Topic Authority

Interesting announcement from Google relating to 'topic authority' in relation to news & search:

https://developers.google.com/search...opic-authority

Seems geared more towards Google News than regular search results at present, but it will be interesting to see if this spills into regular SERPs results over time. If so perhaps that will help equalise the playing field a little with these news sites that pertain to be experts on gambling content and are dominating some key searches, when in fact all they're doing is banging pages out there and leveraging the domain strength.

Potentially helps traditional affiliates if this system is applied to organic SERPs. As you observed, media sites are actually the enemy, allowing companies to publish content on their pages that often isn't as useful as what can be found on an affiliate site. Most of these articles are basically above average guest posts.

Google should first identify which sites are predominantly news, and which sites are primarily subject matter experts. Of course, there will be some crossover, for example FT.com is both a producer of financial news and an expert on financial matters. But, it should not be able to outrank a small site that specializes in credit card advice or personal loans with a quick 400 word blog piece.

If FT.com wants to compete for personal loans SERPs, it should make the same or greater effort as the affiliate that wrote 1200 words with some unique insights.

Expert sites should be ranked over news sites for relevant KWs that aren't news related. It sounds like an obvious solution but Google has been slow to implement it.

I don't trust the BBC (UK), CNN (US), for advice about rehabbing a muscle injury. For that I want a website written by an orthopaedist, physical therapist, or athlete knowledgeable about the biomechanics.

Can you imagine the confusion if the BBC, CNN, NYTimes, Forbes, or The Guardian started outranking licensed medical providers with articles like "3 tips to treat knee pain", or "5 Ideas to help your back"? Any medical professional will tell you that these topics are more complex than a couple quick tips housed in a 400 word puff piece.

Finally, many will note that the aforementioned media have already dipped into the coupon page wars. To reinforce my point, I'd like to emphasize that listing coupons is a much simpler task than explaining how to bet on football, or how to understand blackjack basic strategy. Thus, subject matter expertise and subject matter complexity is another way to differentiate media sites vs a good affiliate site.

I read many big affiliates are starting these partnerships with news and sports sites because they will easily rank.

Better Collective signs media partnership with Goal announced March 2023

Catena Media signs US partnership with Lee Enterprises April 2023

Yes, Gambling .com signed with Gannett Media (USA) for exposure in USA Today and other newspaper labels. Very surprised regulators haven't released an opinion on this, as it somewhat circumvents the licensing process.

They also end up dominating SERPs with quick 600 word articles that any of us could write in an hour.

It is like they are becoming an affiliate network.

Quote:

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Originally Posted by bpmee

Yes, Gambling .com signed with Gannett Media (USA) for exposure in USA Today and other newspaper labels. Very surprised regulators haven't released an opinion on this, as it somewhat circumvents the licensing process.

They also end up dominating SERPs with quick 600 word articles that any of us could write in an hour.

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Quote:

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Originally Posted by bpmee

Yes, Gambling .com signed with Gannett Media (USA) for exposure in USA Today and other newspaper labels. Very surprised regulators haven't released an opinion on this, as it somewhat circumvents the licensing process.

They also end up dominating SERPs with quick 600 word articles that any of us could write in an hour.

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Also signed with the Independent newspaper yesterday here in the UK so we can expect even more of this 'content': https://igamingbusiness.com/strategy...e-independent/

outlook india and like are now topical authority on everything the same goes for other big media sites and it's not just gambling but pretty much everything that can be sold online from vitamins, to mobile phones. outranking sites like toms guide and android authority even though the news media ai content is lacking

Yes, its the last quarter of the great era of affiliate marketing as we practice it!
In the future, money buys more money. The "written" internet education comes to an end.
Nobody wants to read 4000 words strategy articles or 3000 words reviews.
You can try any casino on your own with less money than a Starbucks coffee costs.
You think your in-depth knowledge will give you an advantage and will attract players? Dream further!
In regulated markets big media is able to push hard and ofc they know the opportunity and they know ofc about the HUGE paychecks.
If you have trust and money, it's all easier and cheaper! Short form content, video, podcasts but no walls of words anymore.
Google will cut affiliate as good as they can for sure to jump into that roll or to sell the sweet spots.
Google’s Search Generative Experience will come into effect.
Tracking becomes way more critical. Operators margins shrinking, in-house traffic generation becomes a better option then counting on the unloved affiliates.

Imo, two options, #1buy or build big authority sites (general, non niche) and earn PPC (selling your traffic) and maybe CPA, #2become a product

Quote:

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Originally Posted by eenzoo

Yes, its the last quarter of the great era of affiliate marketing as we practice it!
In the future, money buys more money. The "written" internet education comes to an end.
Nobody wants to read 4000 words strategy articles or 3000 words reviews.
You can try any casino on your own with less money than a Starbucks coffee costs.
You think your in-depth knowledge will give you an advantage and will attract players? Dream further!
In regulated markets big media is able to push hard and ofc they know the opportunity and they know ofc about the HUGE paychecks.
If you have trust and money, it's all easier and cheaper! Short form content, video, podcasts but no walls of words anymore.
Google will cut affiliate as good as they can for sure to jump into that roll or to sell the sweet spots.
Google’s Search Generative Experience will come into effect.
Tracking becomes way more critical. Operators margins shrinking, in-house traffic generation becomes a better option then counting on the unloved affiliates.

Imo, two options, #1buy or build big authority sites (general, non niche) and earn PPC (selling your traffic) and maybe CPA, #2become a product

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Interesting. Is that what we see now in regulated markets? UK, NJ, Ontario?