Whether you are an operator, media site or anything in-between, the one metric that should mean nothing to you in the poker industry is ‘clicks’. This is not to be confused with traffic, which is very important, but rather traffic for traffic’s sake.
I see so many people make this error, of overvaluing raw traffic and thus doing anything to bring that metric up without thinking about the type of traffic or the method for getting it. In the last few months I have seen a peer justify some sloppy content practices to ‘get the clicks’ and I myself was accused of clickbait for a headline (which ironically was a headline which literally described the whole story and didn’t even need clicking on). Last year an operator offered me some work (which I didn’t take) to specifically get clicks to a specific landing page they had created, without any idea when asked of whom they wanted to visit the page.
The last example should exemplify the wider problem with clicks as a goal. There is no impetus to create anything worthwhile, the click itself becomes the goal and thus could easily be gamed. We actually see this in poker (and other eSports) on Twitch where people use ‘view bots’ to fabricate real page views, to drive up ad revenue. You only have to look at the the shitty state of affairs in mainstream online journalism to see that many websites do not care if you make it to the end of the article, once the click happens the transaction is over and ideally you click onto the next story. This is why there is no shame with misleading headlines and why journalism these days is so outrage focussed. [Read more…]