Key Moments:
- LinkedIn discussions in iGaming have increasingly spotlighted alleged SEO misconduct.
- Widespread adoption of non-compliant SEO strategies remains common within the industry.
- The operational advantage of large-scale link purchases is diminishing under changing search dynamics.
Industry Conversations Shift Toward Public Scrutiny
Over the past year, professionals in the iGaming industry have seen a surge in public exchanges on LinkedIn, often characterized by accusations regarding SEO methods. Industry participants are engaging in open debates about best practices and highlighting breaches of Google’s rules. These trends mirror incidents observed years ago in other sectors, where entities leading in search rankings faced similar criticism and exposure.
Understanding Google’s Influence and Industry Realities
A fundamental misconception has emerged around Google’s guidelines, which many treat as legal obligations rather than the policies of a private enterprise. Within iGaming, few operators and affiliates adhere rigidly to “white hat” tactics; both link purchases and “parasite” SEO approaches remain prevalent practices, each technically contravening Google’s official guidance. Nonetheless, responsibility for compliance rests with individual stakeholders, who must accept and manage their own levels of risk exposure.
Disruption of Traditional SEO Approaches
The underlying challenge the industry faces is less about ethics and more about the erosion of previously successful strategies. Relying on substantial budgets to buy backlinks en masse no longer assures success across all markets. Adaptability remains crucial, especially in a fiercely contested vertical such as iGaming, where competitive and occasionally questionable SEO tactics are almost expected. Despite this, high-quality, sustainable SEO efforts do exist, with long-term thinkers setting themselves apart from short-term opportunists.
Strategic Thinking Versus Public Accusations
Industry affiliates are split between short-term traffic gains and long-term brand and content development. Publicly condemning rivals on professional platforms tends to be counterproductive. Studying effective, even if controversial, strategies can yield valuable insights for personal application. Each scenario uncovered is an educational opportunity rather than grounds for social media disputes.
Google’s Limited Incentive to Reform the Market
There appears to be little motivation for Google to devote significant resources to restructuring iGaming SEO. Given the relative scale and persistent challenges of the iGaming corner of the internet, any intensive clean-up effort would likely be quickly undermined, leaving fundamental issues unresolved.
- Author
Daniel Williams
