GPWA Times Magazine - Issue 49 - April 2021

Creating E-A-T content consist of three pillars: • Demonstrating E xpertise • Becoming an A uthority • Building T rust As an affiliate webmaster, you need to ask yourself, “Is there enough/too much content on priority landing pages and what level of expertise does it demonstrate? Google seems to be favoring informational pages for head terms since the core update in May 2020. With the advent of NLP and BERT, it is no longer enough to just write ok content. It must be well researched, well written, well optimized, referenced and created with clear user intent in mind. Ultimately as an affiliate, you need to produce content that demonstrates your expertise in the world of casinos or specific games. Partnering with key influencers and experts to write content in the form of top tips and “how-to” guides will help to showcase a high level of skill or knowledge in the field. Aim tomake your site the “go-to” source of information for a particular topic and be the site that owns it!Make sure you’re also citing any sources in order to be fully transparent about the content on your site. This will help to build trust in the eyes of Google and your users. And finally, take this opportunity now tomake sure all your content is up to date. Check out some of your articles and make sure you update or remove anything that is no longer accurate. 5. Is your site secure? Online users expect and demand a secure environment when using a website. HTTPS is the official online protocol that “protects the integrity and confidentiality of data between the user’s computer and the site.” It’s crucial that webmasters implement HTTPS to guarantee the online security of their website users. If you don’t know already, the quickest way to check that your website is secure is to check you have an SSL Certificate installed on your website. You can view this by checking in the top of your browser when you type in your URL. Is your URL preceded by https:// or http://? If it’s https:// then this indicates that your website has an SSL Certificate installed and is secure. There are also some other indicators which you can select in Chrome to see a summary of how private Chrome thinks the connection is: secure, not secure, or not secure or dangerous. There will simply be nowhere to hide come May and the new Page Experience metrics should be taken very seriously. Having announced this last year, Google is clearly intending this to be a significant rollout providing website owners with plenty of notice and transparency to be able to make changes in time. Larissa Green is the Commercial Director at Blueclaw, which has over 13 years of experience working in Europe, North America, The Middle East, Asia, and Latin America. Blueclaw’s award- winning iGaming SEO team is dedicated to providing exceptional search marketing campaigns and creative projects that span the entire world. If you need help optimizing your website to win the Page Experience, reach out to our senior team today to book a non-obligatory 1-to-1 session. If you are still using interstitials or intrusive pop-upads that are interrupting a user’s flow when they’re consuming your content , it’s time to rethinkyour approach with these types of formats. 43 G P W A t i m e s . o r g