SaaS Content Marketing 101: A Comprehensive 10-Step Guide for Business Growth

A customer-centric SaaS content marketing playbook will help you drive organic, sustainable growth. Start your content journey with our comprehensive 10-step guide.

What Is SaaS Content Marketing, and How Does It Work?

SaaS content marketing crafts and distributes valuable content to reach and engage potential customers for SaaS (Software-as-a-Service) products.

However, a content strategy should not be predicated on just selling products. It should be centered on your customers’ pain points, especially if you’re pushing for a customer-centric strategy.

Knowing your target audience is the prerequisite to SaaS content creation. From using content marketing tools to analyzing trends in online communities, creating content for SaaS businesses reflects how well you understand your target customers.

Why is the SaaS content strategy different?

A SaaS content strategy is different from other content marketing setups. While sharing the same goal of reaching and engaging audiences, distinctive features set SaaS content marketing apart from other content formats.

SaaS companies should focus on these plan of actions when strategizing their content:

  • Focus on inbound marketing rather than outbound strategies;
  • Address customer pain points through educational and helpful blog posts;
  • Demonstrate industry expertise via case studies, whitepapers, surveys, and data-driven reports.

Going through a single route of hard-selling your products will not cut it in this strategy. If you center your messaging around brand promotions, your audience might view your content as one of the usual digital advertisements they see on their devices.

Producing content for a SaaS brand should prioritize the interests and needs of the customer base, and then the “selling” aspect of the business will flow naturally.

10 Steps to Create a Winning SaaS Content Marketing Strategy

Engage audiences and drive sustainable growth with these ten key steps of creating valuable content for your SaaS business.

1. Define clear goals and align them with business KPIs

Do you want to grow your web traffic from 10,000 visitors per month to 250,000 users monthly? This result will not happen overnight, so you might as well lay out your goals first.

The good news is that you don’t have to pick your content goals from scratch.

The easier way is to align your content with the more urgent Key Performance Indicators (KPIs) of your SaaS company, such as the ones below:

  • Lead generation and conversion
  • Website Traffic
  • Churn and retention
  • Content engagement and reach
  • Cost per lead and acquisition

For example, analyzing your keyword rankings and click-through rate could be the more specific goals if your long-term goal is to grow your organic traffic.

This way, you’re measuring your progress through specific, attainable objectives. The small steps in the ladder will eventually take you to the top rung.

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2. Get to know your target audience – and take your time

You guessed it right: your audience is the most important element of creating content for SaaS companies. Understanding their pain points is crucial, especially in a SaaS market where your products are used to address very specific needs.

You have to be very patient with the process, though. Customer interests evolve, and you can see changes in weeks or months. To adapt to these changes, you can follow these guidelines:

  • Define the characteristics of your Ideal Customer Profile (ICP)
  • Gather demographic data through customer research
  • Segment your target audience into buyer personas
  • Use keyword research tools for Search Engine Optimization (SEO)
  • Monitor online platforms and communities regularly

It might look like painstaking work, but some tools can make your life easier. Automation tools such as Google Analytics, Hootsuite, and Sprout Social could help you create a clearly defined audience.

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3. Leverage your a SEO team for keyword research

After setting measurable goals and determining your potential customers, the next step is to discover the words and phrases currently trending in your market.

This process is called keyword research, a method of identifying the terms people use when searching for information related to your SaaS product.

While this strategy is initially designed for organic search engine traffic, discovering seed and long-tail keywords can help you market more effectively on other platforms.

You can incorporate relevant keywords in your SaaS content marketing efforts on these platforms:

  • SEO
  • Email promotions
  • Pay-Per-Click (PPC) advertising
  • Social media marketing
  • Video content marketing

Keyword research is such a crucial aspect of B2B SaaS content marketing that many successful businesses outsource this strategy to experts. You can optimize your keywords and content strategy with digital marketing agencies like Fortis Media and other well-known SaaS content marketers in your area.

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4. Consistency is key – so have a well-structured content calendar

Becoming a reliable source of information is the secret to content creation for SaaS companies. Quality content will be at the forefront of your distribution strategy, but consistency is another crucial element.

When people regularly encounter your blog posts and other content forms, they perceive your SaaS business as an authoritative figure in the industry. This will help you build momentum, encourage engagements, and increase brand awareness for your SaaS product.

In any other content marketing scheme, you shouldn’t stop when you already have this momentum.

Don’t trust your ability to wing it every time, though. Take a look at these content calendar tools that could schedule your blog posts and social media content:

  • Buffer
  • ClickUp
  • Hootsuite
  • Sprout Social
  • Notion
  • Monday
  • Trello
  • Google Sheets

Along with using a project management tool, you can also utilize the built-in content scheduling tools of platforms like Facebook, Twitter, LinkedIn, Instagram, and YouTube. This calendar should only serve as a guide, as there are times when you need to adapt and change your content schedule.

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5. Repurpose content by experimenting with different formats

When you create SaaS content, you can distribute it on multiple platforms. For instance, a long-form blog post can be broken down into smaller content formats. You can transform the blog post into an engaging infographic or even a short video.

If you want to begin creating content for different platforms, here are several formats that are currently trending in content marketing processes:

  • Tutorials and how-to-guides
  • Case studies and use cases
  • Social media snippets
  • Ebooks and whitepapers
  • Infographics
  • Reels and short video clips
  • Email marketing snippets
  • Podcasts

The sky’s the limit here, although one very crucial aspect is updating the facts in your content. You can make visually appealing and witty posts, but creating factual content is the key to establishing authority in the SaaS market.

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6. Experiment with CRO to optimize for conversions

SaaS businesses create content to boost their visibility and engagement, but there’s no one-off strategy for this objective. High-quality content for a particular SaaS business may not be as effective when you use it for another SaaS company.

You could create content in different formats and variations to discover the best content for your target audience. You could dive into the Conversion Rate Optimization (CRO) process, a strategy where you test variations of your marketing strategies.

As related to content creation, SaaS companies can test different variations of these elements:

  • Headlines
  • Images and graphics
  • Colors
  • Call-to-Action (CTA) wording and placement
  • Content length
  • Audience targeting

For example, you can experiment with your landing pages’ User Experience (UX) to see which variation produces a lower bounce rate and longer session durations for your website visitors. Pay attention to even the smallest details, as they could be a major factor for your audience.

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7. Don’t shy away from being visual – utilize visual content

Visual content is steadily becoming the most engaging type of quality content. According to Statista, 66% of their survey respondents say they engage the most with short-form videos.

Do you want to know their second-most preferred content? That will be images, which garnered 61% in the poll.

Along with the typical infographics, videos, and images, you can also leverage other unique forms of content. These visuals could boost the visibility of your SaaS product:

  • Memes and GIFs
  • Visuals of customers using your product
  • Multimedia elements incorporated in a company blog post
  • Interactive content (quizzes, polls, and surveys)

Just like other types of content, visual content also relies on relevance and consistency. Ensure that you’re keeping up with the trends and using a content schedule as a guide for regular posting.

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8. Increase visibility by sharing across platforms

SaaS companies shouldn’t just rely on blog posts for content. There are different marketing channels (or content platforms) that could help you get qualified leads.

Sharing content across platforms comes with a certain requirement, though. You need to fit your content within the platform structure you’re using. Take a look at the different content forms that best suit each content channel:

  • Facebook: event invitations and community discussions
  • Twitter: real-time brand updates and short-form descriptions
  • Instagram: photos, carousel, reels, and video stories
  • LinkedIn: thought leadership articles and posts for professional networking
  • TikTok: short-form vertical videos centered on trending challenges and pop culture
  • YouTube: tutorials and long-form video forms

An excellent tip for distributing content across platforms is to repurpose it. For instance, if blog posts are raking up high organic traffic on search engines, you can repurpose them into short-form descriptions, infographics, and video content. Just make sure you also optimize the messaging and tone for the content type you’re using.

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9. Build loyalty with targeted email marketing campaigns

A targeted email marketing campaign is another great content marketing strategy for SaaS companies. It is a powerful tool that could help you reach individual customers, decision-makers, and organization leaders.

You need to personalize your messaging to get qualified leads through an email push. You start segmenting your email list, tailoring each segment’s content based on preferences, demographics, and previous interactions.

