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iGaming SEO Services For Online Casinos, Sportsbooks, eSports - Operators and Affiliates
We've helped brands such as FruitySlots, Casinos.com, BoyleSports, William Hill increase player acquisition through search engine rankings. We know how to increase organic traffic and conversions in international markets, and we've got the case studies to prove it!
Andrew Walker
Director
iGaming SEO Agency
Omnia Agency is a full-service iGaming SEO Agency that specialise in getting you results.
With over 18 years’ experience, we understand the difficulties iGaming operators and affiliates face when it comes to increasing rankings and player acquisition through SEO.
With our bespoke processes and strategies, we help all iGaming businesses, such as casinos, sports betting sites, esports, crypto gambling and skin gambling websites achieve maximum online visibility.
We’ve worked with some of the biggest organisations within the industry, offering a tailored approach to SEO that has proven to deliver results.
We offer a friendly customer service that work around the clock to help you grow your business.
Our Core iGaming SEO Offerings
Link Building for iGaming
Backlinks are one of the most important ranking factors and building backlinks in iGaming is not so straight-forward.
Our link building strategy consists of finding high quality and relevant websites for your website to feature on. We offer full transparency with clients, walking them through our process step-by-step.
Over the years, we’ve managed to build a reputation and relationship with websites to offer our clients the best links and amazing prices, some even free!
Our in-house team will conduct tailored reports and research to help you build brand authority, leading to increased rankings.
iGaming SEO Content
Content is the backbone of any effective iGaming SEO strategy—and in a competitive vertical like online gambling, average content won’t cut it. Our team creates high-impact, search-optimized content tailored to your audience, brand, and regulatory landscape.
Within our content team, we have experts who know how to create well optimised, quality content that ranks. Their experience working at other organisations where SEO content was the forefront of their strategy, they’ve developed the skills and experience working on affiliate websites and brand sites.
We handle everything from main money pages, such as online casino, sports betting, casino bonus, free bets, etc. to game reviews, payment methods, blog posts, news and plenty more.
We will share with you our blueprint to creating engaging content that ranks in search engines, with help from our latest content analysis tools.
Gambling Site Audits
We provide in-depth SEO Audits created by our in-house technical team. With experience creating many gambling site audits and also audits for government websites, we have bespoke process to deliver you the findings you need to see!
Our audits allow you to gain an honest assessment of your website’s health and what strategies we recommend to implement in order to improve your overall SEO. We audit all areas of the site, including backlink profile, on-page SEO, technical analysis, branding and even new features like AI.
With the SEO landscape always evolving, we find that too many gambling websites are continuing to use outdated strategies. Many companies are relying on other agencies that have little or no prior iGaming SEO experience. Omnia Agency specialises in iGaming SEO and keep on track of industry updates that can impact client websites.
Audits can have a hugely positive impact on your website if recommendations and findings are implemented. Talk to us today if you think your website needs an audit and we can guide you through our service.
Technical SEO
In iGaming, even minor technical SEO issues can cost you thousands in missed traffic and conversions. With complex site structures, frequent content updates, and international targeting, your platform needs a bulletproof technical foundation.
Our team specialises in identifying and fixing the technical barriers that block rankings, crawlability, and user experience—ensuring your site performs at its peak in the eyes of both users and search engines.
We run deep diagnostics to uncover issues like crawl errors, broken links, rendering problems, site speed bottlenecks, and index bloat—then provide a prioritised action plan.
iGaming sites often contain thousands of pages (game listings, promotions, blog posts, etc.). We build and optimize internal linking structures that distribute authority efficiently and support scalable SEO growth.
Google’s UX metrics matter—especially for mobile users. We optimize load times, interactivity, and visual stability across all devices to improve rankings and reduce bounce.
From duplicate game pages to paginated promo listings, we implement robots.txt directives, noindex tags, canonical URLs, and sitemap enhancements to keep Google focused on your most valuable pages.
HTTPS, clean URL structures, data protection practices, and clear user journeys that comply with gambling commission regulations (UKGC, MGA, etc.).
Gambling SEO Consultants
A lot of the clients we work with have their own in-house SEO teams. We work alongside your in-house team to deliver expert advice, recommendations and reports for your team to implement.
Sometimes, it’s easier to take some of the workload off your shoulders and outsource to a dedicated iGaming SEO agency, like Omnia Agency. Whether you want us to handle the link building, optimised content, audits, reports and more, we can!
Why iGaming SEO Matters
SEO in the iGaming industry isn’t just important—it’s mission-critical. Whether you’re running a casino platform, sportsbook, poker room, or affiliate site, visibility in search engines is one of the most sustainable, cost-effective drivers of qualified players and long-term revenue.
Highly Competitive Keywords
Keyword rankings in the gambling industry are not easy to obtain. With top keywords having excellent conversion rates and being extremely profitable for companies, it means a lot of time and knowledge needs to be invested into a website in order to rank for these terms.
Without a fully fledged strategy, it’s almost impossible to see excellent results. This is why at Omnia Agency we offer a results-driven keyword research service that you can implement into your website or we can do for you through on-page SEO and also link building, where we build backlinks around the keywords you want to target.
Compliance & Player Safety
Search engines don’t exist in a vacuum—especially in regulated industries. iGaming brands must navigate strict advertising and SEO policies set by:
- National regulators (e.g., UKGC, MGA, Spelinspektionen)
- Search engine platforms (Google’s stance on gambling content is stricter than most sectors)
- Regional ad laws (e.g., Italy’s ban on gambling promotion, Germany’s licensing restrictions)
Because of these regulations, your SEO strategy must account for GEO-targeted content complying with local legislation and responsible gambling messages and disclaimers.
Improved Acquisition & Organic Traffic
While paid channels like PPC and display ads can bring fast results, they’re expensive and heavily restricted in many markets.
Organic traffic has the power to deliver compounding results over time and convert at a higher rate due to intent-based searches. You can attract users who are actively looking for what your website offers.
Rankings can hold for a long time, it isn’t always something you have to commit extremely high spend to like with ads.
Our Process
Our Experts
Having helped online casinos and sports betting sites improve their brand authority in international markets for almost a decade, I’ve seen it all. My focus is ensuring our clients avoid the “spammy” tactics that are not only outdated, but also harmful long term and focus on securing authoritative mentions across Europe, Asia, US, LATAM, Africa and more… Basically everywhere!
Building brand authority and rankings only matters if it leads to conversions and ROI, that’s why I focus on improving visibility and authority for keywords that matter.
I’ve been on both sides of the table, I’ve once been the client and now I’m the consultant. This experience has allowed me to work with some of the biggest gambling brands and affiliates, build great relationships and most importantly deliver results.
I have a huge passion for overall SEO, not specifically one area. But I’d say a lot of my focus is in optimising on-page SEO and site auditing.
Having seen the iGaming and SEO industries evolving over the years, I’ve gathered the relevant knowledge to ensure your website ranks successfully. I’m a strong advocate for honesty with clients and that’s why my approach is fully transparent so you know exactly what to expect from our services and what it takes to rank in this game.
