Key Words - Not Keywords

Search Engine Optimization (SEO) plays such a vital role in our industry that we sometimes concentrate on the keywords that spiders look at and neglect the Key Words that people look at.

As end users ultimately make us all revenue this aspect of a website should be as heavily invested in as SEO, promotion, design and navigation.

What I’m talking about is copy that sells and copy that calls a potential prospect to take action and make a deposit, or the key words that people react to.

Before we look at these key words we should first look at who our target market is. Well that’s easy right? Anyone who will sign up and makes a deposit? Well yes and no. In reality we need to work harder for a players business. We need to get more specific about what these players are looking for. You can’t fit a square into a hole designed for a circle. Same is true of prospective players not one type of content will usually match a prospects’ criteria.

Finding players is much like fishing – different players require different bait. Some will be new players and some will be old pros looking for a change.

Each niche also requires different bait:

1. New Player
   • How to Play
   • Risk Removal
   • Easy to get started
   • Try before you buy
   • Community


2. Existing Player
   • Better Software
   • Better Payouts
   • Looking for a Change
   • Better Service & Support
   • Better Community

As an example lets take a prospective player (named Jane) with the following characteristics:

New Player, Risk Removal, wants to play bingo.

Jane wants to know she is playing on a site that;

1. Is a Bingo Site
2. Provides for New Players
   1. How to play
   2. Easy to play
   3. Access to support
   4. Try before she deposits
3. Removes Risk
   1. Reputable – Well known and has good feedback from its players
   2. Licensed – Operating legally from a known jurisdiction
   3. Privacy – Credit card payments and personal information are handled with due security & care
   4. Payouts – When will she be paid out and how quickly
   5. Spyware – Is she installing anything on her PC that can’t be removed

On the other hand, a more experienced bingo player might simply be looking for a bigger bingo community to play at with better software than what he or she is currently using.

Providing single players with this information sounds like a lot of work, but this is where the industry is headed as affiliates become more and more serious about getting quality players who will return a maximum life time value.

Just like a search engine is designed to provide relevant results, affiliate properties’ are going to be required to cover a broad spectrum of possible targets.

Now we have a defined our target market let’s look at the key words that sell. Let’s take Jane again as an example.

Words that play on emotions and will give her positive affirmation about playing on a particular site may be;

• Guaranteed
• Safe
• Come Home
• Satisfaction
• Secure

• Protected
• In safe hands
• Free to Try
• Learn to play
• Easy to play

Also consider ways of drawing players to certain pages within your site. This will greatly depend on the copy and the navigation of your site. The more specifically you can match the needs of your prospect, the higher the chance of converting them to a real player.

Also consider using words that play powerfully with players such as;

• Safe - safely
• Proven
• Fun
• You - your
• New
• Save
• Easy - easily
• Now
• Results

• More
• Quick - quickly
• Money
• Guarantee - guaranteed
• Free
• Yes
• Benefit
• Love
• Money Back

In conclusion there is a balancing act between SEO and targeted content for your target audience. Just because you want to be on page 1 in Google, don’t neglect the text your visitors see when they arrive.

Good Luck and Good Fishing.

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Other Components to Consider.

Bonus

• Sign up Bonus.
• Ongoing Deposit Bonus.
• How does the amount of bonus affect payouts?

Loyalty Factors

• Regular news and promotions.
• New games and software enhancements.
• Friendly support and timely payouts.

Reliability

• Who are the operators and where are they based.
• What do players say about the casino?
• Do they process payouts in a timely and efficient manner?
• What deposit options are available?
• What is their support like?

Software

• What is the software like and who are the providers.
• Do new games come out on a regular basis?
• Are download versions available?
• Is flash available?

Aesthetically Pleasing.

• How is the site presented?
• Is navigation clear?
• Are graphics good?
• Is the site to slow?
• What is the overall feel of the Casino as a whole?

There are many more as you will know and it’s about finding that balance between information overload and what the prospect is really looking for.