Marketing Strategies

How Can Employer Branding Bring You Value?

In today’s competitive digital and offline landscape, businesses must establish a positive reputation, as consumers tend to engage more frequently with trusted businesses.

86% of job seekers research a company’s reputation and brand before applying. No matter how large the salary might be, 75% of candidates don’t want to work for a company with a bad reputation.

Creating compelling brand stories around your products or services is a great start for a positive reputation building, but what about your employer brand?

There’s no denying the importance of managing your employer brand in a tight labor market, but the truth is that it must be always managed and influenced proactively; the importance cannot be overstated.

In this article, you will learn how employer branding can bring value to your company and receive tips on creating a successful employer branding strategy.

Let’s dive in.

And don’t forget to explore our recent work:

What is Employer Branding?

It is the process of building and promoting a company’s reputation as an employer of choice. Companies must create a positive image of themselves to attract potential candidates and employees and highlight their values, cultures, and benefits.

It is a key factor in attracting and retaining top talent, reducing recruitment costs, as well as improving employee engagement and productivity to have a strong employer brand.

How does Employer Branding Benefit your Organization?

The task of recruiting and retaining the best employees becomes challenging – and costly – without employer branding. To drive your business forward, you need talented, leadership-bound employees, and the best way to find them is by casting the impression that your company is a great place to work.

Did you know that 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained? It’s not just the salary and benefits you offer; it’s the organization’s culture and how it treats its employees that can significantly affect the impression you want to make on prospective applicants.

Here are 6 reasons why employer branding is useful:

1.     More brand visibility and trust

The phrase “Nothing personal, it’s just business” is unsuitable when selling in B2B. By building brand trust and visibility, you don’t have to look too far; your employees in this situation are your advocates.

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you”

– Zig Ziglar

A person who shares information from his background personally will always increase his network with acquaintances that would link him to his professional experience. So, when in need, a person from his network will know whom to contact for consultation or services directly.

2.     Increases website traffic and conversions

By creating a positive employer brand, you can also increase website traffic and conversions, leading to more significant revenue and sales for your company. For example, you can ask your employees to share their knowledge and share it on social media. It will be even more believable when you share actual quotes from current employees.

3.     Helps to attract new candidates (HR)

A strong employer brand can help HR teams attract high-quality candidates who fit the company’s culture and values well. Did you know that 62% of organizations say that employer branding is one of their most critical HR functions?

4.     Gives attractive storytelling opportunities

A solid employer brand also offers interesting storytelling possibilities that can be used to interest potential candidates and employees. It helps attract the attention of future talents and inspires them to work for your company. Not only that, but it also attracts like-minded candidates who can relate to your storytelling.

5.     Employees feel more confident in their field

A stronger employer brand can also help employees feel more confident in their area, which leads to higher job satisfaction and productivity. Give your employees a voice and the right platform; they will give you excellent employer branding in return.

6.     They improve their personal branding as well

Finally, a strong employer brand can help employees improve their personal branding, making them more attractive to potential employers in the future. Because it will help them.

What Channels Should be Used for Employer Branding?

1.     LinkedIn

LinkedIn is a social media platform that’s great for businesses wanting to connect with potential clients or others in their industry. Potential job candidates often research potential employers on LinkedIn to determine if they would be a good fit for the company.

Using LinkedIn to show your company’s expertise can help establish your business as a leader in your industry and attract good leads. LinkedIn is also useful for advertising job openings, communicating with your employees, and reaching potential clients through paid advertising.

Additionally, LinkedIn provides a suite of tools for businesses to create and promote their employer brand, including company pages, job postings, employee testimonials, and targeted advertising options.

Interesting facts:

  • You can reach 900.2 million users.
  • Most popular in The United States has at least 200.0 million registered users, and India has 99.0 million registered users.
  • Most active demographic is men with 56.3%, and 60% of users are around 25-34 years old.
  • Ideal for B2B companies.

2.     Glassdoor

Another great platform for employee branding is Glassdoor. The platform allows current and former employees to leave anonymous reviews about their experience in your company. They can provide information about salaries, bonuses, promotions, interview questions, etc.

As you already know, employer branding refers to a process that helps you create a positive reputation and image of a company’s culture, and The Glassdoor platform can help you with it. As current and former employees can share their experiences. A positive review can attract potential job candidates, while a negative review can deter them.

In fact, 62% of Glassdoor users agree that their opinion of a company improves after an employer responds to a review.

Interesting facts:

  • Glassdoor has 55 million monthly visitors.
  • America was the first country to gain access to Glassdoor.
  • Most active demographic is women, with 51%.
  • 60% of Glassdoor users read at least five reviews before deciding on a company.

How to Ensure Successful Employer Branding?

1.     Motivate employees

Incentives and rewards motivating employees are essential to successful employer branding. It is possible to boost employee engagement and productivity by rewarding them for their hard work and encouraging them to feel satisfied with their work. Some effective incentive and reward programs include bonuses, profit sharing, stock options, and recognition programs.

