I’ve been writing up a big article for E gaming review on the huge changes that are coming through on mobile search as of April 21.

One of the core features of the article is my analysis of the iGaming industry, looking at the biggest operators and a large number of affiliates to see how well they manage their mobile SEO according to Google.

I don’t want to dig into the contents of the article, because that’s for that publication but I do want to talk about how I got my lists together and came up with a neat little process for doing Scales analysis of sites for mobile.

There are a number of steps to the sequence, starting from getting the data in the first place through to making sure it’s solid so you get reliable results in the end.

First step: getting a raw list.

For that I’ve used 90 data grabber which is an Excel-based tool that queries SEMrush and majestic Apis. In this case I’ve used the SEMrush tool within data grabber and in order to get my list of top websites within the iGaming sector, I’ve identified the top six iGaming operators and from there I’ve done a competition analysis to look at who else has the most common rankings to those main websites. From that I’ve got a list of 360 domains which I then de-duplicated down to around 200. From there I manually went through the list picking out affiliates and operators for my next piece of analysis.



Caption: data grabber competitor analysis with SEMrush

The goal is to work out how mobile friendly the industry is… To do that I need to bulk check at least a hundred websites in this tranche of activity.

In order to make my list accurate I’ve got to use screaming frog URL crawler and emulate it as a mobile device. In other words pretend I’m looking at a domain as a mobile phone.

The reason it’s important is because many websites will redirect to a mobile version so i need to make sure i visit the right site…


So to make it work, I pasted my list in screaming frog and set the crawler to emulate a mobile phone and let it do its thing.

Then I do a report showing the redirection chains for these URLs which then shows me which sites are pointing to separate domains or subdomains. With this data I can then run the next stage of the process which is to find out whether these URLs are genuinely mobile friendly according to Google.


If I’m going to manually review each website in the Google mobile friendliness tool, it would take hours. Fortunately there is an answer: URLprofiler.

Recently they bought out a very helpful update which integrates with Google mobile friendly tool API where you can bulk analyse thousands of websites in one cycle.



and then I run the report…



The report looks like this:



Use cases for this methodology

Competitors: you might be interested in who is doing what amongst your competition to see what kind of technologies and methodologies they’re employing. Mobile friendliness is obviously really important, therefore you can see who has passed and failed and from that you can take action.

Enterprise websites: You might be working on a large enterprise website with loads of different sub domains, therefore you could get a long list of the various parts of the website and run them through this to see which business units have or haven’t got mobile friendly yet.

Industry analysis: as per the article generally…

To conclude

Mobile friendliness is going to be a huge deal, therefore it totally makes sense to be able to dig in, analyse and come up with solid insights. One of the great things about using these tools is that separately, they don’t cost that much but when you put them together in the right sequence they become massively powerful. The catch is that you have to understand how things connect together, but if you care about the data side of SEO (and you should) then it’s worth a bit of time to get your head around connecting these different elements together.

And yes, iGaming mobile SEO is a mess and I expect there will be lots of headaches as their rankings drop because site owners didn’t do their housekeeping properly…

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