Search Engine Optimization (SEO) is crucial for online casinos looking to attract organic traffic. While Google dominates the search engine market, Bing (powered by Microsoft) holds a significant share, especially in certain demographics.
Optimizing for both Google and Bing can maximize visibility and player acquisition for an online casino. However, the strategies differ due to algorithms variations, ranking factors, and user behavior.
In this article, we’ll explore:
Key differences between Bing and Google SEO
How online casinos can optimize for each search engine
Actionable strategies to rank higher on both platforms
1. Understanding the Differences Between Bing and Google
A. Market Share & Audience
- Google: ~90% global market share; dominant in most regions.
- Bing: ~9% market share but powers Yahoo, DuckDuckGo, and Microsoft Edge searches. Bing users tend to be older (35+), more affluent, and from Western markets.
Implications for Online Casinos:
- Google is essential for a broad reach.
- Bing can be valuable for targeting older, higher-spending players, as well as less competition.
B. Ranking Factors Comparison
| Factor | Bing | |
| Keywords | Focuses on semantic search & intent | Prefers exact-match keywords |
| Backlinks | High authority links are crucial | Values domain age & social signals more |
| Content | E-A-T (Expertise, Authority, Trust) | More lenient, prefers a clear structure |
| Technical SEO | Mobile-first, Core Web Vitals | Less strict but favors fast sites |
Key Takeaway:
- Google rewards high-quality, user-focused content.
- Bing leans towards traditional SEO tactics like keyword density and meta tags.
2. SEO Strategies for Online Casino Affiliates on Google
A. Content & Keyword Optimization
- Focus on user intent: Google prioritizes “how to play,” “best casino bonuses,” and “safe online casinos.”
- Long-form guides: Write in-depth articles (1,500+ words) on casino games, strategies, and reviews.
- Semantic SEO: Use LSI keywords (e.g., “best slots RTP” alongside “high-paying casino games”).
B. Backlink Profile
- High-authority links: Get featured on gambling forums (Casino.org, AskGamblers), news sites, and affiliate blogs.
- Avoid spammy links: Google penalizes casino sites for low-quality backlinks.
C. Technical SEO
- Mobile optimization: 60%+ searches come from mobile; ensure fast loading & responsive design.
- Structured data: Use schema markup for games, bonuses, and reviews to enhance rich snippets.
D. Compliance & Trust Signals
- Licensing info: Display gambling licenses (Kahnawake) prominently.
- Secure site: HTTPS, SSL certificates, and responsible gambling badges.
3. SEO Strategies for Online Casinos on Bing
A. Keyword & On-Page SEO
- Exact-match keywords: Bing ranks pages with precise keyword usage in titles & meta descriptions.
- Meta tags matter: Optimize title tags (under 60 chars) and descriptions (under 160 chars).
B. Social Signals & Branding
- Bing values social media: Active profiles on Facebook, Twitter, and LinkedIn help rankings.
- Brand mentions: Encourage discussions on forums and blogs.
C. Local SEO (Bing Places)
- Claim your Bing Places listing: Essential for geo-targeted casino traffic.
- NAP consistency: Ensure Name, Address, and Phone number match across directories.
D. Domain Age & Link Building
- Older domains rank better: If possible, acquire aged domains in the gambling niche.
- Directory submissions: Bing still values niche directories (e.g., gambling review sites).
4. Common SEO Mistakes Online Casinos Should Avoid
- Keyword stuffing – Works poorly on Google, slightly better on Bing, but still risky.
- Ignoring Bing Webmaster Tools – Essential for tracking Bing rankings.
- Thin affiliate content – Google penalizes low-value casino bonus pages.
- Neglecting local SEO – Both Google & Bing reward localized content.
5. Conclusion: Should Online Casinos Focus on Google or Bing?
Google is a must for broad reach, high traffic, and competitive rankings.
Bing is an opportunity for less competition and targeting older demographics.
Best Approach:
- Optimize for Google first, then tweak for Bing.
- Track performance in Google Search Console & Bing Webmaster Tools.
- Test & adapt based on which engine drives more conversions.
By leveraging both search engines, online casinos can maximize visibility, attract quality traffic, and increase player sign-ups.