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Google is certainly good at throwing wrenches into SEO processes.

Google likes to channel their inner coach from the movie “Dodgeball”.

“If you can dodge a wrench, you can dodge a ball.” – Patches O’Houlihan.

Patches O’Houlihan might as well be Google’s John Mueller, throwing heavy metal objects at SEO professionals.

One such recently hurled SEO wrench involves link building, a subject I hold close to my heart.

Google’s John Mueller, in a Google Webmaster Help thread, said:

“If you’re making quality links to your site, then that would be considered against our webmaster guidelines, and by that, those links would definitely not be considered ‘quality.’”

On the surface, it seems that Google is saying that any work done building links to a site is tantamount to spamming.

The outcry from a confused search community was like a cornered animal – lashing out at anyone and everyone, including other SEO pros and Google, trying to protect their precious territory.

Many SEO black hats were quick to smugly respond with their tired mantra of “See, if you do anything to manipulate the search engine results, you’re no better than a spammer like me.”

The debate became so prevalent that Mueller took to Twitter to answer questions about his statement. His clarification shed some light on his thinking, but his efforts didn’t seem to do much to clear the confusion.

What’s the difference between those that you legitimately make, and those that you make undeservedly, @ingobousa ? (not trying to be snarky; I want to understand where you see the difference & if we can make things clearer)

— 🍌 John 🍌 (@JohnMu) October 3, 2023

There’s a Lot to Unpack Here

If you “make” links, you are probably violating Google’s webmaster guidelines.

The question is, what does it mean to “make” links.

I have to assume that Mueller is referring to those who create sites or participate in Personal Blog Networks (PBNs), where links are not earned, but they are made by someone for mostly SEO purposes.

The big distinction I see is that if you control the property where a link is given, you may be violating Google’s rules.

But this brings up more questions. Internal linking and linking between properties that you own has been a standard SEO practice for as long as links have been a ranking factor.

Where does earning links slide into making links?

In a Twitter exchange, Mueller indicated that Google is OK with buying links, as long as the links are “nofollowed”. I think most of us in the SEO community already knew this.

But the context of this exchange indicated Mueller was doubling down on his statement that “made links” are against Google’s Terms of Use and may put a site in the crosshairs for a manual action or algorithmic downgrade.

Today, as I write this piece, another Twitter exchange with several SEO folks and Mueller is getting attention.

This conversation centers around ideal word count, anchor text mentions, and backlinks.

Mueller states on Twitter that none of those metrics imply a quality piece of content.

To veteran SEO professionals, this should not come as a surprise.

In my opinion, anyone working off of an “ideal” content word count, number of anchor text mentions, or similar hard metric is doing it wrong.

“Someday SEOs will realize that rankings are not black and white. The algorithm is no longer linear. There is no such thing as ideal word count, ideal anchor text mentions or (gasp) keyword density. Many SEOs desire to ‘be right” and have an exact formula are damaging the industry. It’s sophomoric to think that there is an overall formula that will universally work to increase rankings for every keyword. If you think that there is, it’s probably time to find a new profession. I might suggest coding, where there are more absolutes. Don’t get me wrong, there is value in knowing why a site is ranking for a certain keyword. But it’s correlation, not causation. Just because something works for one site doesn’t mean it will work for another. You can create hypotheses and test them – but realize that you aren’t going to come up with a unified theory around content length or backlink numbers. You create the best you can, promote the best you can and make sure that you do what Google says. If you create quality content (which is subjective and hard to define), promote that content adequately and make sure your technical aspects are up to snuff, you succeed. If you try to work in some formula, you’ll usually end up failing.”

I think fellow SEJ contributor Jenny Halasz said it best in How Ranking Factors Studies Damage the SEO Industry:

“ALWAYS and NEVER do not exist in SEO.”

John Mueller Has the Hardest Job in SEO

Effective communication is difficult.

I’ve spent most of my professional career studying communication in both interpersonal and mass settings.

And I think Mueller has the hardest job in SEO.

Another thing I’ve studied for most of my life is theology.

I grew up in a Christian home, with a father who studied theology at a leading conservative seminary.

I’ve been immersed in the Bible since I can remember.