2.     Lead by example

By setting a good example, you can inspire your employees. Successful employer branding can be demonstrated by highlighting positive company culture, demonstrating a commitment to employee development, and demonstrating social responsibility.

It will help to increase the employees’ productivity. Satisfied employees miss less work, are more positive, contribute more to discussions, volunteer for more projects, or help a colleague.

3.     Invest in training

Leaving your job is often attributed to boredom and a need for a change of pace. It should be relatively easy to resolve this issue. Training programs can help employees develop their skills and knowledge, leading to higher job satisfaction and improved performance.

Companies can provide management and leadership training, offer special certifications, and provide plenty of opportunities for career advancement to capture job candidate interest and commitment from their employees.

4.     Recognize employee results

Recognizing employee results and sharing them with the broader community can help to build a positive employer brand and improve employee morale. For example, companies can highlight individual and team accomplishments, share positive customer feedback, and celebrate significant milestones to build a positive company culture.

5.     Prioritize onboarding

For a new hire to become a productive member of your team, the first 90 days are critical. Companies can make a profound and lasting first impression by offering a smooth onboarding process.

It is essential because if newcomers have a bad experience, they will most likely seek a different job opportunity, and they could leave a bad review that is unsuitable for your company to attract talents and keep them.

Onboarding plays a significant role in establishing a positive company brand image. The key to ensuring employee engagement is to get them excited about their roles and teams from the very beginning.

 If you empower your new employees with the tools and instructions they need to succeed, their transition will be smooth, turnover will be lower, and they will be more productive.

Bringing HR & Marketing Team Together

While HR teams focus on cultivating a positive company culture and values, marketing teams promote and showcase these values to the broader community. When they work together, they can craft engaging stories and campaigns that resonate with potential candidates and enhance the company’s employer brand.

Employee advocacy is a powerful tool in employer branding strategy, as it was mentioned before. Employers can create a trustworthy and authentic image of their brand by encouraging employees to share positive content about their workplace on social media.

Similar to customer reviews, potential candidates are more likely to trust the opinions of actual employees. Almost 90% of companies with successful employer branding believe in the power of employee advocacy and recognize that what employees say matters to the perception of their brand.

Employers can leverage employee sentiments in different ways, such as sharing reviews and testimonials on hiring pages or creating short interview videos for social media.

Share Quality & Interesting Content

To maintain a strong employer brand, companies should share quality and exciting content that reflects the company’s culture and values.

While using high-quality videos, photos, and slideshows effectively showcasing your company and its unique attributes. These can be used to tell your company’s story, celebrate diversity among your employees, and showcase your beautiful workspaces.

One effective way to introduce your company is by creating a welcome video from your CEO or hiring manager. At the same time, staff interviews can provide valuable insight into what working for your organization is like.

It’s essential to plan and budget for these marketing costs at the start of each quarter to ensure that you have the resources necessary to create compelling content that resonates with potential candidates.

Choose the Right Channels

It’s essential to choose the correct channels for promoting employer branding. Different channels may be more effective for different target audiences, so it’s necessary to research and understand where potential candidates and employees are most active.

For example, social media platforms like Instagram or TikTok may be more effective if the company is looking to attract young professionals. On the other hand, LinkedIn may be the best channel for the company to attract more experienced professionals.

Companies can ensure that their employer branding efforts reach the right audience and achieve the desired results by choosing the proper channels.

If you need assistance finding the right channels for your company or want your company to be put on the first page of Google, contact us today.

Marketing Strategies

SaaS Marketing Strategies: The Complete Guide for 2023 

Optimizing your SaaS marketing strategy is crucial as the market continues to grow. Gartner estimates that the SaaS market is now worth $195 billion. That’s a drastic jump from being valued at $31.4 billion more than seven years ago.

So if you’re a player in the SaaS market, the obvious priority is figuring out how you will stand out. First, you must remember that thousands of SaaS companies are out there. In the United States alone, there are already 17,000 SaaS providers.

A unique, data-driven SaaS marketing strategy is the key to a SaaS provider’s success. Along with the technical components of building the software, you also need to get creative in driving a strong influence on your target market.

How can you acquire and retain customers? Does your software come with a potential for future growth and improvements? You must answer these two questions when developing a dynamic SaaS marketing strategy.

What is SaaS Marketing Strategy? 

Pouring hundreds of work hours into designing your software doesn’t automatically guarantee success. Yes, your product may offer unique features your competitors don’t have. First, however, it would be best to answer this question: how will your target consumers notice your software?

This is where an effective SaaS marketing strategy enters the picture. Crafting a marketing strategy for SaaS products is your means to enter your software into a target market. You promote your product, generate leads, and convert those leads into sales or subscriptions.

Developing a SaaS marketing strategy that will be a big hit immediately is challenging. To put together an engaging strategy, consistency is vital.

Why is SaaS Marketing Strategy Important? 

