Rob Kerry from Ayima – Gambling / Gaming SEO

The gaming world is probably the most competitive niche in SEO – esp poker and casinos.

There is no secret sauce as there used to be e.g. with old link networks being burned.  Rob shows a graph of search volume and est clickthrough

888 vs William Hill – #1 and #4 respectively. Both are fairly similar in optimisation terms, but what separates them is their backlinks. Rob uses a similar way as David Naylor to rank links according to their anchor text, class C IPs and other metrics such as PR.

Once you are top of your league in a market – eg casino in UK, how about thinking about breaking out into other countries. Use backlink comparisons to check out a few of the top ranked sites in France. My main recommendation would be not to use a subdomain but always a subfolder because you will be starting from scratch with a subdomain.  You can register a subfolder to a different country within Google Webmaster Tools – so do that.  Rob expanded on this more in the Q&A – it is much easier, quicker and cheaper to use a subfolder on a generic TLD to rank for really competitive keyphrases in different countries, compared with building up authority from scratch on different (sub)domains.

My summary:

This was an excellent session as expected with such top class speakers, all so experienced that if you let them talk for any amount of time there’s going to be valuable stuff for anybody who is into Search Engine Optimisation to soak up. The major problem is that with the timescale the speakers are receiving, they have to cram a shedload of great ideas into a few bullet points. It’s easy for it to go over your head and I’m knackered trying to get it all down! With this in mind I can feel a visit to the pub with a few of the speakers and checking over their slides once they release them!

I’m not sure what the next big conference will be about, hopefully they will have one dedicated solely to Web Design in the not too distant future.

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