Once you have segmented your audience, you can ramp up your marketing efforts. SaaS businesses use emails for these reasons:

  • Provide product updates and event announcements
  • Get feedback from existing customers
  • Nurture and convert leads
  • Encourage paying customers to renew their accounts

When you create quality content through an email platform, you can use analytics tools to measure campaign performance. These reports can give your marketing and sales team more information about your SaaS clients and their customer journey.

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10. Assess success through analytics

Compared to traditional marketing, assessing success in digital marketing is easier. For instance, analytics tools can easily measure traffic when SaaS businesses publish content for organic search.

By measuring the success of your content, you’ll gain data-driven insights into these metrics:

  • Lifetime Value (LTV) of customers
  • ROI
  • Cost-Per-Acquisition (CPA)
  • Conversion rate
  • Social shares
  • Backlinks for SEO
  • Email metrics
  • Referral traffic

Paying attention to these metrics could help you discover what it takes to convert a potential customer to a paying one. This could streamline your sales funnel, leading to a more efficient distribution of your time and resources. Also, don’t forget to prioritize metrics directly aligned to your current business objectives.

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Benefits of Good SaaS Content Marketing (Does It Pay Off?)

Do you want to increase brand awareness most efficiently? A good SaaS content marketing strategy will help you reach this goal.

Clear and measurable ROI

Having direct information on your ROI is one of the best ways to see how efficient your marketing campaigns are. You can do that in content marketing, as many analytics tools could track your campaign metrics.

Along with the in-built tracking tools found in social media platforms or your Content Management System (CMS), you can also use third-party analytics tools like Google Analytics, Mailchimp, Moz, BuzzSumo, and Google Search Console.

Tracking campaign metrics isn’t just for content optimization; it can also give insights into the different stages of your marketing funnel.

Established brand authority and trust

Did you know that 73% of B2B companies leverage content marketing? B2C businesses are not far off, as 70% of these brands also use content to promote their products and services.

This trend isn’t surprising, given how easy it is for people to access content online. It’s not just about getting your product seen — 62% of purchase decisions rely on practical content such as in-depth guides, case studies, and other visual content.

All these numbers tell us one thing: having helpful content is a proven way to build brand authority and eventually increase conversions. When you focus on content that matters, you’re gaining your customer base’s trust every day.

Engaged users who retain

When you approach content with a customer-centric mindset, you’re not just engaging with your audience. You’re also becoming a constant helpful presence for their everyday needs, whether through social media infographics, long-form blog posts, personalized emails, or even customer support chats.

As you create content that helps, you’re also boosting your chances of retaining your customers. Remember, it’s not just your product or service that will do the heavy lifting; your customer base also looks at every aspect of your brand.

Increase your customer retention rate through helpful content that’s backed by market data and customer feedback.

Key Elements to Make SaaS Content Marketing Successful

Whether you’re pushing for organic traffic on search engines or expanding your reach on social media, your content marketing strategy needs these elements to be successful:

  • Create unique content types across each platform
  • Build a strong community by engaging and re-engaging with your audience
  • Position your SaaS business as a reliable source through thought leadership
  • Analyze the search intent of your niche audience
  • Monitor what your competitors are doing (and not doing)

Content marketing hinges on a well-thought-out strategy adaptable to your niche’s evolving trends. Observe, analyze, and adapt — these three actions will be crucial for your campaign.

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Challenges (and Solutions) in SaaS Content Marketing

Content marketing in the SaaS space has its own set of challenges, namely the ones below:

  • High competition
  • Evolving pain points in the market
  • Long sales cycles
  • Personalizing content across platforms

As we said before, SaaS’s sales and marketing funnel is a long journey. The key is to constantly monitor the market and gather as much customer data and patterns as possible. This will give you seasonal data and trends, which you could carry over for your next year’s content plans.

Content marketing will take up a lot of your time and effort, which is why many SaaS companies outsource this aspect of their business. For instance, digital marketing agencies like Fortis Media can cover all of your content marketing needs, so you can focus on other matters like product development and daily operations.

How to Measure SaaS Content Marketing Success?

To make sure that your content marketing efforts are not put to waste, you must regularly track and assess SaaS metrics. Take a look at some of the metrics that you could prioritize:

Audience growth: Track how many followers you gain and retain to check if your social media content marketing campaign is expanding your community.

Session duration: Evaluate the average time users spend on your website, as this gives you insight into the specific pages that interest your audience.

Customer acquisition cost: Calculate how much resources you spend in converting one customer, as this says a lot about the effectiveness of your leads and content.

One important thing to remember here: optimizing your content marketing campaign is as important as monitoring your performance metrics. Act right away, and don’t lose out on those potential conversions.

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Best tools for tracking and analytics

There’s no do-it-all analytics tool to measure the whole performance of a content marketing strategy. Some tools fit the specific metrics you need to assess, as you can see below:

  • Google Analytics: used to track web traffic and user behavior
  • Sprout Social: used to monitor social media metrics like reach, engagement, and impressions
  • SimilarWeb: used to compare your website performance to the industry benchmark
  • BuzzSumo: used to discover the type of content that resonates with your customers

The key here is to determine the metrics that align with your business goals and then choose the best SaaS tool to provide you with these data. You could sign up for free trials or demos of these tools, so as to determine which solution best fits your needs.

Iterative improvement strategies

As you might have known by now, your SaaS content marketing strategy is a cycle of refining and optimizing your output.

Your competitors might be doing something new, or there might be an upcoming technological advancement in your niche. These situations require you to fine-tune your content throughout the year.

An iterative (or constant) improvement of your SaaS content marketing strategy is essential to maximize your reach and maintain your position at the top of search results.

The combination of consistency, relevance, factualness, and creativity in content creation will surely attract the regular attention of your audience.

Content Marketing for SaaS: Key Takeaways

Positioning your content in an educational and solution-based stance will get you ahead of the curve. Nothing attracts people’s attention better than content that could solve their problems. Your content is a gateway to build trust and preference for your SaaS product.

If you’re unsure where to start, you could consult digital marketing agencies like Fortis Media and many others. Just remember to do a thorough screening, as you’ll be starting a long-term collaboration with them.

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FAQS About SaaS Content Marketing

What is SaaS marketing?

SaaS marketing promotes a Software-as-a-Service (SaaS) product to a target audience.

It involves various promotional activities, including determining a niche customer base, generating leads, creating helpful content, strategizing for paid advertising campaigns, and prioritizing customer success.

What is the difference between B2B SaaS and SaaS?

Software-as-a-Service (SaaS) is a broader term that refers to a business model where customers purchase a product through a one-time payment or a subscription basis.

Business-to-Business (B2B) SaaS is a form of SaaS distribution model that targets other businesses or companies as primary customers for their products.

How do you create a SaaS marketing strategy?

To effectively market your SaaS product, determine your niche audience first. By knowing their demographics and understanding their intent, you can develop written and visual content that could help solve their pain points.

Remember to optimize your marketing strategy, as the SaaS industry constantly evolves.






Top 10 SEO Tips for Sports Websites and Blogs in 2023

If you own a sports business – either a news platform, a sports betting website, or a sports merchandise online store – you surely know that it is a very competitive niche. Therefore, investing in a strong sports site SEO strategy is essential and you don’t need to become an SEO expert for that. The focus should be on optimizing your sports team website​ to improve your sports site’s SEO​.

Let’s start with the basics: it’s fundamental to diagnose why your page is not ranking as it should. You produce quality content on a daily or weekly basis and/or you sell quality products, so why are you not ranking higher on search engines?

It is highly likely that thousands of people search for products related to your niche every day. According to InternetLiveStats, Google processes 84.000 search queries every second!

To sum up, paraphrasing the iconic song Sweet Dreams, by Europhonics: ‘Everybody’s looking for something’!

Sports are no exception. People play sports, watch sports and bet on sports. Football, soccer, and basketball teams get thousands of retweets every time they make a new post. It’s a bubbly exciting world: perhaps too overcrowded with competitors, we’d say?

It is not easy to create a sports team website that is successful, mostly due to heavy competition. Most media sources around the globe have their own sports section and they dominate the first page of Google queries on general broad sports keywords.

Why is it so important for your sports website to rank high on Search Engines?

