She was joined by Emilio Takas, Head of SEO at Gentoo Media, who echoed Flynn’s sentiment that 2024 saw the abuse of AI-created content get “out of hand” and as a result, companies will need to be more organised in how they are using AI.

Emilio said: “We saw that AI if it’s of a good quality can still rank. However, when you produce that on such a big scale, then it was a matter of time before Google began to start evaluating it again and training the language learning models that they use.

“What people didn’t think about was the cost of AI. Because when AI started, they were saying I’m not going to have content creators anymore, I’m just going to use AI. But in 2024, we how expensive the advanced use of AI is and if you sum it up at the end, that cost’s [the same] as six to 10 people in total.

“I don’t think we’re going to see websites coming out of the blue with 10,000 pages created by AI and, even if they do, I don’t expect to see them in search engine result pages (SERPs) anymore.”

Ivana added that due to the rising cost of AI content, it could become more expensive than hiring trained copywriters.

Also in 2024, Ivana noted there was a rise in the use of black hat SEO techniques such as traffic manipulation, CTR manipulation and 301 redirects.

In response, Google has developed its detection technology to try mitigate these practices and improve its algorithm.

“We know that Google is trying to detect [black hat SEO] for years and it’s just getting better,” explained Ivana.

“It’s announced with every update that those practices are not good and are going to be punished. As well, they are starting to understand traffic manipulation and pick up on it because we abused it one step too far and websites using this sooner or later start to disappear.”

Looking ahead to 2025, the pair predict that AI will become an even bigger part of how a search engine functions, through the development of tools such as AI overviews.

As a result, websites will need to focus on developing brands rather than relying on keywords to rank high on search engines.

Flynn said: “Brand is important. You can promote it on social media and people can start to recognise the brand start to love or hate the brand and they can [have feelings] about the brand. The brand becomes viral and creates traffic so you don’t have to do any tricks to it.

“Sooner or later, we’re going to have [AI overviews] and it’s going to be all about brands and mentions. If you have Casino12345, it’s not a brand because you’re going to have Casino123456 as well. It’s not a brand to build and it’s not a brand to love.

“AI overviews are all about brand awareness. We know that AI overviews in Google are being trained on YouTube, Reddit and Wikipedia so you need to be there. You then stand a chance to have a brand mention and from there you can start to rank.”

Emilio concluded by saying that when using AI marketers need to understand its purpose as when used correctly it “can do miracles”.
To listen to this episode click here or search for ‘iGaming Daily’ wherever you listen to your podcasts.

The post Reflecting on a challenging year for SEO strategies appeared first on CasinoBeats.

Ahead of her appearance at the event, CasinoBeats spoke with Silvia Tavella, Global SEO Onsite Lead at Betsson, to find out why operators are becoming ever more reliant on SEO, the impact of Artificial Intelligence on SEO strategies and how innovation can be driven in Lisbon. 

CasinoBeats: Can you tell us more about your role at Betsson and how the company is focusing on SEO?

Silvia Tavella: My role at Betsson is that of Global SEO Onsite Lead, a role as multifaceted as it is fascinating… and also challenging. Especially in a sector like igaming, which is full of regulations and with very standardised products.

In a nutshell, I’m responsible for the Global SEO Onsite Strategy – I make sure we have strong processes and workflows in place to deliver the best content in all the markets and brands we operate in, which there are quite a lot. This allows us to adapt quickly to the changes that we SEOs are quite used to. 

At Betsson, within the wider Global SEO Team, we have a global approach combined with a holistic view, which enables us to stay on top of everything and adapt quickly despite being a pretty big team. 

CB: Why do you believe it is essential that operators have a strong strategy when it comes to SEO?

ST: I believe it is essential for operators to have a strong SEO strategy because it needs to be aligned with the company’s vision and mission. Without these foundations, it is difficult to achieve long-term success.

That being said, a key aspect of an effective SEO strategy, in my view, is its flexibility and adaptability: Google can change the rules at any moment and we SEOs must be prepared to stay in the game.

I would also stress that with a clean and genuine SEO approach that always keeps the user at the centre, operators can maintain visibility in search engine results pages and ensure sustained success. I truly believe that. 

CB: How can the evolution of AI technology impact SEO and the way it is utilised in the gambling industry? 

ST: With AI, a lot of things can be done in SEO, saving both time and resources, from keyword research to the automation of certain ‘mechanical’ tasks. However, it is important not to overuse it and to make wise use of it, particularly when it comes to content creation – my specific field.

A significant risk in our industry if we rely too much on AI for content creation is the possibility of ending up with content that is too similar to competitors’, thus failing to stand out and emerge correctly. So, my suggestion is to use AI, even for partial content generation, but always add a touch of genuine humanity.

Additionally, it shouldn’t be underestimated how AI can bring indirect benefits to SEO. For instance, when used not for strictly SEO tasks but to provide the team with valuable product insights, it can enhance the current SEO strategy.

CB: Will Google’s new Search Generative Experience product force operators to change their strategy when it comes to SEO? 

ST: Not necessarily, or at least not completely. Given that igaming operators target players, who must enter the site to play, I don’t think there is a need to drastically change the current strategy, especially regarding gaming platforms. Also, so far, the igaming sector has not seen a massive presence of SGE in its SERPs.

However, if operators also work on other channels to amplify brand visibility – such as a blog or brand protection sites – and then target more editorial keywords potentially affected by SGE, it becomes important to create content that can rank high in SGE and attract clicks. For example, focusing on different types of media, like videos, could be beneficial.

In any case, there is no need to worry too much: we SEOs have survived numerous Google direction changes and are still here, even though we’ve been predicted to disappear many times.

