GPWA Times Magazine - Issue 50 - August 2021

4 PILLARS OF PLAYER ACQUISITION The technical aspects of SEO best practice have decisively moved away from technical tricks for the benefit of search engines to human-focused, well-structured websites rooted in technical knowledge. For many years, Google has been primarily focused on the user experience and with every update they make, it drives them closer to achieving their goal of providing a great web experience for all users. Adjusting your on-site SEO strategy to account for this — and putting it into practice — is the foundational pillar of an exceptional player-acquisition strategy in 2021. For operators and affiliates looking to ensure their technical SEO strategy is on the right track, perfecting basics such as page speed, mobile friendliness, and crawl efficiency is crucial. Due to the nature of heavy tech/software employed across iG- aming websites to provide the content required for users (e.g. the games), we find page speed and crawl efficiency to be large and common issues, particularly for sites that rely heavily on JavaScript, which when implemented incorrectly, is often one of the largest concerns/issues we see. When it comes to mobile friendliness, Google’s significant focus on mobile-first indexing makes ensuring you’re optimizing your website for mobiles first absolutely crucial, regardless of which devices your players are using. Things like font size, accessible buttons, page loading speed and spacing are all major signals Google looks for when deciding how to rank your site and should take precedence when optimizing for mobile. While a lot of technical SEO is considered to be “behind the scenes” work, this pillar can provide a significant amount of quick wins when it comes to increasing player acquisition. When paired with a strategic and clear understanding of content marketing, PPC, and player engagement, it is a tool every forward-thinking iGaming brand should be utilizing. P I L L A R 1 On-Site Technical SEO While a lot of technical SEO is considered to be “behind the scenes” work, this pillar can provide a significant amount of quickwins when it comes to increasing player acquisition . When paired with a strategic and clear understanding of content marketing , PPC , and player engagement , it is a tool every forward-thinking iGaming brand should be utilizing . G P W A t i m e s . o r g 22