online gaming and casino seo in france

Diapositive 1

Gaming SEO and SEM French marketOverview and strategies

Amsterdam April 15-16, 2010

Speaker : Sbastien [email protected] Ex. Google search Quality Team

http://www.1ere-position.fr SEO, SEA & SMO Company in France

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Agenda

French Market overview

New lawsGambling PromotionSEO Competition

Context of studies

Tools weve usedExpertise

SEO techniques in French marketOn-site optimizationOff-site optimization

SEO


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French gambling market overview

New lawsGambling promotionSEO Competition


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Gambling = Public service

Competition of illegal foreign-based site such as Bwin, BetclicLegal online gambling : 1 billion

Only public institution (PMU and Franaise des Jeux)Can operate online


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New legislation

New competitorsNew advertising opportunitiesNew affiliate opportunitiesEstimation : 3 Billions

Law voted on 6th April 2010In place by June 2010 (World Cup)


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ARJEL

They will choose who can officially be licensed in FranceOfficial site : http://www.arjel.fr/Advertisers must communicate affiliates list to Arjel

ARJEL Autorit de rgulation des jeux en lignesIs the gambling regulatory authority


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Gambling promotion

Very few adwords ads, mostly the one cheating with the system

France does not allow the promotion of online gambling, except for state licensed entities.


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Query for csino

Adwords targeting mispelled queriesUsing | or space to cheat GoogleAutomatically created (poor translation)


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SEO Competition

Study of whos ranking on google.frs 2 first pages for 300 main competitive keywords about casino, poker, blackjack

1st one is a hacked and abused official site

770 network


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Franaise des Jeux Profile


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PMU profile


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Casino770 profile


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Main keywords

Online poker (poker en ligne)

Online casino (casino en ligne)

Online betting (pari en ligne)


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Context of studies

ToolsExpertise


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Tools used

Yahoo Link Explorer combined with SEO Link AnalysisSEO Quake for keyword densityOur own tools for ranking and competition

Main tools were using


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Context of studies

ToolsExpertise


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Link Expertise

Ex Search Quality GoogleTypes of penaltiesGoogle Methods of investigationBest tips to improve ranking

Link Expertise: We can recognize bought links, link exchange, natural links


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SEO techniques in French market

On-site optimizationOff-site optimization


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Localization

Do you have the right top level domains ?Rough translation or a comprehensive localization ?Keyword analysis and lexical strategy ?IP in the country ?

1st step before SEO : Localization


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IP Location

Hostname

Host country

casino770.com

USA

1010casino.com

France

fr.casinotoplists.com

Sweden

casinoweb.org

Denmark

casinoaction.fr

Denmark

fr.casinotop10.net

Sweden

spinpalace.com

Canada

arabecontact.com

UK

mescasinos.org

USA

goldentigercasino.com

Canada

On the first 10 for casino en ligne, only 1 is hosted in FranceLegal issues

Be ready !


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Example : on-site optimization

Most sites use the common on-site optimization technique (clean URL, keywords integration, optimized h1 and title )Casino770.com , even if first, can do better !

http://www.casino770.com> No H1> Title in capital letters> Non-rewrited URL

Missed Opportunities


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SEO techniques in French market

On-site optimizationOff-site optimization


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Casino770 backlinks

Main technique is PageRank Flowing affiliation through their affiliate program


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PR Flowing affiliation

Common anchor : amusez-vous sur le casino en ligne770 network is 1st on this query even though sentence is not present on the sitesPR buying is clearly indicated on their site

Affiliate link = direct backlink offered without nofollow. Without Google penalties, PR flows passing.


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PR Flowing affiliation


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Buying PageRank = Dangerous Game

+

+

=

Penalty

Sonner or laterManual, automatic, algorithmic


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Other techniques

Example found on http://www.davduf.net/Tribune-cinq-questions-sur-les.html


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Other techniques

www.spinpalace.com/francais > Buying links

Buying links

Example found on http://www.livewii.fr


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Other techniques

www.casinotoplists.com > Check Casino News

Widget provider

Example found on http://www.industryfinest.com/


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Other techniques

www.royalvegas.eu> Press release

Press release

Example found on http://www.communique-de-presse-gratuit.com/internet/casinos-en-ligne-des-gains-impressionnants/


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White Hat vs Black Hat

White hat linking can be worth the effort on the long termGetting true popularityGrey hat is possible

2 techniques : Black Hat vs White Hat


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Be a clever Black Hat

and if you do black hat linking do it right


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Go Beyond SEO and SEM

Usability

Social Media


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SEO

Thank you

SEA

Social Media

http://www.1ere-position.com

http://twitter.com/1ere_position

http://twitter.com/smonnier


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online gaming and casino seo in france

Technology

pr flowing

lawsgambling

casino en

black hat

white hat

french market

site optimization

buying links