SiGMA | SEO

There are many who aspire to be the very next big affiliate, going to great lengths to design the ultimate affiliate website; however, without generating consistent traffic or a robust SEO strategy in place, the project will most likely crumble into a non-starter and money-pit. With SEO becoming evermore complicated, affiliates must either study how to do it themselves or bring in an agency like Fibonacci to help them generate traffic and increase site profitability. Likewise, promoting a website in the wrong way or not knowing exactly how to carry out reliable SEO could turn out to be worse than not carrying out SEO at all. Failing to establish and maintain legitimate or ‘white hat’ SEO practices can seriously run the risk of being registered as spam, or having the entire website delisted which is a near-impossible situation to get out of.

Why SEO? The online gaming industry is perhaps one of the most successful and profitable in the business world today, worth an estimated €100 billion in total globally. It follows quite clearly, then, that iGaming is also a highly competitive sector, with companies and websites constantly jostling for the top

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spot in search engine results pages in order to be right in front of potential customers precisely when they’re looking for the company’s specific products or services. While it is not essential for iGaming affiliates to have extensive knowledge of what SEO means and entails, it is strongly recommended that companies are educated about SEO ranking factors, even if they are not necessarily directly in charge of it and have opted to bring in a reliable and transparent service to take care of this complex area for them. The competitive nature of the iGaming industry often tempts some companies into more underhanded methods of beating rivals out of top search engine rankings. These methods, known in the digital marketing industry as ‘black hat SEO’, include planting viruses on competitor websites, creating toxic links to the site originating from questionable sources like click farms, and keyword stuffing, among other ever-evolving techniques. The proliferation of black hat SEO in the industry has lead Google (the search engine currently holds approximately 67.7% market share) is continuously waging war against it, with special attention to keywords. The