking for competitive gambling keywords is hard – but, not impossible. Another SEO tactic is to rank for research content around games, gambling strategies, how to guides & more. I can help gaming, gambling and casino websites capture a larger share of traffic with a planned content strategy / content marketing.


    Getting new players to sign up off the back of gambling/gaming research (content research)

    Casino SEO strategies can be amplified by a dual approach – one that relies heavily on a properly constructed content strategy.

    It’s imperative that this is done correctly as the gaming industry is not only heavily driven by content (aside from gameplay) – but also ranking factors that will take into account YMYL, factual assertion and supporting correlation of content value.

    Gaming and gambling research for an SEO strategy in the casino/betting or gambling sector requires a content roadmap and analysis of requirements pertaining to:

    • Topical searches and related queries/people also ask
    • Intent
    • The breadth of content coverage
    • Heading use
    • Topical entity stacking
    • Internal linking


    Creating research content and strategy content for casino SEO strategies is a massively effective way for small / medium casino platforms to up their traffic & to cross sell sign up benefits to a researching audience.

    Most Casino Affiliate websites & Gambling Affiliate websites use this approach to hook new visitors on question / research searches, then presenting the reader with links to casinos where users can often claim free spins, % deposit bonuses and more.

    For Casino SEO campaigns -there should be a full adaption of an SEO content strategy to address all types of searches from strategic searches:

    • How to win at Roulette
    • Best strategies to maximise your chance at winning roulette


    Through to general guidance such as:

    • What casino game has the best chance of winning
    • What is the easiest game to play in a casino
    • What casino games can you win real money on


    The content opportunities for an Gambling SEO / Casino SEO / Betting SEO strategy are unfathomably large.

    iGaming SEO Agency Services

    If you are considering a gambling SEO Agency over an SEO consultant – before you do, it’s important to understand that in an agency, casino SEO services are still delivered by an SEO, except, you are likely to pay a much higher premium for agency overheads.

    I offer everything that you would expect from a Gaming SEO agency / Casino SEO agency including Casino Link Building, Gambling Link Building, Casino SEO Copywriting and more! I also work on international SEO strategies for casino businesses looking at expanding across the UK, Europe, Americas, Asia & more.

    If you are looking to rank your companies casino across international markets I can help, I cover all mainstream English and non English locations from the UK to Germany, France, Switzerland, Finland, Russia,  Italy, Spain, Latin America, USA, Brazil, Canada & more.

    I have the capability to produce links, content & media relationships that will drive strong organic growth for short and long-tail gambling queries.


    Casino SEO – Why is it so difficult?

    Casino & Gambling SEO is difficult because it’s extremely competitive. With a much greater level of competition and often high levels of investment – it can be extremely difficult to see or make organic gains both in terms of new traffic and end user acquisition.


    That’s why any casino / gambling SEO strategy needs to consist of a full technical SEO audit to identify website construction, gaming accessibility, canonical tags, cannibalisation and/or duplicate content checks along side a full on site and off site SEO review.

    Once an SEO audit on the casino / gaming website has been completed, an SEO strategy can be formulated addressing performance, authority, link trust and content performance issues.



    Casino SEO – How does it work?


    Casino SEO is heavily built around user intent & domain authority. Because most players want fast access to games, jamming landing pages with content isn’t the way forward. Traditional SEO factors called for content on all pages, but, for people looking to gamble, bet, play games such as Blackjack, Poker, Slots, Cards, they will want access to the games, quickly and easily on any device.

    Casino SEO will involve making sure the website is clean, easy to use and facilitates a good user experience.

    To bolster rankings, a strong and comprehensive link-building campaign will be required – this will involve other gaming sites, gambling guides, third-party gaming review sites and other relevant sources to earn high-quality links.

    How long will it take to rank for casino keywords?


    As an SEO specialist with a realistic view on casino search engine optimisation – how long it will take depends on far too many factors. Your websites existing performance and historic performance over time may benefit or impede ranking progression.

