Egaming firms hit hard by Google update
Report reveals 888 and Tombola as big losers as Panda and Penguin SEO algorithm changes impact gambling visibility
Egaming operators including 888 and Tombola have lost significant online visibility following changes to Google SEO algorithms, according to new research by Stickyeyes.
A report published by digital marketing consultancy Stickyeyes found the two most recent major SEO updates, known as Panda and Penguin, saw 888 fall from being one of the most visible casino brands on Google to as low as 17th in the space of just one month.
The changes, which aim to penalise brands that adopt what Google deems to be aggressive or unnatural link strategies saw Spin Palace, Tombola and Cheeky Bingo also lose ground.
And affiliate site Gambling.com fell from fifth to outside the top 100 in the space of just two months.
“The UK online gambling sector goes from strength to strength but there is no question that the impact of Google’s Panda and Penguin updates has been catastrophic for some of the industry’s biggest brands,” Phil McGuin, Stickyeyes’ head of insight, said.
“We’re yet to see a major impact of these algorithm changes within the US search landscape, [but] it will be fascinating to see if those international brands hurt by Google in the UK and Europe have learnt the lessons as they make their move into the US,” McGuin added.
Stickyeyes also commented industry growth has been fuelled by an increase in online search volume, with search volume for sports betting growing by 18% since 2012 and casino growing by 15%.
The report also found “bingo” retained its position as the most searched-for keyword in online gambling sector.