As a digital agency, Bugsy Empire works every day on all kinds of websites, optimising them for search engines – mainly Google – by implementing selected SEO solutions. What exactly is hidden under these three letters?

SEO, or Search Engine Optimisation, is the process of optimising websites so that they are more visible in search engine results. SEO activities include, among other things, optimising content, page structure, linking and other factors that affect a page’s position in search results. The aim of SEO is to increase traffic to a website by achieving the highest possible position in the organic search results.

So much for the theory. But what does it look like in practice? You will read about this below. In order to make the information we have provided clearer for you, we have divided it into four categories:

• On Page SEO
• Off Page SEO
• Technical optimisation
• Content

On Page SEO – activities directly on the page

On-page SEO refers to any optimisation activity carried out directly on a website to improve its visibility and rank in search results. Amongst these are:

1. selection of relevant keywords – this is the process of selecting specific phrases or words that potential users type into a search engine. Well-chosen keyword selection takes into account the competitiveness of a given word, the number of searches (volume) and the user’s intention, i.e. what exactly they are looking for online. Optimal keyword selection allows you to better match a given website with Internet users in such a way that they want to visit it. So if we are operating on a site related to the legal bookmaking industry, we know that the key phrases for us will be, for example:

• bookmakers ranking;
• bookmaker codes;
• welcome bonus;
• professional bookmaker types;
• legal bookmakers.

Specialist tools such as Contadu or Senuto help us to find other, less obvious, keywords;

• Content optimisation – once we have chosen the right keywords, we need to adapt the content on the website to these phrases. Content optimisation involves creating and modifying texts to include the chosen keywords in the most natural way possible. Well-optimised content not only helps your website’s SEO, but also provides valuable information for your visitors, which can encourage them to return to your website in the future. An example?

The outcome of the upcoming Manchester derby between City and United is very difficult to predict. Even bookmakers in Poland – such as Superbet – offer very similar odds for both teams to win.

In the above sentence, the phrase ‘bookmakers in Poland’ was used quite naturally, as Superbet has indeed been operating in the country for a long time. And a page with text containing the phrase we came up with would certainly prove to be more SEO-friendly, able to improve its search engine visibility;

• building new subpages – sometimes it is necessary to create new subpages on a website in order to have more space to use particular keywords. New subpages are dedicated to specific phrases or topics, which allows to better meet the needs of the users of the website and improves its position in search engines.

So, if we decide that on a betting page it is better to describe in separate places the general activities of a particular bookmaker and the new player bonus it offers, we do so. Also in order to be able to devote more content to both topics;

• Meta tag optimisation – meta tags are elements of a page’s HTML code that provide search engines with information about the page’s content. Meta tag optimisation includes, among other things, aligning meta titles, descriptions and header tags with selected keywords and user intent. Correctly optimised meta tags can influence a page to be displayed in a higher position when selected phrases are typed into a search engine. What is it about?

When, for example, we are asked to write a preview of a sports event, we mainly use the names of the participating teams and the games in which the event is to take place as appropriate tags. It is also worth using words such as: “types” or “odds”, because, as we know, sport goes hand in hand with the bookmaking industry and many web users type in search engines search terms such as “World Cup final types” or “France – Brazil bookmaker odds”. This allows us to more easily redirect them to the website on which we undertake SEO activities;

• Headline optimisation – Headlines (H1, H2, H3, etc.) are an essential element of a website for both users and search engines. Their optimisation involves tailoring them to the chosen keywords and user intent. Headings should be concise and understandable. They should reflect the subject matter of the page or section in question. Correct headline optimisation can improve the readability and usability of a page for users and positively affect its position in search results. Below are some examples of valuable headlines:

H1: Arsenal – Chelsea: betting tips (23.09.24)

H2: Arsenal vs. Chelsea – odds

H3: When and where to watch the Arsenal – Chelsea match?

• Internal linking – is the process of creating links between different sub-pages of the same website. Internal linking aims to make the site easier to navigate for users and to allow search engines to better understand the structure of the site and find the most important content. Well-planned internal linking can also transfer SEO value between different sub-pages, which can help their positioning in search results. How does it work?

On our website you will find not only a comparison of odds offered by bookmakers legally operating in Poland, but also a lot of other information about them. Here we mean, among other things, the welcome bonuses they offer.

The bolded phrase above is ideal for including a link redirecting you to another place on the same site with a single click; 

Off-page SEO – how to improve the visibility of a website from the outside?

