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TRAFFIC
strong links for SEO is through reactive PR and OLBG , one of Europe ’ s largest sports affiliates , has become a familiar home for such campaigns .
Often the best campaign methodologies affiliates can pursue are those that don ’ t depend on major brand recognition but instead react to the news agenda with timely odds to unlock otherwise inaccessible media coverage .
This is an approach consistently used by OLBG , across a wide variety of topics , from sport to politics to showbusiness . In such campaigns the goal as an affiliate is to have the data journalists look for at precisely the right moment , to earn brand mentions as well as a justified , earned link back to the brand ’ s site .
It ’ s an approach that many affiliates find difficult to do consistently , but OLBG has developed a strong track record . Instances include adding some data to fuel speculation about Boris and Carrie Johnson ’ s new baby name , capitalising on the breaking news story from last October :
The company also did something similar for the most recent Royal baby :
The potential Instagram-earnings of Strictly Come Dancing stars :
And finally , in a season of enormous amounts of gossip about managerial moves , a data-driven view of which UK club is the most desirable to manage :
All these campaigns have in common an eye for timing , an element of immediacy and some kind of data ‘ hook ’ that gives journalists something that can add substance to stories they are already writing , or to underpin a wholly new article .
This type of campaign is among the most accessible for both established affiliates and also challenger brands as the time investment is comparatively minimal : there ’ s no enormous requirement for design / development or sign-off from dozens of stakeholders – they ’ re light , playful , effective and linkable .
The downside of this type of campaign is that they can be here today , gone tomorrow , and so OLBG ’ s commitment to consistency over time is the real point to take away from this reactive , PR-based approach to building brand visibility and SEO value .
TOPICAL ODDS AND INTERNAL DATA – ODDSCHECKER
Use of your own internal data can provide a competitive edge when it comes to marketing campaigns , and it ’ s something Oddschecker are well positioned to do .
Being able to provide exclusive data gives journalists a reason to pay attention , and by its very nature is something that competitors can ’ t replicate or mimic exactly .
For an insight-driven brand like Oddschecker , it makes sense to capitalise on the demand for stats and data from the media – and this is just one of the approaches the company has taken to line up regular brand mentions ( and links ) in some of the largest sports and news publications around .
This includes matchday odds and a range of other varieties . It also encompasses other , even more mainstream forms of betting such as the chances of winning on National Lottery scratchcards :
An old favourite : odds on potential managerial departures :
12 • ISSUE 89 • Q1 2022