I would also suggest that you check the sites own html code used for this too, as the provided snippet of code looks different to the one being used.
https://www.biblegateway.com/usage/
https://www.biblegateway.com/usage/votd/custom_votd/
https://www.biblegateway.com/share/
There are others out there too that will do the same thing…
https://faithlife.com/products/reftagger
http://wiki.catug.org/Bible_Reference_Taggers