Aiming to reach an even larger slice of the nation that breathes sport, the segment's merchandising has been growing. In addition to ads on TV during games of different championships, such as the Brasileirão and Copa do Brasil, companies have also been investing in the sponsorship of tournaments and teams. This year's Brazilian Cup, for example, was sponsored by the Bodog betting website.
The digital world is another reason that has driven the expansion of gambling sites in the country thanks to the high connectivity of Brazilians in the region which facilitates the entry of more bettors. Given this scenario, the growth of gambling sites and their investment in digital marketing in the country become even more justified.
Brazilians in the sights: digital marketing is the operators betting
According to Michael Addison, Managing Director of Bumbet, one of the leading betting sites in Brazil since 2016, despite having a natural predilection for the sport, Brazil is still new to the online betting market. "Generally, in countries where the sport is popular, the inhabitants are looking to concentrate their bets on their favorite team or player. We expect Brazil to be no different," he said.
In search of Brazilian attention, the platform has broadcast campaigns on TV channels such as ESPN and Fox. Another important investment made by both Bumbet and several other sites in the segment is in digital marketing. Due to the lack of regulation and the impossibility of advertising in vehicles such as Google and Facebook, despite Bill 186/2014 that provides for the exploitation of gambling in the country is ready to be voted in the Senate, one of the main strategies adopted is the SEO that seeks to benefit the exposure of betting sites in Google's organic searches. According to experts in digital marketing, SEO is the most lucrative way to attract qualified visitors because a well-optimized site appears in the main place where users search for all kinds of information.
How SEO works
SEO aims to position a website among the first results of the search, attracting qualified audiences to it. A SEO job is done in 3 steps. SEO Onpage includes several strategies related to programming, texts, codes, choice of appropriate keywords, menus, navigation architecture and site loading speed, among others.
Another important point that tells Google that a site is relevant in a given segment is the quantity and quality of its content, so one of the strategies adopted in a SEO job is to create and update articles on the site. Lastly and perhaps one of SEO's most important strategies, Link Building focuses on ensuring valuable mentions for the site. Briefly, for a site to have a lot of relevance with Google, other important sites need to point to it. "A site well referenced by other relevant sites in the market, make Google understand that the site in question is important and should appear in the top positions of the search," explains Morais.
The importance of a press office for SEO
When a site is often quoted by other websites and portals, Google interprets it as a reference in its segment. In practice, the search engine ranking system uses the following criteria: if there are many recommendations for a particular shoe store, for example, it is a sign that it is reliable. And if renowned sites make the recommendations, the store is probably one of the best on the market.
Much more than sending journalistic suggestions, link building focuses on ensuring valuable references to companies, which, in addition to boosting the positions of the site in the organic search, collaborates to improve communication and the strengthening of the brand.
That's why, throughout SEO work, content marketing and link building adopted in an integrated way seek to build a network of relevant indications for the site, significantly increasing the authority of the site in the search pages, in addition to meeting the objectives of a press office.
Brazilian marketing agency stands out in the service of betting sites
Located in Florianopolis, the digital marketing agency emarket has answered different betting sites in several opportunities with actions of SEO on page, content marketing and link building. Being a SEO agency and considered one of the leading ones in the country in Link Buidling, according to international rankings like TopSEOs, emarket has been increasing its portfolio of clients with different international companies in this segment. The first was the Bumbet site, where the actions adopted by the agency on two occasions were decisive for the site to appear well positioned in the search, reaching today an audience of more than 160,000 monthly visits. After Bumbet, due to its experience, the agency increased its portfolio of clients, also attending other sites in the segment such as Bodog, Betway and GrandesLoterias, as well as three international companies, Win Technologies, Better Collective and RBN-Media, responsible for marketing actions to promote different betting sites around the world.
According to Ricardo Prates Morais, director of the emarket agency, all the work is integrated and seeks to increase the visibility and the audience of the sites, as well as to strengthen the institutional disclosure and the image of the projects in Brazil. "The results of the pioneering campaigns are that we are already advancing in the market for the third consecutive year, helping the betting brands that want to grow in Brazil," says the expert.
Source: GMB / Terra.com.br