Over the years, my conclusions from reading the Bible have changed from my upbringing.

I don’t see scripture as a black and white instruction manual.

Context is of ultimate importance in understanding any religious work.

Without context, it’s easy to pick and choose scripture that supports your own worldview.

It doesn’t take a biblical scholar to realize that the misinterpretation of scripture to defend a defined worldview can have disastrous consequences.

But it’s human nature to want to support our own worldviews with communication from those in authority.

There is no doubt that Mueller is an established authority.

After all, Mueller is authorized to speak on behalf of Google, and he is privy to inside information about the Google algorithm.

So, much like the apostle Paul, Mueller’s every word is scrutinized by those who follow the god of search – namely Google.

The difference between Mueller’s tweets and Paul’s letters to the early church is that Mueller can, if he wants, clarify his electronic missives.

But once Mueller says something, those words can be taken out of context – much like religious leaders have been doing to the apostle Paul since the early church.

And like Paul, Mueller’s (and other Google spokespeople both past and present) tweets, posts and other responses live on forever – not in a document passed down through the generations, but on digital formats that can spread misinformation faster that Guttenberg ever imagined.

And that is how SEO myths develop.

It’s our duty to dispel these SEO myths and work to understand what Google is trying to communicate.

We must also realize that Google is neither omniscient nor infallible.

We need to push back when the communication doesn’t match reality – but also realize what Google is trying to communicate.

Like I said, communication is hard – no matter if you are on the sending or receiving end.

In Conclusion

Google doesn’t have to communicate with the SEO community.

It’s important for all of us to realize that it’s not our right to get clarification from Mueller or anyone else at Google.

Google’s communications are not commandments.

They are not written in stone by the hand of God.

When we quote a Google representative to make our point, we need to make sure we are aware of the context in which the quote was given.

And we need to continue doing our jobs, no matter what wrenches Google throws our way.

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Featured Image: Modified by author, October 2023

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Google Seo 101: The Evolution Of Search Result Previews

Google explains the guiding principles behind search result previews that took the results page from 10 blue links to where we are today.

This was explained by Phiroze Parakh, software engineer at Google, at Google’s Webmaster Conference last November.

Google recently uploaded a batch of videos from the conference, so for most people this is their first time seeing it.

Here’s a recap of Parakh‘s presentation on titles, snippets, and result reviews.

The Four Pillars of Result Previews

The main task a user has after landing on a search result page is to find the content they need.

Result previews previews help them do that. Although they weren’t always as useful as they are now.

Previously, in the world of 10 blue links, all the information a user had to go on was a title, a snippet, and a URL.

In an effort to make result previews more helpful, Google came up with four “core pillars”.

The primary goal is relevance to the user need, because previews need to be relevant to the query.

A third goal is to illuminate the depth of content within websites

The fourth goal/pillar is content diversity.

Reimagining Result Previews

When reimagining what a result preview should look like, all Google had to work with was the name of the site, the title of the page, and a content preview.

Google came up with different ways to algorithmically generate result previews based on the four pillars described in the section above.

Rewriting Snippets

First, Google started to change the snippet in response to the query.

The same algorithm that decides if a page is relevant to a query can be used to decide what part of the page should be relevant for the user.

That means, if the query was changed, the snippet displayed would also be different.

Google wanted to go beyond that, so here’s what it did next.

Images in Result Previews

Around 2024 or 2023, Google discovered that images helped users choose between different results.

This is especially true for certain types of queries where an image of whats being searched for can be extremely relevant – such as searches for a particular product.

Google started algorithmically extracting relevant images from pages and showing them in search results.

When this change was rolled out in search results, users started visiting a greater diversity of sites.

Videos in Result Previews

After the positive response to images in search result previews, the natural next step was to display videos.

Again, Google focuses on surfacing only the most relevant videos in result previews.

It was also noted that result previews with a video will render differently depending whether the video is a dominant or supportive piece of content.

Sitelinks in Result Previews

To achieve the goal of expressing the depth of content within sites, Google began incorporating sitelinks into result previews.

Sitelinks are links to pages within a site that Google believes are relevant for the individual user.

Like images and videos, sitelinks are all extracted algorithmically. Although the site structure does help with this.