The SaaS market is still growing by the day, which can also result in stiffer competition. Thousands of SaaS companies are already marketing their products, and you should expect that the number of providers will double or even triple in the next several years. 

Yet, you should know that the demand for SaaS products is very high, so there’s a lot of room for your product to grow. Therefore, as soon as you identify the niche for your software, you should put a lot of creative effort into developing your SaaS marketing strategy. 

Your product has potential — let your SaaS marketing strategy unlock a myriad of possibilities.   

SaaS Marketing Strategies: Things to Keep in Mind 

As previously mentioned, creating a home-run SaaS product marketing strategy is challenging and rare in most cases. However, maintaining an effortful approach to staying in touch with your target audience is one feature of an effective marketing campaign.

Consistency is key, but it’s also vital to plan your course. After all, your efforts will only go to waste if you’re consistently going at it the wrong way.

Don’t worry too much, though, as you can follow a framework to develop an effective marketing strategy for SaaS. This framework will simplify things, so continue reading below for more information.

1. Identifying Your Target Audience 

Developing an ideal customer profile is very underrated in value, especially with how aligned it is with a brand’s identity and voice. Unfortunately, most sellers overlook this, so don’t make that same mistake.

How will a buyer persona or ideal customer profile help you craft a dynamic SaaS marketing strategy? A buyer persona presents you with valuable sets of information about your target customers, including the following:

  • pain points 
  • buying motivation 
  • desired solutions 
  • demographic challenges 

Why and how will a potential customer avail of your software? Do your target customers tend to see advertisements more through digital media rather than word of mouth? You should be able to adapt your marketing strategies to the current trends, and you can achieve that by developing a buyer persona. 

Now that you have various ideal customer profiles in mind, the next step is to conduct market research. Through market research, you can answer these important questions: 

  • Does your product address one of the underserved needs in your target market? 
  • What insights do people have about your product features? 
  • Can your product adapt to the current trends in the market? 

Remember that market research is an ongoing process, so don’t stop gathering information and continue testing out your advertising strategies. 

2. Mapping Out SaaS Sales Funnel 

As you already know, the success of SaaS heavily relies on customer conversion and retention. Therefore, getting customers to subscribe long-term is the heart of your SaaS marketing strategy. 

After conducting market research and developing buyer personas for your target customer base, you can map out your SaaS sales funnel. From a broader perspective, the sales funnel is your customer’s journey from noticing your product for the first time to renewing their subscription or membership.

Terms may vary, but an effective SaaS sales funnel should include these stages (in order): 

  1. Brand discovery – This is your customers’ first impression of your product. How are you promoting your software on sales calls or social media ads? 
  1. Gaining interest – It’s your potential customer’s first engagement with your product. Did they sign up for your newsletter or did they book a free consultation with one of your sales agents? 
  1. Individualized insights – This is when a customer tests your software for the first time. Are you offering a free trial or demo of your product? 
  1. First purchase – Well, you’ve officially got something tangible for your efforts. A prospective client finally earned the “official customer” tag for purchasing your services.  
  1. Customer retention – This stage lets you know how effective your software was to your client or customer. Did they renew their monthly subscription or annual membership? 

In a nutshell, your SaaS sales funnel gives you an idea of how you convert leads to sales. 

3. Creating a Value Proposition 

Grammarly’s recurring headline of “Great Writing, Simplified” is as simple and effective as you want a first impression to be. In just three words, Grammarly lets people know about the customers they’re targeting, the customer problems they can solve, and the actual solution that they’re offering. 

This slogan-like headline from Grammarly is the starting point of what you call a SaaS value proposition. Creating a value proposition for your software should involve the following: 

  • A simple yet engaging headline 
  • Two to three sentences that support the headline 
  • Multiple bullet points to provide specific details about your brand 
  • Your brand’s image or logo 

How do you then create a unique value proposition? The important thing to remember is that everything should be geared toward the customers’ needs. The first impression is key here, so your words should immediately resonate with your target customer base. 

With your customers’ needs in mind, the next thing to include is your unique advantages over the competition. Even if it’s just one specific detail, use it to your advantage. To gain their attention, customers just need to see one feature that they haven’t seen before. 

Finally, everything should be simple and clear. You can always get creative and witty but be mindful of using only simple wordings to make your SaaS value proposition more relatable. 

4. Understanding the Competition 

As is the case in every industry or business, the SaaS market is brimming with competition. If approached in the right way, competition becomes a healthy factor among competitors. SaaS providers begin to up their game, and this drives a mutual benefit between service sellers and buyers. 

You have to remember that there is a high demand for SaaS, especially with the digitalization of almost every platform. According to Statista, SaaS providers based in the United States already have more than 59 billion customers as of 2022. SaaS providers headquartered in the United Kingdom trail at second place with 3 billion customers worldwide. 

Still, you can’t get too complacent in the SaaS market. One distinct product feature can separate an upward-trending company from a spiraling one. For your company to avoid this, it’s recommended that you understand your competition. 

