How iGaming affiliates can get the most out of their SEO strategy.

AS GOOGLE continues to roll out changes to its algorithms, how do you really achieve those elusive first page rankings? It may seem difficult, but by following some basic guidelines, any affiliate site can keep pace in search engines within the iGaming industry. By applying these white hat SEO techniques for optimising websites on and off-page, affiliates can present their sites in optimal positions.

On-page Clear navigation and interlinking

In order to rank high in search engine listings, it is important to have a site that is easy to navigate. You especially want to have search engine-friendly navigation for your website - otherwise, you’re not likely to see any benefits from SEO. To get your site navigation search engine-friendly, place your most important content at the beginning of your navigation and only one click away from the homepage. Link less important content from your footer and a dynamic side bar that changes depending on the page you are on. Also, have every page on your site accessible, whether through the navigation bar or linking from an inner page. If users cannot find the content they are looking for, then neither can crawlers! Recently, there has been a lot of talk on the benefits of placing rel=”nofollow” to preserve and sculpt page rank. In reality, this only reduces the effective page rank of the linking page. Instead, consolidate your links. One way to do this is combining your privacy policy, terms and conditions, and other less content-rich links on one page.

URL structure

The URL structure of your site and the way each page is connected are vital practices in SEO to help your site rank. Follow these easy strategies to keep your URLs search engine-friendly:

• Keep your URL case sensitive. Given that URLs can accept both upper and lowercase characters, refrain from having uppercase characters in your URL structure since people are most likely to link to URLs with lowercase. To avoid duplicate content issues and to preserve link juice, place a 301 redirect to all URLs in uppercase which go to lowercase characters.
• Use dashes before underscores. When creating URLs that contain multiple words, it is recommended to use hyphens to separate. Although Google accepts both hyphens and underscores, Google sees a hyphenated word as an individual one.
• Keep URLs short. Shortening URLs is user friendly as they are easier for people to remember, copy and paste, or write down. Keep your URLs shorter than five words; anything beyond five words gives less weight to those keywords.
• Use targeted keywords. Help search engines determine the content or theme of your site by including keywords in the file and folder names. Your URL should reflect the content of that page.

By keeping your URLs consistent and clean, search engines will have an easier time crawling your site and understanding the theme of your content, thus giving your site more visibility in search engines.
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