On-site technical SEO page 2
So , meta data should be properly detailed in the underlying code of every page , aligned to the terms that reflect the search terms your gaming brand hopes to captitalise on .
The two main areas to cover in site meta data are :
• Page titles
• Meta descriptions
Page titles The Page title appears within the Google search engine results pages and is generally the link that visitors click on to visit a site because of a search engine query .
Google reads up to 600 pixels for titles – not a standard alphabetical character limit – so getting the length right is essential .
“ The biggest challenge has to be competition . TV adverts , offline branding , advertising in media and so on have all become increasingly commonplace . It ’ s a far more crowded industry than it was just a few years ago ”
James Prosser – MyRacing
As much as the Page title is giving search engines information about what your site is about , it ’ s also the first thing your potential customers see after a search so it must be human , inviting and logical – and the human aspect of technical SEO doesn ’ t stop there .
As much as 36 % of the Schema mark-up meta data you create shows up in Google search results , so increasing your real estate on the search engine results page and giving searchers more information about you .
Recent research has uncovered that , unsurprisingly “ larger sites ” and industry leaders are most likely to use schema mark-up – the logical conclusion being that those without the technical expertise or strategic insight in smaller organisations will be missing opportunities to compete .
Reconciling technical SEO strategy with the human element of informational meta snippets is a window of opportunity where betting and gaming brands can increase player acquisition – but it takes a dedication and continuous focus to compete effectively to capture more of the market .
Meta descriptions : This is the black text that appears below the clickable link in a Google search . Google reads up to 920 pixels for descriptions .
Descriptions should be optimised for search terms relating to the Page title but also include attractive adjectives to help increase the click through rate from searches – succinctly selling the benefits of your brand in what is a crowded marketplace .
Google no longer use meta keywords within their ranking algorithm and though other search engines and resources do , they should not be a priority focus , in spite of sounding important .
Meta data is just one aspect of on-site SEO but the requirement is clear – being consistent , focused and disciplined across your site is essential to protect performance in what is an extremely competitive discipline .
The task for growth-focused betting marketers is to align a complete understanding of technical SEO , with the requirement to offer a great on-page customer experience .
Linkable content and internal linking
Internal linking helps Google to understand which pages you feel should take prominence in search engine results , essentially answering the question – which page is the most important ?
On-page copy needs to relate to and expand on the subject or aspect of service you ’ re wishing to promote – but the balance in on-page content is key for this particular pillar of strategy .
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