“It’s no longer a “one man show”, you have to work with a professional team to succeed.” We interviewed Alina Meir from Slotozilla.com.
Hello Alina, hope you are well in this festive season?
Hello Marius! Thank you, I’m fine. We prepared for the SiGMA event as a team and we are ready to introduce our company to potential partners. We are delighted to be a part of this organization and we believe that this year will be much more productive for us than the previous years.
How did you come to enter the online gaming space and set up your company?
SEO Partners is a SEO/content company founded by a group of professionals who share the same interests and passions. Each founding member has a different expertise in the industry, so we know very well how to attract search engines and generate traffic. Our aim is to produce quality, original and of course, SEO compatible content for the entire casino industry. Right now we are one of the largest content agencies in Eastern Europe, and our team has many experts in different fields. Slotozilla.com is our biggest client at the moment.
Can you tell us a little about how your company business is structured?
SEO Partners is a closed loop company, and there are about 100 employees. We are specialized in SEO, SEM, Web development projects and creating traffic for websites. We are active in the UK, Malta, the Netherlands, Cyprus and 35 other European countries. We can get all the expertise we need from our own team. When necessary, we also work with full-time freelancers. As I’ve said, Slotozilla.com is our biggest project right now. However, there are dozens of different projects too.
With the recent wave of consolidation, mergers, and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Not really. This industry has grown at a faster pace than predictions, and we can even say that it grew too quickly. Big firms have understood how important creating traffic is in the last few years. Naturally, they preferred to buy instead of investing. I think this trend will continue in the coming years. So there is a need for talented professionals and creative ideas more than ever.
A number of your competitors have gone down the real money operator route and tried their hand at white labels. Have you also done this?
Not yet, but I can say that we are talking about this in the company, and we all agree that this should be our goal in the upcoming years. I think we’ll follow the same path. The future of the industry requires this.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Obviously, everyone has a unique SEO technique, but we always believe that the content is the king. We plan to produce readable, informative, and quality content instead of artificial, meaningless keywords – until now, we’ve already done so. In line with this goal, we aim to double our existing content and publish more guides and reviews. We also think that there is a shortage of guides in the industry: In a very short time, you will find the most detailed and most professional guides about casino games on our web sites.
Which markets do you focus on and do you see any potential in the emerging markets?
Our first target is, of course, Europe, everyone knows that this is the most productive market right now. But for the same reason, competition is intense. For this reason, we intend to concentrate on the Asian market as well as Europe. The Asian market has yet to be discovered and offers an incredible potential. It is literally the world’s largest market and competition is much lower. Considering the trends of local cultures, we plan to do a special study for Asia.
How do you find UK market and competition?
Obviously, it is not an ideal market for new companies. Competition is very fierce, and there are already many old, well-established companies. Some of them are almost 100 years old. For this reason, a newly opened company will have difficulty in competing if it has not enough capital. SEO Partners has no worries in this regard, we are still able to compete successfully, but we think that the UK market is about to reach a certain saturation point. For this reason, as I have said, we started working on new markets.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO, and content at your company?
It had an only positive effect on our performance. What people do not understand is that new algorithms reward quality content, not “keywords”. So far, it was possible to earn rank even with keyword spam. Even the biggest names in the industry did this practice. This is no longer possible: You must provide fully organic and good quality content. We have not felt a negative impact since we have been working this way for years.
Are there any exciting plans in the works that you can tell us about?
Of course, I cannot give too much detail, but I can say that we have various plans for niche games and regions. We believe that these are mostly neglected so far, and both have great potentials.
What is the main thing that you’d like SiGMA readers to know about your sites?
We have more than 100,000 visitors per month, and we offer each of our guests the best possible experience. We are active on social media platforms and running social responsibility projects too. Did you know that we are offering a scholarship open to everyone?
What challenges and opportunities has the move to mobile presented you with?
Probably the first thing that will come to mind will be the games, but actually, they were not a problem at all. The real challenge was in terms of screen resolutions. It was technically challenging to make sure that our design looks the same at every resolution, especially since Android devices do not have a standard screen resolution. But I am proud to say that we were successful. Google mobile index RnD was another challenge. As you know, Google will create and rank its search listings based on the mobile version of the content from now on, even for listings that are shown to desktop users. This required us to re-review all of our existing content and make some changes in the way we work. But I can tell that we’re more than ready now.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The entry of large companies into the industry is useful in many ways, but competition, in the long run, will be much more difficult. We are about to see a turnaround in the sector that will require real SEO expertise, where basic techniques are no longer sufficient. I think most small companies will close in this process. In the same way, a greater capital will be required to start as new. Individual talents still have a chance, but not as much as they used to be. We also believe that block chain casinos and gambling services will represent the future of this industry and lots of companies will change their development methods according to this – just like we did.
What two pieces of advice would you give to any new affiliate starting today?
Forget about making money in a short time. People see this sector as an industry where they can be rich in a few years. However, like every business, it is necessary to work hard, invest, and build long-term plans in here too. Do not enter into this business without a starting capital that will last you at least a year. Also, do not forget that this is no longer a “one man show”, you have to work with a professional team to succeed.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Yes, I play because I regularly try to keep up with the latest games coming out. If I had earned 1 million Euro, I think I would invest in games again! But this time I believe I would found my own brand.
Are you ready for Affiliate Grand Slam and SiGMA17?
Yeah. We are excited about this year’s event. We believe that many decisions about the future of the industry will be taken in this event. For this reason, we are happy and proud to be a part of SIGMA17. We are expecting new partnership possibilities, meeting new people, and looking to expand our network.
|Relive the highlights and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.
||Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?