how to rank without crappy content / getting into the gambler's mind

**tem** · 9 April 2015, 7:21 am

I'm working on my very first casino site. When I look at the SERPS for the keywords I want to target I just see very crappy content ranking. This content is of no help to the player and is in the form of:

"You want to play online slots? Then check out these amazing online slots. Playing online slots is really fun. Gambling in an online casino is a nice pastime ..."

Just pages and pages of such content. I want to make money in this business, obviously, but I want to make a useful website for the player, so he trusts my site and follows my affiliate links. It would also be extremely difficult for me to write such nonsense content my competitors have on their websites.

I have occasionally gambled in the past, but I'm not a real gambler. So how do I get into the gambler's mind? What is important to him / her? Once I know that it will be easier to target the keywords that really matter.

**-Shay-** · 9 April 2015, 7:51 am

Originally Posted by tem

I'm working on my very first casino site. When I look at the SERPS for the keywords I want to target I just see very crappy content ranking. This content is of no help to the player and is in the form of:

"You want to play online slots? Then check out these amazing online slots. Playing online slots is really fun. Gambling in an online casino is a nice pastime ..."

Just pages and pages of such content. I want to make money in this business, obviously, but I want to make a useful website for the player, so he trusts my site and follows my affiliate links. It would also be extremely difficult for me to write such nonsense content my competitors have on their websites.

I have occasionally gambled in the past, but I'm not a real gambler. So how do I get into the gambler's mind? What is important to him / her? Once I know that it will be easier to target the keywords that really matter.

Write helpful, "not crappy" content around key concepts you feel is important to your reader.

As for what is important to a gambler, I personally do not believe that someone should come in and position themselves as an expert if they are not a "gambler" or operator or subject matter expert themselves. In fact, those exact types are largely responsible for the **** content sites you reference.

**wonderpunter** · 9 April 2015, 1:08 pm

Originally Posted by tem

I'm working on my very first casino site. When I look at the SERPS for the keywords I want to target I just see very crappy content ranking. This content is of no help to the player and is in the form of:

"You want to play online slots? Then check out these amazing online slots. Playing online slots is really fun. Gambling in an online casino is a nice pastime ..."

Just pages and pages of such content. I want to make money in this business, obviously, but I want to make a useful website for the player, so he trusts my site and follows my affiliate links. It would also be extremely difficult for me to write such nonsense content my competitors have on their websites.

I have occasionally gambled in the past, but I'm not a real gambler. So how do I get into the gambler's mind? What is important to him / her? Once I know that it will be easier to target the keywords that really matter.

It's a very easy question to answer.... HOW TO WIN! or How to Gamble, so you target either experienced bettors or first time bettors, How to win some good ideas would be stories on winners etc.. "Biggest Casino win ever" etc and with 1st timers guides or explanations, Then you also have people looking for Bonuses "usually least player value but lots of sign ups" and also people that are not happy. high rollers looking for high limits the list is endless

**Triple7** · 9 April 2015, 1:27 pm

Originally Posted by tem

I'm working on my very first casino site. When I look at the SERPS for the keywords I want to target I just see very crappy content ranking. This content is of no help to the player and is in the form of:

"You want to play online slots? Then check out these amazing online slots. Playing online slots is really fun. Gambling in an online casino is a nice pastime ..."

Just pages and pages of such content. I want to make money in this business, obviously, but I want to make a useful website for the player, so he trusts my site and follows my affiliate links. It would also be extremely difficult for me to write such nonsense content my competitors have on their websites.

I have occasionally gambled in the past, but I'm not a real gambler. So how do I get into the gambler's mind? What is important to him / her? Once I know that it will be easier to target the keywords that really matter.

I do agree with you that a lot of ****** content is ranking high. It is actually useless information, but are keywords and the webmaster got some backlinks.

You have gamblers and you have gamblers. There are so many gamblers on this world. You should define first which type of gambler you want to attract. The high roller that want to read some useful tactics -> less visitors, less signups but sometimes people that really do roll. Or you want the free bonus hunter -> lots of visitors, lots of signups but almost no depositors...

**sweetbet** · 9 April 2015, 7:27 pm

A lot of those crappy content pages are raking via black hat link building methods. It's nonsense.

**Sherlock** · 9 April 2015, 9:05 pm

Face the reality!
Ppl who gamble are desperate idiots, or at least guys tired from complexity of life.
They really do not want to read texts from scientists that would make sense.

If people would like to read something about casinos, that make sense, it would have been something like: "Do not gamble, you a$$****. There is no possibility to win in casino/sportsbook unless you are the type of player that the casino will kick out and I do not want you under my affiliate account as well.".

So your target are desperate people that want to lose money or they want to spend it for illusion of world, where they can have money without work. Therefore it makes sense that the texts and banners are simply stupid. It is impossible to write an amazing article about casino bonus with 75x rollover that can not be used at BJ Switch or how Mr. Jones won his 3M Jackpot and now is (alone after his wife left him with Afro_american D-league player that made her more pleasure than his money and how is daughter is now on heroin) very happy.

**wettFORM.AT** · 10 April 2015, 12:32 am

I can see the same situation in the sports betting market but I think its even worse for casino and slots. Search engines start to think different and I can also see many sites rank without a mass of backlinks so I think there is a chance to rank with good quality content and no black hat techniques or expensive backlinks. These times I would put all the work into quality. It willl pay off.