Your direct and indirect competitors don’t just pose a threat to your growth; they can unwittingly provide you with helpful information and data. By researching how your competitors are doing business, you will also discover your company’s weaknesses and build up on the things you’re already doing right. 

Understanding your competitors is a vital part of your SaaS marketing strategy, so make sure that this is part of your game plan.   

5. Customer Acquisition Strategies 

While it is true that there is a high demand in the SaaS market, it doesn’t mean that getting customers will be easy. It’s fairly easier to get your product noticed in the market, but can you secure customers on a long-term basis? 

That’s the thing with SaaS — your relationship with a client or customer could dictate how sustainable your success is. This is not like in a jewelry store where you’re happy to sell one item to a customer and count that as a win. In SaaS, you have to convince people to buy your product in the long run.

One of the tips for getting long-term clients in SaaS is knowing where the right channels are. Depending on where your niche lies, here are the best customer acquisition channels in the SaaS industry: 

  • Search engine optimization (SEO) 
  • Email marketing 
  • Content marketing in social media 
  • Cold calls 
  • Paid advertising (Google Ads, Facebook Advertising, Guest Posts, Affiliate Marketing) 

All these acquisition channels are effective in their own way, but you have to know which one works best for your product. Some tips include knowing where your competitors are getting customers, pre-testing your marketing strategy, and analyzing the platforms where your customers are more active. 

6. Customer Retention Strategies  

As you have read more than one time in this article, getting long-term clients or customers is the key to success in the SaaS marketplace. It’s one thing to get a potential customer piqued with interest; it’s another to convince them to renew their subscriptions. 

The benchmark for customer retention rate in SaaS is around 90%. You may be intimidated by how high this standard customer retention rate is, but bear in mind that SaaS providers get their revenue via long-term subscriptions, not one-off memberships or free trials. 

So how do you optimize your SaaS marketing strategy with the aim of acquiring “repeat customers”? Here are some tips to get started: 

  1. Design a user-friendly interface with clear-cut instructions 
  1. Conduct customer satisfaction surveys from time to time 
  1. Regularly interact with your customers 
  1. Work on upgrades and additional features 
  1. Prioritize customer support and help center 

Another customer retention strategy that you can utilize is implementing a customer loyalty program. It’s always an attractive way to engage both current and potential customers while encouraging them to get into the “spend more to earn more” scheme. Your customer loyalty program could include perks like getting cash back, unlocking higher-tier memberships, earning redeemable points, or getting discounts via referrals. 

7. Pricing Strategy 

You can your SaaS product as your passion or pet project, but let’s be perfectly honest: money is the driving force for SaaS operations. Your revenue is not just about the cold pile of cash you’re getting your hands on; the revenue you’re generating also tells you how your product is meeting the needs of your customers. 

One of the factors affecting revenue generation in SaaS is pricing strategy. Getting your pricing strategy right could unlock another avenue for your product’s sustainable growth. Your pricing strategies should take into account your expenses, your competitors’ current pricing, and the value that your customers get from your product. 

As for SaaS pricing models, here are a couple of examples that you can use: 

  • Fixed-rate: Often used for single-product subscriptions, fixed-rate pricing allows customers to pay a flat rate, whether they choose a monthly or annual subscription. The downside of this pricing model is there’s no room for price adjustments if customers want to include (or exclude) a certain feature. 
  • Usage-based: The usage-based pricing model allows customers to pay only for what they want to consume. This is more flexible pricing, although your company’s revenue might dip or increase depending on the current trends in the market. 

Optimizing your pricing strategy could pose a short-term risk, but it’s important to think about the bigger picture in this facet of your SaaS market strategy. 

8. Definition of Success 

SaaS is a subscription-model business, so if you want to have a growing revenue, you need to encourage clients or customers to renew their accounts. To be able to do that, you need to invest a chunk of your resources in your customer success strategies. 

According to the 2022 Customer Success Index by Gainsight, they found that SaaS providers spend at least 6% of their revenue on customer success. This number is just on the average line, so there’s a chance that the more successful SaaS companies invest more in customer success. 

Having said that, customer success in SaaS is more than just responding to your clients’ queries. You need to establish a good working relationship with your customers, and this process involves providing them with the following: 

  • Intentional onboarding 
  • Training and seminars 
  • Workflow outlining 
  • Business reviews 
  • Feedback and evaluation 

In a nutshell, you need to ensure that your customers are getting the most out of your product. When they discover all the perks that come with your software, they won’t just renew their subscriptions, but they could refer you to potential customers. 

Measuring your success as a SaaS provider should be dependent on your long-term relationships with customers.  

SaaS Marketing Channels 

For your SaaS digital marketing strategy to work, you need to find the right channels to put your ads and content on.  A brilliant marketing strategy won’t matter if you’re not able to reach your target customer base. 

It goes without saying that your SaaS company must invest resources in your marketing strategies. So to make sure that you’re getting the most out of your budget, you need to find the most suitable market channels for your brand. 