Google took this a step further by adding images to sitelink previews.

Sitelink images were found to be helpful in cases where a plain sitelink doesn’t provide enough detail.

Entity Facts in Result Previews

Entity facts were added to result previews as another way of expressing the depth of content in a web page.

Forums as Previews

Google created special result previews for web forums that can be generated whether or not the forum is using structured data.

Google can algorithmically extract posts and generate a “cluster” of content that’s relevant to the user’s query.

Markup isn’t needed to generate these previews, though Google will utilize Q&A markup if it’s provided by the forum.

Tables & Lists as Previews

If a web page has a dominant table, Google can show at least some of the table in the search results preview.

Those are all the changes result previews covered in the presentation.

For more detail, see the full video below:

Do You Trust Google For Seo Advice?

Yesterday I published a news story about chúng tôi structured data markup for local SEO. What John Mueller said was factually different from what Google’s own Developers Page stated. Google’s own Developers Page contradicted John Mueller. This means either Mueller misspoke or Google’s own Dev Page was incorrect to list a certain structured data markup as “recommended.”

To be fair to John Mueller, he hedged in his response by saying, “As far as I know…” which may have meant that he wasn’t 100% sure. And you know what? That’s ok! John Mueller isn’t a search engineer. He’s a Webmaster Help Analyst. He was clear in qualifying his response by saying, “As far as I know.”

It may be that some in this industry hold Google at an unfair level of infallibility. Googlers are people and they can misspeak. That’s why it’s important to fact check statements, if indeed there are actual facts to be checked.

When Google’s Advice is Different from SEO Practice

In my opinion, John Mueller was correct. The SEO simply had a disagreement based on his understanding of SEO, as it used to be practiced many years ago.  That is not a factual error on the part of John Mueller or Danny Sullivan. That is a disagreement by an SEO about SEO practices.

It’s important to make the distinction between a Googler disagreeing with your view of how SEO works and a Googler misstating the facts. These are two different circumstances.  When a Googler disagrees with your understanding of SEO, then maybe you’ll benefit from stepping back and questioning those entrenched beliefs about SEO.

SEO Does Not Stand Still

SEO is always changing in response to what the search engines do. Well, at least it should. How SEO was practiced ten or fifteen years ago should never become a standard practice, such that to diverge constitutes a biblical level of heresy.

For example, it used to be standard practice to salt your keywords in H1 and Title Tags but today we know that because of the evolution of search engines, search engines don’t need keywords in strategic places like headings in order to understand what a page is about. Yes, it’s a good practice to use H1’s in a thoughtful manner, but Google can rank a web page without them, too.

Yet some SEOs still cling to the idea that you absolutely must have your keywords X amount of times on a web page in order to rank- even though the search results are full of pages that lack some of the keywords. Rather than change to adapt to how search engines today rank a web page, they cling to old beliefs.

Keep an Open Mind

John Mueller and Danny Sullivan were right. A person can use a subdomain or a subfolder to build a section of a website and if you link to that subdomain in the way you would link to a subfolder then Google will figure it out. There is no reason to cling to an old SEO belief about subfolders being better than subdomains.  This is a solid example of why it’s important to keep an open mind in a constantly evolving business such as search marketing.

Do You Trust Google For SEO Advice?

In my opinion, if you read that a Googler has said something that disagrees with your understanding of SEO, it may be a sign that perhaps what the industry thinks it know about SEO might be outdated. The search engines are literally changing every day. That’s what those Core Algo Updates are all about. Our understanding of SEO and how it is practice should also be ready to adapt and evolve as well. It’s the best way to keep relevant!

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Private Internet Access Review: A Great Vpn At A Great Price

The quest for internet privacy and security is no game these days; hackers with malicious intent are really out there and they want your valuable personal information.

One way to protect yourself is with a virtual private network (VPN), but there are lots of VPN options out there to choose from – both free and paid. Picking a VPN that’s right for you can be tough, and many people are concerned about their privacy while online.

In this piece, we’ll be giving you our opinion on the Private Internet Access VPN; a paid VPN service that holds a solid reputation among its many users.

Private Internet Access – do you get what you pay for?

