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