Affiliate reviews, Copywriting, Psychology, SEO

SEO Articles: Google Glutton v Starved Visitor – Balancing Your Plate for Better Results

Making sure this…
…doesn’t mean this for your visitor!

SEO articles are an important part of the marketing strategy for any online gambling business. Why? Because they bring traffic to the site, either directly or indirectly.

But SEO articles have always been a bit of an irritant for me, especially in the early days of search engine optimisation, where keyword stuffing was the name of the game.

Google is not king!

Surprisingly, this ‘pleasing the search engines’ approach is still very common, but it’s not that aspect of it that annoys me the most. It’s the fact that online gambling businesses are still forgetting one incredibly crucial issue…

You’re still writing for real people.

Yes, a 2,000 word article with all your carefully selected, top performing keywords and suitable contextual links may well get you a place on page 1 of Google’s SERPs…

But what will visitors to that page do?

If you’re not ALSO writing to convert visitors into new members with copy that elicits an emotional response, all that effort you’ve put into constructing that Google-grovelling, keyword rich article will have been wasted.

Now that’s not to detract from the job of SEO article writers. It is damn hard to find a natural way to add the keyword phrase ‘play live casino games India’ into a sentence and not have it sound like some text bot with verbal diarrhoea.

And with many of these articles demanding the appearance of a multitude of keyword phrases that may vary by just one word, they can end up sounding very repetitive and boring – something that’s more likely to put you to sleep than gear you up for slot spinning!

SEO articles are super important, whether they appear as part of a gambling company’s blog or a third party affiliate site’s regular content, but it’s important to bear in mind that there are two goals these pieces of work must meet:

  1. Satisfy the search engines: Yes, you need to include all those top keywords, contextual links, headers, sub headers, short paragraphs, min. word count, etc. to stand a chance of SERP 1 appearance, and that’s no mean feat in itself
  2. Inspire your visitors: This is just as crucial, if not more so, as pleasing the search engines. All that traffic might as well be running you over if it’s not converting to meaningful clicks and/or membership!

So how do you go about meeting both goals?

You write for people first and optimise for the search engines second.

I have seen far too many 3rd party affiliate casino sites with pages that rank well in Google, but are stuffed with endless banner ads from dozens of online casinos before you even get to the text, then the text itself is just an exercise in nonsensical keyword stuffing.

As a copywriter, I find this stuff incredibly painful to read!

Please don’t subject your visitors to that. They’re people too!

Someone searching with the keyword phrase ‘Texas Hold’em optimal flop strategy’ is not looking for 10,000 banner ads with various poker site sign-up bonuses, they’re looking for, funnily enough, good strategies for the flop in Texas Hold’em poker – so give it to them!

And you know what the best bit is? If you take this ‘people first, search engines second’ approach and give the people what they’re looking for, if they like your content, they will click on your banner ads because they will have found what they were searching for and will be ready to put those strategies to the test by signing up with a poker site!

But only if you haven’t pissed them off first by practically plastering those banners all over their face!

People buy for emotional reasons, not because you forced them into a corner. In the example above, a well written page that addresses the visitor’s keyword phrase FIRST will satisfy that visitor and inspire them with their newly acquired flop strategy knowledge to SECOND click on a banner to join a poker site.

There’s no action without inspiration.

So next time you’re thinking about constructing an SEO article for your gambling company or affiliate website, get an experienced copywriter on the job, one who can combine SEO techniques with word crafting that inspires emotionally driven actions.

In other words, stop feeding the Google monster quite so much and spare a thought for your visitors. 😉

Affiliate reviews, Copywriting, Language, Psychology

The power of a negative review

Learn how bad can also be good

Continuing on the subject of affiliate reviews, I’m going to talk a little about why it’s just as important, if not more so, to have negative reviews on your site in addition to the positive ones and why your online gaming review site should not consist only of positive reviews.

Too many online gaming affiliates make the mistake of thinking that if they just stick up a site with tons of casino articles all boasting glowing reviews, they’ll stuff their pockets with a waterfall of commissions.

This goes back to a common theme of mine: we’re talking to real people here!

Your reviews are aimed at real people, right? These people are likely to be looking for a decent casino to play at. Imagine they stumble upon one of these ‘all positive’ sites, take their advice and sign up and deposit at some online casino, then discover they’re nothing but scam merchants with a terrible reputation! Not good huh? But that’s gonna have a knock-on effect on the site that recommended that casino in the first place!

And the last thing you need as an affiliate is a bad reputation. People talk, sites get slagged, etc. It’s far easier to have a good reputation to start with and build on that, than to try and put out a flame-fest that’s already all over the net!

So here’s an effective approach to help boost your reputation AND your commissions.

Review bad online casinos too.

Now you might regard this as a waste of time and/or money but think about it logically for a minute…

If readers come across a negative review on your site, they are more likely to respect your honesty and take your positive reviews way more seriously.

Just because you’ve put up some negative reviews on your site doesn’t mean you have to link to them! Just stick your affiliate links on the good ones and be sure to make it clear that you do not recommend the ones you’re classing as bad!


