Counter Brand Protection


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A session I did with Paul Reilly where I took the iGaming operators stance and he took the affilaite stance. I talk about how affiliates are harvesting huge amounts of business from brands by ranking on their brand phrases. Paul then counters this by talking about how affiliates can work together and beat operators and how they can win on agility

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Counter Brand Protection

  1. 1. Counter Brand Protection Discover how the operators are planning to reduce your earnings through brand protection and how to counter attack.
  2. 2. Paul Reilly - Affiliate/SEO <ul><ul><li>Founder of Media Skunk Works </li></ul></ul><ul><ul><li>14 Years SEO experience </li></ul></ul><ul><ul><li>Previously Head of Search at an NMA top 10 Search Agency </li></ul></ul><ul><ul><li>Specialist in large scale international iGaming SEO </li></ul></ul><ul><ul><li>Affiliate specialising in iGaming International markets </li></ul></ul>
  3. 3. Nick Garner - Operator/SEO <ul><ul><li>Head of Search Unibet (5,000,000 registered customers)  </li></ul></ul><ul><ul><li>13 Years SEO experience </li></ul></ul><ul><ul><li>Previously search Manager Betfair </li></ul></ul><ul><ul><li>Specialist in large scale international iGaming SEO </li></ul></ul><ul><ul><li>Interests in Social Media and 'Social proof' Marketing </li></ul></ul>
  4. 4. &quot;Houston - We have a problem&quot;
  5. 5. Here is why.... <ul><li>Brand site = 50 - 60% CTR  |  Others = 40 - 50% CTR </li></ul>
  6. 6. Affiliates ranking for 'unibet' <ul><li>It's a big problem.  </li></ul>50% 24% 13% 5% 2.2% 1% 0.5% 0.3% 4% It's our most important phrase and its being attacked by affiliates! 
  7. 7. Affiliates ranking for 'bet365' And it's not just us. 'Bet365' Local: UK
  8. 8. Affiliates ranking for 'betsson' And it's not just us. 'Betsson' Local: Sweden
  9. 9. Affiliates ranking for 'betclic' And it's not just us. 'betclic' Local: France
  10. 10. Affiliates ranking for 'bwin' And it's not just us. 'bwin' Local: UK
  11. 11. Here is the issue....
  12. 12. Back of napkin calculations <ul><li>Brand x 1,000,000 queries </li></ul><ul><ul><li>500,000 go elsewhere </li></ul></ul><ul><ul><li>20% are new visitors = 100,000 visitors </li></ul></ul><ul><ul><li>Conversion to funded on brand  = 1% </li></ul></ul><ul><ul><li>New accounts = 1,000 </li></ul></ul><ul><li>The other 500,000 </li></ul><ul><ul><li>20% are new visitors = 100,000 visitors </li></ul></ul><ul><ul><li>Conversion to funded on brand = 0.5% </li></ul></ul><ul><ul><li>New accounts to affiliates = 500!  </li></ul></ul>
  13. 13. Fail = Operators
  14. 14. <ul><li>Win = Affiliates! </li></ul>
  15. 15. We will fight back! 
  16. 16. So how do we fix it? <ul><li>Put a business case together  </li></ul><ul><li>Work out our spend on affiliate </li></ul><ul><li>Cost of SEO  </li></ul><ul><li>Cost of sites / content  </li></ul><ul><li>over </li></ul><ul><li>Reduced spend on affiliates </li></ul><ul><li>Reduced spend on bonuses </li></ul><ul><li>Increased conversion via our properties </li></ul><ul><li>= give me budget please! </li></ul>
  17. 17. Small catch... <ul><li>SEO-ers don't usually get paid on brand conversions.  </li></ul><ul><li>This campaign assumes more conversion on brand, therefore its hard to break out the normal brand conversion from the incremental gain.... </li></ul><ul><li> can track if they are your properties.  </li></ul>
  18. 18. What will win for operators? <ul><li>Social proof = greater conversions!  </li></ul>
