SERP Wars: How Mainstream Media is Gatecrashing iGaming SERPs

SERP Wars: How Mainstream Media is Gatecrashing iGaming SERPs

This week, Lee-Ann shall be speaking all issues SERPs, or Search Engine Results Pages, with Zangoose Digital CEO and founder, Julia Logan. Julia has been working as an search engine optimisation advisor in some capability since 2000, whether or not it’s in-house at Zangoose Digital or as a freelancer, so she has particular perception into the interior mysteries of SERPs.
Listen to the podcast right here:

Is mainstream media encroaching on iGaming territory?
Julia has been saying for some time, together with in an article on IGB Affiliate, that on line casino search listings are exhibiting up an increasing number of mainstream media SERPs outcomes, which was beforehand unparalleled.
“Remember while you used to only submit a press launch on principally nearly any matter in anyway, and the following day it will rank in no matter SERP as an alternative of all these websites that have been particularly focusing on that SERP, on prime of all these outcomes that acquired sorted again when Google began releasing its band updates? Quite a number of press launch websites principally acquired killed by these updates, however I suppose we’re again to spherical one.”
As Lee-Ann factors out: “If you’re typing in ‘greatest on line casino on-line’, you aren’t anticipating to see The Telegraph pop up on the prime of the web page as a result of it is not related. Yet, this is what Google is saying.”
Give it a attempt. We discovered The Telegraph, The Sun, and Manchester Evening News pop up while you enter that key phrase into Google. Odd decisions given what the aim of looking for that time period is. No one is looking “greatest on line casino on-line” to examine it. They wish to play at it.
Tightening the ways
That is precisely what Lee-Ann and Julia go on to debate additional within the podcast: how do on-line on line casino operators get extra tactical about how they market to their clients?
It’s not usually one thing casinos have needed to fear about. The individuals are available in and so long as the advertising and marketing is compliant, it’s usually shot out to everybody, not very focused, and never very particular in its messaging.
Julia suggests that ought to change saying: “You get the visitors, you get the guests, learn the assessment, click on the hyperlink, signal as much as the precise on line casino deposit, turn out to be gamers, you get the revenue. The complete mannequin is constructed on eliminating your guests, sending them to their remaining vacation spot as quick as attainable. The quicker you can do it, the larger your possibilities of having extra conversions and extra affiliate commissions. What sort of worth can you plan to those that are simply on the lookout for the following on line casino to play at?”
Lee-Ann then suggests: “It’s time for publishers within the gaming house to truly turn out to be extra tactical about what downside they’re fixing for purchasers and what service they’re going to be offering in that, consideration, consciousness, assessment, after which buy part. The function of an affiliate is going to turn out to be extra tactical.”
Is diversifying that simple?
Julia has a warning for giant on line casino operators who may be alright to relaxation on their  present advertising and marketing technique, i.e. subsequent to none.
“Nobody’s protected and operators ought to actually take into consideration what they’re doing and the way they’re differentiating their efforts. On one hand, it may appear tempting to chop off all of the smaller associates and simply persist with the offers with the tremendous associates as a result of these are certain.
“Basically, if the precise operators don’t handle what they’re doing and differentiate their very own efforts and persist with solely these giant associates, to start with, that’s all going to crash. If in some unspecified time in the future, I don’t imagine this is occurring anytime quickly, but it surely would possibly.”
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Listen to search out out extra about:

How can publishers in iGaming turn out to be extra tactical of their advertising and marketing
AI’s impact on SERPs and Google

Key segments of this podcast and the place you’ll be able to tune into go direct
[10:00] – Mainstream media shops creeping on iGaming SERPs
[20:00] – How are ChatGPT plugins driving visitors to on line casino websites?
[30:00] – The false sense of safety that on line casino operators are constructing themselves
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About the Author: Amanda