COVID’S IMPACT ON SEARCH
• Around 20% more people search for Online Casino than Online Poker, and around 75% more people search for it in comparison to Online Poker
• Online Poker sees around double the searches than Online Betting. How are these trends changing?
Searches around sportsbook products appear to remain fairly consistent, with a small recent decline - which of course we can attribute to the postponement and cancellation of major sporting events, in light of the Coronavirus outbreak. The same can’t be said for searches around casino, bingo and poker
You’ll notice that searches for the term ‘Online Casino’ have mostly been higher than any other, followed by ‘Online Bingo’, ‘Online Betting’ and ‘Online Poker’.
The averages over that period are indicative of that trend too:
products - all of which appear to have been on a steady increase, even prior to the pandemic we currently face. So, what does this mean? It means that our link building in the iGaming
sector needs to channel its efforts into the relevant products, where applicable. Of course, some operators only offer one product, and some gambling affiliates only send traffic for one particular product - but that’s not the case for everyone. Whether you’re an operator or an affiliate, search traffic is key to success - and just like every other industry, keyword rankings in Google, for relevant search terms, form the forefront of that battle. And we’re far better off ranking for search terms with greater demand - as we’re seeing in the online casino, bingo and poker areas.
Brand awareness & related queries
The search trends for these online gambling products are such, that we can deduce the following: • Online Casino is typically searched, on average, to a degree of 3.5x that of Online Sports Betting.
44 APRIL 2020
Gaming operators, and indeed iGaming affiliates, are taking brand awareness evermore seriously. From the voice of Ray Winstone in bet 365’s adverts, to OLBG’s sponsorship of the Mares Hurdle at Cheltenham (up until this year), over to Better Collective (BETCO) floating on the Stockholm Stock Exchange - brand coverage, PR (both online and offline), and getting the brand in front of people is essential. And we have some data to back that up. If we look at Google Trends, and
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