  19. 19. Reviews  <ul><li>Like this, but on our own properites </li></ul>
  20. 20. Editorial <ul><li>This is good, but maybe  </li></ul><ul><li>not this (see arrow) </li></ul>
  21. 21. Forums <ul><li>Ideally with tracking! </li></ul>
  22. 22. Editorial  <ul><li>It's nice when people say good things about us !  </li></ul>
  23. 23. Affiliates ranking for 'unibet' <ul><li> </li></ul><ul><li>'unibet' </li></ul>
  24. 24. We do our SEO <ul><li>And it's fairly easy!  </li></ul><ul><ul><li>Brand links are easier than i.e. 'casino' </li></ul></ul><ul><ul><li>Online PR </li></ul></ul><ul><ul><li>Revisit sites already linking - ask for more ;-) </li></ul></ul><ul><ul><li>And all the typical SEO for an industry sector like ours!  </li></ul></ul>
  25. 25. Take that affiliates! 
  26. 26. Option 1 - Affiliates Response <ul><li>Parasitic </li></ul>
  27. 27. Option 1 - Affiliates Response
  28. 28. Option 1 - Affiliates Response
  29. 29. Option 1 - Affiliates Response
  30. 30. Option 1 - Affiliates Response
  31. 31. Option 1 - Problem <ul><ul><li>Parasitic SEO positions 3rd party sites easily </li></ul></ul><ul><ul><li>Just tag, add friends, add a couple of back links </li></ul></ul><ul><ul><li>Done! </li></ul></ul><ul><li>Problem </li></ul><ul><ul><li>Getting conversion is difficult at best </li></ul></ul>
  32. 32. Option 2 - Affiliates Response <ul><li>Collaborative </li></ul>
  33. 33. Option 2 - Collaborative <ul><li>As is the human body, so is the cosmic body As is the human mind, so is the cosmic mind. As is the microcosm, so is the macrocosm. As is the atom, so is the universe.                 </li></ul><ul><li>                                       -           The Upanishads. </li></ul>
  34. 34. Atom
  35. 35. Universe
  36. 36. Collaboration is in our design
  37. 37. Collaboration is in our design
  38. 38. Quiz: Where is this?
  39. 39. Answer: Tahrir Square, Cairo
  40. 40. London Riots - Clean Up
  41. 41. London Riots - Ladbrokes Looting
  42. 42. Introducing.... <ul><li>#BAClink </li></ul>
  43. 43. Format.... <ul><li>#BAClink {products...} {territories...} </li></ul>
  44. 44. Example....
  45. 45. Create a twitter list or follow... <ul><li>@paulreilly/BAClink </li></ul>
  46. 46. Create a twitter list or follow... <ul><li>Reciprocate follows = DM </li></ul>
  47. 47. Collaborate <ul><li>Reciprocate Links </li></ul>
  48. 48. Collaborate <ul><li>Rank Higher </li></ul>
  49. 49. Collaborate <ul><li>Any Questions </li></ul>
  50. 50. Brand Opportunity for Affiliates  <ul><ul><li>Opportunity to rank for brand's name in natural search </li></ul></ul><ul><ul><li>Easy high converting traffic </li></ul></ul><ul><ul><li>Leverage the operators brand equity </li></ul></ul><ul><ul><li>Earn lifetime commissions  </li></ul></ul>
  51. 51. Brand Protection from operators <ul><ul><li>Our most important phrases are Brand </li></ul></ul><ul><ul><li>Affiliates do rank all over 1st page </li></ul></ul>
  52. 52. Winner: Operator?  <ul><li>We will win because: </li></ul><ul><ul><li>Big budgets </li></ul></ul><ul><ul><li>SEO team already in place </li></ul></ul><ul><ul><li>Users already want to know about 'Brand X'  </li></ul></ul><ul><ul><li>We can get the best content </li></ul></ul><ul><ul><li>Google really does like brands more ;-) </li></ul></ul>
  53. 53. Winner: Affiliate?  <ul><li>We will win because: </li></ul><ul><ul><li>We're agile </li></ul></ul><ul><ul><li>We can collabourate </li></ul></ul><ul><ul><li>Users really want choice and value  </li></ul></ul><ul><ul><li>Google cannot distinguish between brands and affiliates </li></ul></ul>