**WagerPod** · 10 April 2015, 6:38 am

Personally I think search engine algorithms are in the dark ages in the gambling sector as opposed to non-adult terms, I think this is the case for the majority of adult industries like porn. I've always wondered how the algorithm changes because everything non-adult related can have links from virtually every site but the sites linking to porn and gambling sites tend to other gambling/porn sites, it seems very isolated.

I think we will see a shift in the future from a search engines perspective to move away from factors which can be manipulated and work of user behaviour - things like bounce rate time on site etc...

**justbookies** · 10 April 2015, 7:25 am

Originally Posted by Sherlock

It is impossible to write an amazing article about casino bonus with 75x rollover that can not be used at BJ Switch or how Mr. Jones won his 3M Jackpot and now is (alone after his wife left him with Afro_american D-league player that made her more pleasure than his money and how is daughter is now on heroin) very happy.

Lol that is funny! but true.

**Roulette Zeitung** · 10 April 2015, 12:58 pm

"When I look at the SERPS for the keywords I want to target I just see very crappy content ranking. This content is of no help to the player"

If you are writing helpful content without looking at keywords, you will be surprised how good you will rank with other keywords you are not searching for. And no one is linking by his free will to crap content. If you are e.g. mocking players -website visitors- in the public, then you will never get a free will backlink from visitors on e.g. a player forum or other source outside of the advertising part of this industry.

Leopold

**dfiocch** · 10 April 2015, 2:18 pm

Originally Posted by sweetbet

A lot of those crappy content pages are raking via black hat link building methods. It's nonsense.

A lot? First 15 results on a "big search engine" for major keywords on our industry... just take a look...

**WagerPod** · 10 April 2015, 3:05 pm

Originally Posted by dfiocch

A lot? First 15 results on a "big search engine" for major keywords on our industry... just take a look...

What's more ironic is half of the top ranking sites don't know they are ranking for the terms as they are mainly hacked sites.

**WagerPod** · 10 April 2015, 3:06 pm

Originally Posted by sweetbet

A lot of those crappy content pages are raking via black hat link building methods. It's nonsense.

Sometimes its more profitable to churn and burn 15 fluff sites than to focus on one, really annoys legit webmasters but no sign of Google fixing anything with its penguin or panda.

**AlexTu** · 11 April 2015, 2:51 pm

Agree, if player search online slots (for example) he/she wants to play for fun or for money. 9/10 players only play, they dont read. It is fact.

**wonderpunter** · 11 April 2015, 4:55 pm

Originally Posted by WagerPod

Sometimes its more profitable to churn and burn 15 fluff sites than to focus on one, really annoys legit webmasters but no sign of Google fixing anything with its penguin or panda.

Yup.. usually same content just switch Domain and they rank number one.. Anybody remember the World Cup? millions popped up... Im hoping the New Mobile algo can weed these out at least for the mean time,... Most dont have Mobi friendly sites anyhow

**Rostick** · 11 April 2015, 9:52 pm

I can understand your position, as this is something I struggled with for most of my time as an affiliate.

You have to find a balance between what you think is right and the realities. Unfortunately those crappy websites make money.

"Quality content" is so often advertised as the way to success, but in my experience that is mostly bullshit unfortunately. Unless you are an authority with a 10 year old website, "quality content" just doesn`t cut it in 2015. And the sad truth is that most readers don`t even want quality content! In this day and age, users don`t have time and want short, accessible content.

A "Five reasons" list will always beat a comprehensive, documented article about the same subject.

I still try to provide top quality content and you can choose to do it as well. Quality doesn`t hurt, but is it worth the time and work? Whatever you choose to do, you have to work around top converting keywords, there`s no way arount it.

And there`s also the issue that Sherlock raised - though I mostly disagree with his statements, it is true that intelligent gamblers who seek quality content are not always the ones you want to have in your aff. account. For example, my players are winning month after month (and, as I said, I like to think that I provide quality in the sportsbetting sector, so I guess my readers are mostly above average smart). I have virtually no chance of making money on the programs with negative carryover.

Don`t put your faith in google, don`t put your faith into the average gambler. In the other hand don`t become another spammy, crappy affiliate but compromise, experiment. Short, concise content about casino operators and games with focus on keywords like (where to play slots, best casino, etc - just examples, do your research) is probably the way.

**mojo** · 12 April 2015, 1:28 am

Originally Posted by Rostick

"Quality content" is so often advertised as the way to success, but in my experience that is mostly bullshit unfortunately. Unless you are an authority with a 10 year old website, "quality content" just doesn`t cut it in 2015. And the sad truth is that most readers don`t even want quality content! In this day and age, users don`t have time and want short, accessible content.

Great post Rostick and I completely agree particularly with this part. A lot of the stuff you see today is over rated.

**Triple7** · 12 April 2015, 5:18 am

True. A lot of people do want crappy content. An average surfer is like 30 seconds on a website. In that 30 seconds he wants all the information he needs. If they see a lot of text, a lot of people do close that tab.

**sampendleton** · 12 April 2015, 11:22 pm

I believe that 99.9% of gamblers don't do much reading, they'd rather play and gamble.
Okay, just kidding but seriously most gamblers really don't mind those text.
If you want to write non crappy content then tips and strategies will help, most preferably for beginners.

**wettFORM.AT** · 14 April 2015, 12:29 am

I also think that a lot of text does not always mean that this is the best experience for the user. A site with one headline and two buttons can also bring the information the visitor wants to see but this simple does not work in the search engines. This is why I try to use the call to action at the top of the page and add only a short amount of text above the fold. Some more text can follow below the fold.

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