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Exclusive Interview with Christoph C. Cemper Founder & CEO of LinkResearchTools and Link Detox

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Christoph Cemper LTR

We are very honored to have had the chance to interview one of the most well know Link Building Experts and SEO gurus Christoph C. Cemper. Christoph is Founder & CEO of LinkResearchTools and Link Detox.

 

GAV: First of all thanks for taking the time for the interview Christoph, we know you must be busy! Please be so kind and introduce yourself in one sentence!

Christoph C. Cemper: I’m an online marketing enthusiast, CEO, and Founder of LinkResearchTools and Link Detox doing links and SEO since 2003.

GAV: Could you fill out the short form below so our readers can imagine your profile?

Name: Christoph C. Cemper
Age: 43
Hometown: Vienna
Living in: Vienna
Favorite Food: Vietnamese
Must Read Book: The 4-Hour Work Week by Tim Ferriss

GAV: Tell us a bit about yourself, we want to know who Christoph Cemper is, the main person behind LinkResearchTools (LRT) and Link Detox. Where were you born? What was your first experience with the SEO world?

Christoph C. Cemper: I was born in Vienna and started a marketing blog in 2004. I started getting requests from people who wanted to have a link from my blog. They were ready to pay for it. That was the point when I started doing SEO and link building. I built links for years, then built more links, and managed a ton of affiliate sites since 2004.

In 2009, I decided to switch from the link building agency business to a SaaS business. And that’s the point when LinkResearchTools (LRT) was born.

LRT logo

GAV: We would like to know how you got started with LRT, what was the main idea/inspiration and how was the developing process?

Christoph C. Cemper: The LinkResearchTools (LRT) and Link Detox (DTOX) projects started in February 2009 at the VIP conference in SEO de Janeiro, and I can honestly say that what happened in Rio changed my business life. While sitting around in the conference venue, I discussed all sorts of SEO tricks, link pyramids, and other things with the other attendees and I showed them my own “Link Research Tool” on my notebook. This was a tool built by two part-time developers as an internal tool to help me and my team of link builders.

The tool wasn’t even close to what we have today. But the guys were all excited and couldn’t stop looking at the link data with me. They all said: “Wow, you should build a product, I would like to buy it!”

And that’s what I did.

GAV: After the first Google Penguin Update back in 2012 you launched Link Detox, a backlink audit and link risk management software, tell us about it!

Christoph C. Cemper: That’s right. Soon after Google’s first Penguin update, I created the solution for the penalties that came with Google’s algorithmic change. Link Detox soon became the industry standard for link audit and link risk management. Thousands of webmasters used it to recover their rankings. SEOs all around the world still use it to protect their websites. The great thing about Link Detox is that it works for both algorithmic penalties and Manual Actions for unnatural links pointing to your website. We’ve seen websites recover in as little as 3 days.

DTOX logo

GAV: Do you have any new projects coming up?

Christoph C. Cemper: We’ll soon bring our customers a whole new way of looking at their backlink profile, full access to the “Canonical’ed links,” full access to a highly-effective 25th link data source to *all* new LinkResearchTools Superheros and up, and amazing updates for our browser extensions.

GAV: We know you attend affiliate conferences such as LAC and BAC as a speaker, which one is your favorite and what is your most fun experience?

Christoph C. Cemper: I enjoyed both conferences. The organization was great, and I sure had a lot of fun. I especially enjoyed the BAC SEO Panel I participated in with Bastian Grimm, Fili Wiese, and Michael Caselli.

GAV: How do you see the present state of online gambling affiliation?

Christoph C. Cemper: There are certainly more online gambling affiliation programs than ever before. Now everyone can become an affiliate with the right training and the right mindset. A trend I noticed in the past year is that affiliates are using more social media platforms for promotion and I think that this is a growing trend in 2017.

GAV: Do you have clients from the online gambling industry, if so name at least two?

Christoph C. Cemper: Yes, we do have many clients from the online gambling industry. I can give you Mr. Green and Unibet as examples.

GAV: How do you see the future of the online gambling industry? For instance, will it become a truly global phenomenon shortly?

