Maximising Revenue with Brand Protection Strategies for iGaming Brands

Building Brand Awareness in the Competitive iGaming Landscape

In today’s competitive iGaming landscape, establishing strong brand awareness is crucial for success. Txema, an experienced SEO and growth expert at Revpanda, discusses this vital topic with Faruk, shedding light on how brands can effectively enhance their visibility and recognition. With many iGaming brands struggling to stand out, Txema emphasises that brand awareness is not just about being known; it’s about being recognised by a specific target audience through strategic marketing efforts.

“Users are more likely to visit a website,” Txema explains, “if they already visited this website in the past and they rely on the information and they rely on their products.”

Throughout the webinar, they focus on how proven SEO strategies can build brand trust, protect against affiliate-related costs, and ultimately boost return on investment (ROI) in the iGaming sector. You can view the entire conversation on Revpanda’s YouTube video for a more thorough understanding of what Txema shared.

Understanding the Importance of Creating Brand Awareness with Proven SEO Strategies

Txema demonstrated his years of experience in the iGaming sector as a search engine optimisation (SEO) and growth expert by effortlessly answering Faruk’s questions about brand awareness. At Revpanda, Txema analyses websites to establish the most effective strategy for increasing return on investment (ROI) and search engine rankings.

Faruk pointed out that it is difficult for people to find iGaming brands that do not stand out. According to Txema, brand awareness is “when a specific target audience recognises your name” products, logos, and promotions. He said that it always depends on the geographic location of the target audience, and most brands spend a substantial amount of money on sponsorships, standard marketing actions, advertising on social media, and digital PR services to reach their audience. Influencer marketing has also gained popularity in recent years.

Txema asserted that SEO can help brands build trust with informational content for prospective customers to find iGaming brands. Moreover, brand awareness generates loyalty and players are more likely to visit a gambling website if they have previously visited the platform.

Additionally, when users find an online casino or sports betting site with helpful tips and recommendations, they are likely to continue visiting that website. Faruk fully agreed with Txema and mentioned how important it is to begin the journey with informational intent before progressing to commercial and navigational intent. After that, the targeted customers will later find out about the brand.

Brand Protection: Lowering Affiliate-Related Costs with SEO and Satellite Websites

Explaining the concept of brand protection, Txema was concerned about how brands spend valuable resources on creating brand awareness. For him, the best approach for iGaming brands is to optimise their website with brand protection keywords.

Faruk described how users find gambling sites by searching for branded keywords, warning that failure to invest in brand protection leads to users landing on affiliate websites. These sites rank higher in search engine results pages (SERPS). When users visit an iGaming site through an affiliate, the operator incurs expenses through cost-per-action (CPA) and revenue share (RevShare) agreements.

The recommended protection strategy is to first rank the brand’s main website. This is followed by developing satellite websites that drive traffic and take users to the homepage. Ultimately, this is a cost-effective player acquisition strategy for any brand.

Supporting Faruk’s point, Txema advised brands to focus on ranking for branded longtail keywords with important words such as bonuses, registration, and payment methods. He defined satellite websites as small sites that target branded keywords.

If an operator creates satellite websites, the platform is likely to rank higher on Google compared to affiliates and competitors. These websites have call-to-action buttons or links that direct organic traffic to the operators’ official websites, leading to zero acquisition costs.

How to Start with a Successful Brand Protection Strategy

The best way to develop a successful brand protection strategy is to “empower the main website to rank for the most branded keywords through SEO strategies,” Txema said. This means optimising the website and creating the right content.

Txema also recommended building an SEO-friendly code, a subdomain, a blog, an informational section, or a folder with a different CMS. In this case, the website will have two sections—one for players to play games and another one for player acquisition with branded and informational keywords. The informational section should feature additional site keywords such as “blackjack strategy” for a blackjack gaming site. This approach protects the brand, boosts the website’s EAT, and attracts more traffic.

Moreover, Txema suggested the establishment of microsites (satellite websites) with 3 to 5 pages. Of course, the number of pages can be more or less depending on the market and budget. These sites should target the top five search engine results for branded keywords.

Commenting on Txema’s recommendations, Faruk mentioned how some sites are inflexible and thus difficult to change with SEO efforts. For this reason, blogs and new sections can be helpful.

How Applying the Right Brand Protection Strategy Can Boost Your Return on Investment

According to Faruk, ROI is one of the key metrics people consider. Moreover, as the top online casinos partner with affiliates to direct traffic to their websites, they have to share their revenue with affiliate marketers. He believes that implementing the right protection strategy can have a positive impact on an iGaming brand’s ROI.

Touching on how brand protection can increase revenue, Txema discussed the need to reduce the acquisition or initial costs associated with CPA, RevShare, and PPC models. He recommended SEO as a long-term and cost-effective strategy with minimal expenses for branded keyword acquisition.

Both agreed that combining affiliate marketing strategies with brand protection is the most effective approach to increasing ROI while lowering costs. For Txema, it helps to start with PPC marketing at the beginning before replacing it with SEO and content marketing techniques to attract free traffic.

The Best Time to Invest in a Brand Protection Strategy

“I think anytime is good to try to protect your website,” Txema said. Established iGaming brands already have a lot of branded traffic, so “the ideal day is yesterday” according to him. On the other hand, new gambling operators should start by creating an SEO-friendly site with a blog. This is important because new brands incur a lot of expenses at the beginning. They need to keep the revenue per player as high as possible.

As for the cost of brand protection, smaller websites with a limited set of targeted keywords can start with a basic budget per satellite website. However, additional maintenance expenses, including website updates and link-building services, should also be considered. Taking these factors into account, monthly maintenance costs can remain relatively low.

Faruk also highlighted the importance of investing in web development besides creating satellite websites and implementing search engine optimisation strategies.

Case Study: Revpanda’s Success Story

Txema presented a case study showing how Revpanda Group helped a client increase revenue and reduce affiliate costs by 90% after 11 months. One of the satellite websites outranked the main website and the others ranked among the top five in search engine results. Referencing the client’s exponential increase in net revenue, Txema said that investing in brand protection is like “an asset that you already have for the future.”

Boost Profitability with Revpanda’s Brand Protection Services

Do you want to attract direct traffic and boost your brand’s online presence without incurring unnecessary costs? Just click here to contact the Repanda team. Our experts will help you develop a cost-effective strategy to protect your brand and attract new players.