Crypto Casino
Torrent Gear
SEO promotion of casino sites: key principles
Important from the doorstep
We work only in authorized jurisdictions, with a valid operator's license. On the site and landing pages - age marks 18 +/21 +, visible licenses, transparent T&C, links to Responsible Gaming (limits, timeout, self-exclusion, help). Without promises of "easy money," without "near-miss" and dark patterns.
1) Strategy: AEO/SEO, not chasing "keys"
1. 1. Intent Map (Clusters)
Informational: "what is RTP," "game volatility," "how to set a limit," "how does the CCP/payout go."
Navigational/Brand: brand + "license," "limits," "support," "payments."
Transactional (GEO allowed): "registration in 3 steps," "local payments," "bonus - conditions in simple language."
Support/Aid: RG, help, hotlines, timeout/self-exclusion FAQs.
1. 2. Site architecture
Hubs: Rules of games, RTP/volatility, Bankroll management, Responsible Gaming, CCP/payments, Local payments.
Subsidiaries: HowTo/FAQ, glossary, provider pages (with honest information and links to certification).
Navigation: bread crumbs, thematic "next steps," a noticeable center "Money and Control" (limits/timeout).
2) E-E-A-T and YMYL: How to earn trust
Experience/Expertise. Copyright cards (redpolicy, experience, LinkedIn profile), compliance lead fact checking.
Author/Org transparency. About us page: license, jurisdictions, providers, contacts, details.
Review & Update. Date of update, change log on critical pages (rules, WC/payments, RG).
User Safety. Each critical page has links to limits/timeout/self-exclusion and help.
Tone. Calm, explaining, without "win guarantees."
3) Technical SEO: speed, purity, control
Core Web Vitals: LCP < 2. 5s, INP/CLS in the green zone; critical CSS/JS - minimize, postpone "heavy" widgets.
Indexing map: XML-sitemap, separate news/video-sitemap (if any), robots. txt without blind blocks.
Log analysis: scan budget, 4xx/5xx errors, canonical/redirect loops, hub bypass frequency.
Micro markup: 'Organization', 'FAQ', 'HowTo', 'Breadcrumb', 'Article', 'VideoObject', 'Product' (for promo - very neat and honest).
Hreflang/localization: language/currency mapping, address/phone numbers, local legal formulas.
Security: HTTPS/HSTS, CSP, KYC secure forms, PII masking, cookie/consent policy.
Accessibility: contrast, aria labels, keyboard navigation, large text - affects satisfaction and behavioral signals.
4) Content: "answers instead of promises"
HowTo/FAQ patterns: "how to set a deposit/time limit," "how to enable timeout/self-exclusion," "how KYC goes," "where to look at the payment status."
Bankroll guides: no escalation rate models, "no cancellation withdrawal rule until tomorrow," pause scenarios.
Rules and RTP: info maps by providers and games (without "cheating" expectations), dictionary of terms.
Video/screencasts: embed an overview of the control interface and payment statuses; duplicate with text.
Local payments: fees, ETA, limits, return FAQ - in simple language.
Community/moderation: section with questions (21 +, legal GEO), strict moderation without "heating."
5) Internal relink and UX signals
Hubs → child HowTo/FAQ, back links "back to hub."- Inserts "next step": after the article about KYC - "Where to look at the payment status."
- Visible "responsible" CTA: "Put a limit," "Take a break," "Help 24/7."
LP for registration - without pressure: clear statuses, "registration ≤ 3 steps," RG-block.
6) External signals and linkbuilding (no risks)
Digital PR/expertise: expert comments, research on UX/security, participation in Responsible Play Week.
Partnerships in "green" GEO: local media, catalogs with verification, industry reports - without "gray" grids.
Content reasons: CUS/payout checklists, wagering calculators (honest), glossaries.
Bans: PBN/rented drops, buying links in "packages," spam guests - high risk of sanctions.
7) Localization: translating meaning, not just words
Juridics: age formulas, licenses, terms of payment systems - in native formulations.
Culture: holidays, prime times, sports; avoid local taboos and "screaming" tones.
UX: Address/phone format, currencies, popular payment methods and their ETAs.
Content plan: Prioritize local questions (FAQs) over overall "noise."