Christoph C. Cemper: The online gambling industry does have potential to become a global phenomenon.

GAV: What advice you would like to offer to the newbie SEO’s who are looking just starting?

Christoph C. Cemper: Every new SEO needs to have in mind that link risk management needs to be his top priority, alongside link building. Even Google said, “Ranking without links is really, really hard.” But these must be good links. Risky links can attract a penalty.

To make it short: a new SEO needs to focus on keeping the link detox risk low and build strong, niche-related, trustworthy links to boost the website’s rankings.

GAV: How about an advice for people who’re looking to venture into the online gambling industry as affiliates with a new website? What would you advise them?

Christoph C. Cemper: The same thing I’d advise anyone that has a new website:

  • keep the link risk low by doing weekly link audits
  • disavow risky links as often as necessary
  • monitor incoming links
  • compare the backlink profile to the ones of the competitors
  • build Penguin-friendly links (here are 20 link building tips)

GAV: Where could we catch you in the near future as a speaker, do you have some upcoming events?

Christoph C. Cemper: I’ll be speaking at SMX Munich and Campixx in March, BrightonSEO in April and September, SEOkomm and OMX in November. You can always find an updated list of the events where you can meet me or hear me speak here: http://www.linkresearchtools.com/meet-us/.

GAV: Who is your favorite celebrity?

Christoph C. Cemper: Tim Ferris and Elon Musk.

GAV: Where would you like to travel in Eastern Europe, some part of the region maybe that you haven’t visited yet?

Christoph C. Cemper: I know and like Prague, Budapest and Bratislava. I’d gladly like to visit Warsaw and Moscow.

GAV: Where you wouldn’t want to travel in Eastern Europe?

Christoph C. Cemper: No idea.

GAV: What is your opinion about GAV (Gambling Affiliate Voice)?

Christoph C. Cemper: The Gambling Affiliate Voice is doing a great job at making the online gambling industry more transparent and easier to understand for everyone. A great place where fellow affiliates can share their views about online gambling and so much more.

 

 

If you would like to suggest subjects for future interviews, be sure to send your suggestions to: [email protected] .

Affiliate Success

Ad Fraud and Affiliate Marketing Strategies: How Online Gaming Companies Can Transform Their ROI

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Ad Fraud and Affiliate Marketing Strategies: How Online Gaming Companies Can Transform Their ROI

 

By: Richard Metcalf, Global VP, Sports Betting & Online Gaming, TrafficGuard

 

Betting companies can adopt cutting-edge technology and offer the very best odds, but amplifying your brand is still difficult in a saturated industry. As a result of relaxing regulations, international players can break into an increasing number of new markets but reaching local target audiences can be a challenge. For these businesses, affiliate marketing is a vital channel in driving new user acquisition and some of the largest sportsbooks like Paddy Power and DraftKings are among those utilising the strategy.

With competition fierce, businesses are in a constant battle to keep costs low. Cost-per-thousand (CPT) payment models for traditional TV advertisements are progress towards paying for performance, but vendors still cannot guarantee that exposure will translate to depositing customers. Affiliate marketing provides a cost-efficient, low-risk alternative because businesses pay for conversions only.

But with money to be made, affiliate advertising fraud is rife and affiliate partners are likely delivering invalid engagement. If betting companies are looking to expand their user base and market amongst big players, they must improve their visibility over affiliate partners’ traffic.

 

Tracking Affiliate Activity

From smaller players to large conglomerates, there’s an exciting opportunity for betting companies to establish their presence across global markets. In the US especially, rapid legalisation across multiple states has turned betting into a million-dollar industry and created a profitable opportunity for overseas operators to move into the new market.

However, marketing globally can be expensive and driving brand awareness in a new location is often time-consuming and resource-heavy. With affiliate marketing, betting companies can create a network of partners from across the globe and easily access international audiences. This strategy is also much more efficient and expansive than physical marketing methods as it removes the difficulties that are tied to building a target audience from scratch.