From a broader perspective, there are three main categories of marketing channels. These are the following: 

  • Paid Channels – This is a general type of marketing channel that requires payment for advertising your brand. Examples of paid channels include web display ads, paid campaigns on social media, guest posts, and email newsletters. 
  • Owned Channels – Basically, owned marketing channels refer to the media channels that your company owns. These may be your company’s website or social media platforms like Facebook, Instagram, or LinkedIn. 
  • Earned Channels – These are channels that you don’t pay for. You get access to earned channels organically, via word-of-mouth recommendations, referrals, and comments. 

For you to know about the more specific marketing channels that your SaaS brand can use, continue reading below. 

Saas SEO Strategy 

As you might have figured out by now, most of your SaaS marketing strategies will use the Internet as means of communication. Digital media is the way of the world now, so you need to know how you can increase your brand awareness on the Internet. 

If done properly, a great way to promote your SaaS brand is through Search Engine Optimization (SEO). SaaS SEO refers to the process of directing organic traffic to your brand, which increases reach, engagement, and awareness among your target customer base. A good SaaS SEO strategy typically involves relevant keywords and links from high-ranking, authoritative websites.  

SEO is important because 68% of online experiences start with people typing in keywords on search engines like Google, Bing, Yahoo!, Yandex, and Naver among many others. So how will you incorporate SEO into your SaaS marketing strategy? Here are some tips to get you started: 

  • Research relevant, high-ranking keywords 
  • Analyze content and keywords coming from your direct and indirect competitors 
  • Invest in technical and on-page SEO 
  • Create engaging content 

Content is still king in SEO, and that is the same case for your SaaS brand. To have the ability to craft engaging and relatable content, you must also identify the current challenges and trends in your target market. 

SaaS PPC Campaigns 

Along with the returns that you can get from investing in organic SEO, your SaaS brand can also benefit from a PPC (pay-per-click) campaign. If you want to get relatively quicker information on your ROI (return on investment), a PPC campaign could be your go-to marketing strategy. 

A PPC campaign refers to the process of paying for paid advertisements on search engines and social media platforms. It’s a great way to see if a certain marketing channel fits your brand’s target customer base, as PPC campaigns will provide you with data on your ROI quicker than an SEO strategy. 

PPC campaigns may require you to invest a lot of money, so you need to be intelligent as to where you put your resources into. An effective PPC campaign should see you doing the following: 

  • Personalize your ads based on the marketing channel and your target customer base 
  • Leverage your ads in relation to market movement and seasonal trends 
  • Opt for retargeting to re-engage with target customers 
  • Maximize opportunities on PPC landing pages 
  • Consider other marketing channels outside of Google Ads 

While it’s true that data is quicker to get in a SaaS PPC campaign, you still have to exercise patience in testing different strategies and channels. 

SaaS Email Marketing Strategies 

Email marketing is another channel that SaaS companies are putting resources into. Email marketing is different from SEO and PPC strategies because you can have one-on-one interaction with each of your potential clients. 

Getting your email marketing right is such a crucial element in SaaS customer success. As previously mentioned in this article, success in SaaS relies on bringing in long-term customers. Through email marketing, you can personally get in touch with customers and address their specific needs. 

Moreover, email marketing involves one of the most important aspects of SaaS: encouraging your customers to renew their accounts. A typical email marketing strategy involves the following points: 

  • Map out your customer journey 
  • Nurture relationships, including Freemium subscriptions 
  • Offer training and workflows to encourage Freemium users to upgrade their subscriptions 
  • Provide regular reports and data charts for your users 

Crafting engaging emails is a great way to attract new customers, but the main priority in SaaS email marketing is nurturing relationships. You should take advantage of the personal touch that comes with email marketing and be consistent with your efforts. 

SaaS Video Marketing Strategies 

You’ve read in this article that content is king when it comes to marketing. Well-written content can engage your customer base and combining that with an effective video marketing strategy could pay dividends for your SaaS brand. 

According to Business Insider, the number of digital video viewers in the United States will eclipse 244.4 million by 2020. Videos are easier to consume, as there are more avenues to get creative and interactive with your target audience. In fact, more and more users say that short-form videos are the most engaging content on social media channels.  

So, it’s not surprising at all that most SaaS companies leverage their video marketing abilities to gain more leads and conversions. Once you successfully discover a suitable marketing channel to broadcast your video content, you can get creative as much as you want. There are tons of SaaS videos that you can create, including: 

  • Product demo videos 
  • Instructional videos 
  • Promo videos 
  • Customer testimonial videos 
  • Company background videos 
  • Free webinars 
  • Interviews with industry experts 

A visual explanation of how you can help your customers should gain more attention to your SaaS brand. You can do out-of-the-box content with your videos, but make sure that everything is clear-cut and easy to understand.  