For as low as $2.91 per month, if you sign up for a one-year subscription, Private Internet Access offers five main features with its VPN service:

IP Cloaking – hide your true IP address and geographic location from websites and apps.

Encryption – keep hackers from snooping on the information you send over the internet.

Firewall – prevent unwanted connections from connecting to you over the internet.

Identity Protection – keep your identity a secret across all of the websites you use.

Unblocking Websites – unblock websites that may be blocked in your area or institution.

For that price, the feature set seems like it’s a fair deal, but what about speed, reliability, and cross-platform support? – You’ll be happy to know that Private Internet Access promises ‘unlimited bandwidth,’ no data caps imposed each month, reliability as a VPN service, and also the service provides apps for popular platforms like OS X, iOS, Windows, and more.

Other price points are also available if you don’t want to be a long-term subscriber, such as $6.95 per month, or $3.33 per month for one year, or even $2.91 per months for two years. Obviously, the two-year subscription for $2.91 per month gives you the most bang for your buck, and it’s the subscription we would recommend.

Does the VPN throttle data speeds?

I have Verizon FiOS Quantum at home, and I pay for 50 megabits per second of both download and upload speeds; I take my bandwidth very seriously.

With that being said, one of the things I’ve always hated about many of the free VPNs I’ve used is how they throttle my speeds to anywhere between 1/10 or 1/2 of my expected speeds. I’ve tried VPNs that only allowed 1-5 megabits of download and upload speed per device, and that was a headache for me after getting used to fiber optic internet.

With Private Internet Access, I decided to try a few tests, and what I found was that my download speeds were mostly unchanged before and after toggling the VPN on. The upload speeds, on the other hand, were slightly impacted, but not enough that I would complain.

Before VPN is turned on:

After VPN is turned on:

With Verizon FiOS Quantum, I pay for 50 megabits per second, but they’re always generous enough to throw me another hefty 20 megabits per second in upload speed for no apparent reason.

With that being said, my upload speeds in megabits per second after enabling the VPN were consistently in the mid 40’s range, which is pretty darn close to the 50 megabits per second I should expect from Verizon. On the other hand, it’s still lower than the 70 megabits per second of upload speed I had before enabling the VPN. My download speeds were pretty much the same in my testing, which is awesome in my opinion.

Will I gripe about the lowered upload speeds? – Probably not. More than likely, the speed difference is a limitation of the VPN server and isn’t a throttle imposed by the service.

Even 43-45 megabits per second is pretty darn fast, and it’s rare that I ever upload anything huge to the internet. I mostly use the internet for consuming content, such as videos, social media, forums, and writing here on iDownloadBlog. To me, the slight upload speed trade-off is a fair one for security and privacy, and it’s nice that the download speed is mostly unchanged.

Does the VPN encrypt connections?

Another thing people want when they sign up for a VPN service is to know they’re getting encryption that keeps hackers from intercepting data and decoding it to make sense of sensitive information. Private Internet Access is no slouch in this department – users get a wide array of encryption options.

When connecting to public Wi-Fi hotspots, such as those at McDonald’s or the local coffee joint, you’ll want encryption. Without it, your personal information is very easy to snoop on. Private Internet Access lets you manually configure the level of encryption you want, whether it’s AES-128, AES-256, Blowfish, or none.

Different encryption levels are available because the more secure the connection is, the longer it may take to decode that information. For that reason, you should select an encryption option that is efficient in speed, but still rather protective enough that you’re going to feel safe using the internet in public locations. The default AES-128 option is a relatively safe option, but AES-256 is more secure.

It’s also worth mentioning that Private Internet Access offers IPSec/L2TP, PPTP and SOCKS5 technologies as a part of the package deal, so you’re getting security and privacy all in one deal.

Are there any limitations?

As we noted earlier, the Private Internet Access VPN doesn’t appear to throttle your speeds, but there are other kinds of limitations that VPN providers are known to impose, such as the amount of devices you can use and the amount of data you can consume every month.

Fortunately for Private Internet Access users, you have unlimited data to blow through every month. You can download and upload to your heart’s content while using the VPN and you’ll never get a message saying you’ve used too much data or get throttled in terms of data speeds.

