One of the biggest mistakes people new to SEO content tend to make is a failure or refusal to adapt to new developments, and simply opting to “doing things blindly because that’s how they were done a few years ago,” opined SiGMA Play SEO Content Manager Bojana Grozdanic as she spoke with SiGMA News about her approach to iGaming SEO content.
Tailor your iGaming SEO content approach to your target audience
Continuing with her point, Grozdanic commented that approaches which may have worked in the past do not necessarily work now, nor may it be the case that one approach works for every page or target audience.
Another mistake some tend to make when it comes to preparing content with an SEO focus is “not bringing anything fresh or new to the table,” she commented.
That said, Grozdanic noted that “adding something fresh doesn’t have to mean coming up with a completely new topic,” as she said it could simply be pointing out and expanding on a detail that others may have missed, as well as offering a clear explanation or different take that you can back up.
She remarked that, in some cases, people may rely too much on existing pages, tools, or AI to inform or substantiate their offering, ultimately resulting in the content becoming another version of whatever is already out there. “You need to understand the subject and bring an interesting perspective of your own,” Grozdanic said.
Asked how people should aim to address such mistakes, she said that the key is staying up to date with the latest developments in the space and dedicating enough time to each piece of content. “Do your own research, check the original sources, and make sure the information is current.”
She added that, when it comes to casino reviews, “that means reading the actual terms,” and in the case of slot reviews, “trying the demo gives you a much better basis for talking about the game and how it plays”.
Writing the ideal casino or slot review
Staying on the topic of casino and slot reviews, Grozdanic was asked what, in her view, defines the ideal review.
“The most important thing, without a doubt, is first-hand experience with the platform or game,” she said. “You need to spend time with it and know what’s worth pointing out. What you take from that experience should help other players understand what’s good, what isn’t, and what might matter to them.”
When writing a slot review, this could come down to how features work together and how the game feels to play, while with casino reviews it could be something of note concerning navigation of the site, bonus terms, or restrictions that may be easy to overlook. “Those specific observations give the review something valuable,” she commented.
As an editor, Grozdanic said that she looks out for useful remarks and how effectively the writer was able to convey the experience with their words. “For me, an ideal review answers my questions honestly, with no sugarcoating. It should help me decide whether the game or casino would suit me, and any praise or criticism should have a clear reason behind it.”
Among the content put out by SiGMA Play, Grozdanic said she would not say that one type of content always gets the most engagement, and that it ultimately depends on what people are looking for.
She remarked that someone choosing a casino might want a review or comparison, while someone trying to understand wagering requirements needs a clear explanation. What is important, she believes, is that “the content needs to give people something worth their time”.
Understanding why a certain approach is taken
The SiGMA Play SEO Content Manager noted that it is important to explain the assessment process for any particular piece of content by detailing the criteria used and why any inclusion or mention of a site or slot’s positive aspects or shortcomings is listed as part of the review.
With that in mind, she was asked how one should balance their approach between SEO optimisation and writing or preparing the type of iGaming content that appeals to an audience.
Grozdanic responded that, for her, “it depends on the type of content,” but that “it always starts with understanding what the page is meant to do and what the reader wants from it,” as having that baseline understanding helps the writer and editor decide what to cover, how to structure it, and what needs the most attention.
She said that, ultimately, she thinks it is important that writers understand why pages are structured a certain way and why content managers and editors may ask for certain keywords to be included in certain pages, as understanding the reasoning behind a request only makes it easier to follow the overarching process while still writing something that sounds natural.
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