GPWA Times Magazine - Issue 38 - July 2017

4 w w w . g p w a t i m e s . o r g LETTER FROM THE DIRECTOR ISSN 1941-9872 Executive Director: Michael Corfman Program Director: Anthony Telesca Membership Manager: Nancy Troy Member Services: Loriann Sheridan Marketing Director: Andrea Mullaney Managing Editor: Gary Trask Copy Chief: Clare Fitzgerald Associate Editor: Abby Messick Designers: George Choi, Zoran Maksimovic´ Subscriptions For a FREE subscription to the GPWA Times Magazine , visit GPWAtimes.org Advertising To advertise in the GPWA Times Magazine , please e-mail: sales@gpwa.org GPWA GPWA Times Magazine 1 out of 10 According to Samir Husni, whom Forbes once dubbed the “leading magazine ex- pert” in the U.S., 60% of newmagazines never make it through the first year and 90% are out of business within 10 years of launching. With that daunting statistic in mind, I am very pleased to announce that the GPWA Times Magazine is beginning its 11 th year of publication. That’s right, our inaugural issue went to press in May 2007, with Fred Done fromBetFred grac- ing the cover. And, just like the iGaming affiliate industry that we have covered over the last decade, our magazine has seen some dramatic changes since that first issue. I say “our” magazine because this is truly a publication that belongs to the GPWA membership. There’s no doubt in my mind that without the enduring support of you, our members, as well as the dozens of contributing writers who have graciously penned articles for us over the years, we would have fallen victim to Mr. Husni’s depressing trend. So, thank you for making the GPWA Times Magazine a part of your life and your affiliate business. We truly hope you enjoy reading this magazine as much as we delight in publishing it. As we head to the AmsterdamAffiliate Conference and iGaming Super Show with this our 38 th issue in hand, we once again present a collection of content that will hopefully help your business grow and initiate new ideas. Our cover story from Nick Garner ex- plains why there may be a flaw in your SEO and content marketing strategy. We also have an article from GPWA Gold Sponsor LeoVegas Affiliates about choosing the right number of programs to work with, a revealing excerpt from a recent GPWA Forum thread about what some of you have learned from the gambling affiliate business, and a tribute to “GPWA Jim,” our friend and colleague who died suddenly on 11 May. As always, I want to remind you that a subscription to “our” magazine is free! All you need to do is visit GPWA- times.org/subscribe to sign up. Also, if you want to check out every issue from the past 10 years, a complete archive can be found at GPWAtimes. org/magazine. Here’s to another 10 great years of the GPWA Times Magazine showing up in your mailbox. Sincerely, Michael A. Corfman Departments 6 Quotables 8 By the Numbers 10 GPWA Poll 34 GPWA Seal of Approval Program 40 Remembering GPWA Jim 42 Affiliate Interview Series 58 GPWA Sponsors 62 Affiliate Manager Interview Series 72 APCW Wall of Shame 74 Event Calendar The GPWA cameras were at the London Affiliate Conference and ICE Totally Gaming in February to catch all of the action both on and away from the conference floor. You’ve heard “Content is king,” but SEO expert Nick Garner disagrees, especially when it comes to gambling affiliates. LeoVegas Affiliates explains why it’s best to use a minimalist approach when choosing how many programs to promote. The GPWA community details some important lessons learned from life as an iGaming affiliate. From the Forums: Things I have learned as an iGaming affiliate Why Less is More GPWA Photo Gallery: LAC and ICE COVER STORY: The Content Marketing Myth 20 30 12 28