Assertive Media
Casino SEO Audits
✔ Casino & iGaming Specialists ✔ Rated 5/5 ✔ FTD-Focused Audits
Professional, bespoke casino SEO audits that identify SEO issues and grow organic rankings, traffic and first-time deposits across Google and AI search.
Trusted by ambitious brands
Casino SEO AuditsIdentify, Fix & Grow
The casino industry has reached a global sector size of over $131 billion and shows no signs of slowing down. With more and more casino, iGaming & gambling operators and affiliates the SERPS have never been so competitive.
Casinos are crying out for FTD growth, to get more and more new customers finding them via Google and AI search who are qualified and actually turn into paying customers. Casino and iGaming brands face some of the steepest challenges when it comes to marketing, that being PPC, SEO, Social etc.
With average CPCs regularly exceeding £50 a click it can mean the net cost of new FTDs becomes very expensive very quickly & ultimately increases the reliance on a good conversion rate and repeat customer deposits to become profitable.
This is why more and more casinos & iGaming/Gambling brands are looking to rank as highly across Google for relevant terms as possible from casino and slot games to blackjack, roulette, casino slots + more.
The best place for any casino or iGaming brand to start is with a casino SEO audit, one that can identify all SEO issues as well as issues with organic rankings, traffic and overall visibility online.
This is where Assertive comes in, we offer professional, high quality bespoke casino SEO audits that help brands to drive up organic performance, increase organic visibility and grow their customer base with more first time deposits.
- Rankings & Traffic Recovery
- YMYL / Responsible Gaming
- Game Cannibalisation
- PBN & Link Spam
- Indexing & Rendering
- FTD Conversion & UX
Some of Our Clients
What We Offer As A Casino SEO Audit
We offer high quality casino SEO audits that are designed to help identify SEO issues, troubleshoot ranking and indexing issues, address spam and provide clear strategic guidance to recover, grow and dominate the SERPS be it google traditional search results or AI overviews.
Typically we offer:
- Casino SEO audits covering ranking & traffic losses from Google core updates
- Casino SEO audits covering spam, negative SEO and manual actions
- Casino SEO audits covering technical SEO, rendering & accessibility issues
- Casino SEO audits covering links, domain & brand authority
- Core & Spam Update Losses
- Negative SEO & Manual Actions
- Technical SEO & Rendering
- Page Indexing & Crawl
- Game & Category Content
- YMYL & Responsible Gaming
- Game Cannibalisation
- Internal Linking & Orphans
- Casino Structured Data
- Link Profile & PBNs
- User Behaviour & FTDs
- AI Search Visibility
How We Help Casino Brands & Affiliates
We help casino brands & casino affiliates to:
- Rank more prominently for gameplay categories i.e. slots, megaways, slingo, table games, roulette, blackjack, baccarat, bingo, kino
- Drive more traffic direct to casino slot games
- Drive more traffic direct to bonus sign ups and incentive pages
- Drive more sign ups via affiliates
- Drive stronger brand awareness in AI search and LLMS
- Recover from negative SEO attacks, PBNS and spam
- Identify where SEO is weak, what issues are likely holding organic performance back
- Identify issues with casino category page performance (content, games, depth, YMYL)
- Identify issues with casino games, game categories, user journey routes and potential casino game cannibalisation issues
How We Help Casino Brands & Affiliates (Continued)
- Identify issues with casino game page performance (content, internal & external links, engagement factors, YMYL etc)
- Identify issues with technical SEO and on-page SEO such as casino game names in title along with incentives, header usage for game overviews and descriptions
- Identify issues with casino internal linking from low internal link counts to orphan pages
- Identify issues with any utilised structured data for casinos, iGaming / Gaming brands
- Identify issues with casino content (quality, NLP, depth, originality, unique added value, YMYL i.e. responsible gaming and safer gaming, duplicate content, AI content etc_
- Identify issues with links (PBNs, poor quality or link spam, link distribution, links with traffic, distribution to top pages etc)
- Identify issues with user behaviour potentially impacting assessment of helpful content when it comes to casino categories, casino games, casino gameplay, gambling strategies and guides
- Ensure state or local regulation compliance / licensing laws depending on jurisdiction
Ready to brief us on your project?
