Every incumbent gaming operation has had to deal with the expanding gambling landscape and new, large and well-funded competition opening down the street. The barrier to market has always been the huge expenses of buying land, building giant brick-and-mortar properties, staffing and then finally marketing against us. Well a new dawn approaches!
This time though, the battle won’t be on the strip. This battle is on the internet.
So how strong is your internet team and what are they focused on?
(please don’t say Facebook, please. lol)
The real battle will take place on the search engine. If we do our jobs right we can beat them on the internet. What every casino needs now is an expanding army of programmers, bloggers and online search engine experts. The more you understand about search engines the more you will understand the large advantage you have on the internet over the online casinos. You truly can win this fight if all physical casinos massively outperform online casinos at the search engine screen.
Bring on the Nerds!
I’m a nerd so it’s ok.
There is a story in the Las Vegas Review Journal about a current online battle the cosmopolitan is having with an international company trying to get their online business. Article Here
What you see in the article is a typical online battle that you may all be dealing with in the months and years ahead. These new online casinos will have to create clever brands and spend tens-of-millions marketing those brands. They will try and save those millions by hijacking your brands online. It’s already happening to The Cosmo.
But, The Cosmopolitans website kicks major Search Engine butt over the hijacking site. A search engine strategy report shows newcosmopolitanlasvegas.com (the online hijack) with an SEO score of 44 out of 100 but cosmopolitanlasvegas.com (the real site) has an SEO score of 66 out of 100. The Cosmo is winning but still needs to step up their search engine strategy above that 66.
In their local market, Palms.com has a grade of 88 out of 100. They are really working their online strategy obviously. You can’t just build pretty websites folks. This is an online battle for the modern customer and one of your most valuable marketing dollars you can spend.
You can never learn too much about search engine marketing! Do you know that your own blog is worth 200x more than facebook, but many casinos have staff focused on facebook and don’t even have a blog. What is your H1-tag strategy? How about your meta-tag strategy? You even need an image and alt-text strategy too. What are the actual names of your images anyway? What does Google think you do?
Google cannot “see” your pretty website like humans do. What is your website SEO score? More importantly, when a customer decides to plan a trip and types “Hotels in [your city]” are you on the top of the results? A successful search engine strategy pays off big! It’s time to take your site to the next level and protect yourselves from igaming too.