SaaS Marketing Strategy Takeaways 

From the first impression down to customer retention, a B2B SaaS marketing strategy involves a lot of brainstorming and content planning sessions. There are vital things to keep in mind, including determining a suitable customer base, mapping out your customer journey, finding the right marketing channels, analyzing your competitors, and optimizing your pricing plans. 

The process may seem complex at first glance, but if you stay true to your brand’s value proposition, the ideas and strategies will flow right through. There are many components to remember, but the most important factor in all these is how your SaaS can cover the needs of your customers. 

Click here to get a free SEO audit for your SaaS business.

Marketing Strategies

The TOP 15 Marketing Tips for 2023

With the advancement of technology, the digital world is booming like never before. It’s not a secret, that companies taking advantage of digital marketing outgrow their competitors and stay competitive.

While constantly working in the Business Development field for more than 12 years, I’ll be glad to share the top 15 digital marketing tips for 2023, that will hopefully help you nail your marketing goals. 

Based on our experience and research, here are some digital strategies to consider:

  1. Update Your Website with a Simple Design
  2. Make Your Website Mobile-Friendly
  3. Content, Content & Content
  4. Paid Ads to Start Getting Traffic
  5. Use Google My Business
  6. Target Low-Competition Topics (Keywords)
  7. More Content (Outreach Placements)
  8. Use Video on Social Media
  9. Track & Measure Spendings
  10. Researching What People Search for in Your Industry
  11. Account-Based Marketing
  12. Remain Consistent with Design
  13. Become Visible in B2B Marketplaces
  14. Email Marketing
  15. Try Different Things

Tip 1# Update Your Website with a Simple Design  

94% of first impressions about your business are based on the design of your website, so make sure it’s great. 

Where do you start? Get your audience engaged with your website by creating a visually appealing site.  

In fact, research has shown that users prefer simpler website designs. A clean and simple design makes it easier for users to navigate through your site. In addition, the less clutter, and visual distractions you eliminate on your website, the more your content and calls-to-action (CTA) will be noticed. 

With a simple website design, you can improve: 

  • User experience; 
  • Drive conversions; 
  • Increase accessibility. 

Tip 2# Make Your Website Mobile-Friendly  

As we move into the future, mobile-friendly design is becoming increasingly important. Probably everyone you know has some kind of phone. In fact, around  9 in 10 internet users own a smartphone.    

By making your website mobile-friendly, you will: 

  • Reach a wider audience; 
  • Have better website engagement; 
  • Increase traffic and conversions.   

If you are thinking about how to make that happen, we recommend using responsive design. That means that your website will automatically adjust to a mobile view, and it will be easier to navigate for a user. In addition, it will look more appealing to the eye.  

It is important to mention that loading time speed is essential. Potential customers are more likely to abandon a site that takes too long to load it. What you can do to reduce that is to make sure you are compressing images and using JPG files instead of PNG files. 

Tip 3# Content, Content & Content  

A great piece of content answers your audience’s questions, builds trust, establishes relationships, improves conversions, and generates leads. Currently, users expect high-quality and consistent content from their favorite brands.  

Many customers are more likely to focus on your brand‘s value. The more  high-quality content you have, the more they know about your company, and the more people are likely to contact you. 

The past couple of years were rough for the financial world, so more people are likely to buy from companies that maintain communication. It‘s important that the user gets all answers to every question they might have. The more information you can put on your website and social media, the better. 

Tip 4# Paid Ads to Start Getting Traffic  

Ranking organically could take some time. To increase your website ranking, you can start using paid media ads. It will help you have a better chance of a higher search result.  

You can target your audience using platforms such as social media ads (Facebook, Instagram, LinkedIn, YouTube, etc.) or Google Ads. By knowing their interest, behavior, and demographic, it will be easier to connect and build trust with them.  

Using this strategy, you can encourage users to engage more, for example, by signing up for your newsletter.  

If you need help with paid media, you are more than welcome to contact our team

Tip 5# Use Google My Business  

Another effective way to boost your website is Google My Business. Why? Basically, it helps people find your business in their local area when they’re searching for similar products or services. 

You can display your business’s location and directions on your Google My Business listing. When people search for nearby businesses using Google Maps, a listing for a local business is more likely to appear. It will increase your business visibility.  

If you want to learn how to create Google My Business,  here is the guide

Tip 6# Target Low-Competition Topics (Keywords)  

Low-competition niches are essential because it is one for which fewer companies and websites actively compete for high organic rankings with SEO.  

From the tip name, you can already tell that this suggests less competition, which makes them good SEO opportunities. In addition, low-competition keywords, if relevant, can be a great source of content ideas.   

Benefits of targeting low-competition topics:  

  • Targeted audience;  
  • Less competition;  
  • Generate traffic.  

If you want help with SEO, our team is more than happy to assist you.  

Tip 7# More Content (Outreach Placements)  

As mentioned before, content is significant for today’s marketing. Google now rewards websites that prioritize useful content for their audiences.  