You want to attract people to read your articles and check your website’s products. Generating traffic will bring sponsors, clients, subscribers, and other opportunities that allow your business to grow.

However, just like in any sport: you have to define goals that you are looking to target. Are you looking to improve your sales? Lower the bounce rate so you have more returning visitors? Overtake a competitor’s first place in the sports SEO ranks for a specific keyword?

Defining goals is crucial because if you aim for a specific target you are more likely to score than if you shoot randomly. You might be lucky and get a breakthrough, but the wisest choice is to know exactly what you are looking for.

So, without further ado, here are Fortis Media top 10 tips for you to improve your sports website SEO rankings:

1. Find your niche

One of the most important reasons why we ask you what are your goals is that they are directly correlated to your niche. If you have a broad sports website and you just try to rank for the keyword: sports or sports betting, that quest will be nearly impossible.

Mainstream media and gambling pages are way ahead of you on that game and it is unlikely you can compete on that league.

Check our whitepaper that analyzes the most popular online betting brands and their SEO strategies.

However, if you offer products for specific sports or teams, you can target the fans of those niches. For example, check out the keyword related to the English soccer team Manchester United:

ahrefs manchester united transfers news
List of relevant keywords for Manchester United Credits:

By using Ahrefs Keywords Explorer tool, you can search the relevant niche you are targetting and look for keyword opportunities where you can rank higher easily. In the image above you can see that ‘man utd transfer news‘ has 30k traffic volume, which means 17.000 people search for it monthly. Meanwhile, ‘manchester united news’ has a higher traffic volume, but the keyword difficulty is substantially higher.

So, if you are a starting business trying to rank on a specific niche you should look into keywords that fall under our first example: a medium or high traffic volume with low keyword difficulty is exactly what you should aim for.

2. Make Your Website Mobile-Friendly

Do you know that during the first quarter of 2020, 51.92% of the internet’s traffic worldwide came from mobile devices? On Google, the numbers are even higher, with 60% of all internet searches coming from mobile gadgets.

If your website is not compatible with all smartphones or its design is just not mobile-friendly, you are likely to lose half of your potential clients.

That’s why it is fundamental to make sure that you are using a mobile compatible theme on your page and that all your website functionalities are available on the mobile version. This is not only a SEO tip for sports blogs, but for all kinds of websites who have the intention to increase their ranks.

mobile friendly traffic worldwide
Growth of mobile traffic worldwide from the first quarter of 2015 to the first quarter of 2020.

3. Optimize your page speed

As important as improving your sports site SEO, optimizing your page’s speed is crucial to obtain better results. 40% of the users abandon the web page if it takes more than 3 seconds to load.

With the eagerly competitive online sports market, you can’t allow yourself to lose such a high number of potential clients due to slow loading.

If you are a developer or you have developers working for you, make sure to put on the first order of business the decrease of loading time.

Also, small things like JPEG images instead of PNG or larger formats, help to increase the website speed. The heavier the media on your page (images, videos, etc), the more time it will take to load.

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SOASTA Research (2017) found out that the bounce rate probability increases by 32% for every loading second that passes. This means 32% of your audience does not intend to return a second or third time to your website.

4. Use Structured Data on Your Sports Website

Title tags are very important, as they are clickable headlines on the Search Engines. So, before you make a new piece of content, think about structuring it in a way that contains a hierarchy of titles.

H1 title should be the main title of your article or piece of content. It should contain the keyword you are trying to rank for, as it will give SERPS (Search Engines) the information on the most relevant subject of your page.

Inside the article, you should define topics to create a hierarchy of subtitles. They should be numbered as h2, h3, h4, h5, etc. A useful tool to help you do this task successfully is Yoast SEO, a plugin that you can install in WordPress and easily manage your content’s structure.

H1 tags hierarchy
H1 is the main tag, while the others represent subtitles.

5. Publish High-Quality Content

You probably think that in order to get better rankings and increase your audience you need to make a new article post every day. This is actually wrong.

In fact, there is no correlation between both factors, and overflowing your website with content is useless if your content is too short and poorly written.

So, invest instead on improving the content you already have and that is already ranking. Every time you refresh your content with new pieces of information or new hyperlinks, Google and other SERPs receive the information that your content is new.

SEO expert Neil Patel has recently said how he produces 10 pieces of content per month but refreshes 90 of his old articles per day.

Besides updating your old sports website blogposts daily, you should also make sure your content is authentic, original, and informative. Avoid plagiarizing other pages, as that IS NOT a good strategy to improve the SEO for sports blogs. Your content should also have the proper hierarchy and structure as we mentioned.

Finally, you might be wondering what is the average number of words your content should have. There is not a specific answer, as it depends on what kind of content you are producing. Although Google says that word count is not a ranking factor, long content (2500 words on average) seems to rank higher than short posts.

Just think about this: you can insert more links on long posts than short ones, which will come in handy as we will explain to you below.

6. Delete web pages that you don’t use

From a SEO perspective, deleting lots of the webpages inside of your sports blog is not always a good idea. Google can punish you with reduced rankings if you decide to delete several webpages.

However, it is likely you got some dead URLs and those might be affecting your page’s loading speed. As we mentioned above, loading speed is an essential feature that your website must have optimized.

There are two ways to deal with deadweight pages: you can redirect or kill them.

Redirecting means that once the viewer enters that page it will immediately take it to an active one. There are many kinds of redirects, with the most common being the 301. Read more about that here.

Killing a page means that you will send a message to Google and other search engines that you have deleted that page from existence. There are 2 ways of killing a page: with a 410 or a 404.

The most indicated way is 410. When you do a 410 you purge the page and Google immediately knows that it should be removed from its index.

Meanwhile, the 404 do not always get deleted from Google, but get buried in their archives. It’s that sort of page that you will find saying ‘404 URL: page not found’. Make sure that if you have 404 URLs on your sports website, they contain a link to the homepage so the user can return to navigate safely on your content. A search bar is also helpful in this situation.

7. Link to other web pages and websites

Inserting hyperlinks to credible sources on your content will help boost your sports blog SEO rankings. So, make sure to have plenty of “Click here” links, but do not place them randomly. They should fit into the context and help people expand their insight on a specific subtopic.

You should also add hyperlinks for your ‘call to action’ pages. If you add your website contacts, services or about us, chances are that people will click on it easily, instead of looking back at the top or bottom of the page.

You can also hyperlink to older pieces of content on your website, which will help those static older pages to remain fresh and grow on traffic.

8. Earn relevant and authoritative backlinks

The same way you post links of different sources on the web to give credibility to your article, every time some other page does the same with any of your links it will boost your rankings. Backlinks are necessary to improve the SEO of sports teams and sports team websites​.

If the backlink directing to your page on that other website has a specific keyword that you are trying to rank for, then it’s even better. That’s why keyword research comes in handy while optimizing your sports team website.

Fortis Media makes that off-site SEO work for you, searching for pages with enough credibility where you can place backlinks. We also do the keyword research, to save you time and help your sports team website to improve its ranks.

9. Leverage Social Media

The power of social media should not be underestimated. According to BrandWatch, 54% of Twitter users have answered they took action after seeing a brand mentioned in Tweets.

If you open Facebook, Twitter, or Instagram and go to the pages of brands you love, you will see that their social media engagement is part of their success.

2017 social media marketing importance
Most brands worldwide invest their marketing budget into social media, as you can see in this graph from 2017.

Experts say that you should make a daily post on each of the 3 main social media platforms (Twitter, Facebook and Instagram) and have icons for your social media pages visible on your sports blog.

You should, however, not abuse it. 3 or more tweets or Facebook posts per day will make you look desperate and you will lose engagement.

10. Do NOT forget meta-descriptions

Last, but not the least, you should always make sure that all the pages on your website have updated meta-descriptions. If you are not familiar with the concept of meta-description it is simply the little text under your title, that shows up every time you look for something on SERPs.

Despite Google claiming that meta-descriptions do not impact SEO rankings, they can indeed affect the click-through-rate. This means that a user is more likely to click on your page if the description is informative and explicit on the page’s content.

There are plenty of plugins on WordPress where you can easily edit your page’s meta-descriptions, including Yoast SEO, that we referred to before. Meta-descriptions should summarize the content of your article, without spoiling it completely.

