• 8 of the top 15 bingo brand searches do not appear
in the Top 15 monthly bingo brand organic searches
in table 2 on page 8 and only 3 of the top 5 opposite
• Booty Bingo at number 1, interestingly, does not
make the top 15 searched brand terms in table 2, see
page 8
• Interestingly, Foxy Bingo ranks 2nd for the highest
visibility in table 4 opposite and also ranks 1st for the
most visible online bingo brand for the search term
‘bingo’ so we assume they have a fortified SEO
strategy
•
Notable brands missing from this table but who
have high volumes of brand search include
Jackpotjoy, tombola and Sun Bingo, and suggests
they are failing to tick the boxes of Google’s ranking
signals (in the previous section)
•
Brands like Lucky Pants Bingo, Cheeky Bingo, Foxy
Bingo, Booty Bingo and Game Village have an
apparent grasp of the most popular industry search
queries and techniques.
Comment
It would appear that Booty Bingo is getting the highest
visibility in the sector because their SEO strategy is
targeting more broader bingo search terms than any
other online bingo brand. On closer inspection of
their strategy and tactics it would appear they acquire
link equity from a small number of relevant websites
including Live Bingo Network and other similar blogs.
“Foxy Bingo is perceived by Google to
have a strong backlinks profile, which
is evidently far superior than others
and is likely contributing towards their
dominance in other ‘bingo’ related
searches.”
Do large searches for brand names and an apparent
lack of SEO present opportunities for Google’s recently
announced RankBrain AI algorithm to impart negative
signals upon a search profile? Brands like Jackpotjoy,
tombola and Sun Bingo that heavily invest in TV
advertising will arguably create more opportunities
for Google searchers to search and bounce – a practice
known as ‘ping ponging’. Considering the majority
of advertising is perceived to be interruptive, TV ads
do not always lead to signups straight away and this
practice is rumoured to be a clear signal in the Google
RankBrain AI algorithm.
With this kind of approach are bingo brands harming
their potential to rank when they put more emphasis
on TV advertising, for example? Their poor visibility
for bingo-related search terms in general leads us to
believe that Google does not trust these big spending
brands as a ‘useful’ result or resource for bingo related
searches.
Comparing the amount of ranking links they have (see
table 3 on page 9) against others with similar profiles,
an obvious difference Booty Bingo has over other online
bingo brands is the concentration and relevancy of the
links.
WhichBingo Online Bingo Annual Report 2016
11