budgets - especially in EN-speaking markets that are oversaturated. If someone thinks he is good with SEO, feel free to do it in Nordic markets or Canada, but remember that long nights with tears in your eyes will follow. Yes, it’s that hard. On the other hand, I am not saying that all the markets are saturated, and there is still a place for newcomers with the right approach, skills and strategy. How do you approach localization for different markets? Localization is very important when it comes to affiliation, and I would split it into two parts. The first part would be content localization. For example, consider the Japanese audience. Every word in the article should be perfect, and the audience should like it if you want your brand to convert. The second part is SEO local optimization, often forgotten by many affiliates. Want a hint? If you target Ireland, ensure your language code is set to en-IE. If a 25-year-old friend of yours told you he or she was going to jump into the iGaming affiliate business, what would your reaction and advice be? I would be happy to give my full support. Most of my friends from the digital marketing space have already moved to iGaming. We have high, competitive salaries – in the end, we are all here for the money – affiliate conferences, a competitive industry if you like challenges, and always something to do and test, as brands are open 24/7. We have it all, and it’s never boring. How do you keep learning and growing as an affiliate marketer? Nothing teaches me like testing various methods and things on my own, and 95% of the things I learned over the years come from that. Regardless of failure or success, it’s always a lesson. Yes, sometimes it’s good to read another person’s opinion, but if I don’t do it myself I won’t be sure that something works. Many in our industry enjoy gaming themselves. Do you personally participate in sports betting or casino gaming (online or land-based)? Nowadays, not as much as I used to. Since I use of SEO basic knowledge were missing. Only by fixing technical issues we managed to pull a huge increase in the SEO traffic at our client sites. Sometimes, it’s an audit and one month of work to get to a 50% increase in organic traffic. Another thing that caught our attention with operators is the poor protection of the brand keywords. Brands are investing hard in influencers, TV, PPC, and other channels, while some other aggressive affiliates and hijackers benefit from that because they managed to rank super-high for the main brand keywords. Well, come on, it’s 2024 and if your CMO doesn’t understand the importance of the branded keywords you must be losing a ton of money. We always suggest brand protection services to reputable brands, as those affect the income stream directly and sometimes by large numbers. How do you view the competition among iGaming affiliates? It was probably never as crazy as it is at this moment with the competition. It’s not a secret that iGaming SEOs are the best SEOs in the world, followed by insane budgets; hardly anyone can compete with some proper experience, knowledge and Niko I don’t like to go into new markets unprepared. It’s a high-skill game and you need as much information as possible to succeed. 49 GPWAtimes.org
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