“ Aside from the need to have a site that is fast and has the potential to perform well in SEO , adaptability is vital in evolving markets like the US ”
“ Aside from the need to have a site that is fast and has the potential to perform well in SEO , adaptability is vital in evolving markets like the US ”
This is an area where affiliates hold the advantage – operator sites are typically rigid due to regulatory restrictions and the nature of how underlying software is sold . Affiliates can , within reason , be bolder and more expansive in content choices and can benefit from a more flexible ( and fast ) site without the interactive elements of an operator site slowing them down .
Optimising your technical performance and being able to easily adapt on-page content based on the needs of multiple audiences in multiple states will help you become findable in new markets , with an agile approach that can scale .
ASKING THE RIGHT QUESTIONS
To make this possible , it is critical to ensure you are asking all the right questions at the outset to your key platform providers and developers :
● Which brands are ranking well on this platform / the sites you ’ ve built ?
● What are the biggest development challenges when it comes to SEO ?
● What areas of SEO do you need extra guidance on ? Questions like this , no matter the answer , will help you tease out whether your development and platform partners are equipped to deliver an SEO-friendly infrastructure . Make sure you don ’ t forget that it ’ s easier to optimise in the build phase than it is in retrospect .
To use a very tired metaphor , rebuilding a ship while you ’ re already on the high seas is very difficult so asking these questions up front is key and can save future pain .
MARTIN CALVERT is marketing director for ICS-digital and ICS-translate . These two sister agencies work globally across multilingual SEO , content , digital PR and translation with a core focus on highly regulated industries .
iGB AFFILIATE LONDON 2024 • ISSUE 94 • 107