SEO Vs Gaming – Is it a bubble?
Posted on June 22, 2010 by John Trevors for Luckyroom.com
Do rumors last longer than they actually should as the online gaming industry is experiencing what we at luckyroom.com call saturation with the rate of appearance of new sites on a positive incline during the past 2 years after the invention of the term white label which has broken every barrier of entry to the industry called online gaming. Now it might sound all sweet and financially prosperous but what happens when you have a live site online? Do you have a business? Well we wouldn’t really say so. Now to make things easier for newcomers to the internet and the online industry we would like to introduce a few terms that will surely make it easier to read through and thoroughly understand this post.
SEO is the abbreviation for what we call Search Engine Optimization; in simple terms what online companies practice to maintain there sites ranking on high trafficked money keywords; good examples can be keywords like: “poker”, “online poker”, “play online casino”, “buy Nike Air Max” or any other gaming related or unrelated keyword that might lead to a possible purchase or deposit of funds to a service or related product. So the question that arises here is where does SEO stand in the equation of an online business? Well for a new site or a new product SEO can be recognized as the cheapest form of “advertising” to get customers in a site and it can be considered the most long term thing to do as a budget spent on an SEO campaign does not have a definite maturity and might bring a number of spill over benefits with it altogether.
A direct substitute for natural organic SEO can be recognized to be Google Adwords which basically allows site owners or entities to bid on placements of the Google Index for certain keywords and Geographical segments or areas; these kind of campaigns are directly effective after they have been confirmed and approved and traffic starts flowing inwards after a day or two; of course these campaigns come with a price and they do also come to an end when the budget is spent so its more like a situation called we pay you deliver sort of thing which is not bad taking into consideration the ability these campaigns have to deliver targeted traffic towards a certain product; The catch behind this? Gaming is not in the list of service which is permitted to be advertised across the lines of the policy of the Google Adwords T&C’s. What this means? If your into gaming you got to find another way to do the trick. Basically this means that good looking sites, tidy sites, nice flash intros and any packaging that might make a product or service look attractive won’t do the trick as even of you got the nicest site out there people simply wont find it as your nowhere on the engines.
Back to block 1; so you’re a new gaming site owner you’ve paid a royalty to use the software you’ve paid the designer thousands to be inspired and design a nice site but you still don’t have any customers. SEO steps in; what this means? You got to play by Google’s code of ethics and Google’s way of doing things which basically means all the following:
- Rich Content
- Fast Loading Sites
- Easy Navigation
- Simple Code
- Minimum Flash Elements
- Rich Natural Linking
- Low Bounce Rate
By the looks of things until your finished with doing all the above your probably bankrupt altogether as the procedure will take you long enough to realize that you were better off investing in some other business; On the YouTube Google webmaster channel; Matt Cutts of Google continuously states that Google ranking are surely affected by back linking and Google likes natural linking; in other words Google likes stuff which people liked and decided to link to because they liked it and decided to share it; Problem; In a multimillion industry called gaming where webmasters and Nerds are in war on how will make it to Google’s Page 1 how will links to a gaming related site because he thinks he likes it. My answer: Literally Nobody; Why? Because the industry adds up from gamblers and gamblers don’t like sharing there disease with others; even more they don’t like talking about the gap in which they turn to cure their bad habit called Gambling. So the conclusion here is how will link to a nice site? Again Nobody!
So where does that leave us? Back to paid SEO! What this means? Well in everyday language and simple terms paid SEO refers to optimizing websites to use minimum image usage, minimum flash usage and enriching deep linking by other websites or blogs which have been around long enough to be able to share the authority they have been given by Google due to their seniority called PR (Page Rank) with other sites with the usage of an outgoing link in exchange for a fee. We have just stepped in to the battlefield called the war of the back links; A war benefiting blog and site owners who are selling links to sites in order to help them rank on the engines. The problem with this is that this unarmed war is totally out of hand with sites spending more money on getting paid back links than they actually can afford accordingly to the revenue they make in reality as a newcomer or as a white label owner.
As we have used the term white label twice before but have not gone through the hassle of explaining what this means you can best understand the term by thinking of a site that is hosted on a domain but uses licensed or non licensed shared gaming software that sends registered players to a shared player pool which adds up from traffic combined from many sites that use the same software. Usually these agreements are a 50% – 50% agreement which network hosts benefit from by providing their software, their support their processing and all the technical related issues leaving the white label owner having the sole obligation of delivering traffic to the network itself in order to receive the cut from the actual agreement. Players landing in the player pool do not know where their fellow players online playing at the same tables or the same online bingo room come from as all they know is that they are playing a particular game which might be anything from poker to bingo because they signed up with xyz site which they either heard of or they found on Google’s index after searching for a relevant term.
So where were we? What’s the conclusion? Online gaming is yesterdays news; it no opportunity and its no cheap business to run and surely it no niche market; if this could be understood by new entrepreneurs trying to make their first steps in to the online gaming industry it would be a battle with much less victims; Google has been made capitalistic and the truth is that that’s the only way it can keep fair for sites old enough to have proved their presence online; Gaming similar to any online business proving services or products for sale online is solely dependant on Google and the major search engines and this means that without them your realistically not a business entity. Online Gaming is turning out to be a business supporting the term SEO and not the actual cause it serves as the cost has to be cut from somewhere and that might mean cooking up the numbers or cooking up the payout ratios or anything of the breed; the Conclusion here is that a war has surely been announced and its one that is being conducted with no firearms; it’s the War of the Nerds; the nerds that are supported by Cash Flow; This war will not end anywhere soon and it surely will leave a lot of people sleepless. The truth is Yet To Come.
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