SEO Tracker: Mecca Bingo increases search term dominance in the online bingo search results

Mecca Bingo has extended its lead at the top of the search results in online bingo over the course of the last six months, whilst Foxy Bingo appears to have seen big falls in traffic.

Since November 2020, Mecca Bingo has increased the number of keywords it ranks for, at a time where most of its competitors have seen their numbers fall, resulting in a considerable increase in visibility, with estimated monthly clicks rising to 30,355 from 25,645 in November. Significantly, this gives Mecca Bingo an estimated 11,098 more monthly clicks than closest rivals Gala Bingo.

Such an increase in traffic may come as a surprise considering that Mecca Bingo already ranked in position one for key terms “bingo” and “online bingo”, but by increasing its ranking for keywords that are lower in volume yet far from insignificant, the brand has been able to make large gains over its competitors, who are collectively losing out.

Mecca Bingo now ranks in the top three for 53 individual keywords, up from 39 in November. This overall increase in visibility has helped Mecca Bingo distance itself from the crowd, especially with much improved rankings for mid-volume terms such as “bingo game” (position 14 to position two) which accounts for roughly 800 extra clicks on its own.

While Mecca Bingo has stretched its advantage over the competition, its increase in search term rankings has contributed to a decrease for rivals Gala Bingo. Although Gala Bingo’s estimated clicks have only fallen slightly to 19,257, they now rank for 85 fewer keywords. Whilst it appears that many of these terms were very low-volume or low-traffic terms, the brand is generating lower volumes of traffic from top-three ranking positions, with 17,774 clicks from 41 keywords compared to 18,590 clicks from 51 keywords in November.

Falling traffic for Foxy Bingo

Two companies that have seen a considerable drop in their organic visibility over the last six months are Foxy Bingo and Which Bingo, both of whom have seen over 50% decreases in their visibility between November and April. In particular, Which Bingo has fallen behind a number of competitors and now finds itself ninth in terms of visibility.

As with Mecca Bingo, Foxy Bingo’s decrease in visibility highlights the importance of having keywords ranking in the top positions, since it has gone from having 18 top-ranking search terms in November to just two in April. More importantly, the terms it currently ranks top for only bring a combined 65 estimated clicks, while it has lost top spot for far more significant terms such as “bingo sites”, “best bingo sites” and “best online bingo”. Falling down the rankings for these three terms alone accounts for 4,150 fewer estimated clicks, showing the impact that these competitive keywords with high search volume can have on overall visibility.

It is a similar story for Which Bingo, although whilst Foxy Bingo has suffered from a few key terms slipping down the rankings, it has instead seen their loss in estimated clicks come from the accumulation of smaller search terms. From ranking in the top three for 114 terms totalling an estimated 4,063 clicks, it now only has 36 terms ranking that highly, which only drive 1,214 clicks.

From both brands, we can see that regardless of whether traffic is being driven by a smaller number of keywords with higher search volume, or a larger number of terms that are less popular, failing to maintain positions in the top three search results will have a dramatic effect on visibility.

Buzz Bingo focuses on quality over quantity

Overtaking both brands in terms of overall visibility is Buzz Bingo, which has managed to do this despite ranking for fewer overall keywords and having fewer top-three rankings than it did in November. In fact, by April it no longer ranked first for any terms. However, although it has less than half as many top five rankings, the terms it now ranks highly for have a far higher search volume, and as such Buzz Bingo now receives an estimated 10,359 clicks from these top five rankings, compared to just 5,087 in November.

While Buzz Bingo has lost traffic elsewhere, this shows how a focus on quality over quantity when it comes to organic search can improve the visibility of a brand. The value of these more competitive, high volume terms is also shown by the contrasting fortunes of Mecca Bingo and Foxy Bingo, demonstrating the pivotal role that just a few search terms can play if enough people are searching for them.