p58-59 seo 15/5/09 08:17 Page 34
SEARCH ENGINE OPTIMIZATION
SEO:
Search Engine
Optimization
Internet Marketing, when done right, can be exceptionally cost-
effective – but how can your web site stand out from the billions of
other gaming sites? SEO expert Christopher Angus explains…
T
he online gambling/casino industry is Essentially, SEO (Search Engine Optimisation)
no doubt an exciting place to be these is important for any online business (not least
days, what with the rate of growth it’s of all the online gambling industry) because if
currently experiencing, combined with you’re going to be operating on the internet,
its potential to increase even more. you need to establish some kind of online
Many other businesses are also making the presence before you can expect to have any real
transition from physical offices to a major sway in the industry, and before your ideas can
online presence, often opting to maintain both
simultaneously. So, with more and more people
becoming increasingly active in the online
SEO is the process via which
realm, there has never been a more important
time for casinos to be sitting up and taking
a website is improved in
notice of establishing a firm online presence.
terms of internet traffic
Due to the propensity of casinos establishing
themselves online, it is no surprise that money really take flight. Also, this goes double for the
is being moved from supplying traditional forms online gambling industry, as thanks to the
of gambling and instead being used to develop immense surge in popularity; it needs to be able
online gambling. The money goes where the to compete with other more established online
business is, and over the years business has industries, to be able to stand on its own two
been booming on the internet, with profits and feet, so to speak.
growth expected to continue, and with the
online gambling industry being worth an So how does it work? Well, SEO is the process
estimated $528 billion by the year 2015, via which a website is improved in terms of
according to experts. internet traffic and natural – or “organic” –
search engine results. Less technically, it
involves improving your website in terms of
The money goes where the
traffic, business and overall productivity.
business is, and over the
An outline of the benefits that a solid Internet
years business has been
Marketing campaign can bring include:
booming on the internet
• High ROI – Perhaps the most important
aspect of SEO/Internet marketing, as everyone
is always eager to learn that they will get a
With both current and projected growth like Return On Investment from anything they put
this, the online gambling industry is nothing to into a business or marketing venture. With a
be ignored and is certainly no shrinking violet. marketing campaign like this, you can expect a
With the right skills and proper initiative, you return which is 2-3 times greater than
can take control of this exciting emerging traditional media.
marketplace and Internet Marketing is one of
the ways in which you can capitalise on this • It’s long-term – It doesn’t just stop working
rapid expansion that the gaming/casino like a short-lived advertising campaign. The
industry is experiencing. positive effects of SEO can be felt throughout a
site for a few years and can provide the industry
58 JUNE 2009
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