SEOis the practice of optimizing the code and content of a website and building inbound links to improve the site's ranking for specific keywords on search engines. An SEM affiliate would build a site with specific casino content to drive traffic to the casino's site. Whereas a basic affiliate would earn commission based on casino-themed banners on his or her site, an SEM affiliate earns commissions based on casino-themed content. These affiliates understand that fresh, relevant content is the key to favorable placement in the search engines, and is the reason users areattracted to the site. Content sites generally include brand and product reviews, experiences at casinos, and or tips on how to play games. Many affiliates will build hundreds of sites to promote niche aspects of iGaming and work hard to get ranked in the coveted top- ten positions on Google's search results pages.

PPC has become a very lucrative means of generating revenue through affiliate programs. Basically, PPC advertising is a form of paid advertising where ads are displayed above and to the side of organic search results for certain keywords and the advertiser pays every time an add is clicked. Managing such a marketing campaign can be very complex as keyword, bids, click-through rates and other factors need to be very closely monitored to control spend and maximize Return On Investment (ROI). This has become a very lucrative channel for affiliates to make money.

PPC Affiliates send traffic to a merchant's site directly or indirectly through landing pages that they create. The idea is simple; make more money in commission than you spend generating the traffic. The application of this idea is in fact very time consuming and a meticulous process. When done well, it can generate massive activity and huge commission checks for affiliates.

Currently, the affiliate opportunity for PPC will be encompassing Adwords ads on google.co.uk (UK - England, Northern Ireland, Scotland and Wales) only. Please note that this service is not available for the network of Google's content partners, or on YouTube. Affiliates will need to make sure that they are aware of Google's policies and limitations to remain in good standing with the Income Access Agency.

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Other affiliates take advantage of the commission they are paid on sales to offer rebates or gifts to their customers. These incentivized sites build good brand loyalty and capitalize on the online shoppers' quest for a bargain. In the case of a Bonus site, players are given gifts, in addition to any casino winnings. An avenue for Bonus affiliates is to ask affiliate managers for promotional merchandise to give away to players. Bingo.com, for example, has offered logoed t-shirts, mugs, keyrings and hats in the past, and many operators have similar items available for their affiliates. The reason that cashback and prize incentives may work for fostering player loyalty is that players are getting something above and beyond their winnings at the casino or poker room directly from the affiliate.

Loyalty Affiliates are generally given some sort of incentive to remain loyal. Incentivization is not necessarily limited to giving players more money to play with, however. Those who choose to pursue incentivization can also do so through other means, such as delivery of exclusive interactive content, player tourneys, and prize giveaways, which entire communities can be based on. Players who like to interact with others will keep coming back, reinforcing a connection with the affiliate's website and exposing them to new poker rooms that the affiliate promotes.

If you can build up enough of a rapport with the players who visit your site, they may take your subsequent recommendations for new sites to try, signing up through your affiliate links. As affiliates establish themselves in the business, it's important to develop relationships not only with players but with affiliate managers as well. Sites like this often have additional technical and reporting requirements so they can identify which of their customers made the purchases.

Rakeback is an incredibly fast-growing part of the market that appeals to the most ardent online players. Serious players who do the math quickly recognize the value, while major affiliates understand the potential for their players and their business, and see it as a win-win situation. While becoming a more mainstream affiliate strategy, player retention can still be an issue among Rakeback affiliates.

Community affiliates are those who use social tactics to engage affiliates and drive traffic to a given program or product. Chat rooms or online forums are one of the most common places community affiliates promote online casinos to players. In the iGaming industry, these online forums have become widely known as player forums, because they cater to gaming players.

Successful community affiliates engage their audience with postings that appeal to their particular community. Forums usually include posts on incentivized play, reviews of experiences at a gaming site, and general discussion with peers that build relationships with users in the community.

Blog Affiliates are similar to forum affiliates in the sense that the comments area on blogs gives players a place to express themselves and interact with each other.

The key to any great blog is the content. It's what attracts readers and keeps them coming back for more. Skilled blogging affiliates can turn those readers into consumers by tastefully incorporating a brand name or link to a product or service that they think is cool, different or resourceful.

Readers connect to blogs with great content based on the unique style of their writing. For maximum effectiveness, this writing should incorporate humor, controversy, practical/resourceful tips, wit, or rants. Usually, bloggers will stick to the one theme, for example choosing the theme of horseracing would probably be a great way to build up a sports betting audience.

Mobile affiliate Marketing is an emerging promotion method with potential. Cell phone use has expanded to include pictures, music, detailed agenda and even the ability to place online bets. Research shows that bets placed over mobile phones will rise from under $2bn currently to $23bn by 2011.

Affiliates are extending the social element of their incentivized sites into other social media tools, too. Players who sign up to get compensation from affiliate sites tend to be relatively online-savvy, meaning that they alredy read blogs, watch video on YouTube, subscribe to email newsletters, and use social networking sites such as Facebook, Technorati, Digg, Squidoo, Del.icio.us, Furl.net, Reddit, and more.

Social networking affiliates leverage these tools to support the growth of their sites and communities. Whether it's a short clip posted on a video sharing site that recaps the latest happenings in an affiliate forum or a Facebook group inspired by the affiliate's website, these socially-oriented techniques help affiliates to create common ground with their referred players, strengthening the relationship. Having a strong relationship with other industry players helps keep you up-to-date with the latest industry developments, as well as keeping your brand fresh in their minds.

Visit www.BetweenDrinks.com, Income Access' social network just for members of the iGaming industry.