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HOW TO COMPETE IN iGAMINGTHE
NICEWAY
KirstyHulse
SEOStrategist–DigitasLBi
kirstyhulse.com/blog
@kirsty_hulse
FIRST, LET’S DEFINE WHAT I MEAN BY SPAM
I’m going really big here…for the ease of the argument…
Any link that is not naturally earned and/or
deserved.
SECONDLY LET ME SAY THAT…
Spam still works.
Are there potential alternatives to spam techniques within the
gambling niche that can successfully drive rankings for
competitive terms. If so, what are those techniques?
SO…ONTO THE FIRST POINT…CAN IT BE DONE?
Yep.
In order to rank in competitive gaming
SERPs – what we need is SCALE.
CORRELATION BETWEEN NUMBER OF LINKS AND RANKING
POSITION MOST VISIBLE IN GAMING SERPS
FIRST LET ME SAY WHAT NOT TO DO
Don’t pay for links,
pay for exposure
Transforming gambling
from an insiders
conversation in to
something that
publishers are willing
to talk about.
p.s – who gives a shit
about energy drinks?
CREATE A BRAND PERSONA TO LEVERAGE LINKS
Be greater with (audience) data
IDENTIFYING AUDIENCE BEHAVIOUR
People who have played roulette or poker online in the past 3 months…
93% more likely to
be a male between
25-34
bingo- only 11%
more likely
He’s also 87% more
likely to be a regular
cinema go-er.
Martial Arts
Teen Comedy
War
Rom Com?!
Topics to
cover
Potential
Topics
Topics to
Avoid
It’s not always about creating new content.
LINK RECLAMATION
Don’t just monitor your brand, monitor your COMPETITORS.
Monitor the brands you aspire to be, why are people talking about
them?
AND IF ALL THAT FAILS…JUST MAKE UP CRAZY SHIT THAT
WILL NEVER HAPPEN FOR COVERAGE

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Linkdex igaming1

Editor's Notes

  1. I’ve been at talks where there’s big debate but actually people are agreeing because what we are thinking of as ‘bad’ or ‘spammy’ hasn’t been defined. I’m an SEO I’m not in client services let’s get some clairity. For ease I am going to ignore hacked sites, content injection, 302 and just talk specifically about links I also need to caveat that henceforth I am going to have brands in mind. Sorry affiliates – but the same rules can apply.
  2. It’s up to you to decide whether you want to take the risk – looking for a short term revenue hit? Go for it. Not particularly looking to build or save a long terms brand? Go for it. Happy to build and burn a domain? Go for it. Short on resource and budget? Go for it. But for those who may want to try and proceed a little more on the side of caution (for now, at least)… Spam is speedier – I will say that. And the competitive term that I am going to focus on is….roulette.
  3. In the gambling niche…is there a choice?
  4. Yup – great thanks. That’s me – any questions? Largely a brand completely new to the UK – no ATL, no print, no general brand awareness. This growth was seen purely for gaining rankings around roulette terms. (I’m not allowed to say who, or give any numbers, boo soz.) But we did this with never automating, incentivising or paying for a single link. Because…we’re…square.
  5. Yes – I did publish it. And it was shit. I didn’t link to it from anywhere on the homepage – it wasn’t within a category, I just sent the URL. I’d be amazed if anybody even read it. To me, this is not scale. Invest £300 pounds in content and yes it might flop – but at the same time, it might keep on giving. GAMBLING SEO HAS A SELF ESTEEM PROBLEM £350 well spent Casino brand…
  6. Even getting…fucking…60 infpgraphics from Fiverr and HOPING one would be OK is a better use of £300. Poker Night playlist? Pay a lawyer £300 pounds to write about gambling law. Donate £300 to a university poker society to host a poker evening for freshers. Ask them to write about it on that .ac.uk forum. Anything that’s not so bloody lazy. And agencies are doing this because it’s easy, and it’s guaranteed. Does it work? Yes. Am I saying it’s wrong? No. over 2 billion page views in one month, the potential to send your site major traffic from reddit is huge…even if you barely make it on the front page of a small subreddit that only has 20,000 readers. For reddit, stick to geeky or funny.
  7. Mr Green creative examples.
  8. I googled ‘audience’ and that’s what came up. Fair play.
  9. (No real surprises there) Lots of men play bingo – we’re NOT just looking at a housewife demographic Paddypower & betfair absolutely doing the right thing creating sport related content, but don’t stop there. He likes LOTS of things. Create content around the TV shows he is likely to like. He really likes these kind of films – maybe check new releases coming up in those areas and create content around those?
  10. Pull some of those sites out.
  11. Don’t just monitor your brand – monitor your COMPETITORS. Monitor the brands you aspire to be – why are people talking about them?
  12. No No I have a point. Your business is interesting – don’t talk about gambling. Talk about marketing techniques, any innovate tech?