Welcome back to a brand new season of the Affiliate Marketing Podcast. Season 18 is sponsored by Diversum Partners and in this first episode, Lee-Ann is joined by Dagmar Janssen, Director of SEO and Onsite Content at MBG-Digital. They discuss:
- Hot topics in SEO
- Leaked Google documents
- The importance of site authority
- The impact of Exact Match Domains (EMDs)
- The use of repurposed or expired domains
- …and much more!
Listen in here for all of the insights….
The inner workings of Google
Lee-Ann asks Dagmar, “Recently Mike King released some documentation about the inner workings of Google that all the SEOs were getting really excited about. Can you tell our listeners a little bit about what these documents revealed, why they were so significant and what’s come from these documents being revealed?”
Dagmar replies, “Yeah, absolutely. It’s been really interesting to read it. It essentially gives us a little bit of a better look into how the algorithms work. I think the more serious SEOs always have test sites running. And that’s how they confirm how something works. But then again, an algorithm doesn’t sit still. It changes. And definitely now large language models (LLMs) are part of it. The changes are more frequent. I mean, there’s a core update almost twice a year now. But that is definitely interesting to see. I think it’s also been good for the SEO community. There’s been some gaslighting, which I do think is understandable, but it has discredited some people a bit. I just think it’s nice to see that what they were saying was definitely correct.”
Are EMDs still valuable?
Lee-Ann continues, “Now, you spoke a little bit about authority being a cornerstone in SEO and there’s been much debate around the effectiveness of EMD. So, let’s get onto that topic because how does the importance of authority versus EMDs play out in the iGaming sector? Are EMDs still valuable or has the impact diminished?”
Dagmar explains, “When we speak about an EMD, it’s an exact match domain. I’ll just give a very simple example. Let’s say I want to rank for Baby Diapers for whatever reason. If I could get my hands on an exact match domain, for example, babydiapers.com or .xyz, it really doesn’t matter. That is now my brand. That’s my website. That’s my brand.
“There’s not really much Google can do about it. They’re not going to rank you for your own brand. That would be particularly weird. It’s quite easy to rank for your own brand name on position one. So this definitely still works. But scaling that strategy could become a bit more difficult. Let’s say you have an exact match domain, onlinecasino.com, then scaling that is a bit easier than, for example, instant withdrawal casinos under one hour .com, you’re limiting yourself, but they definitely work. How long they work depends a little bit on various factors.”
Parasitic SEO
Lee-Ann asks, “What about parasitic SEO? I was at a conference recently where they were talking about whether it works and there was a lot of conversation happening around that panel. What are your thoughts on affiliates that are doing that right now? Is that a long-term game, short-term win?”
Dagmar says, “It was working really well. This is something that Google specifically fought hard against with the latest spam update. I think they call it site authority abuse or something like that. Definitely if you’re a smaller affiliate, it does level the playing field again a little bit now. But that is what parasitic SEO is. It’s just using the authority. You basically rent a page. That’s what you do.”
Listen to find out more about:
- Parasitic SEO and how iGaming affiliates can future-proof their SEO strategies
- Why diversification, niche targeting, and staying up-to-date with SEO trends are crucial for long-term success in the industry
- The risks and challenges in the iGaming industry
Key segments of this podcast and where you can tune in to go direct:
[04:13] Hot Topics in SEO and Leaked Google documents
[19:07] Parasitic SEO
[20:23] Future-proofing SEO strategies for iGaming Affiliates
NEXT WEEK!!! ELEVATE Summit 2024 – Where Lead Generation and Affiliate Marketing collide, launches as an in-person conference for the first time, in London 16-17 September.
Final Chance to get your tickets
Tickets to this two-day conference at Park Plaza Westminster Bridge, include:
- Full two-day conference and keynote speaker line-up (Learning from the best in the industry)
- Access to specific Masterclasses helping you level up your performance and skills development
- Lunch and Refreshments FREE on both days
- Networking and Exhibitor Area
- Matchmaking meet-ups
Don’t miss your chance to be a part of this groundbreaking ELEVATE summit and take your performance and lead generation marketing efforts to new heights.
Secure your ticket and learn with industry veterans what’s new and trending in the Affiliate and Lead Generation worlds – today by clicking here.
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