Gaming as a niche sector
As you well know, the games sector (minigames, applications, etc.) moves a lot of traffic (and with it money). This is usually one of the fetish niches of all SEO’s since is a 100% online market, with a lot of retention and where the content can be viralized “easily”. The basic challenge for this sector is that the other players are very strong:
To get an idea an using domain authority as a referemce, we would be competing with projects like Forocoches.com:
The gaming in terms of SEO
If you look at the market, the search volumes for the main terms are really scary. We are talking about only in the United States there are keywords more than 1 million monthly searches:.
| Keyword |
Monthly searches |
| online games |
1.000.000 |
| games for girls |
1.000.000 |
| shooting games |
823.000 |
| basketball games |
823.000 |
| cooking games |
673.000 |
| …. |
… |
What actions do we take?
Well, the project in question came to us with the idea of seeing the profit margin it could get from the organic channel (they were not working on it). As in all the projects we work on, and especially if they have that scope, we started with an extensive audit to see how to take advantage of all the authority and channel it towards the most profitable terms.
During the audit process we detected such important problems as:
- The architecture of the website did not attack global terms, but only focused on specific games.
- It had a major problem with poor quality content.
- It had hardly any important keywords positioned in the US market..
- The users’ page permanence was very poor.
- The linkjuice cast of the great authority that owned the domain was not being channeled in the correct way
With all that we did was:
- Create a new web architecture based on keyword research, the objective was to position the maximum number of terms through main categories, subcategories and the games themselves.
-
- Generate the content that each category and subcategory would have and analyze it through tools such as SEOLyze.
- Generating titles, meta description and headings according to keyword landing.
- Solve 301 redirection problems and 404 errors.
- Set up the digital analytics plan with the respective KPI’s and UX panels through Google Tag Manager and Data Studio.
- Generation of heat maps and A/B tests to analyze user behavior on the web and variations that improved click rates on download links from games.
- Optimization of internal linking based on the main categories to be promoted, giving them greater linkjuice.
- Establish a link building strategy based on:
- Extraction of competitor links (we used all 10 direct competitors) and optimized the way they were linking /li>.
- Extraction of broken competitive links and proposal to the websmasters of the sites our links, giving them greater value than those previously pointed. Note: It is an old but very useful method to get great value links for free.
- Creation of links in a manual way in webs that will report us authority and qualified traffic to the site and coming from USA.
And this was the result:
Summary
It is not enough to have a lot of domain authority, in any project you need to correctly channel that linkjuice in addition to make Google understand which terms should rank in each URL . In addition, the bigger the project, the more risks of cannibalizations, dilution of linkjuice in low value URLs, etc. we can find in it.
