p58-59 seo 15/5/09 08:17 Page 35
SEARCH ENGINE OPTIMIZATION
with that much-needed boost as well as being Taking those things in mind, some ways in
able to prolong the effects of such a boost. which you can improve a website’s standing is to
first of all start with the URL. Making sure you
• It’s a form of marketing that never sleeps – have a URL that properly matches up with what
It entitles you to 24/7 promotion and your website is aiming to do is the first step in
positioning in internet search rankings. SEO is ranking incredibly well in the search engine
always functioning and always on the go, it results pages. For example, if you were to apply
doesn’t stop and keeps on improving the target this to the casino industry, then a URL like
website all hours of the day and not just when www.poker.com is going to help you rank a lot
the “target audience” is awake. Because – like quicker and a lot better than if your URL was
the internet – it never rests, it’s always pushing www.gamblingcardgame.com. As well as this,
forwards, and for an emerging industry like the another tactic that helps to boost a website’s
online game/gambling industry, its constant potential is to obtain direct links to the pages
effect is just the thing that’s needed: Something (typically the homepage) of the website. It’s
that works all the time and not just during a these links that will help the website to rank
specific time-frame. well for certain keywords, so for example, if you
wanted to rank well for the term “poker cards”,
you would have to go about obtaining a number
SEO is always functioning
of links on other websites that would then in
turn link back to your site, using “poker cards”
and always on the go, it
as the anchor text. These are just a couple of
doesn’t stop and keeps on
the tricks of the trade that SEO uses to increase
the effectiveness of a website.
improving the target website
all hours of the day
The marketing strategies that Internet
Marketing provides are vital to the emerging
online gambling industry as this is a specific
marketing method targeted at increasing the
• Targeted traffic – This brand of marketing potential of businesses wishing to improve their
drives the target crowd to the website in the standing in the online universe. SEO is borne of
form of people actively looking for it. In other the internet and Search Engines, so is therefore
words, the traffic that’s wanted most will be the the best when it comes to dealing with it in
traffic that comes right to the website in ways that conventional marketing strategies may
question. And we all know that – especially for find difficult. Strong internet businesses
the gambling/casino market – traffic (and
targeted traffic at that) is a great thing, as it can
Making sure you have a URL
rapidly translate into Real Money Players.
that matches up with what
• Increased brand visibility and increased sales
your website is aiming to do
– As SEO is also a form of marketing, it’s all about
attracting attention to the brand and getting it
is the first step in ranking
noticed (thus drawing in visitors/customers) in as
incredibly well in the search
many ways as possible (positive ways, of course!),
and anyone can tell you that increased
engine results pages
promotion and brand awareness will most often
result in more visitors and therefore more (especially ones in relative infancy) need strong
business, allowing the cycle of promotion and internet marketing, which is why SEO –
increased sales to increase exponentially, together with the online games/casino/
something that all businesses and not just the gambling industry – is on the verge of
online casino industry can benefit from. accomplishing something truly great and
smashing all boundaries and expectations
Via the process of making a website search previously held for businesses in the past, and
engine friendly, it also undergoes many a subtle great businesses have been founded on the
change, resulting overall in an incredibly back of great SEO. Together, we can rule the
beneficial transformation. The website in world, and – best of all – nobody gets hurt.
question will often undergo a process to make it
more user-friendly and accessible, as well as Christopher Angus is a well-known SEO
being more easily navigable by search engines and internet marketer. He has worked for
and their robots. This in turn also contributes some of the biggest brands in gambling and
to an increase in sales or at least an increase in finance. He can be contacted at
brand/product awareness and high ROI. chris@seocompanyuk.com or via
http://www.seocompanyuk.com
JUNE 2009 59
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