Link Building Strategies for iGaming

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Link Building Strategies for iGaming

In 2023, the global online gaming market generated approximately 26.14 billion U.S. dollars in revenues, which translates to a 9.8 percent growth compared to the previous year. Online gaming is still a popular activity and currently, there are an estimated 1.1 billion online gamers worldwide with China, South Korea, and Japan having the biggest online gaming reach among the population.

The Position of Link Building in Boosting Traffic for iGaming Websites

With the iGaming industry developing at a breakneck speed, standing out in this crowded marketplace is now a challenge for many iGaming websites. Now if there is one particular strategy that has proven to be indispensable in navigating the competitive landscape is link building.

Why is Link Building Important for the iGaming industry?

The caveat – building links for a niche market like iGaming requires a much more deeper understanding of the audience and the competition. SEO professionals need to remember that in order to succeed in their endeavor, they need to build a website that is reliable with a certain level of trust and credibility.

Link building is one such tactic to gain trust on the digital front. It involves acquiring backlinks, essentially mentions of your website on other relevant and reputable sites. These backlinks act like votes of confidence, signaling to search engines that your iGaming platform is trustworthy and valuable. The more high-quality backlinks you have, the higher your website ranks in search results. This translates to increased organic traffic, brand awareness, and ultimately, more players for your platform.

The Link Between Success and Quality Backlinks

You cannot deny the relation between a successful iGaming website and its backlink profiles. This is because quality backlinks not only drive traffic, they also help reduce bounce rates and enhance the website’s SEO. The result? Higher SERP rankings. 

Here are some points that’ll help you understand the role of backlinks:

  • First, quality backlinks bring in targeted players. Imagine a website known for honest game reviews linking to yours. That’s like a direct line to interested users, increasing your website traffic and reducing bounce rates (people who leave right away) because users are finding exactly what they’re looking for.
  • Second, backlinks boost your SEO, propelling you higher in search results. Think of it like a popularity contest for search engines. The more high-quality backlinks you have, the more “popular” your site seems, leading to better rankings.
  • Third, in the highly regulated iGaming industry, backlinks establish trust. They’re like glowing recommendations, assuring players that your website is legitimate and safe. But not just any link will do. The key is quality over quantity. Imagine getting a shout-out from a respected gaming champion versus a random blog.

Let’s dive deep into understanding how to build quality backlinks for this niche market with the best tools and techniques. 

Effective Link Building Strategies for iGaming Websites

Having a win-win situation in the iGaming space isn’t just about collecting any backlink you can find. It’s about crafting a targeted strategy that respects the unique regulations and thrives in the vibrant iGaming community. Here’s your playbook for link building tactics that will boost your website’s visibility, authority, and player trust:

By implementing these targeted strategies, you’ll build strong connections within the iGaming community, earning valuable backlinks that propel your website to the top of the leaderboards. Remember, success isn’t about shortcuts – it’s about building bridges of trust and engagement in the exciting iGaming arena.

Key Link Building Tips

Conquering the iGaming world takes more than just luck – it’s about building a strong network and attracting the right players (and backlinks!). Here’s how to dominate the white hat link-building game:

  • Quality over Quantity: Don’t fall for the “more is better” trap. Focus on getting backlinks from high-quality, relevant iGaming websites. These are like trusted friends in the industry, sending qualified traffic your way and boosting your rep.
  • Friendships First, Links Second: Building relationships with other websites, influencers, and even competitors is key. By being a genuine player in the iGaming community, you’ll naturally attract valuable links and collaborations.
  • Play by the Rules: The iGaming industry has regulations, just like any good game. Make sure your link-building tactics follow these rules to avoid penalties and keep your website in good standing.
  • Mix up Your Plays: Don’t just stick to one strategy. Use a variety of tactics like creating awesome content, guest blogging on relevant sites, and engaging on social media. This keeps things interesting and reduces risk if search engine rules change.
  • Scout Your Backlinks: Regularly check your backlink profile, like scouting your opponents. This helps you see if your links are strong and identify any weak spots. Tools like Ahrefs, SEMrush, or Moz can be your trusty scouts here.
  • Data Drives Decisions: Don’t build links in the dark! Use website analytics to track your link-building efforts and see how they impact your traffic and search ranking. This data helps you refine your strategy and focus on what’s working best.
  • Patience is Key: Building a strong backlink profile takes time, just like becoming a master player. Be patient, keep applying your strategies, and eventually, you’ll see your iGaming website climb the ranks and dominate the competition.

