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The complete off-page SEO guide for your casino

June 29, 2023

In the competitive world of online casinos, standing out from the crowd and maintaining a steady stream of visitors is crucial for success. While on-page SEO focuses on optimising your site's structure and content, off-page SEO plays an equally important role in boosting your casino's online presence and reputation.

Off-page SEO refers to all your activities outside your site to improve its search engine ranking, increase organic traffic, and enhance your online presence. Don’t know where to start? To help increase your casino's exposure in the digital world through various off-page SEO strategies tailored for casino sites, QWERTYLABS created this guide for you:

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What is off-page SEO?

The goal of this off-page SEO guide is to let you understand what and how off-page SEO works. This SEO strategy is an essential aspect of search engine optimisation that enhances your casino site’s presence and reputation online. 

On-page SEO optimises your site's content, keywords, and meta tags. On the other hand, off-page SEO focuses on establishing a strong online presence through various external factors.

When it comes to off-page SEO, your casino site acts as the centrepiece of your online presence. It serves as the destination where users ultimately land to interact with your content, products, or services. 

Off-page SEO strategies aim to drive more relevant and high-quality traffic to your website, increasing its presence in search engine results. One of the key goals of off-page SEO is to attract users interested in your site's offers. 

By using effective off-page SEO techniques, you can optimise your online presence to align with user intent and preferences. This involves creating valuable and shareable content and engaging with your audience through social media platforms. 

These strategies can help build relationships with influencers and industry experts and obtain quality backlinks from credible sites. Off-page SEO also builds user confidence in your site’s offers and services. 

The key to excelling in off-page SEO is thoroughly understanding your target audience, their preferences, and the channels they use to search for information. You can tailor your off-page SEO strategies to effectively reach and engage with them by having insights into their online behaviour. 

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Why is off-page SEO important for online casinos?

Off-page SEO plays a crucial role in the success of your online casino as it impacts various aspects such as brand visibility and ranking on search engine results pages (SERPs).

In the competitive world of the iGaming industry, off-page SEO strategies are essential to gain an edge over  competitors and attract a larger audience. One of the key benefits of off-page SEO is enhancing domain authority. KRememberthat search engines consider domain authority a crucial ranking factor. 

By implementing effective off-page SEO techniques, you can acquire high-quality backlinks from credible and authoritative websites. These backlinks act as endorsements from trustworthy sources, which improves your domain authority. 

Off-page SEO factors to consider

Off-page SEO plays a vital role in determining the presence and trustworthiness of your casino site in organic search results. This help highlights the authoritativeness, trustworthiness, relevance, and expertise of a webpage. With the implementation of effective off-page SEO strategies, you can boost your online presence, improve rankings, and enhance the user experience. 

If you want to use the best off-page SEO best practices, learning how each off-page SEO factor works is the first step to doing so. Some of the most crucial off-page SEO factors you need to know are:


Backlinking stands as one of the most crucial factors in determining the success of a casino site. A backlink is a link from another site that points back to your own. However, it's important to note that not all backlinks are good quality. The linking's quality, relevance, and authority greatly influence your site's SEO performance. 

High-quality backlinks are obtained from authoritative and reputable websites within your industry or niche. Search engines see such backlinks as a vote of confidence and trustworthiness. When a site with a strong domain authority links to your content, it prompts search engines to believe your content is relevant and deserves recognition.

Competition plays a role in backlinking as well. Obtaining high-quality backlinks can be challenging in competitive industries like the casino gaming industry. It requires strategic outreach, relationship building, and creating content that outshines competitors. 

By understanding your competition and identifying gaps in their backlink profiles, you can devise a targeted backlinking strategy to gain an advantage in search engine rankings. While external backlinks are crucial, internal links should not be overlooked. 

Internal links within your casino site redirect users from one page to another. These links aid in navigation, distribute link authority within your site, and establish a logical content hierarchy. 

Other types of links you can use are:

  • Natural links
  • Manually built links
  • Self-created links.

If you’re looking for where to buy casino backlinks and sportsbook backlinks, check out the following articles we wrote about it:

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Social media

When learning how to do off-page SEO, taking advantage of social media platforms is crucial. Social media platforms have the power to enhance your casino site’s online presence and drive organic traffic.

One of the main ways social media contributes to off-page SEO is by establishing and optimising a quality social profile. Casino sites nowadays create profiles on popular platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube to connect with their target audience and build a community around their brand. 