If you want useful content, find its value. That means when creating content, it is essential to keep the reader in mind. Think of what question they are seeking answers for, that they can’t find it anywhere. This not only helps with ranking but also builds website’s authority. Let’s not forget that it helps SEO itself.

Tip 8# Use Video on Social Media  

If you are still not using videos on social media, you are missing out BIG! 

Why? Well, apparently, 91% of companies are using it as an effective marketing tool. It not only has a positive ROI (Return On Investment), but it helps 96% of marketers to increase user knowledge of their service or product.  

Video content will continue to dominate social media sites in 2023, with TikTok and Instagram Reels dominating the scene. Video is preferred by 72% of customers as a way to learn about a product or service.  

Tip 9# Track & Measure Spendings  

To maintain healthy cash flow, you must track your business spending. For better future investments, you not only track them but you measure them.  There are many apps that could help you manage and track your spending.  

One of them you can try is called Mint; CNBC Select reviews recommend this as the best free app for managing your money spending. Besides the usual budgeting app features, users can monitor their credit, customize alerts, and access educational tools. 

Tip 10# Researching What People Search for in Your Industry or Just SEO  

Suppose you want a user to buy your product or use your services in 2023. Firstly, you need to know what they are looking for and how it is related to your business. In that way, you will find faster connections with customers.  Use SEO for targeting your audience.

It will allow you to know the terms and phrases that people are searching for. If you use them correctly, it will increase drive traffic to your website.  

For developing a campaign for your business, you can use Google Keyword Planner and Google Trends to discover what keywords people are using to search online. 

Tip 11# Account-Based Marketing  

Account-Based Marketing (ABM) is a personalized and strategic marketing method that targets key business accounts directly. B2B marketers are increasingly focusing on ABM strategies, with 84% of digital marketing specialists reporting that ABM delivers higher returns than any other marketing approach, according to the Information Technology Services Marketing Association.  

This marketing approach focuses resources on a set of target accounts, delivering tailored campaigns that cater to each account’s unique attributes and pain points.  

In personal experience ABM tools can get hot leads that are much more likely to convert with the data you can get from different providers. Especially now, when OpenAI is on every corner, ABM also has the advantage of using AI code to give more personalized automated messages, for example.

If you’re interested in Account-Based Marketing and want to know how it works, don’t hesitate to contact me, and let’s talk about it. 

Tip 12# Remain Consistent with Design  

Consistency in design not only looks pleasing but also offers benefits to businesses, designers, and users. Consistency creates a framework that can be built upon and maintains an on-brand look, which is essential for companies.  

It Saves Time. For designers as most decisions have already been made, allowing them to execute functional and attractive designs quickly.  

Less Confusion. For users, consistency simplifies their experience, making it predictable and easy to follow and reducing confusion. This ultimately builds trust between the user and the design, leading to an engaging and comfortable interaction.  

Less Problematic. Consistency in user experience design leads to more accessible learning for new users, fewer errors, and support a strong brand image for the website.  

Tip 13# Become Visible in B2B Marketplaces  

Companies can present their products and services on B2B marketplaces in order to attract potential customers and reach a wider audience. 

A small or newer business that has yet to establish itself can benefit from this significantly. Companies can increase revenue and sales by connecting with potential customers and generating new leads through B2B marketplaces.  

Tip 14# Email Marketing  

If your business has an online presence, email marketing is essential. The advantages of email marketing: 

  • It significantly increases reach and improves communication;  
  • It is a flexible, measurable, and scalable marketing approach; 
  • It boosts revenue and helps generate more business; 
  • It keeps data ownership with you, making it easier to analyze and understand your audience. 

Contact our team if you need assistance handling your email marketing service

Tip 15# Try Different Things 

“The creative process is fueled by divergent thinking — a breaking away from familiar or established ways of seeing and doing.” — The Innovator’s Toolkit, Harvard Business Essentials

Step out of your comfort zone and think outside of the box. Explore new possibilities with a fresh head. By breaking away from familiar ways you will help your brand stand out. For example, try brainstorming ideas with your colleagues or use these tips and see how changes can make a big difference.

Marketing Strategies

Influencer Marketing: why is it important and how to do it?

Over the years research has shown that it has become increasingly popular and effective for companies to reach their target audiences through influencer marketing.

Jack Shepherd, the marketing director of Social Shepherd, stated, “93% of marketers are using influencer marketing”. However, some companies still need help integrating it into their marketing strategy. Don’t worry! All fog of uncertainty will be dispersed!

In this article, you will learn what influencer marketing is, why it is essential, how to develop a successful strategy and how SEO can benefit your influencer marketing campaigns. This will help your company to understand all the missing potential

Let’s dive in!

What is influencer marketing?

Influencer marketing involves brands partnering with influencers. If you don’t know who influencers are, they have a large and engaged following on social media.

They share content and knowledge about your business services or products through sponsored posts or videos on their social media channels or other popular platforms.

During the research for influencers you will see that they have different niches, they are making different content types and have varying post quality.

Why is it important?

