The Affiliate Marketing Podcast - Eitan Gorodetsky (Betsson Group)

In this Month's episode, Lee-Ann speaks with Group Head of SEO & PPC at Betsson Group, Eitan Gorodetsky about Search and its relevance to Affiliate Marketing today.
For more information about affiliate marketing and how to get consistent sales from your affiliate program visit: www.affiliateinsider.com

Transcript

SPEAKER_00 0:01

Hi, so my name is Lianne Johnston. I'm the CEO and founder of Affiliate Insider. And today I have Itan Gorodetsky, the group head of SEO and PPC at Betson, joining me today on this podcast. Hi, Itan, how are you?

SPEAKER_01 0:16

Hi, I'm good, Lianne. Thanks for having me on your podcast. Really excited about this.

SPEAKER_00 0:20

Thank you very much. And today's hot topic is all about SEO and how search strategies are changing in an omnichannel environment. So I'm going to kick off with our first key question for you as the expert today, which is how are search strategies currently being impacted in the omnichannel marketing environment? And what should digital marketers be looking at in terms of building their strategies today and tomorrow?

SPEAKER_01 0:46

So, from my view, it's already something we have in Betson started working on. So just the unification of SEO and PPC, which makes sense, but still a lot of companies don't do it, is kind of a first step into a more holistic view. We as a big operator, we do omnichannel. So we do SEO, PPC, programmatic, affiliation, branded, TV. We have so many different channels where we actually do messaging to our clients that if we do not act as a one hand, one machine, we just confuse our clients. And this starts, you know, in the beginning of the user journey. Let's say it's a Swedish person sitting in his home watching an ice hockey game, sees a TV ad. We already started registering and putting our programmatic into it. We want to have people um kind of informed with the right messaging in their user funnel. So the only channel approach is collaborative, which is the contrary of the old school iGaming approach, which everything is, you know, separated by marketing channels and CPAs, attributed pair channel. We go today into a multi-attribution world, multi-touch, and we just want the best for the user and we don't want to confuse them. So we work very close together. That is kind of a complete change if you take it two years back.

SPEAKER_00 2:06

Thanks very much for sharing that. It's quite interesting that you talk about that because we we are going to touch on channels in the next question. So my next question for you was how does your search and content strategy need to differ? For example, you know, what do you do with sending traffic to your website versus what are you doing with traffic that's coming from a channel like YouTube? Is the strategy the same?

SPEAKER_01 2:27

Yeah, so definitely the strategy is not the same. The overarching strategy will stay the same. So if we want to push a certain campaign that wants to actually um, let's say, target sports betting clients. So the sports betting clients are usually, they want to read certain content, let's say odds and tips and inside information, but on YouTube, maybe they want to watch bloopers or they want to watch an interview with a referee. It's a completely different mindset, and you cannot force content down their throats. So, what we do is an adaptation of the original concept into the right medium. I don't remember the journalist saying uh that the medium is the answer. I completely believe in it, completely.

SPEAKER_00 3:07

Thank you so much. And the last question that we have for this quick podcast today is everyone is talking about voice search. Do you think it's relevant in our sector yet or not?

SPEAKER_01 3:18

I would say so. I know voice search a bit from kind of um other SEO ventures when it comes to local services in the US, in the UK, where you want to fix something in your house, then you will say, okay, so who's the nearest um I don't know, AC repairman? And then it's an easy one. But in gaming, it's a bit different. So I don't think there are industries have matured enough to use voice search, but I do know that we are very fast to adapt technologies in that sense. So for me, a very good user experience would be if I play a slot and instead of clicking a button, I would say spin. That would be great.

SPEAKER_00 3:54

Okay. Because one of the ways that I was thinking about voice search before we had the call is just in terms of, you know, just the way that people search using their phone, their mobile phone in their hand, versus when they type into a search engine, the language that they use is quite different. So should that sort of play a part on the on-site uh content that affiliates or or operators are using in terms of using that same lingo, or does it not really have an impact at all?

SPEAKER_01 4:22

Definitely, it has, in my view, three sides of the impact. First, the way you use voice search, as you said, completely correct. You search in a different way. So you're you are more either questioning or guiding instead of searching like very informational, flat queries as you do with text. The second thing is the actual content that you have needs to be wrapped around with technical tags to actually emphasize. So you need to answer it and fabricate the content in a different way. And of course, the technical side where you emphasize that this is done solely and more importantly to voice search. So what you read and what you hear is different, and you have to take a different approach on that.

SPEAKER_00 5:01

Thank you so much for sharing your knowledge with us today. I think there's quite a few little um insights that we can pick up from this podcast. I really appreciate you sharing your expertise in SEO and PPC with us today.

SPEAKER_01 5:12

Definitely, Leanne. Whenever you need me, I'm here. I love your podcast. Thanks so much for having me.

SPEAKER_00 5:17

Thank you.