These profiles act as virtual representations of the brand, providing valuable info and engaging content. With social media marketing, you can use various techniques to enhance your off-page SEO efforts. 

Optimise your social profiles through relevant keywords within your bio, description, and other metadata fields. By doing so, you can increase the chances of your profile appearing in search results when users do a brand search.

Social media platforms enable casino sites to engage in content marketing and advertising campaigns. By sharing valuable and shareable content, you can attract more social signals such as likes, shares, comments, and even retweets. 

Listing profiles

Listing profiles play a major role in improving your casino site’s online presence and search engine rankings. By using a web directory and platforms like Google My Business, you can enhance your ability to attract more potential customers to your site.

This includes providing crucial info about a business and its offerings on a web page, making it easier for users to discover relevant websites, products, or services. To effectively list your site’s profile, ensure that your site includes a dedicated page for listing your products or services with detailed descriptions, images, and relevant keywords. 

Guest blogging

Guest blogging or posting involves providing high-quality content to other sites or blogs as a guest author. This approach allows you to tap into new audiences, build brand exposure, and establish valuable backlinks to your own casino site.

It also provides an excellent chance for advertising your products or services to your target market. Guest posting is a powerful off-page SEO technique because search engines value quality content and backlinks from credible sources. When you publish well-written articles on reputable websites, you not only enhance your online presence but also gain a reputation in the eyes of search engines. 


Bookmarking is a vital off-page factor crucial in search engine indexing, popularity, and social bookmarking. In the digital era, where information overload is a common issue, bookmarking allows users to save and organise web pages they find useful or interesting, making it easier to revisit them later. 

This process involves bookmarking or adding the site on favourites that serve as shortcuts to certain web pages. 

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Off-page SEO strategies for your online casino

When it comes to promoting your online casino, using effective off-page SEO strategies is crucial to enhance your site's visibility and authority. These strategies are considered among the best practices focusing on factors such as link building and search engine rankings, especially in the Google algorithm.

If you want to maximise off-page SEO to market your casino site effectively, here are some best off-page SEO strategies you should consider:

Guest blogging and collaborating with casino influencers

Guest blogging and collaborating with influencers are highly effective off-page SEO strategies that can boost your online casino's online presence and drive targeted web traffic. This revolves around the concepts of guest blogging, influencer marketing, niche targeting, and outreach.

It also involves writing and publishing articles on external websites relevant to your casino's niche market. By contributing valuable and insightful content to these websites, you can establish yourself as a credible figure in the industry and gain more traction. 

Leveraging social media for the casino brand

Leveraging social media platforms as part of your off-page SEO strategy is a highly effective way to enhance your casino brand's online presence, drive engagement, increase shares, and expand your reach. Social media provides a powerful avenue to connect with your target audience and build a strong online community.

Establishing your presence on popular social media platforms, such as Facebook, Twitter, and Instagram, allows you to showcase your casino brand, engage with your audience, and promote your services. By creating compelling and visually appealing content, including updates, and special promos, you can capture the attention of social media users and encourage them to interact with your site.

Utilising online casino directories and listings

Using online casino directories and listings can be an effective off-page SEO strategy for online casinos. These directories and listings provide several benefits, such as enhancing reputation, increasing exposure, and generating a referral.

Using relevant keywords within the context can further optimise the strategy's effectiveness. Reputation is crucial in the online casino industry as players seek trustworthy and reliable platforms. 

By listing your online casino in reputable directories, it gains a reputation and establishes a positive online presence. These directories often have strict criteria for inclusion, ensuring that only licensed and reputable casinos are featured.

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Creating engaging, relevant, and shareable casino-related content

If you want to maximise your off-page SEO strategy, consider creating engaging, relevant, and shareable web content about your brand. By focusing on information quality and using content marketing techniques, you can enhance your casino site’s online presence. 

Promoting casino infographics and visual content

Promoting casino infographics and image content is an effective off-page SEO strategy that can generate organic traffic. With visually appealing and informative content, such as infographics, you can attract attention, gain publicity, encourage social shares, and build valuable backlinks.

Infographics concisely present complex information about casinos, games, strategies, and industry trends. They are highly shareable and have the potential to go viral on various platforms. 

Another advantage of promoting visual content is the chance to build valuable backlinks. When others find your infographics or visual content useful, they may link to it from their websites or blogs, resulting in a valuable hyperlink back to your casino site.

