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Structured data isn’t just a technical add-on, it’s one of the most powerful tools for improving your casino site’s visibility, authority, and click-through rates in both traditional and AI-driven search. For licensed online casinos and Crypto iGaming platforms, schema markup plays a vital role in making your content machine-readable and eligible for rich results.
At CasinoSEO.co.uk, our casino marketing agency implements tailored structured data strategies that strengthen your on-site SEO, support E-E-A-T signals, and future-proof your brand across Google, ChatGPT, and other generative engines.
Structured data is a way of adding machine-readable context to your casino website. By embedding schema markup into your HTML, you tell search engines exactly what your pages represent — whether that’s a slot game, bonus offer, licensing credentials, or player reviews. This clarity not only supports traditional SEO but also ensures your brand is better understood by AI-driven search platforms.
With structured data, your iGaming site can:
Take a look at how our digital marketing agency has delivered impactful, results-driven digital marketing campaigns for a range of clients.
“Absolute supported the growth of Jackpot247 fantastically. No height was to high to reach and they were willing to combine our existing ideas with their own to create a powerhouse of resource for our players. They helped us to achieve maximum visibility despite the known competitiveness of the market and their dedication to doing so really shone through. We can’t thank them enough for their ongoing hard work!”
Jackpot247 is a player in a fiercely competitive industry. Drawn to our successful track record with similar online casino companies, they enlisted our partnership to improve their visibility and establish themselves as a leading online casino through our SEO services. Working in close collaboration with their team, we ensured that our approach was seamlessly integrated across all facets of the business.
To ensure success for Jackpot247’s campaign, we prioritised content marketing that adhered to company guidelines. Our goal was to improve brand reputation through educating readers on brand values. Our strategy included press releases, industry news, infographics, and editorials, mindful of algorithm changes such as Google Hummingbird in 2013. To become a leading brand in a highly competitive market, they needed to capitalise on all types of traffic.
“Absolute delivered the best work we have seen within the online casino space. We know how tough it is to rank for casino-specific keywords, but they took it in their stride. They helped us transform our SEO activity through implementing several dramatic but worthwhile improvements to the site (from content to design) to ramp up conversions. It certainly paid off!”
SuperCasino approached us to improve their visibility in the highly competitive online gambling market. Given their limited visibility across the site, we aimed to develop an innovative approach to help them compete with their rivals. Given the highly competitive nature of their market, SuperCasino was determined to achieve the results they had outlined to support their business growth.
In the highly competitive online gambling industry, we adopted an innovative approach to maintain the campaign’s success. Our strategy included a well-structured content marketing plan, which complemented the Penguin algorithm refresh and Google Hummingbird’s introduction. Diversifying the content on the site boosted overall visibility for generic search terms. Additionally, we carried out targeted blogger outreach and offsite tactics to enhance the site’s authority.
“It has been delightful to work with a company that clearly takes a great deal of pride in what they do and demonstrate a clear passion for both what they do and for delivering results for their clients’ campaigns. If you are looking for an agency that will go the extra mile and feel like an extension of your existing team, then I would always recommend Absolute Digital Media.”
After witnessing our accomplishments in the online gambling industry, Ladbrokes contacted us as a leading SEO agency in Essex and London, with the objective of enhancing their organic visibility and increasing their market share through our SEO services.
After Ladbrokes teamed up with us, we conducted a thorough site analysis to evaluate the previous SEO efforts and obtain more information for devising a strategy. Based on the insights, we developed creative campaigns featuring games and infographics, while also defining the brand voice, tone, and branding in compliance with industry standards. We optimised revenue-generating pages and identified keyword and creative gaps in the News section to improve the brand’s visibility.
We use schema markup to enhance casino visibility and drive higher click-throughs:
Enable rich results such as ratings, bonuses, and FAQs
Improve credibility with structured licensing and offer data
Boost engagement across competitive casino SERPs
We implement the right schema types to maximise visibility for every casino page:
Local Business, Organization, and Review for trust and legitimacy
FAQ Page and Article for structured informational content
Casino, Game, and Offer schema for bonus and game-specific pages
We help crypto iGaming brands build trust and transparency through schema:
Highlight accepted cryptocurrencies and blockchain networks
Display jurisdictional and licensing information
Clarify wallet, deposit, and KYC details for players and search engines
We use structured data to strengthen authority across both search and AI engines:
Reinforce brand credibility with clear identity and offer signals
Support E-E-A-T with transparent ownership and compliance data
Optimise for inclusion in Google SGE, ChatGPT, and Perplexity
We deliver fully compliant schema strategies built for casinos and crypto operators:
JSON-LD schema mapped to SEO and CRO objectives
Validation, troubleshooting, and scalable deployment
Structured data strategies aligned with gambling compliance standards
We structure casino content for both human engagement and AI interpretation:
Use clear hierarchies, FAQs, and semantic layers for topical depth
Add multimedia schema for enhanced relevance and user experience
Strengthen internal linking to improve crawlability and AI comprehension
You won’t want to miss our CasinoSEO Blog, whether it’s our take on the latest industry happenings, insights into our core digital marketing company services from PPC to SEO services, or our newest client wins and team successes, you’ll find it here first.