Additionally, you can have up to 5 devices on one Private Internet Access account, which should be more than enough for your personal computer(s) and mobile device(s). Many VPNs limit this even further to where you’d have to pay separately for each device, but that’s not a problem with Private Internet Access.

In terms of the platforms that are supported, Private Internet Access offers an app you can download on iOS, Android, Mac OS X, Windows, and even Linux.

How reliable is Private Internet Access?

Reliability is a huge factor in VPN services, and Private Internet Access appears to have some pretty reliable service. I’ve not once had the VPN cut out on me while I was using it. On the other hand, the VPN doesn’t appear to like sitting idle for hours at a time on my iPhone and will auto-disable itself until I’ve re-enabled it myself.

Turning the VPN back on is relatively easy and once you’re re-connected, you’re good to go. Still, while I don’t really consider this a reliability issue, I think it’s one relatively annoying part of using the VPN on a day-by-day basis.

How private will the VPN make me?

Private Internet Access claims there will be absolutely no logging of your IP address of any kind on their servers. What this means is there will be no history on their end of you ever using their service. Without logs, the VPN service doesn’t know what websites you might be visiting.

Additionally, with the spoofing of your location, websites you visit won’t actually know who you are or where you’re accessing the internet from. With the VPN turned on, you could be in Florida like I am, but the IP address the website sees might say that you’re from Texas (or another location) instead. This is particularly helpful with forums, and other sites that log your IP address information.

With the layer of encryption security that you get, hackers who are trying to use packet sniffers to read into the data you’re sending back and forth over the internet will have a hard time decoding your precious internet session, so you’re pretty well protected. Usernames and passwords that you use to log in to your favorite sites will be encrypted too, so hackers can’t steal your log in information.

How is the Private Internet Access used? Using Private Internet Access on your Mac

If you’re using a Mac, you’ll download the app and install it after signing up for your subscription from the Private Internet Access website and then you’ll launch it from your Applications folder or by searching for it from Spotlight.

Once open, you can access the VPN from your Menu Bar. Here, you’ll be able to select the server location you want to use, and then connect or disconnect on demand.

When disconnected:

When connected:

Additionally, you’ll find a “Settings” option where you can tinker with some of the VPN’s settings. We’ll show you a sneak peek below:

This is where you’ll log in with your account after being emailed the account details following your VPN subscription purchase. After signing in, there are a variety of settings you can configure to your liking, including:

Choosing whether or not the app will start when you log into your Mac

Choosing whether or not the VPN will start automatically when the app is opened

Choosing the region you want the VPN to connect to by default unless another is specified

Configuring the type of connection you want

Configuring the remote port you want to use

Configuring the local port you want to use

Killing all internet access when the VPN is not connected to secure all internet traffic

Disabling IPv6 while you’re connected to the VPN to prevent leaking

Configuring the encryption level you want to use

Configuring the data authentication method you want to use

Configuring the handshake method you want you use

When the Private Internet Access VPN is connected, the icon in the Menu Bar displays a check mark at the bottom right. When the VPN is not connected, no check mark is displayed on the VPN icon in your Menu Bar.

Using Private Internet Access on your iOS device

Using the VPN on your iPhone, iPod touch, or iPad is significantly dumbed-down for the mobile experience, but it’s still easy to use.

You can download the Private Internet Access VPN app from the App Store for free after having purchased a VPN subscription from the Private Internet Access website, and then you can sign in with your login details that you should have received after your purchase.

Once installed, you can launch the app and you’ll install the VPN profile on your device; afterwards, you’ll be able to turn the VPN on right from the app and you can even configure the region you want to use for your VPN connections.

Alternatively, you can also launch the Settings app on your iPhone and the VPN toggle switch located under the Personal Hotspot cell will turn on your VPN too.

When the VPN is turned on on your iPhone, iPod touch, or iPad and successfully connects to a VPN server, a “VPN” icon should appear in your Status Bar to indicate the connection.

My thoughts on Private Internet Access

I think Private Internet Access has a wonderful price point for what you’re getting, and what makes it even cooler is you might not even have to pay with your hard-earned money to enjoy VPN access.