They should also have a maximum of 120 characters and contain relevant keywords for which your sports blog website is trying to rank.

Is this all you need to create a successful sports team website​?

These are 10 tips to help increase your sports site SEO. However, there are many more factors to have into account: and we can help you find solutions for your sports website problems and we also provide SEO tips for casino and betting businesses.

Fortis Media agency is always focused on obtaining the best results for its clients and we welcome you to work with us, so we can help you achieve your goals faster. Click here for a Free SEO Audit!


10 Gambling SEO Tips for Online Casinos and Betting Sites (2024)

In this article, we’ll delve into essential search engine optimization (SEO) tips to empower your professional gambling business and enhance its online presence where the action truly unfolds – the digital realm.

Why Casino SEO Can Be Challenging?

Navigating the search engine optimization (SEO) landscape for online casinos and betting sites requires unique SEO strategies, much like other sites like sports betting websites.

However, the casino and gambling niches face global restrictions, with various countries and U.S. states prohibiting certain online betting games.

Adding to the complexity, search engines closely scrutinize gambling sites, especially those attempting to use deceptive tactics to boost visibility through casino-related search terms.

But fear not, with a strategic approach and the expertise of reputable casino SEO experts like Fortis Media, your online business can thrive and attract a broader audience.

Is It Worth Doing SEO for Gambling Websites?

You already know about the the challenging environment and high market requirements, succeeding in the casino and iGaming SEO demands an effective SEO strategy that covers both on-page and off-page efforts.

The significance of organic traffic cannot be overstated for the success of any online business in the iGaming industry. According to 2024 data, 53% of internet traffic is attributed to organic search. Therefore, if your goal is to witness the growth of your gambling website and establish a loyal customer base, the importance of a well-thought-out iGaming SEO strategy should never be underestimated.

However, executing SEO effectively can itself pose a challenge. Even with the right techniques, the journey from being an unknown online casino to securing a spot on the first page of Google for high-difficulty keywords requires time and patience.

Just a note – you shouldn’t expect to see an immediate increase in organic traffic. This may take several months, if not longer. Yet, rest assured that despite the time required, once you set achievable goals, you will eventually harvest the fruits of your efforts in elevating your casino SEO results through effective SEO techniques.

If you find yourself unsure of where to begin with your casino SEO strategy, partnering with an experienced SEO company is a wise choice. After all, you wouldn’t want to jeopardize the integrity of your company by investing in a short-term strategy that may result in wasted funds.

3 Points to Consider Before Building Your Casino Website

Before starting with a digital marketing strategy for your casino website, it’s crucial to consider several key factors that can significantly impact its success.

These three points will guide you in making informed decisions for a successful online presence.

1. Be sure you trust your SEO provider

Handing over your SEO strategies to someone unfamiliar with the intricacies of the online gambling industry and iGaming SEO field may result in your website being blocked by Google or other search engine results pages (SERPs).

Google, with its ability to identify keyword stuffing within seconds, maintains a strict stance in the gambling SEO niche. This is critical due to the potential risk of your content appearing in searches meant for children, for example.

Hence, before proceeding any further, it’s crucial to emphasize the importance of handling your content and relevant keywords with care to prevent unintended exposure.

2. Casino SEO can be costly

Due to the challenging market, casino SEO can get expensive, especially when considering off-page SEO and link-building.

Acquiring high-quality backlinks from authoritative sources demands a higher financial investment compared to other niches. Webmasters are well aware of the unique nature of the casino business, and the intensely competitive market.

In some cases, they may outright reject any gambling site-related link-building activity and place high-quality links on their website pages.

3. Avoid private blog networks (PBNs)

With PBNs, individuals generate multiple websites and focus on publishing a high volume of content, although not necessarily of high quality. Some websites use PBNs for their link-building strategy.

For some, creating a Private Blog Network (PBN) might appear as a convenient method for boosting traffic, and some SEO consultants may even suggest it.

However, we strongly discourage this approach, as it tends to be a futile investment of time and money.

So while it may seem like an easy way to do link building on paper, these websites typically possess low authority, requiring additional efforts to improve their ranking.

Moreover, PBNs are easily detectable by search engine results pages (SERPs) authorities, and sites that use this can be flagged and penalized.

Navigating Casino SEO: 10 Essential Steps to Success

So if you’re ready to start growing your casino site, here are 10 tips on how to grow your casino’s organic search results.

1. Ensure your website is accessible to search engines

Before moving any further with your SEO efforts, it’s crucial to ensure that your website is accessible for indexing by search engines. Conducting an SEO audit would help with this step.

For newly established websites, the indexing process may take some time. However, there are specific recommendations to expedite the indexing of your website.

Firstly, prioritize updating your ‘About Us’ and ‘Contacts’ pages. Including your contacts and professional information signals to search engines that your website is legitimate and not automated.

Secondly, consider placing your website link on an authority page already indexed by Google. For instance, utilizing a website with substantial traffic, either yours or someone else’s, as a platform for a backlink can enhance the credibility of your website and expedite indexing.

Lastly, create access to Google Analytics and Google Search Console tools. The crawl analysis functionality provided by these tools allows you to track the number of visitors, as well as monitor the last time your website was crawled, providing valuable insights into the performance and indexing status of your site.

2. Invest time in keyword research

Keyword research stands as a pivotal step in optimizing content across various niches, and Casino and Gambling sites are no exception.

Initially, prioritize the low-hanging fruits rather than pursuing broad keywords like ‘casino’ or ‘sports betting,’ which may be unattainable for a newly established site lacking authority. Focusing on long-tail keywords will better align with your target audience.

Given the dynamic nature of online searches, it’s essential to keep up with the competition for relevant keywords. Remember – customer preferences can change, and other websites may enter the scene. So don’t hesitate to check related keywords multiple times per day.

Don’t overlook the importance of regular competitive analysis for an effective SEO strategy. This helps identify newly established websites that may outperform your iGaming site due to superior site structure, keyword selection, or content quality. By consistently conducting competitor analysis, you position yourself to stay ahead of the competition.

Finally, considering the cautious stance search engines adopt towards online gambling sites, it’s crucial to avoid keyword stuffing related to sports betting in your content. Try to integrate target keywords naturally.

3. Optimize your content frequently

Many SEO experts argue that allocating time for regular content updates is more significant than churning out fresh content daily.

In the dynamic landscape of online casinos and gambling, constant evolution and changes in industry trends are the norm. Not only consumer preferences change – betting odds and casino games themselves are constantly evolving. It becomes imperative to revisit and revise your articles with the latest iGaming industry information. Search engines recognize these updates during website crawls, and help them rank individually.

Even minor changes count – like adding a single inbound link to a recently created quality content piece or newly added services is beneficial. Ensuring there are no links leading to broken pages is essential for a seamless user experience.

These are just a few content optimization examples.

4. Publish high-quality content consistently

In addition to optimizing your content daily, it’s crucial to develop a content creation plan for your online casino SEO website. This involves determining the frequency of new articles and creating a content distribution plan.

If resources are limited, posting articles daily is not a necessity; the key is to show users – and search crawlers – that you’re actively posting relevant content.

Quality is more important than quantity. Search engines prioritize original, engaging content that stands out from the rest. answer the search intent directly, and deliver concise and focused information.

5. Pay attention to reviews

One aspect that sets online casinos and gambling niches apart from others is the significance of user reviews on their websites. Similar to hotels and restaurants, for example, online reputation wields a substantial impact on consumers when deciding between two similarly ranked gambling companies.

Studies show that the majority of consumers read reviews of businesses before choosing their services.

Displaying reviews of your business prominently on your homepage will attest to the quality of your service and assist you in identifying the suggestions and criticisms that your audience has encountered while browsing your content.

6. Answer query questions quickly

In SEO, there are three types of keywords: informational, navigational, and transactional.

Informational keywords aim to address ‘HOW TO’ questions, navigational keywords are relevant to searches answering ‘WHEN’ or ‘WHERE’ questions and transactional search terms find solutions to ‘HOW MUCH.’

Search engines process the most frequently searched questions, which you can easily access. If you visit the Google main page and search for terms like ‘How casinos,’ for example, you’ll immediately get a list of questions people have related to that niche.

