Building your SEO strategy around high user intent keywords and less competitive (low hanging fruit) keywords can increase a brand’s search visibility and rankings faster than competing for broad, related online gambling terms. High user intent long tail keywords are phrases that have words (such as real money, bet, play, match bonus, Canadian casino bonuses, Canada, legal, or deposit) associated with a broad keyword like online casino, sportsbook or specific games (e.g. roulette, blackjack, poker, baccarat, etc.). Targeting high user intent keywords with low- to mid-monthly search volume may not result in an abundance of traffic, but the conversion rates will be higher since the user has intent.
For example, ranking for a lower user intent broad keyword will see 1 out of 1000 users who are referred to your site from Google search results register an account, whereas a high user intent long tail keyword will see 1/10 users register and deposit at your brand (given you have a highly optimized landing page). Retaining that customer and encouraging frequent deposits depends on the quality of games offered (software), mobile usability, the sports betting markets offered, depositing/withdrawal methods and customer support.