December 5, 2021

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Getting started with gambling SEO

Search engine rankings are a winner-takes-all game. The top three results have click-through rates of 30% – 10%; by position nine, that’s dropped to just 2%. If your website doesn’t appear on page one for relevant search terms, it’s not reaching its full potential. That’s where search engine optimization (SEO) comes in. What is search engine optimization (SEO)? SEO is the blanket term covering everything brands do to get organic traffic from search engines to their websites. SEO involves technical aspects like site architecture, as well as more imaginative elements like content creation and user experience. Sounds relatively simple. But gambling SEO is a moving target, even for experienced digital marketers. Myths abound, algorithms change, and SEO tactics that once worked can suddenly get you a penalty. To keep a site optimized, you need deep knowledge of how search engines “think,” as well as how real people think and react to your web content.

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This mix of usability, site architecture, and content creation makes search engine optimization feel like a hybrid. Google alone handles over 3.5 billion searches per day. The search engine scours the world’s estimated 1.9B websites, returning relevant results in under 0.5 seconds. So what’s going on behind the scenes? In the world of SEO, this process is normally described as crawling and indexing. The web is made up of an ever-expanding mass of pages connected by links. Search engines need to find these pages, understand what’s on them, and store them in a massive data horde known as an index. To do that, they use bots—known as spiders or crawlers—to scan the web for hosted domains. The crawlers save a list of all the servers they find and the websites hosted on them. They then systematically visit each website and “crawl” them for information, registering types of content (text, video, JavaScript, etc.), and number of pages. Finally, they use code tags like HREF and SRC to detect links to other pages, which they then add to the list of sites to crawl.

That allows the spiders to weave an ever-larger web of indexed pages, hopping from page to page and adding them to the index. Search engines store this information in huge physical databases, from which they recall data whenever anyone makes a search. Google has data centers spread across the world; their mammoth center in Pryor Creek, Oklahoma, has an estimated 980,000 square feet. This network allows Google to store billions of pages across many machines. Search engines crawl and index continuously, keeping track of newly added pages, deleted pages, new links, and fresh content. When a person performs a search, the search engine has a fully updated index of billions of possible answers ready to deliver to the searcher for gambling SEO. All that’s left to do is rank these results according to their relevance and quality. If a search term returns hundreds of thousands of results, how does a search engine decide the best order to display them to the searcher?

Determining relevant results isn’t done by a team of humans at Search Engine HQ. Instead, engines use algorithms (mathematical equations and rules) to understand searcher intent, find relevant results, and then rank those results based on authority and popularity. In an effort to stop black-hat SEO, search engines are famously unwilling to reveal how their ranking algorithms work. Content Type: Searchers look for different types of content, from video and images to news. Search engines prioritize different types of content based on intent. Content Quality: Search engines prioritize useful and informative content. Those are subjective measures, but gambling SEO professionals generally take this to mean content that’s thorough, original, objective, and solution-oriented. Content Freshness: Search engines show searchers the latest results, balanced against other ranking factors. So, out of two pieces judged to be of equal quality by the algorithm, the most recent piece will likely appear first. Page Popularity: Google still uses a variation of their original 1990s PageRank algorithm, which judges a page’s quality by the number of links pointing to it, and the quality of those links.

Website Quality: Poor-quality, spammy websites are bumped down the rankings by search engines (more on that below). Language: Not everyone is searching in English. Search engines prioritize results in the same language as the search term. Location: Many searches are local (e.g., “restaurants near me”); search engines understand this and prioritize local results when appropriate. By keeping these factors in mind, search marketers can create content that’s more likely to be found and ranked by search engines. In the early days of search, results were presented as a simple list of descriptive snippets and links, like we saw in the previous image. In the last few years, these standard results have been supplemented by SERP features, enriched results that include images and supplementary information. Creating a site structure that makes sense to both search engines and users. Structuring your content on page such that it is scannable for both search engines and users when doing gambling SEO.