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