TRAFFIC
Just 13 % of organic positions for pure generic keywords are occupied by affiliate sites Affiliates are almost completely excluded from some of bingo’ s highest volume keywords, with phrases such as‘ bingo games’ and‘ online bingo’ returning 87 % and 88 %, respectively, in favour of operator sites.
However, the situation does improve slightly as the pure keywords become more bonus-oriented. For the full breakdown, see Figure 1.
Affiliates dominate the SERPs of most modified generic keywords, but operators hold strong As you might expect, affiliate sites enjoy more organic success once modifying terms are added. The general rule appears to be that affiliate exposure widens as searcher intent narrows( see Figure 2).
Phrases such as‘ new bingo sites’ and‘ best bingo sites’ return the greatest proportion of affiliate results, which is both a blessing and a curse. With just a handful of high-volume generics to target and hundreds of affiliate sites fighting for traffic, organic competition is fierce and intense.
Figure 1: Affiliate and brand exposure to bonus-oriented generic keywords |
PURE GENERIC KEYWORD |
Affiliate exposure( top 100) |
Brand exposure( top 100) |
|
Desktop |
Mobile |
Desktop |
Mobile |
no deposit bingo |
33 % |
36 % |
66 % |
63 % |
free bingo no deposit |
27 % |
26 % |
73 % |
74 % |
mobile bingo |
19 % |
18 % |
81 % |
82 % |
free bingo |
14 % |
19 % |
82 % |
80 % |
free bingo games |
11 % |
12 % |
77 % |
81 % |
bingo online |
7 % |
7 % |
86 % |
88 % |
bingo mobile |
5 % |
6 % |
95 % |
94 % |
bingo uk |
5 % |
7 % |
87 % |
84 % |
online bingo |
4 % |
8 % |
87 % |
82 % |
bingo games |
3 % |
3 % |
88 % |
87 % |
bingo |
0 % |
0 % |
87 % |
81 % |
|
12 % |
13 % |
83 % |
81 % |
Figure 2: Affiliate and brand exposure to modified keywords |
MODIFIED KEYWORDS |
Affiliates % in top 100 |
Brands % in top 100 |
|
Desktop |
Mobile |
Desktop |
Mobile |
new bingo sites |
88 % |
86 % |
10 % |
11 % |
best bingo sites |
75 % |
74 % |
19 % |
20 % |
no deposit bingo sites |
55 % |
58 % |
37 % |
39 % |
online bingo sites |
54 % |
40 % |
40 % |
53 % |
mobile bingo sites |
51 % |
45 % |
47 % |
45 % |
best bingo |
49 % |
51 % |
37 % |
30 % |
free bingo sites |
48 % |
50 % |
51 % |
47 % |
best online bingo |
42 % |
41 % |
53 % |
54 % |
bingo sites |
42 % |
42 % |
54 % |
54 % |
|
56 % |
54 % |
39 % |
39 % |
Affiliate exposure is generally consistent across desktop and mobile, with exceptions Give or take a percentage point or two, there is very little difference between the exposure of affiliate sites for generic keywords on desktop and mobile( see Figure 3).
Figure 3: Difference in affiliate exposure on desktop and mobile
KEYWORD
MOBILE EXPOSURE
free bingo + 5 % online bingo + 4 % no deposit bingo + 3 % no deposit bingo sites + 3 % best bingo + 2 % free bingo sites + 2 % bingo uk + 2 % free bingo games + 1 % bingo mobile + 1 % bingo sites 0 % bingo online 0 % bingo games 0 % bingo 0 % best bingo sites-1 % best online bingo-1 % free bingo no deposit-1 % mobile bingo-1 % new bingo sites-2 % mobile bingo sites-6 % online bingo sites-14 %
10 iGB Affiliate Issue 63 JUN / JUL 2017