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