FEATURE
Overall, when we look at that
broader proficiency we can see that
across the three categories, Which Bingo
is the most proficient brand of the
affiliates that we measured, with a
proficiency score of 52%, and is the
only brand that we analysed to score
a proficiency score in excess of 50%.
The brand also achieves 184,608
clicks from organic search, which is
a respectable level of visibility.
Bingo Port and Bingo Lobby are
the next most proficient sites with
43% and 42%, and have a visibility
of 89,308 and 33,254, respectively.
So what are these brands doing
differently to the competition, and
what could that say about the state
of the SERP for bingo affiliates?
Figure 2: Content proficiency benchmarking
Figure 3: Engagement metrics
Content relevancy matters
What is striking about those three
brands in particular is that their content
proficiency scores appear to be notably
higher than the competition and, using
our in-house content benchmarking
tool SCOT (Stickyeyes Content
Optimisation Tool), we can take a
closer look at just how these brands
are approaching their content marketing
efforts (see Figure 2).
What SCOT measures is the level
of coverage that a brand has for the
keywords within its respective market,
and we see that Which Bingo has
content that could reasonably be
considered to cater for 62% of the
keywords within this sector. The other
two big brands that we mentioned,
Bingo Port and Bingo Lobby, have
59% and 56%, respectively.
And it is in this analysis where we
start to find clues as to the problems that
many brands are finding with
their approach to content.
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iGB Affiliate Issue 64 AUG/SEP 2017
“Bingo Port and Which Bingo both undertake their respective
above-the-line and brand building activity in the form of
awards, surveys and events, and this all helps with that
all-important brand recall”
Less is more, and more is less
‘Quality content’ may be one of the
oldest phrases in search marketing,
but it certainly rings true in this case.
Which Bingo may have the broadest
coverage, but it certainly doesn’t have
the largest volume of indexed pages,
and it isn’t uploading content at a
particularly fast rate.
When we look at engagement
metrics, we also see how Which Bingo’s
strategy differs from other operators,
and why it comes out as the most
visible brand. The brand has a
bounce rate of just 51.4% and an
average time on site of 3:10, in a
market where no brand other than
Bingo Lobby (which has a notably
high average time on site of more
than seven minutes) achieves a time
on site in excess of two minutes
(see Figure 3).