Bonus Tip: To avoid conflicts with your cookies and preferences, use anonymous navigation (CTRL + SHIFT + N).

A straightforward strategy to capitalize on search engine results pages is to provide answers to the most searched questions related to your niche. To achieve this, consider having a Frequently Asked Questions (FAQ) page.

The FAQ page should directly address related query questions, thereby increasing your chances of attracting more organic traffic from SERPs.

7. Improve CPR by focusing on KPI’s

Content Performance Rate (CPR) and Key Performance Indicators (KPIs) serve as vital tools to assess your website’s performance.

While CPR gauges the quality of your website’s site structure by measuring elements like the hierarchy of titles, meta-descriptions, and alt-texts of images, KPI focuses on broader indicators unrelated to content directly. These include metrics like traffic, bounce rate, and conversion rates.

Undoubtedly, content is indispensable and serves as the primary source for everything, including generating traffic. However, KPI evaluates the efficiency of your website through numerical data and statistics. It tracks indicators like traffic, bounce rates, and conversions, providing a comprehensive overview of your site’s performance.

It’s crucial to monitor these indicators using appropriate SEO automation tools. For WordPress users, installing plugins like Monster Insights can also aid in tracking and analyzing these key metrics.

8. Improve loading time

In a fiercely and highly competitive market that, such as the online gambling industry, reducing loading time stands out as a crucial factor that will set you apart from the competition.

According to a 2023 study, 53% of mobile users abandon the site if pages take longer than 3 seconds to load. This highlights the significance of monitoring and optimizing your loading time, as a first-time user is more likely to explore a competitor’s site rather than wait.

We recommend using Page Speed Insights, another tool from Google. This tool assists in evaluating your loading time and provides suggestions on how to enhance speed.

Additionally, consider uploading them in the mp4 format and images in WEBP. These formats are lighter and contribute to reducing loading time. Also, ensure you eliminate any unnecessary cache that might be slowing down your website.

9. Leverage affiliate marketing

Affiliate marketing stands out as one of the most effective local SEO methods for promoting your online gambling business. This strategy involves promoting your site on many other websites of high authority, with both the advertiser and the promoter earning a percentage of the revenue.

Affiliate marketing is essentially a form of revenue sharing where all parties involved stand to win and profit. The client plays a pivotal role in this system. When a consumer clicks on the affiliate link and makes a purchase, both the affiliate promoter and the source receive a share of the earnings.

Given the sensitive nature of the casino industry, affiliate marketing emerges as a particularly intriguing approach to expanding your targeted audience. By establishing partnerships with reputable blogs that have a good local SEO presence and boast a high number of traffic (like HoopCasino), you not only enhance your brand visibility but also bolster the credibility of your business.

10. Make sure your website is mobile-friendly

In the current landscape, a significant portion of web traffic is generated from mobile devices. Ignoring mobile compatibility on your website could result in losing a substantial portion of your target audience.

Therefore, it’s crucial to ensure that your website is presented correctly and cleanly across various mobile devices. Conduct thorough testing on both Android and iOS devices before the official launch to verify that all the pages and links function seamlessly.

For online casinos and gambling websites, it’s not only essential to have a mobile-friendly website but also imperative to complement it with an app. The app should enable users to navigate through odds, access live scores, and explore casino games comfortably. Developing an app that offers accessibility and provides a satisfying betting experience will not only enhance your brand but also contribute to increased website traffic.

Why You Should Invest in a Gambling SEO Agency?

After absorbing all these tips, you might believe you’re prepared to conquer search engine rankings on your own. Perhaps you anticipate landing on the first page of Google by tomorrow or next week.

Unfortunately, we have some sobering news: achieving that feat won’t be a piece of cake.

This is precisely why gambling SEO agencies, such as Fortis Media, exist. We offer quality services, provide on-page SEO guidelines, and invest time in researching keywords for your website, allowing you to focus on other aspects of your business.

If you’re still unsure whether you need an SEO company for your website, here are three compelling reasons:

It will save you money

As mentioned earlier, SEO can be a costly endeavor. Tools like AhRefs, SEMRush, and others come with a price tag, and to unlock all their features, you often need to invest in premium packages.

When you add up the costs, you may find yourself facing substantial expenses.

Fortis Media, being an experienced gambling SEO agency, has access to these tools as part of our standard operating procedure. Due to the nature of our work, we are constantly evolving and on the lookout for emerging software that adds value to our services.

By hiring Fortis Media, you can save money on the acquisition of these tools and software, which you might only use once or twice. Instead of paying for $10 or $20 different services, you make a single payment for a comprehensive service that covers all your SEO efforts and needs.

It will save you time

As the saying goes, time is money, and we understand the value our clients place on their time. Collaborating with a professional gambling SEO agency allows you to delegate tasks to a team of experts in the field, freeing up your time to focus on other aspects of your business.

It’s essential to remember that quality takes time. Be wary of promises for cheap and rapid results in the realm of SEO. SEO is an ongoing process that requires time and effective communication between both parties.

Therefore, it’s advisable to hire a trustworthy professional who is worth your time and investment.

Your business goals are the priority

A common mistake when launching an SEO campaign is expecting immediate results and setting unrealistic targets. If you anticipate reaching 100k users per day on a website launched just yesterday, it’s essential to recognize the improbability of such rapid growth.

Some freelancers might promise swift results, but have they explained the detailed strategy behind achieving those outcomes? SEO is a complex science, requiring time, expertise, and numerous trial-and-error experiments.

Collaborating with a reputable SEO agency like Fortis Media, backed by credentials, provides you with a personalized experience. We’ll work with you to define realistic goals and transparently explain the entire process. We’ll set achievable targets for enhancing your traffic, gaining subscribers, and improving your overall KPIs.

Moreover, Fortis Media has previously partnered with various casinos and sports betting industries, possessing specialized knowledge in the unique details that define these niches.

Final Thoughts

When aiming to grow your online casino and betting website, it’s crucial to recognize the distinctive characteristics that set this niche apart. Beyond the intense competition, search engines may harbor suspicions about your online gambling site.

Hence, it’s imperative to approach the growth of your business in this market with intelligence and absolute honesty regarding your site’s structure and intentions.


Quick Guide To Google Analytics 4 For Marketing Agencies

If you are a digital marketer and you don’t live under a rock, you probably know by now that Google launched Google Analytics 4.

However, many marketers are still questioning if the change is worth the hassle. Well, the answer is yes. You definitely should read this article and also take Google’s free GA4 training to learn about all the new features and the changes that are coming.

After 15 years with Google Universal Analytics without almost any update, Google decides to adapt itself to the market and releases a new tool that changes basically… everything. There is a new interface, metrics, data collection, installation and more.

Plus, Google Analytics 4 (GA4) is now prepared not only for websites but also for Apps, because nowadays there is no more web analytics but digital analytics.

Why Do You Need To Switch From UA To GA4?

If you are not using GA4 and you are trusting that you have time until July 2023, you are completely wrong. The data from your current Google Analytics DOES NOT TRANSFER for the new version. So you need to create a new account. Plus, the two versions will not coexist: Google Universal Analytics is going to be dead and buried after next July and you will not have access to it anymore.

And the change is completely understandable and perfectly timed. Even though Universal Analytics was a great tool to track your website’s engagement, GA4 does much more. It can integrate marketing and e-commerce websites, as well as native web apps that can give a broader analysis of how the users interact with your brand.

This happens because more and more web browsers are blocking ads and third-party cookies are step by step becoming obsolete.


So, considering this change is inevitable and useful for companies to adapt to the new digital era, the web 4.0, how should you configure Google Analytics 4?

To Configure Google Analytics 4:

  • Create Google Analytics 4 Property

    You can use GA4 Setup Assistant here and follow the instructions one by one.

  • Find Your Google Tag

To do this simply login into your Google Analytics account and click Admin. Select property > data streams > web. View tag instructions under Google Tag. Select install manually on the installation instructions page and you should see the JavaScript snippet for your tag. It should start like <!– Google tag (gtag.js) –> and end with </script>.

  • Insert Tag In Your WordPress Website

If you have a WordPress website, install WPCode Plugin. Then go to Code Snippets and Header & Footer. You can now add an HTML code to your page header, so paste the Google Tag that you picked before here. Do the same thing in the ‘body’ section.