Although affiliate marketing is a valuable marketing tool for increasing brand awareness and authenticity, affiliate management platforms aren’t prioritising fraud. The measures they put in place themselves are often basic and easy to get around and fraudsters can easily fly under the radar by taking advantage of the lack of protection. The nature of affiliate marketing means there is a disconnect between the promotion, analytics and payment, preventing companies from getting a holistic view of the fraud impacting them in addition to paying out for valueless traffic.

Affiliate fraud in the betting industry includes any deceitful action taken by a third party to exploit marketing techniques. This can include click fraud, where fake clicks are generated on ads to earn commission payments; or cookie stuffing, where fake cookies are placed on computers to hijack affiliate sales. Malicious affiliate ad programs do this so they can earn money from false clicks or sales and target high-investment marketing campaigns.

Research by Forrester revealed that 81% of advertisers include affiliate marketing as part of their marketing strategy. The growth of the market, paired with the increase in competition, is why many are turning to affiliate marketing. However, by being cost-effective through performance-based pay, there is an increased attraction from fraudsters. Sports betting companies are not well-equipped to address the problems they face with ad fraud.

Statista predicts affiliate marketing spending in the US alone will reach $8.2 billion by the end of 2022. With the vast amount of money involved, sports betting companies are a target for fraudsters.

 

Getting Instant Access

In order to prevent fraudulent traffic, betting companies must increase the visibility they have over affiliates. By keeping track of partners’ activity, including reviewing their demographics, reputation and quality of traffic, they can increase the quality of their affiliate partners.

Betting companies can do this using third-party technology that can indicate that affiliate scams are taking place in real-time to deliver the most reliable fraud protection. Intelligent software that uses behaviour analysis, such as machine learning, can track the volume of data required to deliver an accurate, instant analysis of which traffic is valid, invalid and fraudulent. Machine learning can identify granular details such as an unusually high number of clicks on an ad, or a high number of sales from a single IP address to confidently assess and deal with invalid traffic so the betting company doesn’t have to pay out.

With this data, operators gain the confidence to cross reference the engagement affiliates charge them for, prevent any partners from trying to outmanoeuvre them and safeguard their business against malicious activity. With more protection over advertising campaigns and a larger proportion of clicks coming from conversion-ready leads, companies can build cleaner audience groups from high-value affiliate partners.

 

Better Visibility, Better ROI

Reaching a market size of $231 billion in 2022, the sports betting industry is becoming increasingly attractive to international operators and fraudsters alike. If you’re running an affiliate marketing program, there’s a high chance you’re paying out for partners’ invalid traffic.

Only using the data your affiliate program partners declare means you’re at risk of being misled. Affiliate programs need to be monitored to avoid scams and program fraud. By understanding which affiliate partners are directing invalid traffic to their websites and charging a premium price for it, sportsbooks can optimise their pay-outs and exceed competitors’ efforts.

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Affiliate Success

Vita Media Group wins Casino Affiliate of the Year Award at the EGR Operator Awards 2022

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Vita Media Group wins Casino Affiliate of the Year Award at the EGR Operator Awards 2022

 

Vita Media Group, a Danish iGaming company, won the Casino Affiliate of the year award at the 2022 edition of the EGR Operator Awards held in London.

The Casino Affiliate of the Year Award is the first major award that Vita Media Group has won.

Vita Media Group’s CEO Jimmi Meilstrup believes this award comes as an appreciation from the iGaming world to all the employees in the company who are delivering extraordinary results every day.

“On behalf of everyone in our company, I am deeply grateful for this award which is the first large-scale award that we have won as a company. From day 1, we promised the iGaming world we are going to build this company on the principles of loyalty and trust. Through hard work, a lot of research, and indeed a great amount of quality traffic generated and delivered, we have excelled in casino affiliation. To everyone who chose Vita Media Group as a partner, thank you, and be sure to expect even better results from us in the future” commented Jimmi Meilstrup.

During the award night held in London on October 27 th , 2022, Vita Media Group was shortlisted 4 times in different categories:

• Affiliate of the year (Headline category)

• Casino Affiliate of the year

• In-house product for the in-house developed iGaming loyalty and reward platform Ekstrapoint.com

• Affiliate Program for the fast-growing developed affiliate program OMG Affiliates

In the Casino Affiliate of the year category, the judges from the EGR Operator Award were reviewing applications based on significant traffic, player numbers, ROI for operators, ability to build strong partner relationships, brand innovation and marketing, and player retention strategies.

