Personalisation will become increasingly vital in the year ahead for igaming affiliates that are looking to maximise their approach to engaging audiences through SEO.
According to Caroline Broman, Head of SEO at Betsson Group, this has been underlined by how Google has altered its approach to product reviews and guidelines as the site has sought to increase uniqueness in terms of user experience.
Speaking on the ‘SEO and all things affiliated’ panel at the SBC Affiliates Day, Broman stated: “Overall, Google is changing how it is serving a good search experience – it is becoming more about relevance and uniqueness, as they also look deeper into the history of the searcher and their preferences. All in all, I’m not surprised about this, Google is following what the consumer wants and where the technology is heading.”
She also praised the potential impact of the content economy that continues to ‘boom’, with the industry being fuelled by the need to have more authentic voices and personalised content..
Andrea Belezza, VP of EU and Asia Pacific, Time2play Media (formerly KaFe Rocks) followed up by stating the importance of Expertise, Authoritativeness, and Trustworthiness (EAT), and how improvements and evolution made within a company’s EAT can dictate growth across a business’ full spectrum of verticals’.
Maria Sayapina, Director of Casino at Game Lounge, echoed this sentiment as she underlined that off the back of core updates last year, EAT can become crucial in the year ahead. At the heart of this is providing users with an experience that is safe and efficient, she stated.
Building on what Broman said, Sayapina also detailed her belief that ‘the days of recycling copy on many sites are over’ – as she also outlined the vital avenue that personalisation will bring new levels of engagement for affiliates.
This will involve far deeper research according to Sayapina, who emphasised that quality will take a lead over quantity for the industry.
With the wave of AI embracing the industry, user generated content will be at the heart of what makes the industry grow in the year ahead stated, Ken Derwael, Director of Organic Performance, Better Collective.
He emphasised that tapping into the human touch in terms of content and focusing on key differences is what sets apart human generated content when it comes to branding and personalisation.The panel was moderated by Ivana Flynn, SEO Director, ComeOn, who stated that while branding will truly be one of the key challenges, it will likely become easier to tap into for operators.
