Understanding Google SERPs: considering online bingo example
The article is the author's reflections on recent changes that took place in Google?s SERPs in the gaming industry.
On the one hand, this seems to be better for users, who are invited to join real bingo sites and start the game right away. In fact, there are several pitfalls behind this obvious conclusion. Consider the example of a user who has never played online bingo before. He or she will probably want to find some general information – about bingo brands, bonuses, etc. You can easily see the judgment may be true if you’ll type “online bingo” in Google and scroll towards “People also ask” section (again, all these is fair for the United Kingdom search results). You’ll then find out that the section consists of users’ search questions like “What is the best online bingo”, “What is the best online bingo site in the UK”, “How do you play bingo online” and other.
You don’t need to be an analyst to guess that all these questions have joint search intent. The user wants to get some general descriptive facts about online bingo, probably, afterward, he or she will want to get to go on to the real-money bingo site.
The section “People also ask” can become and actually is – a “gold mine” for bingo affiliate sites. Of course, if they have an ideally matching content to target users’ needs in the right information. Alluring that these answers do not always offer the best possible answer to a searchers’ question. And – that relatively “small” sites dominate the section.
Does this mean that a small site has a better chance to target Google’s TOP, than a big and trusted operator’s site? Can this make any sense? You’ll be surprised to hear “yes”. Under some conditions, of course. Affiliated sites are by far operated by small teams, that’s why they’re more flexible than big organizations, where there are a number of people and teams, as well as parallel processes. Flexibility gives this fast response to any changes in the user’s search trends. For big companies, it usually takes longer to implement novelties, as the decision making and approval processes take quite a lot of time.
To conclude, changes in Google’s SERP for bingo-related queries have demonstrated the importance of an accurate understanding of perspective search keywords a website’s team is willing and able to target. Another key point is that the ability to quickly detect and respond to changes in user’s search needs becomes a key competitive advantage for companies, operating in the online gaming industry.
Please, refer to the original article: https://bingo77uk.com/news/how-people-search-for-online-bingo-in-uk
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