Influencer marketing has become a popular choice for companies as it offers a unique and effective way to reach their targeted audience.

For example, when brands partner with influencers they take advantage of their credibility and reach a wider audience through social media. In addition, followers are more likely to trust their followed influencer’s opinions and act based on their recommendations.

Influencer marketing, as a result, becomes an effective way to build brand awareness, increase engagement, and drive sales.

As Neal Schaffer once said:

“Perhaps the most significant advantage of using influencers is that you can choose people who are part of your target market or who appeal to your target market.”

Influencer marketing is indeed a valuable tool for companies to reach their target audience and build a strong brand presence.

How can you develop a successful influencer marketing strategy?

Developing a successful influencer marketing strategy requires careful planning and execution. This article will review the critical steps to developing a successful influencer marketing strategy. These paragraphs include defining your goals and KPIs, targeting your audience, understanding platforms, researching influencers, maintaining long-term partnerships, creating high-quality content, and measuring your results.

7 STEPS to create 

Following these steps will help you create a successful influencer marketing strategy for your brand:

1. Define your goals, KPIs, and budget

You’ll first need to understand why you need an influencer and what content you would produce.

Secondly, you will need to choose 2 KPIs (key performance indicators) and optimize your influencer marketing based on these.

Thirdly, create a budget to determine how much you are willing to spend. Influencers have different prices, which depend on their account following: the bigger the following, the more significant the fee.

2. Target your audience

Make sure you have a good understanding of your target audience. That way, it will be much easier to find the most suitable influencer to increase audience curiosity to learn more about your brand.

Think about what your target audience follows on social platforms, whose recommendations they would follow, and what content is the most suitable for them.

3. Get a good understanding of platforms

Deciding on which platform you will set the deal with an influencer on is crucial. Every venue is unique in its way. Make sure you have a good understanding of what each platform requires so you can produce a better and more effective brief.

Which platform offers brands the biggest potential to grow their audience in 2023?
Credit: HubSpot

4. Research influencers

There are many ways to research influencers. First, manually pick the main keywords for your brand and search for them in the hashtags section. During the research, look for influencers between rate engagement from 1% to 3.5%.

Once you have done the research, don’t forget to look at their social media accounts to learn more about content quality and audience activity, how they interact, and what topics are the most popular on their performance.

5. Maintain long-term partnerships

Tamara McCleary, CEO at Thulium, said:

“A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans.”

Build a friendly and healthy relationship with pick-out influencers. In that case, it will ensure a long-term partnership. Although, even when you are done with them, an excellent word from mouth-to-mouth technique will pay off.

6. Create high-quality content

You’ll need to find an influencer that best represents your brand and ensure the content stands out. First, it helps establish the brand’s image and identity. After that, influencer followers will see the content produced through the partnership and form an impression of the brand.

When the content is of high quality, it creates an image that encourages engagement and loyalty. However, low-quality content may harm the brand’s reputation if it makes a negative impression.

7. Measure your results

Lastly, you can measure influencer’s results by giving influencers personal discount codes, creating trackable URLs, and using affiliate services where the links have been created for you. You will need to measure how many people saw the collaborations and how well they performed.

How can SEO benefit your influencer marketing?

Influencer marketing and SEO are two separate fields in digital marketing, but they can complement each other and work together to achieve a common goal: increasing visibility and driving traffic to a website.

Here’s how they’re connected:

1. Link building

Influencer marketing can help with link building, one of the most critical factors in SEO. Influencers can include links to your website in their content, which can help improve your website’s link profile and drive traffic.

2. Brand awareness

Influencer marketing can increase brand awareness and help establish your brand as a thought leader in your industry. Combining these two can help to generate better natural backlinks for your brand’s website. Moreover, it can indirectly improve your SEO by creating a more positive online presence.

3. Keyword optimization

When working with influencers as mentioned before in this article, it’s important to choose keywords that are relevant to your business and target audience. These keywords can be included in the influencer’s content and on your website, which can improve your search engine rankings for those keywords.

Correspondingly, influencer marketing combined with SEO can improve your online visibility and drive more traffic to your website. If you are searching for a qualified specialist who works with SEO services, Fortis Media can help you.


To sum up, this article highlights the importance and benefits of influencer marketing for companies. Influencer marketing involves partnering with social media influencers to reach a wider audience, build credibility and trust.

Setting goals, KPIs, and budgets, focusing on the audience, comprehending platforms, looking into influencers, sustaining long-term connections, producing top-notch content, and measuring outcomes are all essential components of an effective influencer marketing approach. By following these steps, companies can effectively reach their target audience and achieve their marketing goals.

By focusing on link building, brand awareness, and keyword optimization, you can leverage the power of both influencer marketing and SEO to achieve your digital marketing goals.

Contact Fortis Media immediately if you want to define a content strategy for your brand to assist you in achieving long-term results.

Marketing Strategies

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.

Google Analytics Web App
Credits: Google

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.

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 a 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 on 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.