TRAFFIC
more sophisticated, the number of
agencies who are equipped to deliver on
strategy has decreased.
At Blueclaw we’ve seen former
competitors morph into brand and
design agencies, or move more into
advertising. The fact is, SEO is getting
harder and half-measures are not enough.
In employing your in-house team
or looking at an agency partner, the
changing world of search means that
adaptability is critical in colleagues,
and outsourced partners.
Today it’s not enough to be an SEO
professional – the technical insight,
PR knowledge and creative content
marketing capability has squeezed
out a lot of individuals from the
industry – and many who remain
are on borrowed time.
The constantly changing world
of search
What is striking about how SEO is
changing and will change is that a lot
of the shifts we’re seeing are pretty
much Google becoming better at putting
their long-established guidelines into
practice – they’re becoming less open
to manipulation, and more capable in
detecting and punishing offenders.
The decision that marketers and
executives in betting and gaming need
to make is – will they try and fight the
tide, or find new and better ways of
working that accomplish their SEO
goals while abiding by the laws of
Google’s new world?
MARTIN CALVERT is
marketing director at
Blueclaw, a betting and
gaming-focused SEO,
content marketing, PPC and
social PR agency. Martin heads
up Blueclaw’s internal marketing team
and performs a strategic role on behalf
of a number of key clients.
NAME: MARTIN CALVERT
DATE: 12 JULY
WHEN: 10.15
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