Off-page SEO is a set of actions aimed at improving the visibility of a website through external factors, i.e. those that are not directly related to the website itself. Such activities mainly include:

• external linking – this is the process of acquiring links leading to the website from other websites. It is an important ranking factor in search engine algorithms, as high quality links from other sites are treated as an indication that a site is valuable and worthy of recommendation. What is the difference between external linking and internal linking? It is simple. In this case, texts with relevant linking phrases appear not on the page on which we undertake SEO activities, but on other pages – as part of a paid or free service;
• preparation of articles for publishers – a strategy involving the creation of valuable content that is published on reputable portals related to the chosen industry or topic. These articles often contain expert information, trend analyses, practical advice or solutions to problems related to the relevant field. By publishing content on external platforms, you can gain not only valuable exposure for your product or service, but also backlinks, which can improve your website’s position in search results.

An example of such a text could be, for example, the announcement of a particular sporting event on a particular website with the information that it was written by an author who creates content for another website on a daily basis. In such a situation, it is worth taking care to provide its URL or use external linking;

• cooperation with major portals – the aim is to establish business or editorial relations with leading players in a given industry or among online media. Examples of such portals include well-known news sites, industry blogs or popular websites with a high number of visitors.By working with such portals, you can gain access to their readers, increase your online visibility and gain valuable backlinks.

In this case, I think everything is clear.We work on the principle – we help larger sites in the same or related industry in a given way, hoping to reach as many of their readers as possible in the process, e.g. by recommending our optimised site.

Technical optimisation of a website – what does it consist of?

Technical optimisation for SEO is the process of adjusting various technical aspects of a website in order to improve its visibility in search results. It mainly includes:

• ensuring adequate pagespeed – the speed at which a website loads is important for the user experience and for the website’s positioning in search results. Long loading times can lead to user frustration and increased rejection rates. It is worth ensuring that your website loads quickly, which can be achieved by optimising images, minimising CSS and JavaScript code, using caching and fast hosting servers;
• increasing the crawling budget – a crawling budget is the amount of resources a search engine allocates to index a given page over a given period of time. Increasing it means that the search engine ‘explores’ the site more frequently for new content or changes to it. This is important because it allows new entries to be indexed sooner;
• achieve fast indexation of new entries – fast indexation of new entries is crucial, as it is through this that they can appear faster in search results. Several factors need to be taken into account in order to achieve this effect. These include the creation of unique content and proper keyword optimisation.

Content, an essential element of SEO

SEO is also the creation and optimisation of website content so that it is attractive to users and, at the same time, adapted to the requirements of search engines. The scope of this type of service includes, among other things:

• building a content plan – building a content plan is a key step in your SEO strategy, as it enables you to consciously plan your website content. A content plan is a document that defines the subject matter, formats and timing of content publication. Conducting a keyword analysis and understanding the needs and interests of the target audience helps to create a plan that focuses on content that is valuable to users as well as optimal for search engine positioning.

So, if we are operating a site related to sports and the betting industry, and a major sporting event is due to take place some time from now, it is clear that a properly constructed content plan should be based on it, as fans will be interested in it;

• blog expansion – blog expansion is the strategy of regularly adding new, valuable content to a website in the form of blog posts. Blogging is not only a way to attract new users by providing them with valuable information, but also to improve your website’s visibility in search results.Each new blog post is a new opportunity to use keywords and topics related to your industry, which can help your website rank better in search engines.

Creating blog posts is a good way to create substantive posts on issues mentioned elsewhere on the site.In addition to this, you can devote at least some of them to introducing the site’s readers to the profiles of the site’s creators and/or their business, thus inspiring greater trust.

• Topical authority – is a term that refers to the authority of a website in a particular topic or field. Using topical authority in an SEO strategy involves focusing on creating and promoting content related to key topics associated with the website’s business. By regularly publishing valuable content on specific topics, a website can build its reputation as an authority in a particular field. It is therefore worth avoiding content on the site that is lacking in substance and sloppily created, as this does not speak well of its creators and, by extension, the site as a whole.  

Do you need expert SEO support?Then get in touch with Bugsy Empire!

You already know what we’re all about in terms of SEO for all sorts of websites. So if you think you want us to implement them for you, get in touch.Trust our knowledge, experience and skills, which we have gained over several years, operating in the sports and gaming industry in Poland and internationally.