Customer demands change all the time, but we have seen significant shifts over the past two years. Covid-19 caused a shutdown of land-based sportsbooks and casinos in many countries, leading to more people choosing to wager and play online.
Recently, Google released new insights that show what customers are looking for when searching online and how they want their searches and queries answered. In this article, we’ll outline the two key areas that you must keep in mind.
Trends Highlight Immediacy
It’s no secret that attention spans have dropped in recent years, and the growth of e-commerce as an industry is undoubtedly a contributor. Simply put, people have more choice – and they can get what they want in a shorter period of time. If they use Amazon Prime, for example, products can show up at their doors on the same day they ordered them.
With the rise of e-commerce, people also know what they want and when they want it. As one example, Think With Google revealed that there were 800% more searches for “next day flower delivery” from 23 November 2021 to 21 January 2022 – compared to the same period last year.
What does this mean for you? Your content must deliver quality information based on what consumers are searching for and provide sportsbooks and casinos that offer what they are looking for. Simply put, site visitors will not scroll through lists of brands that do not meet their needs.
For example, players often search for “new online casinos”. To cater to these people, you should ensure that the casinos you display on your new online casino’s page are actually new and that they are not there simply because they offer you a good commercial deal.
People Want New Experiences
During the pandemic, many people across the world were forced to stay in their homes for months on end. No travel, no cultural events, and very little other than stepping outside for a few hours each day.
Now that we are coming out of the other side of the pandemic and our freedoms are being returned, many individuals have a new sense of perspective on life. And for many of them, that means wanting to try new things and experiences.
Let’s refer to the Think With Google report again. In the same time period we mentioned above, global searches for “unique things to do” rose by 100% compared to the previous year. Notably, many related searches referred to specific cities – suggesting that people are open to (and want) new experiences.
For you, this is crucial to think about when developing your content as it could help you to engage new players wanting to try online sports betting and casino for the first time. Examples of titles you can use in your content include:
- “How to”;
- “A guide to [subject]”;
- “[Subject] explained”.
Since Google is telling you that these are the kinds of things that users are looking for, it’s a great sign to them if you can produce valuable content that meets these new preferences and behaviours. Simply put, it shows that you’re listening to your audience and giving them what they are looking for.