Affiliate Interview Series - Johan S.

[GPWA Daniel]

(This interview was originally published in the November 2023 issue of the GPWA Times Magazine.)

You have a background that includes sales, engineering, insurance, WordPress and SEO. How did this lead you into the iGaming affiliate industry?

I started my career in customer service and sales, which taught me a lot about understanding what people want. Later, I worked as an insurance advisor, which was all about helping clients make the right choices. In my spare time, I really got really into the online world and wanted to learn how Google ranked websites, so I learned about WordPress and SEO. Using what I learned, I built websites like kryptobull.se and crikeycasinos.com from the ground up.

My interest in online gaming started when I discovered odds matching and bonus hunting. From there, I made a website that helped people earn money with odds matching. This led me to create other websites focusing on casino games in Canada, South Africa and Nigeria. After selling those websites, I used that money to create new ones, and that's how kryptobull.se and crikeycasinos.com came to be.

How did those past experiences help you as an affiliate?

My past experiences in customer service and sales really shaped how I approach the affiliate industry. In those roles, I learned how to listen to people and understand what they're looking for. This has been crucial in understanding what users want from the websites I've built.

Working as an insurance advisor taught me the importance of trust and transparency, which are key in the affiliate world. When people visit my sites, they need to trust the information I provide and believe that I have their best interests at heart.

Building websites like kryptobull.se and crikeycasinos.com from scratch on my own time gave me hands-on knowledge of how to attract and engage users. From the technical side with WordPress and SEO, to the content and user experience, every detail matters.

Lastly, my journey into odds matching and creating casino affiliate sites helped me get a deep dive into the gaming industry. I learned about the market trends, player behaviors, and the importance of providing value, all of which are crucial as an affiliate.

What is your approach to SEO for your current sites?

In managing the SEO for my sites like kryptobull.se and crikeycasinos.com, I focus heavily on the experience of the visitors. A good user experience naturally leads to better engagement, which in turn positively affects SEO. Delivering high-quality, relevant, and updated content is one of my top priorities. This not only helps with search engine rankings, but also builds authority and trust with the audience.

On the technical side of things, I ensure the sites are optimized for speed, mobile-responsive, and use secure protocols. This ensures a smooth experience for every user, regardless of the device they're on.

Building strong backlinks is another essential part of my strategy. Instead of going for a large number of links, I prioritize getting backlinks from authoritative and relevant sites. This involves a lot of outreach and collaborations, but the effort pays off in the long run.

Keyword research is pivotal, and I've found significant value in targeting keywords with low difficulty and low search volume. These might not bring in massive traffic, but they're often more targeted and lead to better engagement and conversions.

To stay ahead of the curve in the ever-evolving world of SEO, I started a monthly SEO meeting with local SEO experts. Initiated together with a friend, these meetings are a fantastic platform to exchange experiences, discuss what strategies are working, and what aren't. It's an invaluable resource to ensure we're always on top of our game.

What are some of the biggest SEO myths?

One of the most pervasive SEO myths is that simply writing quality content will guarantee top rankings. While content quality is undeniably important, it's not the only factor. Especially in competitive industries like iGaming and crypto, you can't solely rely on content. A well-thought-out backlink strategy is essential to gain authority and improve rankings. Without strong backlinks from reputable sources, even the best content might not reach its desired audience or achieve top search results.

How and when did you start your sites: kryptobull.se and crikeycasinos.com and how did you come up with their names?

I began kryptobull.se and crikeycasinos.com after successfully selling some of my previous casino affiliate sites. With the proceeds from those sales, I reinvested heavily in content and backlinks for the new sites, ensuring they had a strong foundation right from the start. I constructed them from scratch during my free time, infusing them with the knowledge and expertise I'd acquired over the years.

The name kryptobull.se emerged from the cryptocurrency landscape. "Krypto" is a nod to "crypto," and "bull" is a reference to a "bull market," which symbolizes growth and positive momentum in the finance sector. This name perfectly captured the essence of the site's focus on the rising potential of cryptocurrencies.

