TRAFFIC
It ’ s important not to just guess the questions that people are asking – look at search trends and top-performing FAQ pages and gather data .
Once you ’ ve compiled a solid list of questions and statements that experienced players and newbies ask , develop a structured and prioritised plan to create content pages that focus on those longer , more conversational search phrases , questions and queries .
Figure 1 : Featured snippet example
2 . Prioritise snippets , schema and structured data . The rigorous approach to content creation outlined above may seem like overkill , but it ’ s all to play for in the growth area of voice search – especially as not every betting brand will be ready for , and in some cases even aware of , the fight .
Voice search takes place within a wider context where there is a renewed focus from search engines on giving accurate answers and semantically understanding your website content .
In short , search engines are starting to think more like humans , so your SEO and voice search strategy must be more engaging , user-focused and human too .
Schema . org is a way of organising your web content by identifying in the source code what it is about . It ’ s a shared standard used by Google , Bing , Yahoo ! and others which helps to remove search engine guesswork , i . e . you can tell search engines that when you write ‘ Chelsea ’ you mean the football team , not the New York hotel .
The question-oriented approach outlined above must be backed up with a rigorous approach to schema and technical SEO to maximise your chances of being given as the answer to voice search queries .
As an added bonus , your chances of showing up in ‘ featured snippets ’ in search results also goes up ( see Figure 1 ).
Summing up Combining a human understanding of how potential betting customers use voice search
“ Voice search takes place within a wider context where there is a renewed focus from search engines on giving accurate answers and semantically understanding your website content ”
with a thorough technical understanding of code is the key to voice search .
● ●Voice search is a massive opportunity , especially for challenger brands and affiliates that want to challenge the major operators in search engine rankings . Not everyone is up for the fight .
● ●For those which make a priority of voice search , the traffic volume – and profit – is there , but you need to make a start now .
MARTIN CALVERT is marketing director at Blueclaw , a betting and gaming-focused SEO , content marketing , PPC and social PR agency . Martin heads up Blueclaw ’ s internal marketing team and performs a strategic role on behalf of a number of key clients .
iGB Affiliate Issue 64 AUG / SEP 2017
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