Optimising casino video marketing

Casino video marketing is an effective off-page SEO strategy that uses the power of video to target a specific audience and enhance the promotion of your casino. With the increasing use of video content and the growing number of online users, taking advantage of video marketing can yield various benefits.

Video content has proven to be highly engaging, making it an ideal medium for promoting casinos. You can attract more traffic by creating compelling videos showcasing exciting features and services. 

Monitoring and managing online reviews and feedback

If you want to improve your casino site’s presence and reputation, monitoring and managing online reviews and feedback can be an effective off-page SEO strategy. In today's digital age, customers rely heavily on online reviews to form an impression of a business before purchasing or buying a service. 

This is why it’s crucial to actively monitor and manage your casino site’s online reviews to ensure they show potential customers a positive image. By monitoring online reviews, you can gain valuable insights into your customers' experiences and identify areas for improvement. 

This can help address any issues and improve your site’s overall customer satisfaction. You can also respond to a certain review to show that you value your customers' feedback and are committed to providing high-quality products or services.

Utilising customer testimonials for off-page SEO benefits

If you want to improve your off-page SEO and the positioning of your casino site, use positive customer experience and testimonials. When customers share their positive experiences with your site, they provide valuable social proof to help build trust and reputation with potential customers.

One of the key benefits of using customer testimonials for off-page SEO is that they can help improve your site’s search engine rankings. When search engines see that your business is recommended by satisfied customers, they are more likely to view your site as reliable and relevant to the needs of their users, leading to higher rankings in search results.

Building and maintaining positive relationships with casino affiliates

Building and maintaining positive relationships with casino affiliates is a highly effective off-page strategy. This improves your site’s brand image, partnerships, and endorsements. Affiliates promote the site to their audience in exchange for a commission on any resulting revenue. 

By working closely with affiliates, you can tap into new audiences and expand your site’s reach online. One of the key benefits of building positive relationships with affiliates is that it can help build your brand image and reputation. When affiliates promote your casino to their audience, they are effectively endorsing your brand and vouching for the quality of your products and services.

Engaging in the online casino community

If you want to boost your site’s credibility, public relations, and overall presence, engaging in the online casino community is one of the best ways to do so. By engaging in a blog and online forum, you can establish your site as one of the leaders in the industry.

To get the most out of engaging in online casino communities, be active and remain responsive at all times. Aim to provide valuable insights and information to other members of the community and be open to feedback and suggestions. 

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How to improve off-page SEO efforts

Improving off-page SEO efforts is crucial to achieving a better result in performance in search engine rankings. With the right insights and distribution channels, you can improve your casino site's presence and reputation in SERPs. 

By using an effective tool and staying up-to-date on the latest updates and trends in off-page SEO, you can create a more robust and sustainable digital marketing strategy that drives more traffic to your website. 

Here are some of the most effective strategies to improve off-page SEO performance:

Monitoring backlinks and referral traffic

Monitoring backlinks and referral traffic is a crucial aspect of off-page SEO that can help improve the effectiveness of your SEO efforts. By tracking the sources and quality of your backlinks and referral traffic, you can identify areas where you need to improve.

Web tracking tools, such as Google Analytics can help you monitor and analyse your site's traffic and referral sources. By tracking the source of your traffic, you can identify which websites and channels are most effective in driving traffic to your online casino. Monitoring your referral traffic and backlinks can also provide valuable insights into a new business opportunity. 

Measuring social media impact

By tracking and analysing social media analytics and engagement, you can gain valuable insights into the impact of your social media efforts on your online casino’s traffic. You can also monitor conversions and how your online reputation is progressing. 

Analytics tools and social media analytics platforms can help you track and analyse social media engagement, such as likes, shares, comments, and followers. By monitoring these metrics, you can highlight which social media platforms are more effective in driving the most engagement to your site.

Online reputation monitoring

Online reputation monitoring involves actively tracking and managing the mentions and discussions about your casino site across the internet. By using various tools and techniques, such as alerts and review site monitoring, you can effectively improve your site’s online reputation and boost your search engine rankings.

Mentions play a crucial role in shaping your online reputation. When people talk about your online casino on social media, forums, blogs, or other platforms, it impacts your online reputation. It also influences search engines' perception of your site. 

