COVID’S IMPACT ON SEARCH
surge in these types of searches have been somewhat staggering:
And when we look at it over the past 30 days, the curve is sharper still:
operate in the games, casino, poker or bingo space – or indeed those who wish to shift their strategy towards these areas. There are more searches, arguably than ever before, for topics around online bingo and online poker. As people are being forced to stay in their homes, it is clear that there is a large chunk of the population who are looking to entertain themselves with these particular products that the iGaming space has to offer. As such, link building in the iGaming space should change. We
And that is similar for the past 10 days:
wrote previously about how gambling industry link building is different, but the Covid-19 outbreak could possibly force gaming operators and affiliates to change their tact. If we take, as an example, the site that currently ranks in position 1 (at the time of writing) for the search term, ‘best online bingo sites’, Bingo Views – and plumb their landing page for the aforementioned search term into Ahrefs, we get the following data relating to organic search:
In a nutshell, searches for topics around ‘Online Poker’ have seen a sudden surge, to the extent they’ve seen almost a 400% increase in search volume over the last 30 days – quite a staggering statistic. Furthermore, the same can be said about searches relating to ‘Online Bingo’. In fact, search volume around this term has seen an increase of over 400% in the last 30 days alone:
Organic traffic to this page has almost doubled over the past 25 days or so – likely as a result of the significant increase in searches around this term. Likewise, if we analyse the organic search data from Ahrefs for the top
rated site in Google, for the search term, ‘play poker online’ – Party Poker – we can see that organic traffic to the page that ranks for this term has also shot up:
These sharp increases in online poker and online bingo related
searches coincide with the worsening of the Covid-19 pandemic. It’s no coincidence that as the situation worsens, and more and more people are forced into taking residence in their own homes – there is an incremental increase surrounding these online gambling related topics. As we approach a stage in the pandemic where almost all major
sporting events are being cancelled or postponed, less and less people are searching for terms around this. As an example, here is the Google Trends data for the past 30 days, on searches around the topic, ‘Sports Betting’:
It may not be as clear on this graph as the bingo one above, but
according to Ahrefs data, organic visitors to this page have increased from around the 143k mark each day, to over 165k a day– an uplift of 22,000 visitors each and every day to this page. Of course, Ahrefs data isn’t entirely accurate – nothing is, unless we had Google Analytics data. But it gives a good idea.
iGaming general search data
It has taken a massive nosedive, with there now only around 35% of people searching around this topic, in comparison to 30 days ago, on 23rd February.
Link building should change
So, what does this mean for online gambling companies and affiliates? It certainly presents a real opportunity for those who
Moving onto iGaming search data in general - what is the data showing us? You can see the search behaviour over the last 12 months, for four specific iGaming products and search terms, in the United Kingdom:
• Online Casino • Online Betting • Online Poker • Online Bingo
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