You can use Google Tag Manager for an easier setup.

New Features In GA4

There are many new features that are worth mentioning in GA4. Here are some of the most noteworthy that you should take note.

1. Explorations

This new feature allows you to interpret data in more detail. It uses a variety of techniques, including funnel exploration, path exploration, and free-form exploration, which help you to uncover insights.

2. BigQuery Export

You can now safely export your data to the cloud. Export your Analytics data to BigQuery and combine it with data from other sources. You can also run queries through all data sets.

3. Event-Based Model

If in UA the data was stored in sessions, now it changed to events. This means that before the data was grouped by user interactions that were taking place within a specific time frame. One single session could contain numerous hits, depending on how users interacted with the website.

Now, however, the session-based model will be obsolete. GA4 uses an event-based model, collecting and sending pieces of information that are more specific to the profile of the user. Such information can be the value of a purchase, the geolocation, and the titles of the pages the user visited.

So the event-based model will have an ongoing profile of each user, both on the web and apps, showing their usual behavior as a viewer and potential customer, instead of separating it into different sessions that are not connected.

Session based model vs event based model

4. Reporting

In Google Universal Analytics reporting was quite limited across devices and across platforms. The new GA4 has completely changed that and it supports full-cross devices and cross-platform reporting.

So, instead of having separately reports of web and app users, you can now have both in the same report, showing relations in behavior between users of different devices and platforms.

5. Automation

While Google UA had very limited automation, GA4 is on the right track to keep up with the new era of the internet, the web 4.0.

Using machine-learning technology, Google is looking to improve and simplify insight discovery.

6. Audiences

One major change in Google Analytics concerns audiences. What are audiences? They are a group of users that you identify based on specific characteristics that are important to your business.

You can segment people by age group or by their preferences. Maybe they are sports fans, travel addicts, or shopping enthusiasts?! With audiences, you can track those features and divide them into specific groups. You can identify your audiences based on IDs sent to Analytics.

How To Identify Audiences In Google Analytics 4?

1. User-ID

One of the ways you can identify your audience is through their user-id. This is a customer-generated ID that is used to distinguish users in different categories, while also joining them in user events, that are useful for reporting and exploration.

2. Google Signals

If a user has turned on Ad Personalization to see ads targeted to their specific needs you will be able to use Google Signals to identify them.

These are session data from sites and apps, that Google associates with visitors that signed with their Google accounts and have the personalized ads feature enable.

3. Device ID

Since GA4 is all about cross-platform and cross-device, you will now be able to see a device ID for each user and thus be able to group audiences based on their preferred devices.

Either if they are browser-based or mobile-app-based, they will have their own identifier. When visiting a website the device ID gets its value through the client ID property of the _ga cookie.

Final Thoughts

We hope this guide was useful for you to learn why you should change to GA4 as soon as possible, as well as everyone in your company or marketing team.

The changes might seem sudden and scary, but once you look at them they all make sense in the context of how the web is progressing into a new digital era.

If you have any further questions or doubts about how to implement GA4 in your company and on why you should do it, contact us and we will try to help you move forward.


Will OpenAI ChatGPT Replace SEO Writers?

At the end of 2022 a new trend had swept the Internet. AI tools started getting trendy, providing quick access to new ways of generating art and content which obviously left both artists and content creators on the verge of a breakdown.

Platforms such as Lensa and Midjourney allowed people to create pieces of art in a few minutes and suddenly everyone was asking AI to generate a sort of self-portrait of themselves. You definitely used it, or you saw someone among your social circles to do that.

What seemed to be a fun gimmick ended up stirring controversy, as artists accused these tools of simply blending other artworks found online to make their own.

Ugly Man AI
AI generated painting.
Author: Cameron Butler, CC BY-SA 4.0, via Wikimedia Commons

Well, for SEO writers the topic is not much different. With the rise of platforms such as OpenAI ChatGPT original content creators are seeing their work being replaced by these tools. In the end the process is not much different than what Lensa is doing: ChatGPT browses the web, recycles content that already exists and finds answers to prompts.

So, is this content really original? Will search engines be aware when this kind of content outranks original pieces? And should content creators be worried about the uprise of AI tools?

What Is OpenAI ChatGPT?

Launched as a prototype on November 30, 2022, ChatGPT gathered immediate attention. AI content generation tools already existed but they were either too expensive for the average Joe to use it or they were too inaccurate and made too many mistakes.

ChatGPT changed this by using something called a Large Learning Model. This means that the artificial intelligence tool is trained on wide amounts of data which can anticipate what the next sentence will be.

So far, the tool is pretty basic: it allows you to come up with anything, from a letter to your boss, to a poem or even a song. You just need to write a prompt or ask a question. Therefore, the tool can be used to answer queries, which is the prime source of content for SEO marketing specialists.

Nonetheless, the current version of the platform still has a couple of flaws. It is quite outdated, only finding data up to 2019 and often engaging in repeated sentences when the prompt is too challenging.

The concern is that ChatGPT opened a precedent, and it seems likely that it will overcome its weaknesses in upcoming updates, as Stanford University explains:

“GPT-3 has 175 billion parameters and was trained on 570 gigabytes of text. For comparison, its predecessor, GPT-2, was over 100 times smaller at 1.5 billion parameters. This increase in scale drastically changes the behavior of the model — GPT-3 is able to perform tasks it was not explicitly trained on, like translating sentences from English to French, with few to no training examples. This behavior was mostly absent in GPT-2. Furthermore, for some tasks, GPT-3 outperforms models that were explicitly trained to solve those tasks, although in other tasks it falls short.”

Alex Tamkin and Deep Ganguli, Stanford University


Open AI, Public domain, via Wikimedia Commons

How Can SEO Content Writers Adapt To This New Trend?

By now content writers especially might already be sweating at the prospect of seeing AI tools taking away their jobs. However, do not immediately hand in your resignation letter and start looking for new careers. There are still a lot of things that AI cannot do, compared to human writers.

To start with AI has a time-limit. Even if the developers try to make it as updated as possible to scan the internet, humans still have the high ground of being able to communicate with each other. They can get original quotes and find the most up to date information possible.

If you are a sportswriter for example AI will be capable of making simple comparisons based on stats. Still, not the actual essence of a football or basketball game.

To sum up, AI content creation is an alternative for the ones who are looking for cheap recycled content. However, not for the ones who are looking for high quality informative content that drives traffic and generates sales.

AI Findings Infographic Report

Instead, AI can be used by both SEO content writers and on-site specialists for the following:

Paragraph Generation

As mentioned before, ChatGPT is very useful to answer prompts. So, even if it shows some flaws when you attempt to generate a longer article, it can guide you when you struggle with writer’s block.

We all know that starting an article is always the most difficult part. So, how to launch the introduction? And how to conclude properly? These are two of the habitual struggles for content creators.

Using ChatGPT or other AI content generation tools will allow you to get the early boost you need. A few answers to a simple question and you can take over from there. It is always important to put your own words into it. Shift into the writing tone that your target audience is used to.

Especially if you already have a target audience in a blog and suddenly you shift into a fully generated AI article – your readers will notice.

Keyword Research

Long before ChatGPT came along there were already a lot of AI tools designed to help SEO specialists to find the highest-ranking keywords and the latest search trends. Platforms such as AhRefs and SEMRush are a good example of these.

Content creators can also use these tools to find out what to write about at a specific moment. Everyone wants to create content that attracts traffic, so it is important to find what your target audience is searching for.

AI crawls the internet for data on the most searched queries and you can use that data to answer your current and potential clients’ questions.

Finding problems and giving solutions through blog articles on your or your client’s website is one of the most effective ways of generating visits. It also creates empathy and trust with your target audience.

Video Content

Another way that AI can assist content writers is through the transformation of human-written articles into video. Pictory and Synthesia are already providing this kind of service.

The best part about it is that although the AI tools themselves can create content based on prompts, similar to ChatGPT, they are more effective if they are used with accurate inputs of a human.

This means that if you have a top 10 article, for example, the AI video tool will create a short, animated video with the 10 topics.

Through this tool you can share your content in YouTube shorts, Instagram stories or TikTok, thus allowing more audiences to engage with it. There are also AI tools that transform your content into infographics, something that will only help improve its shareability.

