Gambling.com Organic Growth Opportunities

Create a comprehensive library of head-to-head comparison pages for every meaningful pairing of online casinos. These pages will directly target bottom-of-the-funnel users actively making a final decision between two specific brands.

Example Keywords

• "BetMGM vs Hard Rock casino"
• "FanDuel vs DraftKings casino payout speed"
• "Caesars casino better than Golden Nugget?"
• "Borgata or BetRivers for slots"

Rationale

Searchers at this stage are extremely high-intent and ready to convert. By providing a detailed, data-driven comparison matrix that addresses key decision factors like bonuses, game selection, and payout speeds, Gambling.com can capture this valuable traffic and position itself as the definitive source for final decision-making.

Topical Authority

This play establishes ultimate authority in casino reviews. While competitors focus on single-brand reviews, this head-to-head approach demonstrates a deeper, more nuanced understanding of the market, building immense trust with users who are actively comparing their options.

Internal Data Sources

Leverage internal partner databases for real-time bonus offers, wagering requirements, game counts per provider, and proprietary data on median cash-out times to generate unique, fact-based comparisons that competitors cannot replicate.

Estimated Number of Pages

~3,900+ (Based on pairing 40 major operators, resulting in 780 unique comparison pages, each with multiple sub-sections or tabs)

Build an exhaustive encyclopedia with a unique page for every online slot game, detailing its Return to Player (RTP), volatility, max win, and features. This play aims to close the significant content gap with competitors and capture the massive volume of long-tail, game-specific search queries.

Example Keywords

• "Money Train 4 RTP"
• "best casinos for Book of Fate slot"
• "Big Bass Amazon Xtreme free play"
• "Gates of Olympus slot review"

Rationale

Players frequently search for specific slot games to learn about their mechanics or find where to play them. By creating a dedicated, data-rich page for every conceivable slot, Gambling.com can attract a huge, fragmented audience and become the go-to resource for slot enthusiasts.

Topical Authority

The domain already has some pages for games, but this strategy expands that tenfold, establishing overwhelming topical authority in the 'online slots' vertical. Covering thousands of games makes the site a definitive library, far surpassing competitors in depth and breadth.

Internal Data Sources

Utilize an internal knowledge base of game testing data (RTP, hit frequency, volatility ratings) and integrate with the Getty Images partnership to include high-quality, official slot art, creating visually distinct and more informative pages.

Estimated Number of Pages

~8,500+ (To cover the backlog of existing slots and new releases)

Develop a large-scale library of pages targeting users searching for online casinos that accept specific payment methods in their country. This expands on a proven concept (e.g., 'PayPal casinos') to cover hundreds of e-wallets, bank transfers, and cryptocurrencies.

Example Keywords

• "Revolut casino UK"
• "Venmo online casino USA"
• "Pix casino Brazil"
• "casinos that accept Interac Canada"

Rationale

A user searching for a casino by payment method is at the 'ready to deposit' stage, making this traffic extremely valuable. While the site ranks for major payment methods, there is a huge untapped opportunity in the long tail of hundreds of other banking options that competitors are not systematically covering.

Topical Authority

The domain has proven topical authority for 'PayPal' and 'Mastercard' casinos. This play leverages that existing authority and expands it exponentially, positioning Gambling.com as the expert on all casino banking, not just the most popular methods.

Internal Data Sources

Use the internal partner operator database to pull accurate data on which casinos accept which methods, along with their specific deposit/withdrawal limits, fees, and processing times. This unique data will differentiate the content from generic competitor pages.

Estimated Number of Pages

~1,500 - 2,000 (Based on 150+ payment methods across 10 core markets)

Create an unparalleled resource for sophisticated players by publishing pages that detail the specific house edge and minimum/maximum stakes for every table game variant at every partner casino. This targets a high-value audience that makes decisions based on mathematical advantage.

Example Keywords

• "single zero roulette minimum bet Atlantic City online"
• "blackjack surrender house edge BetRivers"
• "lowest house edge baccarat online PA"
• "casino war odds Caesars PA"

Rationale

Advanced players and high-rollers actively seek out games with the best odds and table limits that suit their bankroll. This granular, data-heavy content does not currently exist at scale, presenting a unique opportunity to capture a lucrative niche that competitors ignore.

Topical Authority

Publishing this level of technical detail establishes unmatched authority and trust. It signals to both users and search engines that Gambling.com is a source of expert, verifiable information, moving beyond simple reviews to become an analytical tool for serious gamblers.

Internal Data Sources

Use AirOps to scrape and process data from regulator PDF filings (e.g., GLI, eCOGRA test reports) and combine it with data from casino lobby APIs for table limits. This creates a proprietary dataset that is extremely difficult to replicate.

Estimated Number of Pages

~3,000 - 34,000 (Scaling from 85 table game variants across 40 casinos, expandable by jurisdiction)

Build a matrix of landing pages that answers the specific question: 'Where can I legally play games from {Game Provider} in {State/Province}?'. This captures search intent from players loyal to specific game developers like Evolution, Pragmatic Play, or NetEnt.

Example Keywords

• "Evolution Gaming casinos Michigan"
• "Pragmatic Play slots New Jersey"
• "Play'n GO casinos Ontario"
• "where to play NetEnt games in PA"

Rationale

Many players have strong preferences for certain game studios due to their style, features, or jackpots. This play targets their specific, commercial-intent searches, which are currently underserved by competitors who focus only on generic 'best casino' lists for a given state.Topical Authority

The domain already ranks for state-level casino pages. By adding this layer of provider-specific detail, it deepens its topical authority in regulated markets, demonstrating a comprehensive understanding of not just the operators, but the entire supply chain of games available to players.

Internal Data Sources

Leverage an internal compliance database that tracks which game suppliers are licensed to operate in each specific jurisdiction. This can be combined with API data on game counts to show which casinos offer the largest selection from a given provider.

Estimated Number of Pages

~3,700+ (Based on 120 top game providers across 31+ regulated US/Canadian jurisdictions)

Improvements Summary

Revise hub and spoke casino pages with targeted keywords, updated on-page elements, and structured internal linking to capture high-value, near-ranking terms. Add comparison tables, FAQ blocks, and new content addressing user intent and long-tail queries.

Improvements Details

Update H1s and titles to include exact-match primary keywords and dates, such as 'Best Online Casinos USA 2024.' Add above-the-fold verdict summaries, review tables with schema markup, and FAQ sections targeting legal and payout questions. Remove non-English content from US pages, implement canonical/hreflang tags, and build out payment-method guides and state-specific legal explainers. Strengthen internal linking with hub-to-spoke navigation, breadcrumbs, and sidebar widgets highlighting top states.

Improvements Rationale

These actions address high-volume, low-traffic keywords sitting just off page one, aiming to improve rankings and click-through rates. Structured content and schema increase SERP visibility with rich results, while targeted internal links distribute authority to underperforming state pages. Consistent updates and E-E-A-T signals build trust and relevance, supporting both user needs and search engine requirements.