search traffic trends within the gaming sector...

Latest report into search traffic trends within the gaming sector for the month of July. Here, we can see the latest from the UK market in relation to search queries for the traditional iGaming verticals: casino, poker, bingo and sportsbetting.

THE MOST RECENT monthly report from search marketing agency, Greenlight. details a continuation of the plateau in search activity as reported in its quarterly report in June. July's figures have reported another decrease in overall search volumes having fallen to 798,000 searches, which represents the second lowest monthly figure since July 2010, when over 2.5 million searches were accounted for.

July's data set shows that poker(277,i2o) has replaced bingo as the most searched keyword, or at least, the term with the most cumulative searches with regards to variations (online poker/free poker/poker). Bingo remains a key driver of search traffic in the UK with just over 277,000 searches, with casino and sportsbetting making up the remainder of the combined total.

As we have discussed in the past, we can attribute the decrease in search volumes to any number of factors one of the likeliest being the changing search patterns of the UK betting demographic. As consumers become more aware of how they navigate between the sites they use to bet or play at, their reliance on search engines ; for short-tail terms such as those detailed here, but may ! for more specific, longer-tail keywords for which is it almost impossible to monitor and chart successfully. Many of the searches recorded for these core keywords such as 'bingo', 'casino' and 'poker' are more likely to be the reserve of those new to betting online, or those seeking information rather than 'action', hence the constant presence of Wikipedia in the Greenlight results.
The results for sportsbetting are also slightly muddied by the presence of short-tail terms such as 'bet' and 'betting' which although are grouped into the sports results, don't necessarily represent accurate sports betting traffic.

Summary of data
• Searches for gaming-related keywords in July 2011 totalled 798,267, down 64,733 on the previous month's level (863,000).

• In July, poker-related terms (277,120) marginally accounted for the majority share of searches made. Bingo-related terms (277,072) came a very close second.

• Overall, in July,, and were the three most visible websites in natural search achieving 28%, 27% and 24% share of voice, respectively.

• CheekyBingo maintained its lead as the most visible website for bingo-related search terms and even increased its share of voice from 53% in June to 61% in July.

• was the most visible website for all casino-related keywords, achieving a 50% share of voice.

• For poker-related queries, Wikipedia was the most visible website, attaining a 49% share of voice in July, down 3% on June's level.

Betfair was the most visible website for sportsbetting related terms, maintaining a 56% share of voice.

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