Contents page ii
Contents
Executive summary...................................................................................................................................... iii Editor’ s letter................................................................................................................................................. iv
1.
On-site technical SEO........................................................................................................... 1 Technical SEO in 2017.................................................................................................................................... 1 On-page content and meta data................................................................................................................... 1 Meta data.................................................................................................................................................. 1 Page titles................................................................................................................................................. 2 Meta descriptions..................................................................................................................................... 2
Linkable content and internal linking.......................................................................................................... 2
2.
Content marketing, off-site seo and link earning.................................................................... 4 The state of gaming and betting content marketing.................................................................................. 4 Avoiding‘ landfill’ content marketing.......................................................................................................... 5
Quality over quantity............................................................................................................................... 5
From content to coverage............................................................................................................................. 5 News publications................................................................................................................................... 6 Sports / gaming fan websites................................................................................................................... 6 Gambling & igaming................................................................................................................................ 6
3.
Customer experience and brand engagement......................................................................... 7 Mobile and social.......................................................................................................................................... 7 Anticipating customer demand.................................................................................................................... 8 Example 1: the transfer window opportunity........................................................................................ 8 Example 2: the new leicester?................................................................................................................ 8 Capitalising on opportunity, protecting profit....................................................................................... 8
4.
Paid search and social for player acquisition.......................................................................... 9 Online advertising and betting & gaming restrictions................................................................................. 9 Paid search bidding strategy........................................................................................................................ 9
Brand versus non-brand paid search terms......................................................................................... 10 Social marketing and paid social............................................................................................................... 10
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2. indd 2 03 / 02 / 2017 17:50