SEO for iGaming and Casino Brands

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What is iGaming SEO

iGaming SEO is the process of improving the visibility of your gambling or casino website's organic search listings, to generate more visitors, convert them to customers and ultimately increase revenue.

Due to the nature of the industry, some of the common iGaming SEO challenges include:

  • Optimising website speed
  • Prioritising a mobile-first approach
  • Relevant and SEO-friendly content strategy
  • Google penalty removal and recovery
  • Identifying and removing spammy backlinks

How do we help iGaming brands?

Regardless of whether you are new or experienced within the iGaming industry, our technical SEO team at will ensure a bespoke strategy backed up by technical implementation by our team of specialists.

Our team of experts has years of experience within the iGaming sector and will develop and integrate a technical strategy that will best suit the needs of our clients.


Why should I invest in iGaming SEO?

The iGaming industry is highly competitive, with many brands opting to pay their way into appearing at the top of search results for high intent keywords.

Investing in an iGaming SEO strategy can help with a long-term digital strategy in generating free, organic traffic for a sustained period.

Our Services

Technical Auditing

For any of our iGaming clients, a technical audit is the first point of call; members of our technical SEO team investigate the existing website's performance, site structure, and architecture. This allows us to identify and share website issues such as site speed, mobile usability and current backlink profile that may be impacting your current SEO performance.

Once identified, we prioritise the existing issues and make sure we incorporate suitable technical solutions into our bespoke roadmap.

Competitor Analysis

As part of any iGaming SEO strategy, we perform a full audit of competitor websites - direct and indirect - to identify weaknesses and opportunities for our clients.

A typical competitor technical audit includes - but not limited to - identifying main keywords, backlink profiles, on-site content, and reviewing external marketing activities impacting competitor websites.

Website Migration

There are many reasons why we see iGaming clients looking to implement a website migration; whether that's to build a faster website, update to a newer CMS, fix website architecture or move to a new domain name for branding or acquisition purposes.

At, our team has performed numerous successful website migration types. Be it to change URL structure, most server or hosting provider or change website platform completely; we can get it done.

Content Strategy

Producing and publishing content for iGaming websites can cause many issues when it comes to making sure it is both SEO and end-user friendly.

Ensuring that content is up to date for time-sensitive events or making sure there is enough supporting content for graphics-heavy product pages are common issues for iGaming websites.

Our SEO content team will work to develop a unique content strategy to ensure that both on-site and off-site content fully supports the long-term technical SEO strategy.

Backlink & Penalty Removal

Historically, many iGaming brands have been guilty of using a spammy SEO strategy, - whether they are aware of this or not.

At one time, purchasing backlinks, keyword stuffing or similar forms of SEO spam would be a quick and cheap strategy that would see an improved organic performance. Yet recent or significant drops in organic traffic may be attributed to previous malpractice.

As part of a technical audit, our technical team will investigate and resolve Google penalties and thoroughly review the backlink profile to prevent future issues.

International SEO

As iGaming brands grow, we often see clients expand into international markets targeting different GEOs or languages, who wish to maintain their SEO performance in additional markets.

Our highly technical team of multilingual SEO consultants are vastly experienced in international SEO, having worked with a range of clients from around the world.

Guides & Tips

  • Five Ways to Improve your iGaming SEO by Optimising Content

    Read More.
  • SEO Questions: What goes into website speed?

    Read More.
  • Preparing your iGaming SEO strategy: Leave gambling to the punters

    Read More.

Client Reviews

  • Jake

    The team at were great to work with. I had a project in rebuilding a brand after a relatively damaging corporate crisis. Dan and the team were fantastic resources in their SEO expertise in building a strategy as well as the technical details related to migration to a new website as part of a larger branding effort. I cannot recommend this team highly enough!

  • Anonymous

    We chose to work with SALT to enable a smooth international website migration. With the goal in mind to mitigate ranking and organic search traffic loss, the team at SALT carefully walked us through how to implement the necessary setup and monitored our performance throughout the process. The results were great and now we’re in a strong position to move into new markets and excel in our search goals!

  • Anonymous

    SALT has been a great agency to work with for our SEO efforts. They’ve been very helpful in ensuring we increase our efforts, find the best opportunities, and optimise our website and content in the most efficient manner. I highly recommend them to anyone looking for an agency that will always have your back and help you towards your growth goals.

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Alternatively call us on +44 (0) 20 8050 7258 or email [email protected]