Weighing up anchors

GOOGLE RECENTLY published a patent application that would have search engines insert artificial anchors into pages to send searchers to specific destinations within that page.

In essence, what this means for online gaming operators and affiliates is that when a player comes to their website, they could land in a variety of different areas depending on their query term.

There are definite implications for online businesses if this patent is used, a couple of which will be explored here.

For the most part, when designing a website, a strong focus is put on the area that lies ‘above the fold’, where visitors first land when coming to a website. This is usually where an operator or affiliate emphasizes his branding, and includes a logo or header. The top part of website pages also tends to render more quickly so that visitors are instantly provided with relevant images and information.

Now what if when a visitor came to your website, she or he landed somewhere on the very bottom of your web page? Would they be able to identify who you are, what you do and the games you offer as quickly? As easily? What about the premium creatives, like banners and text links that you’ve strategically placed at the top of your web page””how effective can they be if nobody can see them any longer?

Operators and affiliates who put all their web-eggs in one basket and stick solely to refining and designing the top of their web pages might find themselves at a disadvantage if this patent application goes through.

Web designers would do well by considering how Google’s new search dynamics could ultimately change the way they create websites. And while this idea is still very much at the patent stage, here are a couple of tips to consider if artificial anchors do come in to the search engine mix.

1. Increase usage of named anchors, to help direct visitors to preferred page location.

2. Incorporating floating headers that would be re-positioned to be visible no matter where a visitor landed on a web page, or where s/he navigated

3. Modify your branding strategy to move away from a sole focus on the ‘above the fold’ area, to a more all-encompassing branding strategy that would help to identify who you are throughout your entire website.

Thoughts? EGR welcomes pitches for blog posts of 250-350 words on topical issues in egaming. Email online editor Jon Parker for details.