How to position a web page
In Spain there are 4,100 lottery administrations and 6,800 mixed points of sale, according to the latest figures provided by Loterías y Apuestas del Estado (Selae). Many, such as La Bola de Cristal, have opened a new window to the online world by offering the possibility of betting through their websites, but... how to position them?
In the 21st century, with mobility restrictions due to the pandemic and with a society that is increasingly connected to cyberspace, many lottery administrations have decided to open an online window with their own websites where they can validate bets on the draws organised by Loterías y Apuestas del Estado.
These national lottery administration websites compete with the state lottery operator"s own website or those that market lotteries from various countries. Faced with this wide range of options for the customer, the question that many lottery office managers ask themselves is: how can I position the website of my lottery administration?
Positioning a website in the "top ten" of Google includes several pillars, among them, developing and executing a content marketing SEO strategy. This is one of the best ways to attract traffic from your own website, blog or social networks.
Content marketing is an essential part of SEO, in fact, one cannot live without the other, and it is one of the magnets that attract search engines. It is based on generating useful and interesting content that generates a positive reaction in the readers with the aim of attracting new customers and, later, making some conversion with them. To work it correctly, the following guidelines must be followed:
- Quality in writing. Nowadays, Google rewards the quality and originality of an article that also integrates the keywords you want to position. This text must be interesting for the target audience in order to try to make the internet user stay as long as possible on the website.
- Length of the text. It is said that 300 words is enough, but search engines index posts with 600 words (approximately one and a half pages) better.
- Introduce images. Videos and photographs have become key elements for positioning content. In fact, images can be tagged and appear in the first positions of "Google Images".
- Good link building. When sharing content, it is advisable to combine current topics with other timeless ones with interesting information that does not expire or, at least, will continue to be of interest for some time.
- Sharing on social networks. Twitter, Facebook and Instagram have been indexed by Google for a long time, so it is key to have active profiles, but without saturating our followers.
- Regular blog updates. Search engines reward those pages that upload content more often. Ideally, new articles should be shared once a week following the guidelines outlined above.
With these premises you will be executing a good SEO content marketing strategy that will position the website. To this we must add that quality texts, a well-kept and updated website will also help to improve the reputation of the brand becoming, little by little, a reference in the sector.
Good luck to everyone!
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