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Another week, another update from Google – this time, the changes come in the form of listicle content, with the search engine prioritising a new content selection. Affiliate Leaders breaks down the effect that this change will have on rankings, and how affiliates can best embrace Google’s new update.
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Google has recently started trialling a new feature within its search results called the ‘list articles’ selection. Now, what does this entail? You might ask.
Highlighting content that features lists, such as ‘top 10’ or ‘best of’ articles on various topics, this new feature signals the rebirth of listicle-style content – a positive outcome for those of us who might enjoy distracting ourselves from work by scrolling through a highly interesting, but often completely irrelevant to work, ranking list. An article on top 10 albums from bands with the word ‘the’ in their name? Sign us up.
Spotted by SEO experts on X, formerly known as Twitter, this new feature will be rolled out across both desktop and mobile and reflects Google’s ongoing experimentation with content presentation to drive both user engagement and relevance in search results.
For affiliates specifically, this new move could mark a turning point for both SEO and affiliate marketing within the gambling sector – having a particular impact on those that rely heavily on reviews, recommendations and guides. In other words, affiliates need to prepare themselves for this potential shift.
Another day, another update from Google
This isn’t the first time that Google has issued changes across its platform, with tweaks being made to its algorithm and search display on a near-weekly basis.
But according to the search engine, the new ‘list articles’ feature is being trialled to see whether or not it has a positive impact on user experience by delivering much more relevant results – articles such as ‘best slot games’ or ‘top betting bonuses’ will rank much higher than more long-form content. In essence, this new move will put the type of content that gambling affiliates often create right in front of users.
Traditionally, listicles, with their structured and easily digestible format, have fared well online. People tend to enjoy this style of content, mainly because it is straightforward and can offer near-instantaneous answers or quick solutions. With Google now experimenting with a dedicated section for these articles, gambling affiliates have a lot to consider.
Adapt or fall behind
One of the greatest effects that this new update could have is that many affiliates are going to come up against increased competition for top spots in Google’s ranking system. Who will feature at the top of page one? How will they achieve that top spot? Ultimately, that high ranking spot will become prime real estate – and, as a result, affiliates will pay a hefty price tag to generate eyes on their content.
Currently, many affiliates rely on standard search results or, in some cases, featured snippets of relevant information for their target audiences. But having a specialised section for listicles could mean a whole new SEO battlefield.
Content that fits the listicle format may well become much more favoured over other types of articles – so even when prioritising SEO techniques, affiliates may become outranked if they don’t adapt to this change.
In other words, affiliates must adapt or risk losing audience share to other forms of content. So how might they evolve their strategy?
Previously, long-form articles, live streams, guides and reviews were the favoured form of engagement-driven content. But with Google potentially favouring listicles, affiliates may now need to strike a balance between depth and brevity.
While lists are not new to the gambling affiliate world, the weight that Google could assign to this type of content means that affiliates might, and probably should, revisit their strategy.
Gambling affiliates might need to invest more in creating high-quality, well-researched lists that provide value to users. Think along the lines of ‘top performing slots’ or ‘best live dealer games’. Meanwhile, topics that require detailed explanations – such as strategies or odds – may need to be broken down into lists, making the information more accessible without sacrificing substance.
For newer gambling affiliates, the revival of listicles could well be a double-edged sword. On the one hand, for those that can produce high-quality, list-based content that is relevant to their audience, they’ll reap the awards and quickly be able to dominate the rankings.
This levelling of the playing field, though beneficial, requires meticulous execution and – as with any change in strategy – a significant cash injection. It’s not just about creating any list but about crafting engaging, trustworthy content that can compete with larger, more established competitors. This is much easier said than done.
To try to stand out from the crowd, newer affiliates would be best placed to focus on more niche areas of the gambling space – think newly-emerging verticals, up-and-coming game studios and the like.
A new playing field for affiliates?
While Google’s testing of the ‘list article’ section is still in its experimental phase, affiliates within the igaming space need to be proactive and receptive to embracing new forms of content. This isn’t to say that affiliates should completely dismiss other forms of content, quite the opposite.
If anything, this pivot towards list-form content could present a new opportunity for affiliates to diversify their content offering and engage with a wider audience than ever before.
Should this update from Google become a permanent feature, affiliates that don’t adopt listicles within their content strategy run the risk of lower visibility and reduced traffic – having a knock-on effect on their commissions from operators.
Those affiliates that want to get ahead should begin to dip their toes into more structured, list-based content, focusing on both SEO optimisation and creating value for their users. After all, relevance is key.
By embracing these changes, gambling affiliates can position themselves for success, regardless of how Google’s search features evolve. This could be a game-changer for those who adapt quickly, while those stuck in old strategies risk being left behind in an ever-changing digital landscape.