For crikeycasinos.com, I aimed for a distinctive and memorable name. Crikey is an exclamation that conveys surprise, often associated with countries like Australia. The intent was to evoke the thrill and wonder that casino games offer. Pairing "crikey" with "casinos" provided a catchy and engaging site name.

What was the goal behind these sites when you launched them?

When I launched kryptobull.se and crikeycasinos.com, my primary goal was to establish platforms that would serve as a lucrative side hustle alongside my full-time job. I saw an opportunity to leverage my knowledge and expertise in these areas to create something that would provide a substantial additional income.

With kryptobull.se, I wanted to offer clarity and insights into the intricate world of cryptocurrency, making it accessible for both newbies and seasoned enthusiasts.

For crikeycasinos.com, the focus was solely on the Australian market. I aimed to be the go-to guide for Australian casino players, delivering reliable reviews and information about online casinos in the region.

In essence, while the content and guidance were to be of high quality and trustworthy, the driving force was to build sites that would generate meaningful money on the side.

How did you assemble your staffs for these two ventures as they appear to be quite different from the sites?

For kryptobull.se, I found talented writers in cryptocurrency Facebook groups. They had a deep understanding of crypto, which was vital for the site. On the technical side, I got some skilled people to make sure everything ran smoothly.

For crikeycasinos.com, I found the right team members in a crypto project on Telegram, even though it might seem unrelated. These folks had a good grasp of online casinos, especially in Australia. They helped create reviews and guides, while I designed the site and landed affiliate deals.

In regards to your kryptobull.se site, how and when did you become an expert in cryptocurrency?

I started diving into cryptocurrency a few years ago, simply out of curiosity and the buzz around it. As I learned more, I began trading and joined crypto Facebook groups to chat with others who were into it. This helped me learn a lot. I also got into NFTs, investing during the Bored Ape hype, which was a big moment for me. All these experiences together helped me really understand crypto and NFTs.

How do you foresee the future of cryptocurrency going in the iGaming industry?

I believe cryptocurrency has a promising future in the iGaming industry. As digital currencies gain mainstream acceptance, more online casinos and gaming platforms will likely adopt them. Crypto can offer faster and more secure transactions, which is appealing for both players and operators. Plus, it provides more privacy and can cater to a global audience without traditional banking limitations. Given these benefits, I see crypto becoming a major payment method in iGaming, leading to a fusion of these two dynamic industries.

For Crikey Casinos, how do you and your staff go about conducting a review of an online casino?

At CrikeyCasinos.com, our approach to conducting an online casino review is driven by our unique editorial system known as the "Crikey Method." Here's how it works:

“Consistency” is key. As the editor-in-chief, I've emphasized the importance of maintaining a consistent tone, style, and format across all our content. Our readers value this familiarity, and we ensure that every piece, whether it's a review or an analysis, aligns with our established style guide.

We value “Research” immensely. Before any review is drafted, our team delves deep into gathering information from trusted sources, ensuring that our content stands as accurate, up-to-date, and reliable. Only with thorough research can we uphold our reputation for credibility.

Our content aims to be “Informative.” We provide valuable insights about online casinos, offering our readers detailed and actionable information, empowering them to make well-informed decisions.

Having a “Keen Eye” for detail is essential. Every review undergoes a meticulous check for grammar, punctuation, and style. We prioritize the quality of our content, making sure every fact is double-checked and every assertion is backed by solid information.

Our reviews are “Engaging.” We strive to craft stories that resonate with our readers. By adopting a conversational tone, sprinkling in relatable anecdotes, and posing questions, we aim to capture the reader's attention and keep them engrossed.

Lastly, we're always “Yearning for Improvement.” The world of online casinos is ever-evolving, and we continuously seek to refine our writing skills and stay updated with industry trends. This commitment ensures that our content remains fresh, relevant, and of the highest caliber.