After all, how believable do you really expect the contents of your affiliate site to be if all you do is post one after another of all positive reviews?

This is the perfect example of where honesty will pay off for you as it gives your readers a heads-up on the dodgy casinos out there and gives far more weight to your positive reviews, resulting in more chance of sign-ups on the ones you do actually recommend!

Affiliate reviews, Copywriting, Language, Psychology

4 ways to commission-pulling affiliate online gaming reviews

How to get these right for maximum commission potential!

Affiliate reviews.

An effective approach to affiliate marketing is the production of a review site, where visitors can read about a selection of online casinos in an attempt to find one that suits them best. If the reader fancies checking out the online casino after reading the review, they’ll probably click on a link to join the casino, after which, the affiliate gets their cut.

However, something I’ve noticed a lot when checking out these reviews is they all tend to say the same thing…

‘Check out such and such casino, it’s the best online casino ever!’

Of course, that can’t be true for all online casinos out there so why is it so common to find all the reviews on one review site claiming the same thing?

With the marketplace of online casinos, bingo sites and poker rooms bursting at the seams, any edge an affiliate can get over his/her competition obviously means more commission for them.

So what can you, the affiliate, do to get that edge when it comes to your online gaming reviews, and end up with more click-thrus to the sign-up page, and more commission in your pocket?

Here are a few tips on the kind of reviews you should have on your online gaming review site and how they’ll help you pull in more sign-ups.

– Everyone wants something different

First of all, you have to realise that everyone’s looking for something slightly different from their ideal online casino and claiming that all the ones on your review site are ‘the best’ is not gonna achieve anything.

You have to go a bit deeper and think about what your visitors are looking for. It could be a massive first deposit bonus, a huge selection of games, one game in particular, better odds of winning than most, promotions that reward players of a specific game, a unique VIP program… the list goes on.

Potential online casino members know they have hundreds of online casino sites to pick from and it can be quite a daunting task sifting through them all to find one that’s just right for them.

So make this task easier for your visitors and get real about what’s really great about the casinos you promote. What makes them different? Why choose them over the thousands of others out there?

If you can make your reviews more specific in this way, you’ll be giving your visitors exactly what they’re looking for, increasing your chances of more sign-ups.

– Remember you’re talking to a real person!

I really can’t emphasise this concept enough. It’s sad to see online gaming communications of any kind that are aimed at members or potential members with absolutely no personality, no character, no style, not a scrap of human element to them at all – it’s like they’ve been borne of the computers we use themselves, complete with robot tone of voice!

Think about how you would convince a friend of yours to try dining at your favourite restaurant. Since it’s a friend of yours, you probably have a good idea about their likes and dislikes so you’d relate your dining experience to your friend in terms of things they also like. Maybe this particular restaurant has a knack for cooking the steaks to perfection and you know your friend loves a well cooked steak!

Chances are you wouldn’t be droning in monotone about something general that isn’t relevant to your friend in the slightest. How could you class that as convincing?

The point is, remember you’re talking to real people through your online gaming affiliate reviews. They have likes and dislikes, they landed on your site for a reason, they’re looking for something in particular, so tell them you have it. Don’t scare them off with corporate talk about things they don’t care about and don’t talk to them like you’re a couple of machines exchanging binary information!

Put some feeling into your reviews, give them depth and a personal touch. We’re all people and we all relate to written materials much better when we know there’s an actual person with similar tastes to ourselves behind the words.

– If you can, give visitors a special offer.

Many affiliates have at their disposal a special bonus offer they can present to visitors of their site as an extra incentive to encourage sign-ups.

If you have such an offer, make it clear in your review! Specify that it’s a special offer and that it won’t be around for long. Emphasise that now they’ve found their ideal online casino, the deal does get even sweeter with this great offer…

It could be that tiny extra nudge that makes the difference between trailing off to some other site or actually signing up. And we know what difference that can make in terms of your commission.

– Tell your visitors what they should do!

So you’ve got what you think is a pretty good review that speaks to people, specifies what’s really great about this particular online casino, puts the special offer up front and emphasises that it’s a limited offer.

So you slap it on your affiliate site and wait for the page views and click-thrus to start piling up.

The page views mount up, cos you probably already get a good amount of traffic to your site.

But those page views are just not converting into click-thrus. How come?

One vitally important addition to any review is your affiliate link, of course, but also a call to action.

A call to action is exactly what it sounds like. You’re telling your visitors what action to take now with one simple sentence, the shorter the better.

The problem is, if you don’t tell your visitors what they should do, they’re not gonna automatically know. You have to guide them in the right direction, make it clear what they should do next.

So something like ‘Click here to deposit and start playing’ would be a call to action.

That’s it for online gaming affiliate reviews for now. They can be a very useful way to direct people to an online gaming site that suits them, and something of a cash cow for those affiliates who are smart enough to do it right.

If you need reviews written for your affiliate site that actually work, get in touch and we can have a chat about what I can do for you and your commission. ;)