iGaming SEO book

This article I’ll try to keep short because I’m mentally preparing to write a bigger article on the topic of analyzing Q4 results of the big public companies mainly in iGaming.

So why talk about iGaming SEO?

I have 2 discussion points:

1. The iGaming SEO book is out

2. The future of player traffic

I did write an SEO in iGaming article in the Times of Malta so only fitting that I keep writing about the topic.

Quick shoutout to this newsletter's support from StatsDrone and FTDx and don't forget you can subscribe in our Beehiiv version too.

Let’s start off with a small celebration of the iGaming SEO book which was led by authors James Dooley, Karl Hudson and Kasra Dash.  

I was honoured to be invited to contribute and share my experience in iGaming SEO that includes some failures and successes along the way.

I know for a fact there are quite a few SEOs that are more talented than me but I selfishly accepted the invitation to participate because I think I’m bringing a slightly different angle to SEO than others.

My favourite angle to SEO is not a linear path, it is design, conversion rate optimization and product. 

I think I was invited because I got to interview some world class SEOs in the past 2 years of my podcast.

Ok let’s cue the tag fest of people featured in the iGaming SEO book

• Alex Drew

• Koray Tugberk GUBUR

• Alessandro Piccolo

• Roman Petrușca

• Victor Karpenko

• Dusan Novakovic

• Dragan Berak

• Thomas Vavougios

• John Wright (hey, that’s me!)

• Liam Goodwin

• Maja Jovančević

• Kalin Karakehayov

• Nikolay Krastev

• Daniel Foley Carter

• Dirk Schembri

• Sean Bianco

• Luis Salazar Jurado

• Marcin Wludyka

• Mike Lovatt

• Darko Brzica

• Milosz Krasinski

• Emilio Takas

Looks like we got a lot of Serbians and Brits leading the way.

The future of player traffic

So where will player traffic come from? 

I don’t think the demand is disappearing and I do think Google is getting rocked. 

I think the path for how players end up at casinos will be very different. There have always been things like newsletters, products, streamers, communities, etc…

Products are the new SEO

I just came back from the NEXT NYC show and the affiliates I met up with? They were essentially all products like Juice Reel , SharpStakes , Betting Hero and The Crowd's Line. There were sites like Lottery Geeks and of course all the big companies you know like Better Collective, Gambling.com, Catena Media, Find.co, Growth Leads and many more. There were a few affiliate networks too which is just the B2B extension of the affiliate space. 

BTW Pierre Lindh⚡️ and Martin Pettersson, that was the best iGaming show I’ve been to date. 

SEO isn’t dead

What I’m about to write shouldn’t be shocking but I do think a lot of affiliates are paralyzed in not knowing what to do next about recovering lost search visitors.

I’m just going to show you here that Casino Guru shows you that search is alive and well. 

This is only an Ahrefs chart showing a recent surge in rankings. Behind this they have everything a reputable site needs today: a solid product, linkable assets and legit social media signals. 

The New Search Engines

Players are starting to move away from Google as the only option for search.

This leaves for everything else available:

• ChatGPT

• Perplexity

• TikTok

• YouTube

• Instagram

• X

Wait, so how do you get some of this new search traffic?

All roads lead back to product!

Casino Guru has these channels because they have a strong product. 

Let’s not forget, Casino Guru has insane first party data in their reviews, forums and casino complaints. 

Revised Future of Affiliate Marketing

So I wrote months ago that SEO is unstable and it very much is. If you think we have had enough volatility in the last 2 years, I think there could be even more of it. 

What AI will do for the affiliate marketing space is allow products to come to market at a faster rate at a fraction of the cost as it used to. 

Whoever can build audiences will be the winners and I think this is products, apps, marketplaces and media. 

A quick shoutout to Eli Schwartz who's the author of Product-Led SEO and someone I was fortunate enough to interview here.

If you want to tune into more SEO content, check out The Affiliate BI podcast.

I learn a lot as the host and I'm lucky I get to ask the dumb questions and gain a lot from my guests.

Site: https://affiliatebi.com

Spotify: https://open.spotify.com/show/0nTNXugQTY4Ww8JiSULeiu?si=84631591d9bb4415