Technical SEO for online casinos: bread crumbs, schema. org и hreflang

Bread crumbs, schema. org and hreflang in online casinos

Lyubov Smirnova

June 24, 2025

Bread crumbs, schema. org and hreflang in online casinos

In the highly competitive niche of online casinos, not only the content of the site is important, but also technical optimization. Elements such as cereal crumbs, micro markings schema. org and hreflang tags, help improve structure, navigation and international SEO. These tools affect visibility in search, indexing and clickability.

Breadcrumbs (Breadcrumbs)

Breadcrumbs are navigation chains showing where the user is:

Example: 'Home> Slots> NetEnt> Starburst'

Advantages:

Improve behavioral factors (lower bounce rate)
Additional relink structure is created
Improve navigation convenience, especially in the mobile version
Displayed in Google snippets when schema markup is present

Important: use '

' and 'BreadcrumbList' markup (schema. org)

Micro markup schema. org

Schema. org helps search engines "understand" what exactly is on the page:

Data type	Casino application
'Game'	Description of a specific slot machine
'Person '/' Organization'	About Us, Contacts, Owners
'Offer'	Bonus offers, promotions
'BreadcrumbList'	Breadcrumbs
'AggregateRating'	Ratings of casinos, slots, bonuses

Important: use valid structures and check through Google Rich Results Test.

Hreflang for multilingualism

Hreflang - HTML attribute pointing to alternative language versions of the page:

Example:

```html
```

Why hreflang is needed:

Helps Google show the correct language version to the user
Prevents content duplication with the same URL structure
Improves SEO in regions with multiple languages (e.g. Canada, Switzerland)

Important: observe the correspondence between 'hreflang', content language and canonical references.

Combined effect

Sharing these technologies gives:

Increased CTR through extended snippets
Best Indexing and Reach in Search
Easy navigation for players
Correct operation of multilingual versions of the site

Bread crumbs, schema. org and hreflang are not just "add-ons," but the basis of competent technical SEO optimization of online casinos. Thanks to them, search engines more accurately understand the structure of the site, and users get a more relevant and convenient interface. This is critical to growing organic traffic and keeping players in global competition.