Click To Cash: Conversion Strategies – Faruk Aydin Shines as Top 3rd Speaker Among 50 Industry Leaders

Where Conversion Starts: Organic and Paid Traffic Sources

With 16 years of experience in the iGaming industry and 20 years in marketing, Faruk shared valuable insights on effective conversion strategies for brands in the online gambling industry. Conversion is “a desired action that a user takes on a website,” Faruk said. On the other hand, conversion rate optimisation entails increasing the percentage of visitors who come to your website and take the desired action.

Conversion begins with traffic from organic channels such as search engine optimisation (SEO) and paid options like pay-per-click (PPC) ads and affiliate traffic. His recommendation? Utilise all these traffic sources in your digital marketing strategy. However, it’s important to understand their benefits. For example, he said that “SEO is highly sustainable” even though it takes longer than PPC to produce the desired results. In contrast, PPC offers quick visibility but you need a significant amount of money.

Practical SEO Tips to Consider

Showcasing his process in digital marketing, Faruk shared search engine optimisation strategies that can help brands attract more players to their websites. Here are the key takeaways from his presentation.

• Consider highly relevant local content that resonates with the needs of players in the target location.
• Use human-written content because it’s authentic.
• Avoid AI-generated content because Google does not like it.
• Understand what players want and align your content with their intentions.
• Use brand protection strategies such as creating satellite websites to leverage your branded keywords and avoid losing money to affiliates.

More on Understanding the Needs of Players

According to Faruk, people who visit your website have information, commercial, transactional, and navigational intent. Therefore, understanding their keyword intent is crucial. Here are some good examples to explain player intent.

• Informational: Some players look for answers, how-to guides, and tutorials.
• Commercial: This includes comparing the best online casinos with blackjack, casino reviews, game descriptions, and types of bonuses.
• Transactional: Keywords such as “how to play blackjack for real money” may be used when the player is ready to play and wants clear information.
• Navigational: Users with a navigational intent know their destination and combine your brand name with a keyword to find what they want on your platform.

Providing players with the right information first is important for Faruk. For example, if a player searches for gaming strategies, you should first provide the information they are searching for before suggesting online casino bonuses they can claim. Always remember: addressing the player’s primary intent takes precedence over promoting commercial keywords.

Challenges for Conversions in iGaming

Faruk acknowledged how competitive the iGaming industry is, making it extremely difficult and expensive for operators to acquire new players. He also mentioned regulation as another problem, citing the strict laws in Germany as an example. Another noteworthy issue is that SERP results are dominated by high-authority websites that make it hard to succeed with certain keywords.

Tips to Avoid Common CRO Mistakes

With years of experience working at an award-winning iGaming agency, Faruk has witnessed people and brands make costly mistakes. He recommended the following.

• Avoid poor localisation by conducting thorough checks to be locally relevant.
• Optimise for mobile and offer local payment methods.
• Provide many brand-new games to meet the needs of all players.
• Offer high-quality customer support service.
• Analyse your competitors and the latest market trends.
• Do not over-optimise with keywords because it can lead to irrelevance.
• As an affiliate, monitor traffic sources and operators.

Want to take your iGaming brand to greater heights with proven conversion rate optimisation and SEO strategies? Contact Revpanda Group now for a consultation.