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Search Engine Tips for publishers, casino, gaming, sports and pop culture sector 

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SEO:
Quick tips to keep your backlink safe Negative
SEO attacks are part and parcel of life as an igaming operator, affiliate
or network, but there are processes and tools igaming companies can use to protect
their brands against such attacks, writes Luke Ormerod, director of search media
specialist Blueclaw. "Sometimes
success can breed jealousy – and that can result in some ugly outcomes. In
recent weeks Blueclaw’s analysts have identified several negative SEO attacks
against operators, bingo white labels and several top level affiliates. Sadly
this type of activity is actually common place in the igaming sector and most
operators have processes and procedures in place to protect their brand against
such attacks. If
you don’t have a plan to tackle the threat of negative SEO, there are some
simple procedures and processes that any digital marketing manager, webmaster
or site owner can use to keep their website safe. Proactivity
is key - how to manage your online profile We advise that you check
for new inbound links from websites every Monday and Friday while using websites
like Majestic help monitor new links daily. Start
by using majestic.com’s
“new” link finding tab: Large
influxes of links that do not correspond with your standard link earning patterns
are often a sure sign of un-natural activity orchestrated by an unscrupulous third
party. This does
not mean you only check that date range of course - all links should be checked
every Monday and Friday. Check specific dates
by selecting the dates around the un-natural patterns: From
there you can now export all the new links from that period and assess which links
need to be added to yourdisavow file. So
what are we looking for? In general un-natural patterns which will include:
- Clear use of spammy anchor
text
- Multiple
links from the same IP address
- Links
from websites with the same theme
- Multiple
links from the same subnet
- Unthematic
links from topics outside of your topical trustflow
- The
unusual - use your eyes! If it does not fit it should not be there!
There
are several other services which can help and do offer similar services: Majestic.com
appears to pick up links quicker than the other tools with Ahrefs.com not far
behind. In any case, igaming companies must be energetic and proactive about using
the tools available to them to manage risk and guide growth. Dixon
Jones, director of Majestic, commented: “Looking at your links proactively
like this is really useful. Here’s two more tips for the alert:
- Look at the delta of Citation
Flow / Trust Flow in the Majestic numbers. Links with Citation Flow but ZERO trust
flow are potentially the most dangerous, although nothing beats using your own
eyes and looking at the source page sending you the links.
- You
can also set up email alerts and over time filter out the sites that keep sending
you data every day.”
All
these tools help with the process but what if Google has not indexed the link
yet? There is a great tool called Linkstant.com: This
tool relies on monitoring referral traffic, typically a webmaster or link owner
will check the link is live, Linkstant will pick this up immediately and allow
you to assess the link and the threat straight away. Ideally,
assessing and taking action before the link is live is better than waiting for
it to be indexed. This tool should be used as part of the wider strategy and not
on its own. So
what’s the process? - Check
your new links every Friday and Monday
- Assess
each of the new links for un-natural patterns
- Use
the common sense check (does this fit with my brand and topic)
- Add
to the disavow file as and when required
High
revenue markets are the most targeted areas for negative SEO but with simple processes
and procedures you can take most of the risk out of the equations." (iGaming
Business)
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