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SEO Strategy 2013 - An iGaming perspective
 

SEO Strategy 2013 - An iGaming perspective

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Blueclaw Head of Business Development John Ward gave a presentation at the ICE gaming conference in February 2013 which considered some of the most recent developments in search and social marketing ...

Blueclaw Head of Business Development John Ward gave a presentation at the ICE gaming conference in February 2013 which considered some of the most recent developments in search and social marketing in the iGaming sector.

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SEO Strategy 2013 - An iGaming perspective SEO Strategy 2013 - An iGaming perspective Presentation Transcript

  • Get Your SEO Strategy Right for 2013An iGaming Focus John Ward Head of Business Development Blueclaw ICE - 2pm- 7th February 2013 www.blueclawsearch.co.uk Stand S1 212
  • What is Blueclaw and what do we do? Competitive Marketplaces
  • Agenda- Principals of SEO- Google updates over the last two years- Tools we use to analyse websites and their performance- How to be Google penguin friendly- Content marketing- Importance of social media- Identifying influencers- SEO Process- Questions and Answers
  • iGaming SEO 2013:HIGH RETURNS + HIGHLY COMPETITIVE
  • What are the principals of SEO?Make your site search And drive customers to your site! engine friendly…….
  • Big Updates – Last two years Google is Attacking Low Quality Sites and Web Spam Penguin Update April 2012Panda Update Feb2011 Google DISAVOW Tool Oct 2012
  • What is panda? And didn’t that happen ages ago?Panda Update 1, Feb. 24, 2011The change aimed to lower therank of "low-quality sites" or"thin sites" and return higher-quality sites near the top of thesearch results.24 updates over the last 2years!
  • What is penguin and do you truly understand the update?“Update in April 2012 to better catch sitesdeemed to be spamming its search results, inparticular those doing so by buying links orobtaining them through link networksdesigned primarily to boost Google rankings.”Search Engine Land
  • Google UpdatesExact Match Domain Update – Oct 2012 www.free-poker-bets-online.co.uk EMDs Devalued* *Google considers backlinks and content quality
  • Google Penguin – Potential Penalty Penalty Indicator 17th Jan – Site now on page 2 in Google for “online casino” DADI Award Winners
  • Google Penguin – Graph of Death! Penalty Indicator 17th Jan – Site now on page 2 in Google for online casino
  • Google Penguin -Spammy Anchor Text Target Brand Anchor Txt, Compound and Brand Citations
  • Google Penguin –Low Quality Links Anchor text “online casino” linked on 201 domains.
  • Google Penguin Doesn’t Like These! A Low Quality Web Directory Each Anchor text link is a Anchor text – money term ‘casino’ money term Trying to ‘game’ Google’s Algorithm
  • Google Penguin - or These! • Thin Content – poor grammar, spelling and punctuation • No Brand Mentions in the content • Paid Links in side Bar • Each post contains an anchor ‘exact match’ linkMoney Term Anchor Text • Multiple sites on the same IP Address • No social shares
  • Google Penguin – If Your Site has a Penalty!Manual or Algorithmic Penalty?Manual – You tend get amessage in Webmaster ToolsAlgorithmic – No message
  • Google Penguin - A Manual Penalty Message
  • Google Penguin DISAVOW Tool https://www.google.com/webmasters/tools/disavow-links-main?pli=1• Only use the DISAVOW Tool when you have made a concerted effort to remove spammy links• Tell Google, via Webmaster Tools, a reconsideration request, you have done wrong and be nice• Create a TXT file and upload the offending links via the DISAVOW Tool• If you fail in your reconsideration request then try again, remove more links if you can• If you cannot remove the links and Google won’t relent then start a new domain• Don’t 301 redirect your penalised site to the new domain – you’ll pass on the penalty
  • Google Penguin Failed Reconsideration
  • Google PenguinSuccessful Reconsideration – Well Nearly!
  • Link Analysis Tools
  • How to be Google Penguin Friendly 
  • OBJECTIVES1. CREATE MORE LINKS2. CREATE MORE SOCIAL SIGNALS
  • OUTREACH WHAT TO DO WITH THAT CONTENTWith all of this created content, the next step is toundertake “outreach” in order to generate links andengagement to help improve SEO and Social Mediavisibility“Outreach” is the process of using PR and Social Mediato contact and build links and relationships for yourbrand on influential and authoritative websites.
  • COMMUNITIES: CONTENT SEEDING
  • CONTENT CREATION
  • ENGAGE OVER SOCIALBUILD LINKS WITH INFLUENCERS
  • SOCIAL MEDIAWHAT’S THE BIG DEAL? 1.43 billion SOCIAL MEDIA USERS (19.2% rise since 2011)
  • RETURN ON CONTENT INVESTMENT?1. BRAND AWARENESS2. BRAND REPUTATION3. SEARCH BENEFITS4. ASSISTED CONVERSIONS
  • Linkdex Data – Our Research PartnerGaming Networks
  • RealKidPoker Klout: 84MichealPhelpsKlout: 87
  • What story does this graph tell?• Innovative link data about the people behind domains.• A combination of finding and curating whole markets of authors and social networks.• In a world where link building / PR / social are becoming interdependent, it’s data we all need.
  • RealKidPoker Klout: 84 Tweet Frequency: 17.7 per day Mention to Tweet Ratio: 1.2 MariaHo TexDolly Klout: 61 Klout: 83Tweet Frequency: 1 per day Tweet Frequency: 2.6 per dayMention to Tweet Ratio: 1.6 Mention to Tweet Ratio: 0.9
  • Buying Links – YES or NO? Sidebar Links, Footer Links, Page Rank, Guest Posts, Blog Posts, Image Links, Articles Paid links are endemic within iGaming SEO Earn links rather than buy If you do buy links then ‘know’ what to buy and how to buy Google isn’t stupid!
  • SEO… …FOR MOBILE & TABLET20% 30% 81%Consumers spend their total time Consumers spend their time online Shopping via mobile devicesonline using social networks via visiting social networks on mobile increased 81 percent in 2012their personal computers
  • SEO Process
  • Keywords - Poker
  • Keywords – No Deposit Bonus
  • To Wrap-up• Be Penguin and Panda Focused• Create good quality content to attract authority links and social shares• Remove links if required• Use Google Authorship G+ - easy wins• Engage with online influencers• Try to Earn links - ‘buy’ links with caution• Create citations and social signals• Think mobile and tablet – responsive design
  • SEO JACKPOT