All these principles combined ensure that every online casino review on CrikeyCasinos.com is both thorough and reader-friendly.

What do you know now that you wish you knew when you started in iGaming?

Reflecting on my journey, one significant realization I had is the sheer number of hours required to truly succeed. It’s not just about putting in the time, but dedicating focused, quality hours to what you’re passionate about. Moreover, the learning never stops. In such a dynamic field, there are always new strategies, tricks, and trends emerging. Staying on top requires a continuous commitment to education and adaptability. I’ve come to appreciate the saying, “The more you learn, the more you realize there’s so much more to learn.”

If a 25-year-old friend of yours told you he or she was going to try and become a full-time iGaming affiliate, what would your reaction and advice be?

My immediate reaction would be a mix of excitement and caution. "Go for it," I'd say, "but know that it's going to be a lot of hard work."

The industry is ever-changing, so continuous learning, especially about digital marketing and SEO, is crucial. Patience is another key aspect. Results don't always show up overnight. Many nights might be spent working hard with little to show, but it's the persistence that eventually pays off. Building relationships and connecting with others in the same field can offer priceless advice and opportunities.

And importantly, managing finances is vital. Keeping some savings for slower times and having a specific budget set aside, especially for building links quickly, can be a game-changer for a site's success. With passion, dedication, and smart strategies, the iGaming world can be both challenging and rewarding.

How do you decide on which affiliate programs to work with? What have you learned over the years about picking and choosing the right affiliate programs for your sites?

When deciding on which affiliate programs to collaborate with, the trustworthiness of the program stands out as a paramount consideration.

Through my years in the industry, I've understood the significance of partnering with reputable programs. Checking feedback from fellow affiliates, looking into the program's track record, and gauging its standing in the community are all ways to gauge its credibility.

Transparency is another critical factor. I lean toward programs that lay out their terms and conditions clearly and maintain open channels for communication. It's always a red flag if I find myself constantly chasing answers or left wondering about the details of a partnership.

Moreover, having a dedicated account manager makes a world of difference. An account manager who's responsive and genuinely invested in our shared success has often been a defining factor in my decision-making. It's vital for me that my queries, concerns, or suggestions get timely responses, and that I'm not left hanging.

In summary, over the years, I've learned that trustworthiness, transparency, and strong support from account managers are the pillars for successful affiliate partnerships.

What’s the present state and future of online gambling in Australia?

Online casinos in Australia face some tough rules. Our Interactive Gambling Act from 2001 doesn’t allow these casinos to operate or advertise here. Even with this rule, many Australians play on overseas online casinos because it's not illegal for them. The Australian Communications and Media Authority, or ACMA, works hard to enforce these rules, often blocking these foreign sites.

Looking ahead, there's talk that the government might relax these rules because of the high interest from players and potential tax money. But right now, there's no clear sign of change. If they do change, they'd likely add strong rules for safe and responsible gambling.

Despite the tight rules at home, many Australians are still eager to play, turning to platforms outside the country.

When you were growing up, what profession did you dream about getting into?

When I was young, I loved MacGyver and wanted to be just like him! But more than that, I always knew I wanted to work with computers. They fascinated me, and I saw so many fun and exciting things you could do with them.

What are your hobbies? What do you do when you are not working?

With three kids around, there isn't a ton of free time on my hands! (Laughs). But when I do get a moment away from family and working on my sites, I enjoy heading to the gym for some CrossFit. I train about two to three times a week. It's a great way for me to relax and keep fit.

Speaking of your kids, congrats on the recent birth of your third child! How’s everything going? Please tell us more about your family.

It's going wonderfully! Having already raised two kids, the third one feels like a breeze. My eldest is a 10-year-old son who's passionate about soccer and cross-country skiing. Then there's my 8-year-old daughter who's absolutely smitten with horses - and let me tell you, that's an EXPENSIVE hobby! I often joke that I need to earn more from my sites just to support her equestrian dreams.

