Mapping casino search intent
Classify casino and sportsbook queries into five intent classes, including policy context, and match each to the right page and opening answer.
Template · SEO & Search
Casino Search Intent Worksheet
The search intent worksheet turns a list of casino or sportsbook queries into decisions. For each query you record where it came from, the market, its intent class, the page that should answer it, and one action: create, revise, consolidate or do not publish. The last option matters more in gambling than in most sectors.
Worksheet columns
| Column | Notes |
|---|---|
| Query or user question | As the reader would type or ask it |
| Source and observation date | Search Console, site search, customer support, a named tool and date |
| Market and language | Where the query matters |
| Primary and secondary intent | From the intent taxonomy |
| Existing URL | The page that answers it today, if any |
| Gap or task | What is missing |
| Decision | Create, revise, consolidate or do not publish |
| Evidence owner and compliance review | Who confirms facts and rules |
Making the decision
- Create only when no page serves the task and you can add something original.
- Revise when a page exists but misses the intent, for example a transactional page answering an informational question.
- Consolidate when two or more pages serve the same intent. Merge and redirect.
- Do not publish when the query cannot be served in that market: for example, bonus-led content in a market that bans public advertising of inducements, or queries that signal a player may be in difficulty, where the right response is support information, not promotion.
Sample rows (invented)"how to cancel a deposit limit" | site search, Oct 2026 | Ontario | Policy context | /help/limits | Add cooling-off explanation | Revise. "free spins no deposit ontario" | named tool, Oct 2026 | Ontario | Transactional | none | Public inducement advertising prohibited | Do not publish.
Worked example
| Query | Market | Intent | Existing URL | Decision |
|---|---|---|---|---|
| how do wagering requirements work | Great Britain | Informational | Bonus terms guide | Revise: add the 10 times cap that applies since January 19, 2026 |
| best sign up bonus ontario | Ontario | Commercial investigation | None | Do not publish: public inducement advertising is prohibited |
| how to self exclude from betting apps | New Jersey | Policy context | None | Create: support page with the state program and helpline, no promotion |
| blackjack strategy chart / basic blackjack strategy | United States | Informational | Two guides | Consolidate: merge into one guide and redirect the other |
Common mistakes
- Undated queries. A list with no source or date cannot be checked or refreshed. Record where each query came from and when.
- Treating every query as an opportunity. Some queries should not get a page in some markets. "Do not publish" is a valid decision and belongs in the sheet.
- One page per keyword variant. Near-identical pages for similar queries are what Google's spam policies describe as doorway abuse. Map variants to one URL.
- Ignoring policy context. Questions about limits, self-exclusion and help are real queries. They need support information first.
- No owner for facts. Without a named evidence owner, rules and terms on the page drift out of date.
Questions
Where should casino query lists come from?
Start with your own Search Console data, site search logs and customer support questions, because they are first-hand. Add tool data with the tool and date recorded.
Why include a "do not publish" decision?
Because some queries cannot be served lawfully or responsibly in a given market. Recording the decision stops the same query being picked up again in the next content plan.
Sources
- Google: Spam policies for Google web search (doorway abuse) updated August 28, 2026
- Google: Creating helpful, reliable, people-first content updated October 5, 2026
Checked October 25, 2026. Rules and documentation change; the official source prevails over this summary.
Corrections. None since publication. Spotted an error? Write to hello@wagerink.online.