Georgy Rysak Talks about Gambling SEO at Sempro Conference

According to Georgy, if you don’t have a large amount of money ($50,000-$80,000), you need to come up with the out-of-the-box solution. The markets are overcrowded, so niches are overwhelmed. Many teams possess large budgets. Investors who made money from other niches enter gambling. What if I don’t have a large sum of money?

Analyze the markets.
Search for new clusters.
Search for unoccupied or less popular clusters.
Perceive trends and the market.

Sometimes people have new demands. New clusters appear subsequently. There are two examples below:

Market regulation in Germany

When they started to regulate the market in Germany, a cluster of unlicensed casinos and casinos without a German license emerged.

The first, second, and several more unlicensed casinos. Webmasters had domains when the cluster emerged. They used normal methods to get them moving.

Market regulation in Sweden

There is a similar pattern in Sweden. When the government started regulating the market, the demand for unlicensed casinos and casinos with one specific payment system emerged. Webmasters bought domains and launched websites.

Which GEO to choose? Are all of them competitive?

All of them are competitive. You just need money, expertise, and time. There should be just about enough money to get initial results. If you don’t have a large sum of money, you need to look for new clusters. Even standard GEOs offer relatively unoccupied clusters.

Good research work allows you to find new opportunities. Georgy provided a link to a case in point: https://linkbro.net/casino-case-study/. Some countries have several official languages. You can use it to your benefit.

Editorial comment: the keywords are Italian in the case. They probably launched websites in Italian for Switzerland. There are four official languages in this country, including Italian. It is spoken by 10% of the country’s citizens. It’s a good non-standard approach case in point that has yielded a positive outcome.

Should I make several websites?

You should note that each website takes:

Links
Content
Staff
Money

What if I get an itch to do it?

Create one website on subdomains.
Create one website on subfolders. You can make a multi-regional, multi-geo website. There are many such websites today.
Create multiple websites, but link them via hreflang. Due to interlinking, these websites develop well. How does this happen?

To put it bluntly, the webmaster has 20 websites running. They drive something, and their ‘weight’ affects all websites. The webmaster launches another website. He/she adds it to the network. The new website receives 20 unique hashtags from the network.

At this point in the speech, Georgy illustrated a website on subfolders. The project was launched in March. They included several GEOs within one website.

Website indicators are as follows:

How much money do I need to create and maintain a website?

There is no substantive answer to this question. Many factors influence the investment, such as:

Salaries.
Whether the webmaster’s salary is considered an expense.
Content.
Links.
Website development: design, layout, infrastructure.
Website scale.
And so on.

Case study: calculation of investments in Canada

Since Georgy is frequently questioned about approximate sums, he made a simple calculation drawing on the example of Canada.

How much FD should be after 12 months of hard sell?

The website is ready, filled with content, the linking has started. According to Roman Doroshenko, it will cost approximately 100 per month.

What about links in the niche?

Nothing has changed and will not probably change for another 500 years.

Some websites can be promoted in relatively white ways. There are websites with white link content that attract tons of links. There are pie websites, websites with home pages or guest posts only. There’s everything, and it all works.

It’s all about the expertise and knowing the ways to do it.

Link building options

Georgy spoke of two options to choose from.

Option 1: use everything and everywhere (forums, profiles, featured links, catalogs, and home pages). As long as the parameters are ok.

As Roman Doroshenko says, there is no place on the Internet where you cannot put a link. Georgy supports it. They put all sorts of links. Sometimes they don’t work with forums and profiles.

Option 2: ignore forums, profiles, and catalogs. Just use featured links and home pages.

Which is the best option? There are cases with both approaches in the niche, but we can only see the tip of the iceberg… If a website arrived in the SERP TOP, this does not mean that the webmaster has achieved such a result on the first try. Maybe it took him/her 100 attempts to succeed.

From firsthand experience

A webmaster contacted Georgy on Facebook. The webmaster’s team purchased a good domain. They made a website that they promoted only with featured links. They’ve quite competently rarefied anchors. But no further progress has been made, and they’ve already spent $10,000 on the website.

Georgy helped them with the promotion. He asked a fellow link builder to look through the selected database: catalogs, profiles, Q/A.

After that, they were getting somewhere. Now the link plan of this website offers various methods and platforms.

Regarding the crowd links, Georgy demonstrated a comment by Dmitry Sokhach.

Georgy agrees with the comment. Crowd links don’t work as a tool. You can treat them like a rarefying tool.

Why is it important to select link websites?

There are two key aspects:

There is a positive link juice that works.
And then there is the toxic link juice that weighs the website down.

There was an illustrative example in Georgy’s team. The website took off sharply. The only thing that the specialists did was cleaning the link profile of toxic links. They turned down a huge amount of links.

How important is it to work with content?

People say that content is king. According to Georgy, this is a delicate topic. It is important to realize what kind of website you want: HP (human page) or doorway.

Their team concluded that they make all the content in advance, but do not upload it all at once, but do it gradually. This allows both launching the website and spreading the costs.

They have a customer case study. They’ve launched the website, but haven’t opened the index. When SEOs started processing it, they discovered the same content on other websites.

If you publish all the content at once and others steal it, you’ll have to rework the content. This is a huge budget shock.

Note: all TOP websites have relevant content.

Should I opt for translations or generics?

If you have a website for people, then you should not use the generated text. It will take time to edit texts. As a result, the time cost may turn out to be the same as it was at the time of content writing.

The translated texts are also subject to editing, but you can use them either for reviews, slots, or bonus pages. For translations, you can use both deepl.com + context.reverso.net.

No TDA – no proper outcome

They often talk about a proper TDA with a copywriter. This calls for the person who draws up the TDA to understand the search query intent. It is also important to check the copywriter’s work and not pay for it right away.

In the given example, you can see that the structure of the page is prescribed in the TDA, as well as the amount of content for each block, comments, patterns, and more.

There’s a situation from Georgy’s experience. They made a TDA with the new content manager, who handed it over to the rewriter, who wrote the text. The content manager checked the text and was ready to pay for the work, but the SEO specialist re-checked it, turned it down, and made them rewrite it. So, what’s wrong with the text?

What does this mean? If you don’t make a proper TDA, the rewriter will create texts the way he/she sees them. He can’t make it out that he needs to insert a GEO-related key request and dig into the topic. He also does not know which GEO the landing page is being related to. Therefore, you should not trust outsiders.

What does this case reveal?

You need to train the content manager.
It is proven that outsource rewriters simply write texts without topic insight. Therefore, the TDA should contain all the necessary information so that they don’t have to figure things out or search for relevant information.

Search query intent

The search query intent is the intent (requirement, wish) that the user implies by the request he/she enters into the search box. In other words, it’s a goal that drives the user at the moment.

According to Georgy, the importance of search intent is often misestimated in the niche. He used an example of the user who wants to buy sneakers. Some e-stores promote articles like How to Wash Sneakers as relevant requests. But the user intends to buy sneakers, rather than reading the article.

Semantics clustering should be done regarding intentions.

Here’s an example of how they didn’t figure out the intent

At the “real money slots” request, the user doesn’t ask for demo slots, but for a casino with real cash games.