8) Measurement: increment, not just clicks
Clusters and positions: visibility by topic (RTP, limits, CCM/payouts, Responsible Gaming).
Behavior and quality: CTR in SERP/Answer modules, scroll-depth, "transitions to action" (set a limit, opened an FAQ on payments).
SEO source cohorts: D1/D7/D30/D90 retention, 30/90-day LTV,% successful KYC,% payout ≤ 24 h.
Responsible metrics: the proportion of players who included limits in the first 7 days, the frequency of player-initiated timeouts, complaints/1000.
Attribution: geo-holdout/PSA experiments, top level - MMM; last-click only as a guide.
9) Risks and how to prevent them
Non-jurisdictional traffic. Geo-filters, explicit GEO restrictions, blocking in robots/geo-targeting.
YMYL sanctions for "promises." No "easy money," "win guarantees," "near-miss."
Technical in the "red zone." CWV regressions, takes, broken canonicals - monitoring and regression tests.
Grey references. Only PR/expertise/relevant catalogs; audit of anchors monthly.
Inconsistent channels. SEO tone and RG must be the same as PPC/CRM/Originators.
10) Roadmap 0-90 days
Days 0-14 - Foundation
Jurassic traffic light GEO, revision of footer/header: licenses, 18 +/21 +, RG block.
Technical audit: CWV, log analysis, canonical/redirects, sitemap/robots, hreflang.
Content matrix: Rules/RTP/volatility/bankroll, ICC/payments, Responsible Gaming, glossary.
Days 15-45 - launching hubs
Hubs + 20-30 FAQ/HowTo with 'FAQ/HowTo/Breadcrumb/Article' schemes.
Embedding video/screencasts of control functions (limits, timeout, payment statuses).
Internal relink and "next step" patterns.
PR package: 2-3 expert comments/collaborations in the "green" GEO.
Days 46-90 - Scale and Experiments
Expansion of topics for local issues, optimization of snippets/chapters.
Geo-holdout/PSA tests, SEO → Retention/LTV/RG dashboard.
Audit of reference profile, stop "gray," strengthening of PR/references.
Regular updates of YMYL pages (KYC, payments, RG).
11) Checklists
Compliance/RG
- Prominent Licenses/Jurisdictions
- 18 +/21 +, links to limits/timeout/self-exclusion/help
- Honest T&C and bonuses without dark patterns
Cleaner
- CWV green, critical render optimized
- XML sitemap (s), robots, canonical/loop-free redirects
- Hreflang correct, KYC safe forms
- MicroLabel FAQ/HowTo/Organization/VideoObject
Content
- Hubs: Rules, RTP, Bankroll, RG, CCP/Payouts
- Limits/Timeout/Self-Exclusion FAQ/HowTo
- Video/screencasts of control functions
- Glossary and local payments with ETA/fees
Links/PR
- Digital PR and expert collaboration plans
- PBN/Batch Purchase Inhibit, Anchor Audit
- Catalogs/Industry Overviews in GEO Green
Measurement
- Visibility by Cluster, CTR/Scroll/Next-step
- SEO cohorts: D1/D7/D30/D90, LTV-30/90
- Responsible Metrics and Complaints/1000
- Geo-holdout/PSA experiments, MMM
12) Examples of correct wording
«18+/21+. The game is entertainment. Deposit and time limits are available in your profile"
"How to enable timeout/self-exclusion and where to find help is a step-by-step guide."- "This is how KYC is going and where to watch the status of payouts in real time."
- "We publish bonuses in simple language with examples - without hidden conditions."
13) Frequent errors (and how else)
Write for the sake of keys. → Build answers to real questions, use FAQ/HowTo and the main theses at the beginning.
Ignore YMYL/E-E-A-T. → Authorship, redpolicy, fact check, updates.
Gray linkbuilding. → PR/expertise instead of "grids."
Translation without localization. → Adapt legal and payment formulas, tone and UX.
→ Measure retention/LTV and RG traffic metrics, not just traffic.
Casino SEO is a system of trust and utility, not a set of "hacks." First - the legality and safety of the user, then - technical cleanliness and speed, then - content that honestly explains the rules, control and payments. Add E-E-A-T, structured data, localization, PR links without gray practices and measure quality (Retention/LTV/RG), not just clicks. So SEO will become a long-term growth channel that strengthens the brand and protects the player.