GPWA Times Magazine - Issue 48 - December 2020

Youmight find that alongside producing target content campaigns, your site might benefit from a tailored, more tactical link building approach. To supplement themain activity and boost relevant cov- erage, youmight find it prudent to create smaller data-driven press releases or pieces of onsite content that allow you to invest less time into the creation phase but reap the benefits. This approach can be particularly beneficial for handling minor drops in rankings, or consistently targeting a keyword to maintain your primary SERPs. linked to and which have the best potential to rank through link-earning and off-site SEO. It also includes a competitor gap analysis to see what other standout sites in your target market are doing, which can be used to inform your media ‘wish list’ and areas of focus. Increasing your site’s rankings should be a simple, yet effective and holistic, process that orients around a solid SEO strategy. While the strategy cements your campaign objectives and the best format for what you produce, the ideation session should touch on the research viability, your target outcomes and news hooks. To check the validity of your campaign idea, you can also pre-outreach to select journalists and ask for feedback that can inform the creation stage. All of this will make it easier to justify what you’ve created while you’re outreaching and ensure you go to the right media contacts. Having faith in your campaign is also critical when you approach journalists for coverage. Remember that relevancy to their outlet is key, so you need to make sure that your media list is as specific and concise as possible to optimise the chances of the piece getting picked up. REPORTING ON IGAMING CONTENT CAMPAIGN SUCCESS Finally, it’s important to have a solid reporting system in place so that you can effectively review the success or shortcomings of your content and use these insights to inform your next steps. It’s not just about the volume of links that you build. There are plenty of other metrics that can help you see the impact of your campaign. These include the number of links and the type most frequently built (such as followed, not-followed and citations), traffic through to the target pages, click-through rates, social media shares, an uplift in rankings and top-referring domains. THE ART OF LINK BUILDING AND CONTENT MARKETING A Content Specialist at Blueclaw Media Ltd, Emily Garner specializes in content generation, campaign research, and press release creation. As part of Blueclaw’s award-winning team, Emily works with leading operators and affiliates across sportsbook, casino, poker, bingo, slots and lottery markets and is dedicated to providing exceptional work, search marketing campaigns and creative projects that span the entire world! Should you have any questions about link acquisition, content marketing or other aspects of SEO, visit www.blueclaw.co.uk/contact/ Increasing your site’s rankings should be a simple , yet effective and holistic , process that orients around a solid SEO strategy . While the strategy cements your campaign objectives and the best format for what you produce , the ideation session should touch on the research viability , your target outcomes and news hooks . G P W A t i m e s . o r g 42