The EGR Operator Awards, considered the Oscars in the iGaming industry, are organized by EGR Global, a leading publisher of online gaming B2B news, analyses, and research.

In 2021, Vita Media Group was shortlisted for the first time at the EGR Operator Awards in the Affiliate of the year category for affiliation services and the Rising Star category for its affiliate program OMG Affiliates.

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Affiliate Success

Casino Guru establishes Awards Project to recognize greatest industry achievements

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Casino Guru establishes Awards Project to recognize greatest industry achievements

 

The Casino Guru Awards is the latest project by Casino Guru inspired by guiding the dialogue on consumer safety, and it reflects on the company’s ambition to acknowledge and reward achievement in the gambling industry, specifically in the sectors Casino Guru has contributed to –responsible gambling and consumer education. Casino Guru Awards is the result of this long-term commitment to making gambling safer, fairer, and more accountable for all participants.

Drawing on years of experience as the defining affiliate service in the industry, Casino Guru has transcended its core model to make global changes to the industry, including through its Global Self-Exclusion Initiative, Casino Guru Academy, Fair Gambling Codex, and other initiatives.

Now, the company is stepping up its responsibilities of a gambling industry custodian with the Casino Guru Awards which will celebrate the most committed operators in industry and the professionals who shape its future. The inaugural edition of the event is designed to raise awareness for the Awards and help the most deserving companies serve as good role models industrywide and reach a broader audience.

To participate, companies may nominate themselves through the end of November 2022. Casino Guru will also select worthwhile nominees that will be added to our list in a process that is fair, transparent, and above all else, distinguishes and focuses on merit. A shortlist will be announced in December2022with the official ceremony held online in February 2023. All decisions regarding the outcome of the event will be carried out by hand-picked judges.

Casino Guru Awards will feature judges from some of the biggest companies that are well-established names in the industry, including Kindred Group, Betsson, Gamban, Epic Risk Management, Gordon Moody, and more. The panel will include close to 15 external judges and five of Casino Guru’s own specialists.

Commenting on this project, Daniela Kianicová, PR & External relations Lead at Casino Guru, said: “Casino Guru Awards is a natural continuation of the efforts Casino Guru has put into making gambling safer, fairer, and more transparent for everyone. We worked on the Awards and the categories with the idea to emphasize on areas of the industry that are crucial to consumer safety and can always be improved on.

Our commitment to safer and responsible gambling is unflinching and I am honored to have the opportunity to work alongside the industry’s most distinct professionals to make gambling safer for players. It’s clear to me that Casino Guru Awards will be a benchmark for companies in the industry and a high accolade for any entity that wants to help write the gambling world of tomorrow.”

Casino Guru Awards will run in several categories which will focus on a mix of business achievements and consumer needs. The company feels strongly that achieving a level of excellence across these verticals will result in a better gambling industry for all. The categories include “The Fairest Bonus Policy,” which assesses the fairness of Bonus T&C’s and whether a bonus accounts for breaching applicable rules by accident, among other and equally important criteria.

“The Fairest General T&Cs” category will focus on how a casino’s T&Cs ensure that customers are protected and safeguarded and that they do not fall prey to predatory or hidden rules and details. In true Casino Guru spirit, “The Most Impactful Social Responsibility Initiative” will focus on those operators and companies who understand the importance of responsible gambling and problem gambling prevention.

There is a separate category that will independently assess “The Best Implementation of RG Tools” and “The Most Transparent Casino.” Another important category will be “The Most Effective Handling Complaints,” which is another area where the Casino Guru team feels improvements can be made, giving operators an incentive to operate in a clear and consumer-centric way. Casino Guru is experienced in this particular area having established the Casino Complaint Resolution Center which has thousands of closed cases already.

Last but not least, there is “The Voice of the People” which will be decided by the players, without any intervention. You may find out more about the Casino Guru Awards on the official page, including details about submitting a nomination, who the judges are, and what to expect in the months that lie ahead.

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