    That’s why before onboarding any new gaming, gambling, casino or slots website I do an initial landscape audit to ascertain what keywords exist in your websites Google Search Console profile, from there I assess average position over the last 16 months to ascertain what has and hasn’t moved, high vs low impression keywords and what can be achieved in the short, medium and long term.

    From online casino searches to free deposit bonus slots online – any keywords that are relevant, I’ll find during the keyword research and scoping phase.


    Casino SEO: The Process

    Whether you have worked with an in-house SEO manager, seo agency or freelance before – the process for each SEO campaign is generally bespoke.

    Typically with me, you can expect:

    STEP 1 – Enquiry

    Once you have enquired with me, I’ll respond promptly for a discussion / e-mail or telephone call. From there onwards I will establish more information pertaining to your website, historic SEO efforts as well as current situation, ranking KPIs and more.

    STEP 2 – Evaluation and Research

    I’ll take a look at your Casino / Gaming / Gambling website to assess what’s on offer, from there onwards I’ll look at all relevant keyword data (ideally through search console) to assess brand vs non brand queries as well as lead impression queries over time. I can then also analyse any specific terms you are looking to rank for as well as rank performance over time.

    STEP 3 – Quotation

    Once I have provided a SEO Quote for your casino/gambling website I’ll be available for further discussion should you wish to proceed.

    STEP 4 – Initial SEO Strategy

    After onboarding me as your Casino SEO Consultant, I’ll provide an initial SEO audit / Technical Audit as well as an SEO roadmap to highlight key activities. The initial SEO strategy will cover on site / off site search engine optimisation factors as well as a user behaviour and engagement audit to assess how people are using the website (all channel performance) as well as game interaction, game / deposit accessibility and more.

    Why Work With Me?

    I’m a high end senior SEO consultant with an absolute passion for driving ranking growth & success. I have worked with some of the worlds largest gambling & igaming platforms to help drive strong organic growth on the back of authority building & strategic content development to generate increased website traffic and ultimately better conversion from organic traffic.

    I’m hardworking, dedicated and I get SEO tasks DONE with no spoon feeding. I handhold businesses through the creation of bespoke casino SEO strategies, understanding client wants & needs, tailoring SEO strategies to help fuel that growth.

    Equally I am honest – SEO is a long term marketing channel – whilst I do focus on quick wins where possible, ultimately good SEO is about process over time, building and strengthening a brand and positive user experience


    SEO Results Delivered For Clients

    Daniel Foley has delivered substantial results for businesses across a whole variety of different business verticals/niches from finance and healthcare through to education, home improvement, manufacturing and more.

    Daniel Foley helped SCI MX with an SEO strategy that saw traffic growth of over 140% for hundreds of keywords around protein powder, shakes and protein snacks as well as thousands of new long-tail blog keywords. SCI-MX’s traffic profile has continued to grow throughout 2020.

    SEO Campaign

    Ranking Duration: 12 Months

    Working with iProspect, Daniel Foley worked on an SEO campaign for The Open University helping to deliver a technical SEO audit alongside SEO. The Open University had seen growth of over 30% organically. Technical SEO audits helped to alleviate ranking lag.

    Technical SEO Campaign

    Ranking Duration: 4 Months

    Daniel Foley worked with on an SEO strategy to increase rankings for keyword searches across the west country from holiday cottages to dorset cottages. Daniel Foley and the marketing team were able to deliver growth of over 75%.

    SEO Campaign

    Ranking Duration: 14 Months

    Let’s Get Started

    Isn’t it time you had more website traffic & more organic visibility?

    How much does Casino & Gambling SEO Cost?


    Gambling / Casino SEO is generally more expensive simply because the niche is more competitive and ultimately ranking requirements are higher. Ranking in competitive marketplaces can involve SEO retainers upwards of £5000 + VAT per month. 

    Please contact me for a bespoke SEO quote. Each website and target query group will have different SEO requirements. 