My wife, who's been my rock for the past 10 years, is a teacher. We've been married for a decade now, and she's been an incredible support through all of life's adventures. But in all seriousness, it's a joy watching our kids grow and pursue their interests. They, along with my wife, are the center of my world. They keep me on my toes, that's for sure!

You told us your cat’s name is Alf. Were you a fan of the TV show Alf and is that how you came up with the name?

Haha, that's a funny connection! Yes, I remember Alf from the TV show and how he had a peculiar appetite for cats. It's a bit ironic naming a cat after him, but it always gives us a good laugh when we think about it. (Laughs).

Why is Shoe Dog by Phil Knight, one of your favorite books? Can you relate anything in the book to the iGaming industry?

The book truly resonates with me because it's a genuine portrayal of the ups and downs of starting and growing a business. The grit, determination, and sheer willpower that Phil showed as he built Nike from scratch is nothing short of inspiring. Just like in the world of startups, the iGaming industry can be tumultuous, filled with uncertainties and challenges. It requires persistence, adaptability, and a willingness to take risks.

Knight’s journey with Nike parallels many experiences in the iGaming industry. Both sectors are about identifying a niche, understanding the target audience, and being relentless in delivering quality. The initial struggles to gain traction, the importance of building a trustworthy brand, and the continuous evolution to stay ahead in a competitive landscape – these are themes present in both the story of Nike and in the iGaming world. The book serves as a testament that with passion, perseverance, and a bit of luck, you can overcome challenges and create a legacy.

If someone were visiting you for 24 hours and had never been to the area where you live in Sweden, where would you bring them and why?

First on the list would be a boat trip to the Golden Coast on Helgasjön. It's this breathtaking sandy beach that's uniquely accessible only by boat, offering a serene and exclusive experience.

After soaking in the natural beauty there, we’d head back to the city and spend our evening at Izakaya Station. Not only does it serve amazing Asian fusion food, but the laid-back atmosphere is just right for catching up, and if the mood strikes, belting out some songs in their karaoke section. It’s a blend of natural beauty and vibrant city life that I believe perfectly captures the essence of where I live.

If you could invite any five people, living or dead, to dinner, who would they be?

Bob Marley – His music, rich with messages of love and unity, has resonated with countless individuals worldwide. Sharing a table with him and delving into his thoughts about music and life would surely be captivating.

Avicii – I’ve always admired his musical genius. Chatting about his musical journey and the intricacies of his soundscapes would be both insightful and intriguing.

Steve Jobs – His innovative spirit transformed the tech landscape. It’d be fascinating to discuss his vision for technology and his approach to design.

Chris Farley – As a comedic legend, having him around would guarantee hearty laughter. I’d love to hear about his experiences in the world of comedy and what inspired his iconic roles.

Elon Musk – His groundbreaking work in various industries, from electric cars to space travel, is nothing short of inspiring. Talking about his vision for the future and his unrelenting drive would be an enlightening experience.

Name three things that people reading this magazine don’t know about you.

1. I have a soft spot for fishing, but honestly, I'm not the greatest at it. More often than not, my fishing trips end without a catch.

1. I've got a quirky taste for salty licorice and lollipops, a flavor combo that some might find a bit unusual.

1. Surfing is a real passion of mine, although I don't get to hit the waves as often as I'd like. Living in Sweden, there aren't that many waves, so I usually get my surfing fix when I'm traveling to places with better surf conditions. It's one of those things that I absolutely love, but don't get to do nearly as frequently as I wish I could.

[onlinebetdotcom]

Great interview. Want to know more about content strategies. Content on crikeycasinos is very long form.

[petimi]

Loving the crocodile logo of the Crickey casinos site, it gives it personality. You can really tell that you put thought into building a brand and not just another casino review niche site.

[johan_s]

Thank you for the opportunity to get featured here and in the GPWA Times!

[johan_s]

Great interview. Want to know more about content strategies. Content on crikeycasinos is very long form.

Sure, what do do want to know more about?