iGB Intelligence reports | Page 8

SEO Visibility of Bingo Brands As we go to print, we are seeing additional changes in the Google search ranking algorithms which will make for interesting times ahead for the igaming industry. The data in this section was collated during December 2015 using a range of search tools provided by Google, SEMrush, Ahrefs and MOZ among others. Some of the data has been consolidated into averages. Search volume The top 15 generic bingo keywords and the top 15 bingo brands searched for in Google in the UK, in December 2015 can be seen in Table 1 and Table 2. • Gala Bingo, Jackpotjoy and tombola all have the same monthly search volumes in the UK. This correlates with our findings on UK TV ad spend in 2015 on page 6 where these brands are the three biggest spenders in the sector • In relation to TV ad spend in 2015, Winner Bingo spent c.£4.8m on TV advertising yet fails to make the top 15 searched brand terms Table 1 - Top 15 monthly generic bingo-related organic keyword search volumes in the UK No Search query Volume 1 bingo 60,500 2 bingo sites 27,100 3 free bingo 14,800 4 online bingo 12,100 5 no deposit bingo 9,900 6 free bingo no deposit 9,900 7 bingo games 6,600 8 new bingo sites 6,600 9 free bingo games 4,400 10 bingo no deposit 4,400 11 best bingo sites 2,900 12 free bingo sites 2,400 13 bingo online 2,400 14 free no deposit bingo 1,900 15 bingo sites uk 1,900 Table 2 - Top 15 monthly bingo brand organic search volumes in the UK • Each of the top 10 brand search volumes is larger than the highest generic search term ‘bingo’ No Search query Volume 1 gala bingo 368,000 • The word ‘free’ appears in a third of the top 15 monthly generic bingo-related organic keywords 2 jackpotjoy 368,000 3 tombola 368,000 • 4 mecca bingo 246,000 5 sun bingo 201,000 6 foxy bingo 165,000 7 costa bingo 110,000 8 cheeky bingo 74,000 9 sky bingo 74,000 10 wink bingo 74,000 11 fabulous bingo 40,500 12 iceland bingo 40,500 13 paddy power bingo 40,500 14 william hill bingo 40,500 15 heart bingo 33,100 Whilst Foxy Bingo is the 6th ranked searched brand term according to Google Adwords Keyword Planner, it ranks 1st for the term ‘bingo’. See the next section on ‘Bingo’ search results (opposite) for the full story. Comment It is interesting to note that the terms that bingo players are searching for is very heavily biased towards brands rather than generic search terms. Indeed, this is so biased towards