    My minimum monthly SEO service cost for gaming / gambling / casino related websites is £3000 per month.




    We’ve had a Casino website and struggled to rank with previous SEO agencies…..


    The difficulty with SEO is that it is a process of influence. The SEO industry is fiercely competitive and unfortunately, because there are no standards, almost anyone can offer SEO as a service even if they are no good.

    SEO agencies are equally only as good as the SEO’s inside doing the work.

    Because I have extensive experience and a deep analytical understanding of search engine best practice as well as the constantly evolving Google algorithms – I have built up a strong SEO methodology of testing.

    This means that I bring no pre-conceived ideas of “what it will take” to rank to the table. I’ll pull apart your casino / gambling website looking at identifying everything from landing page query performance, cannibalisation, user engagement and behaviour flow, trust signals, internal and external linking, canonicalisation and more. In fact – I’ll give you a FULL and open SEO assessment with a honest view of time to rank (even if I know the answer maybe off-putting).

    Good SEO starts with honesty.

    “Most Websites have basic issues that can be fixed quite quickly”

    More than 80% of websites suffer from basic configuration issues, poor core web vitals, outdated SEO plugins amongst other issues.

    What My Clients Say

    We used Daniel Foley’s agency Assertive Media for our SEO strategy. They delivered a new website focused around our target audience along with an SEO strategy that delivered outstanding results. We are now number 1 for over 100 of our target keywords and are booked up for the rest of the year.

    Darren Yorke


    I have found Daniel Foley to be always only happy to help and give pointers/advise whenever it has been needed (even if it means outside of working hours to help me/us achieve deadlines etc.). His wealth of knowledge in the SEO world is incredible. We’re very pleased with the results & quality of work and saw an increase in traffic & enquiries as a result.

    Isabel Pacheco

    Head of Marketing, Aspen Healthcare Group

    We used Daniel Foley & his agency to develop Can’t Pay My Fine which is a revolutionary new website to help people with free government funded support. They built the website, delivered a content strategy and have taken us from 0 visitors to over 300 clicks a day for a whole range of legal searches – overall they’ve transformed our business.

    Nicholas Rosenfeld


    Want to discuss a Casino SEO Campaign?

    If your objective is to:

     Rank for more casino keywords / game keywords 

    Create additional organic traffic to fuel new play sign-ups

    Improve overall website conversion rate and ROI

    Let’s talk.

    Either fill out my SEO proposal form or call me to discuss SEO for your casino website.

    Are you ready to start your optimisation journey?

    We’re not just wordsmiths or purveyors of AMAZING content, we’re incredible content marketers with over 2 decades of experience making great digital content and getting out there in front of tens of thousands of people.

    Why Work with Daniel Foley?

    With over 20 years experience delivering performance search engine optimisation campaigns, Daniel Foley has significant experience in boosting local businesses visibility. From generating more social media awareness to helping brands build more trust. Whether you are looking for an SEO specialist for Small Business or even a Local SEO specialist in London – Daniel is your go-to SEO expert.

    Reap all the benefits of an organic specialist without the large costs associated with digital marketing agencies.

    Superb results for my business. The difference is amazing after Daniel done his magic.

    Lavinia Norris Avatar Lavinia Norris
    March 9, 2019

    Very good SEO consultant, helped our chain of Gyms rank across the UK, we've seen an uplift, would highly recommend. Daniel's very honest although not the cheapest.

    Dominic Marsh Avatar Dominic Marsh
    January 28, 2019

    I have used Daniel for SEO consultancy for the last 3 years. He's helped our jewellery business to grow significantly online. We initially used Daniel for some SEO consultancy, but, after a few months we realised it would be better to just hand the SEO over to him completely. Since then our keywords are all showing prominently in Google and our analytics traffic is up 100's%. I can't thank Daniel enough and I hope this review encourages others to seek his expertise.

    John Dodd Avatar John Dodd
    February 21, 2019