iGBA editor-at-large Corey Padveen provides August 2024's headline takeaways for igaming affiliates which saw Google push through its latest core update, continue to prioritise user-generated content, expand the use of AI-generated search summaries and boost the visibility of local and niche businesses in search queries.
August 2024 was a dynamic month in the realm of affiliate marketing, particularly within the igaming sector.
Significant developments in marketing, AI, and search technologies marked a period of rapid evolution and adaptation for affiliate marketers.
Google's latest core update, which rolled out during the month, brought significant changes aimed at improving the quality and relevance of search results. This update prioritized high-quality, original content and enhanced the visibility of smaller, independent sites that offer unique value.
The emphasis on user-generated content (UGC) grew stronger, with Google continuing to reward content that facilitates genuine user interaction, such as forums and discussions.
This shift suggests a growing appreciation for authenticity and user engagement in determining search rankings. Additionally, the expansion of AI-generated summaries in search results introduced new dynamics in content strategy, influencing how information is previewed and engaged with by users.
Google's core update: focus on quality and UX
Google's August 2024 Core Update emphasises high-quality, original content that aligns well with user intent. The update particularly benefits independent and small sites that offer unique and useful content, aiming to diversify the sources of information presented in search results. This shift highlights the importance for affiliates in the igaming space to focus on creating substantive content that genuinely adds value to users, moving away from superficially optimised SEO content. (Affiverse)
Increased importance of user-generated content (UGC)
The latest update also points to a growing significance of user-generated content such as forums and discussions. Google is prioritising content that facilitates genuine user interaction, suggesting that affiliates should incorporate UGC to boost their organic search rankings. This includes encouraging reviews, comments, and community engagement that enrich the user experience and content authenticity. (Affiliate Marketing Dude)
AI enhancements in search
Google has expanded the use of AI-generated summaries in search results, which can impact how content is previewed and engaged within search queries. This advancement necessitates that affiliates in the igaming sector adapt by ensuring their content is optimised not just for keywords but for relevance and comprehensiveness, likely affecting click-through rates and overall content strategy. (Affiliate Marketing Dude)
Emphasis on local and niche market visibility
There's a continued push towards boosting the visibility of local and niche businesses in broader search queries. For igaming affiliates, this could mean a strategic advantage if they focus on specific geographical areas or specialized gaming niches, enhancing their content to meet the localised needs and interests of their audience. (Affiliate Marketing Dude)
Adapting to evolving SEO and technology trends
The broader implications of these updates are clear: Igaming affiliates must stay agile, continually adapting to the evolving SEO landscape. This includes maintaining strong domain relevance, building a robust backlink profile, and ensuring a seamless user experience across devices. Leveraging the latest technologies and maintaining alignment with Google’s guidelines will be crucial for sustaining visibility and success. (Search Engine Journal)
To conclude, August 2024 marked a pivotal moment for affiliates in the igaming industry, emphasising a strategic pivot towards quality, authenticity, and user engagement in content strategies.
By aligning with these trends and continuously adapting to Google's evolving algorithms, affiliates can enhance their competitive edge and achieve sustainable success in a dynamic digital landscape.