We respond within 1–2 working hours.
Why Are Casino SEO Audits Important?
Casino SEO is expensive, so getting anything wrong as part of a casino SEO strategy can cost a significant amount of money, from wasted capital investment into casino content through to expensive casino link building mistakes.
A thorough, deep-dive casino audit will help to not only identify SEO issues but also identify issues with the strategic approach from content issues through to getting the wrong types of backlinks (which are nefariously expensive in SEO).
Casino audits are important because:
- They can save a casino time and money with their SEO strategy
- They can highlight any procedural or strategic SEO issues
- They can identify SEO holdbacks
- They can provide a fresh-set of eyes looking at things without bias
- They can potentially uncover SEO issues that have been missed
What Can Casino SEO Audits Be Used For
They can be used for anything and everything from analysing technical on-site and on page SEO issues through to helping a brand recover from a manual action or loss of rankings after a spam update.
The most common use cases are:
Ranking Recovery
Casino, iGaming, Sports Betting & other betting brands are regularly impacted by Google core updates, now and again Google launches spam updates which can hit gaming sites hard from slight ranking losses through to massive ranking losses that are sitewide. Our audits identify when, where and why the website lost rank and the best way forwards for recovery.
Read moreShow less
Casino niches are more susceptible to core updates including spam updates because of the nature and competitiveness of the industry, the casino industry can include a lot of dirty SEO tactics including link spam and false DMCA takedowns which can have a profound impact on visibility.
Improving Game & Game Traffic for Increased FTDS
Our casino audits cover all aspects of SEO and analysis including improving game category, game performance as well as enhancing performance for content both top of funnel and bottom of funnel - so if your potential customers are searching for a blackjack guide or strategy or want to know what slots have the highest RTPs - we ensure your website meets all the necessary criteria for content to rank and to do better.
Addressing negative SEO, hack spam and manual actions
Casino brands are not unfamiliar with these issues, they appear regularly and can be devastating to organic performance. Our seo audits identify issues pertaining to spam, negative SEO and hack spam & anything leading to a manual action.
Read moreShow less
Our audits provide an overview, insight and instructions / guidance on fixing spam issues and submitting reconsideration requests.
Indexing Issues
Because casino sites are heavily reliant on being YMYL compliant, it’s very easy for a lot of content to miss the mark and never rank / never get indexed in the first-place. Our casino SEO audits cover all aspects of indexing and non indexed page reasons.
Casino affiliate recovery
We regularly see casino affiliate sites that have been wiped out by things such as helpful content updates and google core / spam updates where clicks go into a steady but sustained decline.
Read moreShow less
Affiliate sites rely heavily on long-form content often promoting no deposit bonuses, free spins and other content that helps bridge the gap between a first time depositor and a casino / iGaming brand.
We help affiliate sites to recover lost rankings and ground as part of our SEO audit offering.
How Long Do Casino SEO Audits Take?
Casino SEO audit timeframes vary depending on the site, size of the site, the brand, the volume of games and the issues at hand. Most casino audits can be delivered within 3-4 weeks of booking, but, for some clients we can and do provide parts of the audit on the fly, so that the client can be proactive with getting fixes underway.
The length of the audit will really depend on the nature of your casino brand, the degree of your SEO issues, size of the site etc. If you would like a pre-audit assessment we can provide one at no cost, simply get in contact with us.
- Smaller casino sites < 100 games - typically 2-3 weeks
- Medium to larger casino sites > 500 games - typically 3-4 weeks
- Big casino brands & large casino affiliate sites - typically 5-6 weeks
Benefits Of A Casino SEO Audit
- They can save time and money
- They can identify outstanding or undiscovered SEO issues
- They can provide a strategic SEO steer i.e. what is and isn;t working
- They can help with ranking and traffic recovery
- They can prevent ranking & traffic losses for upcoming domain or CMS migrations
- They can help to identify what competitors are doing well and whats helping competitor growth
- They can uncover growth opportunities that are untapped
- They can help to uncover negative SEO attacks and link spam
How The Process Works
We have a simple client onboarding process, you simply get in contact, we set up an initial meet and then go through the following:
We’ll understand your brand, your priorities and everything that’s important during initial client discovery.