Other SEO Tools

SEO specialists and content writers have already been using AI tools such as Yoast SEO for several years. Yoast, which can be installed as a plugin in WordPress, can help writers detect if their content is optimized for search engines.

It detects keyword density, number of paragraphs, lack of headings and gives you recommendations, such as the ideal size of meta-description or main title.

Tools like this one are only a helping hand for anyone writing or uploading content online and they are likely to become more and more precise in the future. Plus, they also analyze SEO trends and update according to the most recent recommendations.

How Effective Is AI Written Content With Search Engines?

By now you must be wondering how Google and its competitors will tackle the AI written content. Will they penalize websites and articles who have AI generated material? Is there even an effective way for SERPs to find out whether content is produced by humans or machines?

The answer is yes, Google has its ways of battling against the uprise of AI. One of the mechanisms they can implement is the Turing test. Alan Turing, one of the most brilliant minds in the last century, was a mathematician and computation scientist, who came up already in 1950 with an important dilemma:

“According to Turing, the question whether machines can think is itself “too meaningless” to deserve discussion (442). However, if we consider the more precise—and somehow related—question whether a digital computer can do well in a certain kind of game that Turing describes (“The Imitation Game”), then—at least in Turing’s eyes—we do have a question that admits of precise discussion.”

Stanford Encyclopedia of Philosophy

Although the Turing test itself is useful, as the article quoted shows it has some flaws and is quite narrow and outdated considering how much machines have increased their capabilities in the recent decades.

So, the other method which search engines can use to detect AI generated content is… AI. Yes, fight fire with fire. Google already uses plenty of algorithms to track trends, keywords and to target audiences with ads suitable to their recent searches.

Then, it is not too out of reach that they can use algorithms to track content that is AI generated. Google can use these to track patterns based on the repetitive sentences that ChatGPT and similar platforms provide.

Probably we will be witness to a Tom & Jerry kind of situation in the following years. Google will update its algorithms to catch patterns that AI tools use and AI tools will keep updating to escape these patterns. Rinse and repeat. Which one will eventually concede? We will eventually find out.

ChatGPT What Offers
Photo by Jonathan Kemper on Unsplash

Final Thoughts

SEO content creators and marketing specialists have reasons to be concerned about AI. Not because they will steal their jobs. It’s because they will bring new challenges which need to be addressed by marketing agencies.

Sleeping on it is a mistake. Eventually you might find that your competitors are ahead of you in this game.

However, it is also not a reason for panicking: AI tools will not replace human input, creativity and originality.

They will only encourage marketers to innovate even more. Find more original directions of creating engagement and finding more and more accurate means of building empathy towards their audience.

Finally, AI tools will also be a helping hand as they have been for years. Instead of seeing them as potential enemies, we ought to accept that there are mechanisms out there that can save us time and assist us in avoiding errors in our content.

You want to define a content strategy for your brand that will help you achieve long-term results? Contact Fortis Media today and we will be eager to help you!

Marketing Strategies

How SEO helps online betting operators achieve growth

Throughout its history, Fortis Media has developed an experienced set of skills concerning a specific niche: the online betting industry.

Our company has partnered with several relevant brands on the market, helping them to increase their online influence and raise their ranks in their Search Engine Results Pages (SERPs).

Therefore, we consider pertinent the development of this white paper, through which we analyze the performance of the most popular online betting brands in the United States on SERPs.

This analysis is the result of extensive research and our company’s interest in developing ties with the betting industry.

By sharing our knowledge and findings, we believe we can help our current and future clients to understand how keywords can oscillate in relevance due to numerous factors.

Our research also intends to underline the importance of developing a strong SEO strategy implemented by professionals in the field.

Brief History of Online Betting in the U.S.A.

Gambling was always an attractive market in the United States. Sports events were part of this and there was no shortage of scandals, like the Black Sox one in 1919. Athletes, coaches, and sports commissioners were overall worried about the integrity of the games.

With the popularity of the internet increasing in the early 90s, several operators turned to online markets and the alarm went off.

In January 1993, The Professional and Amateur Sports Protection Act (PASPA) became active, forbidding citizens or states from engaging in sports betting.

Despite this law, there were 3 states who could still operate under specific legislation: Nevada (where Las Vegas is located), Oregon, and Montana.

This law lasted until 2018, when the Supreme Court voted to vacate the PASPA, allowing states to take the decision into internal scrutiny. Since then, there have been several states taking legislation into debate, with some having already sports betting bills passed: like New Jersey and Mississippi.

Despite the possibility of legalization, states are still threatened by illegal markets. Illegal operators are more likely to provide attractive odds and come up with alluring promotions. Mostly, because they don’t need to take part of their revenue to pay taxes.

According to Forbes, that is why there is an incentive for states to keep tax rates low for legal gambling providers: this way it will be easier to put illegal operators out of the market.

In the long run, this system will bring more profits, both to the legal betting brands, as well as to the state who repels the ones operating outside the law.

Map of the Regulated US States in Betting

Brands Under Analysis

For research purposes and analyzing the influence of SEO factors into SERPs ranks, we chose to analyze the top 5 betting brands currently ranking in the U.S. for the keyword “betting online”.

These operators are MyBookie, Bovada, FanDuel, DraftKings and BetOnline.

MyBookie ranks 1st for the keyword ‘betting online’ right now. They are an online gaming brand created in 2014, offering hundreds of online casino games. MyBookie describes itself as a pioneer in improving services where other brands failed.

One may have noticed that MyBookie has a .ag domain, from Antigua and Barbuda. They profit from the Free Trade & Processing Act that the Caribbean country legislated in 1994, shortly after the PASPA became active in the U.S.

This Act allows organizations to apply to open online casinos, thus creating a loophole for online brands to keep operating in markets where gambling is not completely legalized. MyBookie’s headquarters are currently located in San Jose, Costa Rica.

BetOnline also has a .ag domain, operating under those circumstances too. The location which they currently operate in Panama City, Panama.

They have existed since 1991 and they offer the opportunity of betting in several sports, having their own stats center to help betting enthusiasts decide who to gamble on.

Meanwhile, Bovada is in Quebec, Canada, and was born nearly two decades ago, although they changed from Bodog to Bovada in December 2011.

They are the only online sportsbook that is exclusive to US residents and they do not allow client accounts from states which have uncertain jurisdictions on iGaming, like Delaware, Maryland, Nevada, and New Jersey.

FanDuel and DraftKings are different kinds of betting sites than the two previously mentioned. They offer fantasy leagues in NFL, soccer, basketball, and other team sports.

However, FanDuel also has a sportsbook and horse racing pages. FanDuel was created in 2009 and operates in New York, NY, USA, and has a second office in Edinburgh (Scotland).

Created in 2012, DraftKings is their main competitor. They launched their sportsbook in 2018 and have 8 million users. DraftKings is located in Boston, Massachusetts.

Retired NBA superstar Michael Jordan has been one of the investors since September 2020.

This white paper is purely for research purposes. Fortis Media is not affiliated with any of the brands and does not intend to promote them.

Whether the named brands operate under legal or illegal terms is also not relevant for this paper.

Keyword Volume

“Betting Online” is one of the most popular betting keywords in the US. The average number of monthly searches in the past year was 201000. In October 2019 it had about 250k monthly searches.

In 2020 this number started to drop due to the COVID-19 pandemic, reaching 135k in March 2020.  Search volume started to grow back in the Summer and in September there were 301k searches.

Monthly Searches for Betting Online

SERP – First View

SERP betting online keyword search

By analyzing the aforementioned search result page of Google for the keyword betting online we can acknowledge that:

  • The first three results have sitelinks.
  • The first two results have sports events snippets.
  • The first result is the product snippet – it has reviews, ratings, and prices.
  • The first result is shown with the site logo.

The SERP additionally contains a “People also ask” featured snippet with frequently asked questions, answers and URL’s from where they were taken.

At first glance, we can see that only the first two pages have structured data.

The most interesting thing that we can see from SERP is that the first result is marked as a product, something quite uncommon for betting sites.

However, since it is working, it should increase CTR (click-through rate).

Meta-Titles & Descriptions

One of the factors that influence the click-through rate on search engines the meta-titles and descriptions. These are the HTML attributes that show the title and a brief synopsis of the website content.

