Since the launch of Pokémon Go in the United States and select other countries, approximately a month and a half has passed. The game, which evokes numerous childhood recollections, merges the classic Gameboy and ’90s nostalgia with a Google Maps-like interface, compelling players to venture out and move in order to excel. Estimates suggest that the Pokémon Go app boasts between 9.5 million and 21 million active users in the U.S. alone.
While the number of downloads and daily users appears to be stabilizing or even declining, there are several reasons to believe that Pokémon Go’s popularity is poised to persist. These include the unavailability of the game in certain countries, speculation about the introduction of Trainer Battles, and rumors of additional generations being integrated into the gameplay.
As the dust settles and we observe the unfolding trajectory of Pokémon Go, business owners, managers, and marketers are grappling with a common query: “How can we leverage marketing and advertising through Pokémon Go?” The web is rife with examples (both commendable and flawed) of how businesses and organizations are incorporating the Pokémon theme into their marketing tactics. Moreover, marketers are keen to know:
– Can advertising be featured within the app?
– Can my business be designated as a PokéStop?
– Can I introduce a new Pokémon and name it after my company? WebFXchu?
The answers are yes, yes, and no—though the latter is a definitive “no.” Niantic has confirmed its plans to allow businesses and retailers to sponsor locations on the Pokémon Go map. For businesses that rely heavily on foot traffic, becoming a PokéStop could provide a swift boost. While in-app advertisements might detract from user-friendliness, it remains to be seen whether Niantic will opt to generate additional revenue from this massive app.
This article will not delve into a list of “Top 10 Ways to Effectively Market with Pokémon Go.” Instead, I aim to shift the focus to how Pokémon Go parallels a critical aspect of SEO and internet marketing: link building.
Links are a pivotal factor in SEO, and if the rationale behind their significance is unclear, this brief guide serves as a refresher. With that established, let’s draw an analogy: a Pokémon Trainer in Pokémon Go is akin to a website on the internet.
Gaining experience points (XP) as a Trainer allows you to become more proficient (achieve a more successful website), boast to friends (emerge as a thought leader in your industry), and capture more powerful Pokémon (accumulate more links). Keep in mind that, just as anyone can catch a Pokémon, not everyone possesses the ability to build links.
As you improve as a Trainer, you advance in the game. Starting at level 1, you progress upwards, potentially reaching level 100 or beyond. Continuously catching Pokémon will maintain your level progression, but you’ll need to accumulate more XP as you grow more skilled.
The journey from level 1 to 2 requires 1,000 XP, whereas leveling up from 19 to 20 necessitates 25,000 XP. This parallels the gradual increase in Domain Authority (DA), which requires more content marketing effort and link building to progress from a DA of 40 to 41.
Improving as a Pokémon Trainer suggests that DA must be nurtured. Engage in diverse areas (form new contacts), capture new Pokémon (add new backlinks), and be patient (extremely patient) as your site’s strength grows.
There are 151 different Pokémon available to catch in Pokémon Go, with an infinite number of each. Similar to Pokémon, websites (the high-quality ones, at least) have a variety of pages, each with its own Page Authority. This number predicts how well a page will perform in search results.
In Pokémon Go, each Pokémon has a Combat Power (CP) rating, indicating its prowess in battle. Increasing CP involves feeding it Candy (more content) and Stardust (more traffic). Just as catching a Rattata with a CP of 200 is preferable to one with a CP of 80, acquiring links from high-quality sources is more beneficial than numerous links from lower-quality ones.
Catching every available Pokémon would provide some advantages, but focusing on diversity is crucial. Like a well-rounded Pokémon Trainer, your website should aim for a diverse backlink profile, encompassing various types of links.
Pokémon Gyms serve as the only location in Pokémon Go where players encounter other Trainers (the competition). By analyzing their Pokémon, strength, and level, you can identify areas for improvement.
The placement of a link on a page is also significant. In Pokémon Go, a “nest” refers to a location where a specific Pokémon is frequently found. Lures and incense attract more Pokémon, emphasizing the importance of link placement and relevance.
For Pokémon Go’s evolution process, catching a certain number of Magikarp is required to evolve them into the powerful Garyados. This parallels the value of certain links that, while not providing immediate SEO benefits, contribute to a robust backlink profile.
For local businesses or those with multiple locations, building out local citations with accurate and optimized business descriptions can significantly enhance ranking in local search results and generate qualified referral traffic.
Nofollow links, while having little impact on SEO, can be beneficial for branding and referral traffic. Your primary focus should be on dofollow links, but nofollow links pointing to your site are always advantageous.
Ensuring that all business information is correct and consistent across citation and directory profiles is essential.
Pokémon Go currently includes 151 Pokémon from the first generation, with rumors suggesting an expansion of the Pokémon roster. This expansion is reminiscent of the rapid growth of the internet, which saw the number of websites increase from 100,000 in 1996 to over 1 billion by the end of March 2016.
Before building links, consider relevancy and spam score. As you traverse the Pokémon world, replenish your resources at PokéStops, just as you should stay informed about the latest internet marketing trends and best practices.
If you find yourself lacking the energy or resources to manage your online marketing efforts, WebFX is here to help. We offer link building, content marketing, SEO, and an entire suite of internet marketing services to help you achieve your goals.
I hope this Pokémon Go and link building analogy has been both enjoyable and enlightening. Good luck on your journey to “catch ’em all”!