- We discuss your casino site, your struggles, challenges, issues and work to date
- We understand your team, your existing resource, infrastructure
- We sign NDA’s
- We request access to your Google Search Console & Google Analytics Data
- Audit begins
- We provide a regular progress update and send over any work you can be doing whilst we complete the audit
- We deliver the audit along with recommendations, priorities and strategic guidance
- We set up a call to discuss the audit, findings, solutions
- We’re here if you need ongoing post audit support
How Do SEO Audits For Casino & iGaming Brands Help Performance?
So it really depends on whether the audit is dealing with ranking losses or whether the audit is to support growth, typically audits help performance by:
- Identifying SEO pitfalls that impact organic performance
- They can help shape and steer a better SEO strategy with better outcomes
- They educate people in the team i.e. SEOs, Writers by showing process
- They help to improve indexability, crawlability and accessibility
- They help to improve user journey, engagement and conversion
- They can help strengthen link building & content creation strategies
Why Are Casino SEO Audits Different To Normal Audits?
Casino audits are very specialist, they have to take a lot more into account including YMYL (Your Money Your Life) factors as well as a much deeper dive on trust factors, more complex & unstable SERPS, PBNs and hidden link manipulation strategies sometimes used by competitors.
There’s just generally a greater checklist of things to check for casino and iGaming brands.
Can Our Audits Uncover Competitor SEO Strategies?
Yes, we can often find what competitors are doing, even things that aren’t completely white-hat, in the Casino and gambling niches we often see things such as PBN and tiered link usage as well as other grey and black hat SEO strategies to game Google and other search engines.
We look at competitors through third party tools and via direct crawls to ascertain what content they create, their overall content and link building strategies, their navigation, UX and more.
We can see what’s working for competitors that your brand isn’t doing where a gap exists be it a link gap or content gap analysis as part of your audit.
What SEO Tools Do We Use For Auditing Casino & iGaming Sites?
We use a lot of our own in-house SEO tools and custom solutions such as:
We use third party tools too such as:
- SEO Stack (Unlimited GSC and GA4 data analysis)
- Google Apps Scripts
- Custom built tools in Python
- Lumar / JetOctopus
- AHREFS
- Screaming Frog SEO Spider
- PI Datametrics
- AI platforms
What Are The Most Common Issues Found During Audits
For casino and iGaming sites they do vary but the most common issues we find include:
- Technical SEO issues with improper utilisation of things such as JavaScript button elements, internal link issues & anchor issues
- Content issues - excessive long-form content with poor engagement
- YMYL issues - insufficient ymyl, inconsistent information, lack of responsible gambling and self exclusion signals
- Cannibalisation issues - typically between games or game categories in the same field where multiple games exist i.e. roulette, blackjack or similar slots from different gameplay providers
- Engagement issues - users not seeing what they want prior to sign up, lack of FTD conversions, users not scrolling or engaging with content
- Link & link spam issues - so issues with PBN (private blog networks) as well as domain consolidations, tiered link strategies and spam
- Spam issues - sometimes a hit on googles spam updates, manual actions for spammy techniques
- JS Button Link Issues
- Thin / Long-form Content
- Missing YMYL & RG Signals
- Game Cannibalisation
- Low Engagement & FTDs
- PBN & Link Spam
- Spam Update / Manual Action
Are you considering a new agency?
We can provide a quotation / response to RFP's for SEO services including auditing, consultancy, training & strategy execution. We provide bespoke SEO campaigns tailored to your growth objectives.
Book a call - discuss your objectives & current pain points, growth plans, ROI targets & receive a tailored quote that takes into consideration your growth needs as well as your current organic status.
Want to grow your business?
Tell us about your business we'll respond within 1–2 working hours.
