online gaming and casino seo in france
Post on 20-Oct-2014
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Online Gaming and Casino SEO in FranceTRANSCRIPT
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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French gambling market overview
New lawsGambling promotionSEO Competition
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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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French gambling market overview
New lawsGambling promotionSEO Competition
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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
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http://twitter.com/1ere_position
http://twitter.com/smonnier
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