First of all, the content has to be very related to the keyword that the user searched for. If your user searched neteller online casino, your content/articles displayed must be related to that keyword. Most people know that, but only a few implement. Then when you write or plan the layout of your pages, you have to keep in mind that your bottom line is made of players. Meaning that your content has to sell the casinos you promote. It’s not enough to have a nice banner on the side of your content.
You have an article about neteller, then provide a link to casinos accepting neteller transactions and a “hot link” listing the casinos that offer special bonuses for players with neteller accounts. You can also make people signup to the exclusive bonus newsletter where neteller account holders get exclusive neteller bonuses…
In other terms, content is important and make your site interesting, but if you don’t use it to convince people to go play for real money, you won’t make a dime.
Hope that helped.
Laurent