If you have any gift cards laying around that you’ve never used, Private Internet Access will take a straight trade for the value of your gift card towards VPN days. For example, A $50 Walmart gift card is worth a full year of VPN service, or a $25 Starbucks gift card is worth 100 days of VPN service. Many different gift card types are accepted.

Another thing that I liked was that they offer a 7-day money-back guarantee, so if you don’t like what you purchased, you can always request a full refund. Since your privacy can be a big investment, it’s always nice to know that a company will stand behind their product if you’re not happy with it.

After having used the VPN for a while myself, I’m happy with the service and reliability of the VPN. The selection of servers and the additional layer of security help give me peace of mind anywhere I go. If anyone asked me what the best paid VPN service was, I couldn’t particularly say because I’ve tried very few; but, I’d definitely recommend Private Internet Access based on my current experience with it.

Give a try to Private Internet Access today.

Conclusion

If you’re in need of a VPN to protect your privacy while surfing the web, I wouldn’t hesitate to give Private Internet Access a try. It’s a very good VPN service at an affordable price with your privacy being their main concern.

Also Read:

Despite The News, Seo Is Not Dead

For years now, search engine marketers have been predicting the death of SEO. I’m not sure why we’re all so quick to denounce our livelihoods, and I’m also not sure I agree with the sentiment.

SEO is Dead (2006): Stoney deGeyter predicts that SEO-only providers would be “dead” by 2010.

SEO is Dead. Long Live, er, the Other SEO (2007): Mike Grehan addresses the introduction of universal search and the need to redefine SEO to emphasize the importance of improved online marketing.

SEO Has No Future (2008): Shoemoney discusses the future of social voting as SEO tactics sometimes overlap with spammy behavior.

2010: The Year SEO Isn’t Important Anymore? (2009): Robert Scoble concludes that search engine marketing should be renamed to “online marketing” to infer a more holistic approach to increasing online visibility.

So… is SEO dead or what? The answer is no, no it is not dead. It is simply evolving. Although the definition varies and may need to be updated, the concept remains the same: improving a website’s online presence in an organic manner.  And while effective “tactics” surrounding SEO are ever changing, the fundamentals remain the same: provide useful content, present it in a functional way and you’ll be rewarded with better search engine visibility.

The practice of search engine optimization is dynamic in its nature so will never stay the same. The effectiveness of more tactical efforts like optimizing your title tags will undoubtedly have less and less of an impact as we’ve seen over the past few years. The landscape is constantly evolving as new technologies emerge and algorithms become more sophisticated. However the end goal is always the same, matching searchers with their interests and needs.

The majority of the focus, as always, should be on providing great content and making that as accessible as possible – whether that be from a search engine, from social media or even directly on the site.

Site architecture and authority for better search engine visibility. I’ve talked about this a few times before, as you can’t optimize cardboard. A sound site architecture will lend itself to a structure that will naturally make sense for optimal keyword placement, “good URLs” (i.e. not rife with duplicate content or too many parameters), and content that is easily accessible to both users and search engines. A solid amount of useful, informative and unique information will build trust with users and help to establish your site as an authority. Great content also creates better opportunities for social sharing and natural link acquisition.

Social media for new ways of information retrieval. Shoemoney was right on in 2008 with his prediction of a transition to a system more focused on the concept of “social voting”. With the announcement of Facebook Open Graph you can surely expect greater engagement and sharing of information in new ways. Yet more incentive to create valuable content for your website.

Using analytics to mold your content strategy and make it more accessible. As analytics platforms are becoming more robust, understanding user behavior to shape your approach for content creation is critical. Whether it is determining what type of content is resonating, or how users are finding it once on your site. Knowing what type of content to create increase search engine traffic and information sharing opportunities.

Again, SEO tactics and approaches may change but the basic tenants remain the same. SEO is not dead, but a constantly developing process in which search engines strive to provide the most useful information to users, wherever they may be online.

Casino Seo: The Uk Gambling Sites Promotion In The Search Engines

Britain is one of the most loyal countries to gambling with a developed legislative regulation in this area. The total gross revenue of gambling operators in 2010, according to the Gambling Commission of Great Britain, amounted about £ 5,7 billion. According to sociological surveys, 68% of British adults gamble in one way or another.

