Measurement hub
Competitor Search Visibility
Competitor analysis in casino search starts with deciding who counts as a competitor, and for which keywords. This hub explains how to design a competitor set, why operators, affiliates and media should be measured as separate classes, and how to report share of voice without overstating what it proves.
Guides in this hub
Measurement guide · Competitor SEO
Organic share of voice for iGaming
Define the denominator, choose weights, split brand queries and state what the share cannot prove.
Measurement guide · Search Console
Branded vs non-branded search
Regex rules, ambiguous brand names, Google's branded filter, and how to keep the split auditable.
Measurement guide · Reporting
Casino SEO reporting template
Sections, definitions and annotations for a monthly report, plus the claims to leave out.
How to design a competitor set
Your search competitors are whoever ranks for your keywords, which is a different list from your business competitors. Build it from data:
- Take your keyword set for one market and device.
- Record every domain in the checked depth over several checks.
- Keep domains that appear on a meaningful share of keywords (state the threshold, for example 10% of the set).
- Classify each one (see below) and note whether it holds a license in that market. In Great Britain, check the Gambling Commission's Public Register; in Germany, the GGL whitelist.
- Review the set each quarter and version it.
Operators, affiliates and media are different classes
| Class | Typical pages | Measurement note |
|---|---|---|
| Licensed operators | Brand, product and game pages | Group a brand's hosts (casino, sportsbook) only if you say so |
| Affiliates and review sites | Comparisons, reviews, bonus explainers | Often lead non-branded results; record their market focus |
| Media and news | Sports and industry coverage | Spike around events; can include third-party gambling sections |
| Public and regulator pages | Rules, license checks, safer gambling | Appear on legal and safety queries; useful context |
| Unlicensed or spam | Short-lived domains, hosted third-party pages | Label and count separately; never drop silently |
Comparing affiliates with operators is legitimate, but report by class first. Google's spam policies cite "a low-quality, third-party advertising page about 'best casinos'" on an unrelated site as site reputation abuse, so watch for hosted pages that rank on borrowed reputation.
Ethics and accuracy
- Name competitors only when you can show the underlying positions and method.
- Do not present third-party traffic estimates as facts.
- Keep unlicensed operators out of recommendations, even when they rank.
- SpinSERP's own demo uses placeholder domains on the reserved
.exampledomain for this reason.
What third-party visibility scores cannot prove
Visibility scores from tools are models built on a provider's keyword list, demand estimates and click curve. They are useful for direction within one tool. They cannot prove clicks, conversions, revenue or market share, and two tools can disagree on the same domain. Compare a tool's score with your own Search Console clicks before trusting a trend.
Where to go next
Build the underlying positions with Rank Tracking, and present results with Reporting.
Sources
- Google: Spam policies for Google web search (site reputation abuse) updated August 28, 2026
- Gambling Commission: Public Register updated November 12, 2024
- GGL: Whitelist of permitted operators (Germany) updated October 2, 2026