Online Gambling SEO. Demystified. The Poker SEO Edition Part I. by Razvan Gavrilas cognitiveseo 2012

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1 !!! Online Gambling SEO!! Demystified! The Poker SEO Edition Part I by Razvan Gavrilas cognitiveseo 2012

2 Contents 2! 1. Introduction 2. How to rank on the Poker Reviews keyword PokerListings.com Case Study 2.2. PokerSelect.com Case Study 3. More Chapters coming soon 1. Introduction The Online Gambling Market, is one of the most competitive markets in the online space. This report will analyze the actual status of some of the most important players in the industry and the affiliates that are promoting these companies. This starts as a report, that will deeply investigate the ranking strategies used by different companies and affiliates in the gambling industry, strategies used to conquer some of the most competitive keywords in this space. A various number of high traffic keywords, as well as long tail keywords are investigated and presented. After reading this report you will be able to understand, why these sites rank so high and how easy (or hard) it might be to get in those positions. Analyzing and understanding how and why a site might be ranking is one of the first things to do when analyzing a competitor or trying to break into a particular niche, or when you want to rank on a particular keyword. Competitor Analysis should be the first thing to do, so that you get an idea how to rank, if you can rank there. (I mean if you have the actual ability and potential to develop those links & strategies used for the highly competitive terms).

3 3! 1. How to rank on the Poker Reviews keyword. I choose the Poker Reviews keyword because it is a competitive keyword, and a money generating one, for any company or affiliate in the poker industry. Here are the top 10 results:

4 Rank 1 The True White Hat Authority 4! First of all, the initial backlink analysis on this URL returns quite a high number of links. 19k links. 206 referring domains If we filter down the site-wide factor to a maximum of 20 links per referring domain, we get only 714 links. This means, the rest of the links are practically replicated links from those 206 referring domains.

5 5! Anchor Text Distribution The anchor cloud distribution clearly targets the keyword poker room reviews. The good thing is that this is a natural looking anchor text distribution profile.(very important for the post penguin era). This URL has a very natural looking backlink profile. All the distributions seem natural. There is nothing that would raise a flag in this case. Here are some charts to demonstrate this: NoFollow vs Dofollow / Link Type / Top 10 referring IPs / Top 10 Referring Countries

6 6! Top 10 Class C Referring IPs / Deep Backlink Ratio Domain TLD Distribution / Rating Distribution Because everything looks natural, let s look more in-depth at what type of links they have. By crawling all the backlinks, we identified the content theme of all of the linking pages and it seems that they have most of the links coming from Gambling & Games theme sites, which is a very powerful ranking signal to Google, because pages from the same sematic category are linking to our site.

7 7! Linking Webpage Category Distribution The site also has a powerful metric distribution. Domain MozAuthority cognitiveseo URL Rating

8 ! Another very important factor that needs to be taken in consideration is the authority of the domain. 8! The PokerListings.com site, is an authority in the eyes of Google. I say this, because: The domain is raking on the first page of Google for a lot of keywords related to the poker niche:! Play poker online! Texas holdem! Poker rules It has a great search engine visibility, over a long period of time. It s rankings are not fluctuating too much. Conclusions SEO Strategies used by PokerListings.com As White-Hat as Possible High Quality Content! News Stories! Reviews! Educational content for the Poker Community High Authority Site! By Developing Great Content & Sharing on Social Media.! By Having Special Offers for the Poker Community! By Having a Detailed Comparison & Analysis of the promoted poker sites (and not only).! Great Educational Archive for the Poker Community Great On-Site Structure from the SEO point of view! Individual pages designed to rank for individual terms! Title Optimized! Content Optimized! They are on the verge between optimization and over optimization. Links acquired & distributed in a natural way! Used Web Directories to acquire links! Discussions on Forums! Text Link Widgets! Anchor Text Distribution optimized but not over optimized.

9 ! Rank 2 - The Smart Redirect & Anchor Text Way 9! At a first glance, after I looked at the initial backlink analysis for this domain I saw it had only 93 referring domains. That is weird, since it ranks number 2 on this competitive keyword with a difference of 113 referring domains from the first one. After I looked at it a bit more carefully I saw it has 14 redirect links from 5 other different domains.

10 10!

11 ! After a quick analysis on them I saw they are redirected domains to That means the link juice from those, is also passed to our domain. I did reports on the referring link domains and I noticed the following numbers: 11! Redirected Domain Referring Domains friendspacepoker.com 58 donkeylotto.com 22 pokercareers.com 7 pokerraffle.com 4 pokerbulls.com 0 Total Redirect Referring Domains 91 Direct Referring Domains 93 Total Referring Domain Equity 184 This has practically doubled the number of referring domain links that Pokerselect.com site has. Now it makes more sense to be on the second position with only a distance of 22 referring domains. The next important factor is how the anchor text distribution looks like for this domain. You can see that the exact match anchor poker reviews is not the first. It is on the 5 th place. The other thing we notice, is that the words poker and reviews appear in different combinations in

12 ! other longer anchor texts and all of them combined give the page a boost on this keyword in Google. 12! Conclusions SEO Strategies used by PokerSelect.com White to Grey Hat Ranking Style Doubled its backlinks by redirecting entire domains to the site Smart, natural looking anchor text distribution to underline the targeted keyword.! Did not use too much exact match anchor text! Distributed using both the words in different anchor text combinations.

13 13! The tools used for the research, analysis and backlink reports creation, is the cognitiveseo toolset. What you saw in this report, is only a fraction of what the toolset can offer you, in terms of SEO tracking and analysis. Register for a Free 14 Day Trial & Get a 10% discount! Use coupon POKERSEO473 The coupon is limited to the first people who register. Get your Free Trial account Now! More Chapters and Case Studies Coming Soon. Stay Tuned! Thank you! Razvan Gavrilas PS: for any questions send me a mail at razvan.gavrilas[at_)cognitiveseo.com

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