Starting a new business or entering a new industry can create many issues that perhaps were not thought of initially. Most new businesses will begin with a business plan that they believe possesses the Midas touch and see profits instantly soar through the roof.
As any industry veterans know, the business plan gets thrown out the window and it’s often a game of calculated trial and error on the steps you take to success. Today we are going to take a deeper look into the online gambling industry and look into a market that is often greeted by authorities as being an unwelcomed necessity, an advocate of addiction, and by the public, a general misunderstood area.
For operators, the online gambling scene is a competition for web traffic and players and this is a merry dance that can be won through a number of different ‘proven’ strategies. Some of the main marketing methods of the industry are embedded in a finely tuned SEO strategy, pay-per-click advertising and the use of affiliate marketing.
To gain a greater insight into the industry and some of the pressures faced by an unknown name in the gambling world, we spoke to Scott Manford, CEO of Easy Slots “When we initially decided to start an online platform we were heavily invested in our SEO strategy being the main driving force for our web-traffic and marketing technique. That is still very much the case but we have needed to make necessary tweaks along the way.”
“At this moment in time we seemed to have found an SEO and marketing strategy that suits both our requirements and matches nicely with the ever-changing Google algorithms. In respect of this we have also engaged in methods such as pay-per-click advertising and affiliate marketing. I have a number of years’ experience working across both land-based and online casinos and wanted to take the next step and build a platform that brought together the best of both worlds.” Click here to view his website.
It’s perhaps only with time, experience and error that you can come across the correct ingredients that will aid your success. Outlined below are just a few of the ingredients that can be used and manipulated within the online gambling industry. It explains both some of their pros and cons and real life industry expectations of each.
Affiliate marketing is one way of externally generating customers and the resulting traffic to your platform. This operates as a branch effect where a business will have an army of affiliates who will each go out in search of drawing in new customers to the brand. What’s it in for you? You have more customers who are going to be depositing more money onto your site. What’s in it for them? Often the case with affiliate partnerships there’s always some sort of hybrid deal in place that is based on revenue share and something else. However affiliate customer generation can often be temperamental and the quality of the traffic is never guaranteed.
For anyone who didn’t know, the online gambling industry is met with fierce competition and the volatility of the first page rankings of google for popular keyword terms is often a situation that needs to be monitored constantly. Pay per click is a fast way to shortcut this and pay your way to the top which is a good method to use by the big names in the industry.
Search Engine Optimisation is often something that many people overlook because they see it as an intangible expenditure. However, SEO is vital to success in the online gambling industry. Where the first two methods could be argued to be short-term stop gaps for success, SEO can create a lot more stabilised and considered method of marketing. It allows you to create an understanding of your place in the market through intense keyword analysis and research.
While all three of these marketing strategies have proven to be successful in securing some first-class rankings in the gambling industry they are not exhaustive. To succeed in the gambling industry and the specific niches that exist within it careful consideration must be placed into the keywords you want to rank for and the quality of traffic you want to drive to your site. With Google algorithms constantly changing the market is just as volatile as the 5 reel slot games that exist within the platforms that house them.