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Structured data is a coding format (often in JSON-LD) added to your website’s HTML that helps search engines better understand the content on each page. For casinos, this means clearly identifying games, bonuses, licensing info, and FAQs, which improves how search engines index and display your site. By using structured data, you can earn rich results in search, support your E-E-A-T signals, and improve your chances of being featured in AI-generated responses, all of which increase visibility and trust.
Crypto iGaming sites often face challenges with trust, regulation, and clarity. Schema markup helps solve these issues by presenting structured information, like accepted cryptocurrencies, payout rates, and licencing data, directly to search engines. This structured clarity improves indexing, increases the chance of rich results, and makes it easier for AI models and search platforms to cite your brand in response to player queries. For crypto casinos, schema builds transparency and improves user engagement by standing out in the SERP.
Casinos should implement a variety of schema types depending on the page content. Key schema includes ‘LocalBusiness’ or ‘Organisation’ for brand and licensing info, ‘Review’ or ‘AggregateRating’ for displaying ratings, and ‘FAQPage’ for common player questions. For content pages, ‘Article’ or ‘NewsArticle’ schema helps improve blog visibility. Bonus pages may use ‘Offer’ schema, and slot/game reviews can benefit from custom schema types. Each one helps enhance how your pages appear in search and how AI engines understand your relevance.
Rich results add visual and contextual enhancements to your listings in the SERP, such as star ratings, bonus values, FAQ dropdowns, or breadcrumbs. These enhancements make your casino pages more eye-catching and informative at a glance, increasing the likelihood that users click through. For high-competition terms like “best crypto casinos” or “slots with free spins,” even small CTR improvements from rich snippets can significantly impact overall acquisition and brand engagement.
We conduct comprehensive schema audits using tools like Google’s Rich Results Test, Schema.org validator, and Screaming Frog with custom extractions. We identify missing, duplicated, or incorrectly implemented markup, then align schema use to content type and user intent. Audits also check for compliance with platform guidelines and gambling regulations. Once issues are identified, we develop an implementation roadmap that includes prioritisation by page type (e.g. bonus pages, slot reviews, licensing pages).
Common errors include using incorrect types (e.g., mislabelling a game page as an article), duplicate or nested schema conflicts, missing required properties, and non-compliant markup (e.g., misleading rating values). Crypto casinos may also fail to mark up important crypto-specific details like supported wallets, blockchain protocols, or KYC variations. These issues can result in rich results being ignored or removed from search, and in some cases, even penalties if schema is deemed deceptive.
We offer a full structured data service: schema audit, design, deployment, and validation. Our implementation process starts with mapping schema types to your page templates, using JSON-LD for optimal compatibility. We focus on structured data that aligns with your SEO goals, including E-E-A-T support, content clarity, and SERP enhancements. For CMS-driven or headless setups, we ensure scalable deployment across your casino site with ongoing testing to ensure rich results eligibility and AI discoverability.
Schema can include elements that signal expertise and trust, such as ‘author’, ‘publisher’, ‘reviewRating’, and licencing information through ‘Organisation’ or ‘LocalBusiness’ schema. It allows you to explicitly state who wrote the content, where the brand is licensed, and what support or verification processes exist. This helps reinforce your site’s E-E-A-T profile in the eyes of search engines and AI models, making your content more trustworthy, accurate, and credible in regulated sectors like gambling.
Top tools include Google’s Rich Results Test, Schema.org Validator, and Screaming Frog for large-scale site audits. For deployment, we use Tag Manager, CMS-integrated solutions (like Rank Math or Yoast for WordPress), and manual JSON-LD injection for custom setups. For crypto casinos, we often use headless CMS platforms with schema modules or structured data APIs. Continuous validation and testing are part of our approach to ensure every schema implementation remains compliant and effective.
We specialise in casino and crypto iGaming SEO with a deep focus on AI-driven search. Our team combines experience in SEO, LLM prompt design, schema implementation, and compliance. We track the evolution of ChatGPT, Gemini, and other generative engines to ensure your content is optimised for the next wave of search. From site architecture to content clusters and entity linking, we build strategies that make your casino brand AI-visible and conversion-ready.
If you’re serious about growing your casino or crypto iGaming site through high-performing SEO content, you’re in the right place.
Let’s create content that speaks to your players, ranks in Google, and gets surfaced by AI. Whether you need a single landing page or a 50+ page casino content rollout, we’ll build the strategy and write the words that win.
Get in touch with CasinoSEO.co.uk today and let’s start ranking.
CasinoSEO delivers expert SEO and digital marketing for casinos, iGaming and gambling brands, driving visibility, traffic and long-term growth.