Reporting from the ‘iGaming Strategy & Search Think Tank’ – event organizer Nick Garner gives insight into the current state of igaming SEO and Google. Much context has been given into the analytical/cognitive side of SEO and what igaming customers search for.
Garner sees the future winners in marketing as those operators who begin to focus on the more qualitative factors that lead to a customer purchasing a gaming product. Garner realizes that market pricing, jackpots, payouts will always hold certain weight in a customers decision, however with igaming marketing and Google being highly saturated for the majority of markets Garner states that trust and brand reputation will become crucial factors in player acquisition
SBC Session Notes
- Garner begins by looking at customer manipulation and its key drivers. Many of your customers are led by fear and uncertainty when they surf for products to buy online. Garner states that good brands use this fear and uncertainty to manipulate the customer into an performing an action
- Garner contrasts Google igaming searches compared to other commercial sectors. Giving contrasting examples between igaming operator product brand searches (eg..Gala Poker) vs Commercial product brand searches (Samsung Galaxy), Garner tells the audience that Google igaming brand searches have been corrupted by bias affiliate reviews, unlike other sectors where reviews are fair and organically led
- Although often criticized – Garner believes that Google is fair, and that future algorithm updates will be aim to further remove aggressive or spammy marketing tactics. ‘Its Google’s play ground and they can do what they like’
- 73% of users think Google is trust worthy. Search Engines are trusted by 65% of all web users. Operators need to create funnels led by user actions and questions. Garner mentions that brands and operators need to concentrate on their customers ‘Zero moment of Truth’ the key moment when the customer makes the purchase action. Content and branding needs to focused on being at that exact point. This Garner believes is the Next Big Opportunity for igamers.