There is a serious struggle for British gamblers among the leading operators, and in this article, we will try to figure out how to work with this audience in conditions of severe competition.

Demographic value of the traffic

For a start, let’s try to identify typical patterns of players and their preferences, depending on various factors.

First, we should consider the dependence of the average total revenue a casino gets from one player (Lifetime Value) based on the gender and gaming preferences, as well as the percentage of game preferences based on gender.

  Casino games Poker Sports Casual games Female £500 (6-12 months) – – £400-500 (6-12 months) Male £200-300 (3-9 months) £300-400 (6-12 months) £200 (6-12 months) £100-200 (6-12 months)

As we can see, the average time of gambling in a single institution is usually not more than six months. This should be taken into account by both casino operators building a system of keeping the players or the players transfer from one brand to another, and the affiliates that have the ability to interact with their audience, for example, using their own email lists.

Fun and Real Money Players

The overall conversion rates are difficult to outline as such factors as Fun and Real Money players ratio are influenced to a great extent by brand recognition, credibility, usability and other factors.

Nevertheless, it makes sense to remember that about 80% of deposits are made within one minute after the registration. In other words, if a player has not deposited money right away, chances that he will do it later are tiny.

The typical conversion cycle is as follows:

In this process, the player goes through the following steps:

Comes to the site and looks the content through; decides to download the software;

Trusts the system enough to leave his personal data, including the e-mail address;

At this stage (Registration), the player has three options to continue: make his first deposit, play for Fun or not play at all. If a visitor has not played within 24 hours from the time of registration, it is unlikely that he can be converted into a real money player.

If the gambler does not play or keeps playing for virtual money at the casino for more than 2-3 days, the email marketing system is turned on and automatically sends out letters designed to facilitate the conversion of the user to the real money player.

Having figured out the demographics of the players and their conversion cycle, it is time to turn to the issue of driving traffic.

Search Engine Traffic Attraction:  Typical Strategies

Therefore, the average revenue they get from a player will be significantly higher and, consequently, much larger amounts can be spent on attracting players and as a result, big brands can afford much higher CPC than new projects.

In this respect, the development strategy of the PPC campaign may require trying to find a narrow niche, with lower competition.

PPC campaign ideas:

players are most active in the evenings (time targeting);

men start gambling much more intensively before the football games, about 1-2 hours before the broadcast (time and demographic targeting);

not all the casinos pay enough attention to the female audience (demographic targeting);

competition by the narrower queries is much weaker (the structure of PPC campaigns by games), etc.

Search Engine Optimization

In 90% of cases, it is the search engine optimization that makes sense to be focused on if we are talking about a young casino.

Top 10 projects in terms of involved unpaid search traffic in chúng tôi looks like this:

coral.co.uk

The most common strategy is to create a site structure in which each game has a separate page that allows you to promote the game by such queries as “play craps online” or “best online blackjack”.

Even the minimal set of about 15 games (blackjack, roulettes, craps, slots, etc.) gives the output  of the semantic core around 1200 search terms. This is a great opportunity for young projects to cling to the relevant search engine traffic with less competition.

Typical link building methods

Large casinos usually work with links according to the standard procedure – there are specialists (staff or freelance) who analyse and explore the links of competitors, and then try to aquire a link from the same project (if the budget allows). There are companies that specialize solely on providing such services, and online casinos form the overwhelming majority of their customers.

The preferred format of placing is a small text (about 150 characters), containing one or two links.

Sometimes there are other options, for example, the famous 32Red casino (operator Microgaming) has the following commercials.

Another popular method of promoting websites in the industry is the creation and distribution of free WordPress themes with a backlink encoded in the footer. Practice shows that a significant amount of links gets cut later, but even so, quality made ​​theme can give hundreds of natural backlinks to the promoted project.

Takeaways

Women make very attarctive audience for the segments of Casino games and Casual games;

The average time of play at the same casino makes around 6 months;

About 80% of all the deposits are made during the first 60 seconds after the registration;

It is worth trying to find narrower niches in PPC (by separate games, with time targeting and so on);

From the SEO point of view it is better to put the games to different pages;

A very interesting source of backlinks is WordPress themes sponsoring.

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