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Off-page SEO tools you need to use

With off-page SEO explained, the next step is to know the different tools used. Off-page SEO tools are essential for analysing and improving your online casino’s online presence, productivity, and search engine ranking. They can help you track and analyse various aspects, such as backlinks, social media engagement, and online reputation. 

Using these tools can help you identify areas for improvement, optimise your strategy, and increase your efficiency and effectiveness. There are many off-page SEO tools available. Here are some of the most popular ones:


Ahrefs is a powerful off-page SEO tool that offers a range of features that help analyse your site's backlink profile, identify link building chances, and stay ahead of your competitors. One of the key features of Ahrefs is its Site Explorer tool which allows you to analyse any site's backlink profile. 

With Site Explorer, you can see your backlink data, such as the number of backlinks your site has, the quality, and where they came from. This info is crucial for understanding how your casino site's off-page SEO is performing and identifying areas for improvement.


SEMRush is another versatile and powerful off-page SEO tool that can conduct thorough backlink analysis. This is essential for understanding your site's off-page SEO performance and developing an effective link building strategy.

With SEMRush's backlink analysis tools, you can gain insights into the quality and quantity of an online casino’s backlinks and competitors. This data can also help identify chances for link building and ensure that the overall backlink profile is thriving.


SEOquake is an effective off-page SEO tool that can be used as a browser plugin for Google Chrome, Mozilla Firefox, and other web browsers. It provides you with a range of valuable insights into a site's off-page SEO performance.

One of SEOquake's key features is that it can display important SEO metrics directly in SERPs. With SEOquake, you can easily access data on your site's page ranking, backlink profile, and other important SEO metrics without the need to navigate using a separate tool or platform.

SEOquake also provides you with detailed information on your site's traffic sources, including data on organic search traffic, social media traffic, and referral traffic. This information can help you identify traffic sources most effectively for your online casino.

Screaming Frog SEO Spider

Screaming Frog SEO Spider is another off-page SEO tool that can crawl your website’s HTML code and identify issues. This is by analysing your casino site's hyperlink structure. 

By crawling a website's HTML code and identifying all of the hyperlinks on your site, this tool can help you identify broken links, redirect chains, and other issues affecting your online casino’s off-page SEO performance.

Aside from analysing your website's hyperlink structure, Screaming Frog SEO Spider can help you identify chances for improving your brand's online presence. For example, this tool can identify instances where a brand's name or logo is missing from a site or whether the logo is used correctly.

Google Analytics

Google Analytics is one of the most dominant off-page SEO tools that provides you with data on your casino site's performance. One of its key features is tracking website traffic and providing detailed insights into your site visits.

With Google Analytics, you can track a range of metrics related to your site's off-page SEO performance, including the sources of traffic and the demographics of your site's visitors. This data is important to understand how your online casino’s off-page SEO efforts are performing.

Enhance your off-page SEO with QWERTYLABS

In today's digital world, off-page SEO is crucial for any business looking to improve its online presence. With QWERTYLABS, you can enhance your off-page SEO with the help of our expert team and cutting-edge technology. 

QWERTYLABS believe in continuous improvement and staying up-to-date with the latest trends and technologies. That's why we're always innovating and refining our service offerings to provide our clients with the best possible results. 

Whether you need help to boost your digital marketing strategies, link building, social media optimisation, or any other aspect of off-page SEO, our team of experts is here to help. To know more about QWERTYLABS services that will help enhance your off-page SEO and maximise your site's user experience, contact us.


Learn more about effective off-page SEO with these frequently asked questions:

How do backlinks affect casino websites' search engine rankings?

Search engines like Google view backlinks as a measure of the authority and credibility of a website. When a website with high authority and reputation links to your casino site, it sends a signal to search engines that your website is also of high quality and worth ranking higher in search results.

What is the difference between on-page and off-page SEO?

On-page SEO refers to the techniques and strategies used to optimise the content and structure of a site's web pages to improve its search engine rankings. On the other hand, Off-page SEO refers to the techniques and strategies used to improve a site's search engine rankings through external sources such as backlinks, social media, and other off-site activities. 

How can online casinos build high-quality backlinks?

One of the best ways online casinos can create high-quality backlinks is through producing high-quality content such as blog posts and articles. 

Can I outsource off-page SEO for my online casino?

Yes, you can outsource off-page SEO for your online casino to a renowned SEO service such as QWERTYLABS.

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