Tools for High-Impact Link Building

Building links for your iGaming website is like training for a big race. You need the right tools to track your progress, find opportunities, and crush the competition. Here’s your ultimate toolbox:

  1. Ahrefs: This is your all-seeing eye, revealing your backlinks, keyword ranking, and what your competitors are up to. It helps you find the best websites to get linked on and see how your link profile is growing over time.
  2. SEMrush: This one-stop shop has everything you need for SEO, content marketing, and spying on your competitors (in a good way!). Use it to see where your rivals are getting their links and brainstorm your own outreach ideas.
  3. Moz Pro: Remember that Domain Authority score everyone talks about? Moz Pro is where it’s at! They offer a whole suite of SEO tools, including checking the quality of your links, finding new link opportunities, and comparing yourself to other iGaming websites.
  4. Majestic: This one is all about backlinks, like a giant filing cabinet full of link data. It shows you the type, quality, and quantity of links pointing to your site. Plus, it helps you see how trustworthy and influential the websites linking to you actually are.
  5. BuzzStream: Building relationships with other websites is key! BuzzStream helps you manage your link building outreach like a pro. It makes it easy to contact bloggers and influencers to see if they’d be interested in guest posts or collaborations.
  6. LinkResearchTools (LRT): Think of LRT as your backlink bodyguard. It helps you build a healthy profile and find any bad links that could get you penalized by search engines. This way, you can focus on building good links without any worries.
  7. Pitchbox: This one automates finding bloggers and influencers in the iGaming world. It saves you tons of time searching and makes it easier to secure guest posting opportunities and collaborations, boosting your website’s reach.
  8. Serpzilla: Built specifically for iGaming websites, Serpzilla connects you with high-quality link building opportunities. They understand the unique needs and regulations of your industry, so you can be sure you’re getting relevant and powerful backlinks that drive traffic and make your website more visible in search engines. Plus, it’s super easy to use!

Avoiding Common Pitfalls for iGaming Websites

Conquering the iGaming SEOrequires agility and smarts. Link building, a crucial element, can propel your website to the top, but missteps can leave you dangling upside down. Here’s how to avoid the common pitfalls and build a rock-solid link strategy.

Pitfall #1: Quantity Over Quality

Imagine collecting a gym full of mismatched weights – it’s overwhelming and ineffective. The same goes for backlinks. Chasing sheer numbers gets you nowhere. Focus on high-quality links from relevant, reputable iGaming websites. A few heavyweights (think respected publications) are worth more than a room full of dumbbells (low-quality links).

Pitfall #2: Ignoring Local SEO

Forgetting your local audience in the global scramble is a big mistake. Local iGaming sites need local SEO muscle. Building links with local news outlets, community events, and regional directories helps you connect with nearby players, driving targeted traffic to your platform.

Pitfall #3: Black Hat Tactics

The urge to use shady tactics like buying links or joining link farms might be strong, but resist! These are like rusty barbells in the gym – dangerous and ineffective. Search engines penalize such practices harshly, potentially de-indexing your website (basically locking you out of the gym entirely). Stick to clean, ethical methods.

Pitfall #4: The Monotonous Monk

Relying solely on guest blogs or forums for backlinks limits your growth. Diversify your link sources! Think social media mentions, influencer collaborations, and reputable online directories. This creates a well-rounded backlink profile, like a balanced workout routine for your website.

Pitfall #5: Anchor Text Neglect

Overusing the same keywords in your backlinks is like having a favorite weight you never put down. It looks unnatural and might trigger search engine penalties. Use a variety of anchor text that accurately reflects the context of the link, keeping things fresh and dynamic.

Pitfall #6: Ignoring Backlink Health

Regularly checking your backlink profile is crucial. It’s like inspecting equipment in the gym – you wouldn’t want to use a broken machine, right? Tools like Serpzilla, Ahrefs, or Moz can help you identify and disavow any toxic links that could negatively impact your SEO performance.

Pitfall #7: Off-Topic Training

For a link to be truly valuable, the content surrounding it should be relevant to both your target audience and the linking page. Imagine a treadmill article mentioning a poker website – irrelevant and unhelpful. Focus on relevant links that drive targeted traffic and enhance your website’s credibility.

By avoiding these pitfalls and building a strong, ethical link strategy, your iGaming website can climb the SEO ranks and dominate the online gaming landscape. Remember, successful link building is a marathon, not a sprint. Patience, diligence, and a commitment to quality will ensure your website reaps the rewards for years to come.


By ditching the quantity mentality and embracing quality connections, you can transform link building into a bridge-building exercise in the iGaming niche. All you need to do is follow the right techniques and mindset and watch your iGaming website achieve remarkable visibility, authority, and success even among tough competition. So, get out there, start building bridges, and watch your website flourish!

  • Sergey Pankov

    Sergey is a seasoned SEO expert with 20+ years of experience, global link building opinion leader, he is a regular speaker at various SEO conferences and webinars dedicated to website optimization. As a CEO at, Sergey is responsible for strategic & operational management of business areas, business scaling, building first-class customer service, innovation & technology management, hiring & management of teams of talents. Sergey's Linkedin
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