Here are the meta-titles and descriptions of the betting brands homepages under analysis:


Title – Sportsbook, Sports Betting Odds Site | Bet Online Vegas Style Sportsbook

Description – Welcome to MyBookie Sportsbook & Casino | Join 2020 America’s most Trusted Sportsbook & Bet America’s Favorite Sporting Pastimes Online with players from around the world with odds on all of the Best Sporting Events. MyBookie the Sportsbook you can Trust.


Title – Online Sports Betting – Bet on Sports Online | Bovada Sportsbook

Description – Online Sports Betting – Bet on Sports Online Bovada Sportsbook


Title – Sports Betting & Online Betting at BetOnline Sportsbook

Description – BetOnline brings you the best in online sports betting, providing the latest and best odds on all sports. Bet with BetOnline Sportsbook today.


Title –  SportsBook – Legal Online Sports Betting – FanDuel

Description –  New FanDuel Sportsbook customers can enjoy their first bet risk-free up to $1000 when you sign up today! FanDuel Sportsbook features bets on all major U.S. sports, including professional football, soccer, basketball, baseball, golf, boxing, motorsports racing, and more


Title –  Sportsbook, Sports Betting Odds Site | Bet Online Vegas Style

Description – View the latest odds and bet online legally, securely, and easily with the top-rated sportsbook. Place a bet now!

All the pages except DraftKings are using “Online Betting” keywords in meta titles. It does not make any big difference if keyword words are next to each other or not. Keyword usage in the meta title is one of the most important ranking factors.

The DraftKings are using “bet online” instead, but it has a similar effect because Google understands “bet” and “betting” words as synonymous.

There are three pages that have the keyword in meta description – MyBookie, BetOnline, and DraftKings. Bovada meta description is the same as the meta title.

Google doesn’t show it and uses random text from the website. This really doesn’t help for the CTR.

MyBookie and FanDuel meta description is about two times longer than the max possible length so Google cuts them in SERP.

In conclusion, keyword usage in the meta description is not as important as meta title, but the inclusion of keywords still helps to get more clicks from Google.

Structured Data

Structured data is a standardized format for providing information about a page and classifying the page content. For example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.

As one can witness from analyzing the 5 pages, MyBookie and Bovada are the only pages that have structured data. However, structured data isn’t a ranking factor.

Still, it does help communicate on-page content factors like the events that are the subject of the page. So, it’s important to consider adding relevant structured data to the page. Structured Data

As we mentioned before, MyBookie is using structured data as a product. Online betting is not an actual product and it shouldn’t be marked like this by Google rules.

We can say that this is grey SEO – a tactic that is driving results, but it’s a bit risky.

In conclusion, structured data helps to communicate what the webpage is about, and it can indirectly lead to better rankings. DraftKings and FanDuel are really missing Event structured data.

Content & Keywords

MyBookie Bovada BetOnline Fanduel DraftKings
Total word count 4300 197 300 172 270
“Online betting” keyword in the content 3 42 1 13 32
“Betting” keyword in the content 27 1 6 0 0
H1 headings 2 0 0 0 0
H2 Headings 14 0 1 0 0
Content-Type Events & Long Text Events Short Text Events Events


  • It has the most content (4300 words in total)
  • The “Online betting” keyword is mentioned 3 times
  • “Online” is mentioned 27 times, “betting” – 34 times
  • It has text with features and a post briefs section with 6 expert opinions
  • It has the biggest events list with featured lines and betting odds
  • The only page which has h1 headings, but it should have only one H1, there are two now

 Bovada, FanDuel, and DraftKings

  • There are only 200 – 400 words on the page in total.
  • There is no description or any additional text, just events with betting odds
  • There is no “online betting” keyword in-content
  • Bovada has one “betting” keyword
  • These pages don’t have any headings


  • It only has 300 words in total.
  • There are no events with odds
  • It has some text, but it is very small compared to
  • “Online betting” keyword is mentioned one time, “betting” – 6 times.
  • Doesn’t have an H1 heading, only H2, and H3

MyBookie is well optimized – they use “online betting” keywords in-content, while other pages mostly do not.

Therefore, there is a huge content gap for 2 – 5 position pages compared to MyBookie. Their competitors do not use any text, or it is very short, and they are missing H1 headings.

Page Speed

MyBookie Bovada BetOnline Fanduel DraftKings
PageSpeed Mobile score 61 14 25 5 11
PageSpeed Desktop score 91 42 84 13 32
Page Size 760kb 658kb 1.3mb 1.8mb 2.7mb
Requests 49 28 127 49 103

As we can see from the table MyBookie landing page is best optimized for mobile and desktop versions and the desktop version has a high score in most of the Google PageSpeed Insights audits.

Looking at how much content this page has compared to the other sites, these results are surprising. One would think that the loading speed would be compromised with all the added content, but it seems it’s the opposite way.

Page size is also one of the smallest compared to other sites. A well-optimized loading speed has a huge impact on ranking in 1st position.

Then we mention page speed. The most important thing is not about beating the competitors by a few milliseconds.

It’s more about making sure that the page is fast enough and is not having a negative impact on the user’s experience.   According to research conducted by Pingdom, 38% of the users will leave the page if it takes more than 5 seconds to load

MyBookie really puts some effort into giving an enjoyable experience to the user.

Web Page Load Speed vs Bounce Rate


HTTPS improves security for visitors by encrypting data between browsers and servers. Unencrypted pages now show a “Not secure” warning in Chrome when you visit them.

In 2014, Google announced HTTPS as a ranking factor. Since then, Google has upped its commitment to HTTPS, and now shows a “Not secure” warning in Chrome when you visit an unencrypted page.

Uncrypted page

That’s a quick and easy win step, which almost all the websites nowadays are using.  These 5 pages we are analyzing all pass this test.

Mobile Version

About two-thirds of searches in 2020 are taken on mobile and there is no surprise that Google made mobile-friendliness a ranking factor for mobile searches in 2015.

Later, in July 2019, when Google moved to mobile-first indexing, they made it a ranking factor for desktop searches too.

That is why the mobile version is a must-have thing for every site.

Each page competing by keyword “betting online” has a mobile-friendly version. Our best-rated page would be MyBookie once again. It has the best functionalities and user interface.

MyBookie Mobile Layout

Off-site SEO

Off-Site SEO statistics

  • Majestic shows that BetOnline has the biggest amount of referring domains, but it is only ranking in the third position
  • MyBookie has the lowest Trust Flow but ranks in 1stposition
  • MyBookie has a big gap comparing its own Citation Flow and Trust Flow metrics, it shows that backlink quality is worse compared to other pages.

Based on metrics alone it’s hard to figure out why MyBookie outranks BetOnline and FanDuel.

It has fewer backlinks, fewer referring domains, lower TF or CF scores. The first result shouldn’t outrank others. It’s weaker in every traditional SEO sense.

Nonetheless, the reason behind this is that it has more backlinks from similar niches. Backlinks not only increase page authority but also help Google understand what they’re about.


After analyzing these 5 brands, we can conclude that MyBookie has put the effort to outrank its competitors in the organic search of SERPs.

MyBookie has about 4 times fewer referring domains compared to the BetOnline and worse Citation Flow and Trust Flow ratio. Still, the page is very well optimized for search engines compared to the competitors. It has tons of content, great keyword usage, and optimized page speed.

It looks like only MyBookie has really done a good job concerning their On-site SEO. Other competitors just did the basics – created good meta titles and meta descriptions.

There are around 200+ ranking factors and we just named a few of the most important ones. The most essential steps are the following:

  • Give searchers what they are looking for, visitors should enjoy being on the site.
  • Regularly updated content when it’s needed.
  • Get high authority backlinks from your niche.
  • The site should look authentic, be fast, and secure.
  • Build expertise in one topic, not everything.

And yes, this advice is not new. However, the main key is to have the knowledge to implement all these things and keep constantly making the necessary updates.

*After we made this analysis, BetOnline released the beta version of their new page and redirects to it from the old page. It has a new design, there are some content differences, but meta tags are the same as before and it is still doesn’t have any table with events. They’re still staying in 3rd position by “betting online” keyword in US Google SERP.