CB: Do you think Google’s SGE will change the game for affiliates?

ST: It might. It’s perhaps a bit early to say since everything is still in the testing phase. Personally, I don’t believe that Google plans a massive use of SGE for many queries related to the affiliate world in igaming. However, in any case, I think affiliates should already start considering how to adapt their strategy if necessary. In the SEO world, one must always be ready to change direction… There is no room for getting bored. 

CB: Has the growth of AI hindered the environment for genuine human content and engagement to thrive? 

ST: I have a very romantic vision about content. While I cannot ignore the existence of AI or the fact that some companies use it to generate content, I strongly believe that AI-generated content cannot compare to that created by humans. Especially in the igaming industry, where products are very similar across competitors – a slot is a slot, regardless of the brand proposing it, right? 

Using AI to facilitate content creation can be an easy starting point. However, it is the human genius and added value that will make the difference. The products are already quite standardised: I’d avoid further standardisation through a heavy reliance on AI.

CB: Why is the longevity of ranking so crucial to ensuring maximum player engagement and what can operators or affiliates do to stay in the rankings? 

ST: Having longevity of rankings, besides being synonymous with constant authority (a fundamental characteristic in any sector), ensures visibility in SERPs and a more or less constant incoming traffic. This means always being at the forefront of the best practices required by Google, which essentially align with what the user (the player) is looking for, including in terms of user experience. 

I don’t want to oversimplify the matter, but I believe that what affiliates need to do from an SEO perspective to stay at the top of the SERPs is to practise genuine SEO – constant content updates, backlink strategy, maintaining the technical aspects of the site, etc. – combined with a dose of creativity to increase engagement.

CB: Can you tell us some of the key things you aim to learn from the SBC Summit in Lisbon? 

ST: I am primarily seeking inspiration, knowledge sharing and exposure to diverse perspectives. And then I will participate in a panel as a speaker. I hope my contribution will be interesting for those who attend.  

CB: Why is it so important that the industry gets together and holds conversations between thought leaders like in Lisbon? 

ST: These kinds of events drive innovation, share best practices and address industry challenges. And besides, we are not islands: we need to engage with our peers, inspire others and be inspired ourselves.

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According to Caroline Broman, Head of SEO at Betsson Group, this has been underlined by how Google has altered its approach to product reviews and guidelines as the site has sought to increase uniqueness in terms of user experience. 

Speaking on the ‘SEO and all things affiliated’ panel at the SBC Affiliates Day, Broman stated: “Overall, Google is changing how it is serving a good search experience – it is becoming more about relevance and uniqueness, as they also look deeper into the history of the searcher and their preferences. All in all, I’m not surprised about this, Google is following what the consumer wants and where the technology is heading.”

She also praised the potential impact of the content economy that continues to ‘boom’, with the industry being fuelled by the need to have more authentic voices and personalised content.. 

Andrea Belezza, VP of EU and Asia Pacific, Time2play Media (formerly KaFe Rocks) followed up by stating the importance of Expertise, Authoritativeness, and Trustworthiness (EAT), and how improvements and evolution made within a company’s EAT can dictate growth across a business’ full spectrum of verticals’. 

Maria Sayapina, Director of Casino at Game Lounge, echoed this sentiment as she underlined that off the back of core updates last year, EAT can become crucial in the year ahead. At the heart of this is providing users with an experience that is safe and efficient, she stated. 

Building on what Broman said, Sayapina also detailed her belief that ‘the days of recycling copy on many sites are over’ – as she also outlined the vital avenue that personalisation will bring new levels of engagement for affiliates. 

This will involve far deeper research according to Sayapina, who emphasised that quality will take a lead over quantity for the industry. 

With the wave of AI embracing the industry, user generated content will be at the heart of what makes the industry grow in the year ahead stated, Ken Derwael, Director of Organic Performance, Better Collective. 

He emphasised that tapping into the human touch in terms of content and focusing on key differences is what sets apart human generated content when it comes to branding and personalisation.The panel was moderated by Ivana Flynn, SEO Director, ComeOn, who stated that while branding will truly be one of the key challenges, it will likely become easier to tap into for operators.

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For the second part of its SEO mini-series, Anna Loiko – SoftSwiss online casino platform product owner – takes a look at some more of the SEO tips and tricks that the solutions provider is using to best support its clients. 

In the first part, we touched upon the reasons why SEO is so important – namely because data has shown that approximately 90 per cent of online experiences begin with a search engine, while the top three Google search results account for 75 per cent of all clicks. 

If you are not ranking in those top three listings, you’re missing out on key opportunities to reach new players. But at SoftSwiss, our online casino solution has been tailored to meet the ranking needs of our clients. 

SEO text block, robots.txt and 301 redirects

So when it comes to looking at your SEO text block, you firstly need to understand what exactly it is and why it is so important. 

The SEO text block is a block of text content on the pages of your site which is predominantly used by search engines such as Google and Bing to analyse your website content. This can then be used as a way of boosting your site visibility, ranking and traffic. 

At SoftSwiss, we allow our clients to personalise their SEO text blocks so that they can include subheadings, create areas for FAQs, hide areas of text to make the overall experience more streamlined. We also can’t forget that our users can also use this feature to add both internal and external links.

Next on the list is robots.txt files. These tools are used as a means of letting search engines know about the best ways to crawl your websites. In simpler terms, robots.txt files provide information regarding site permissions to bots.

This is used mainly to avoid overloading your site with requests, define the list of pages to be indexed, specify the primary mirror site and path to your sitemap. Moreover, without robots.txt that sensitive data that needs to stay private may appear in search results which may be harmful to your site.

Now we’ve all seen a page displaying a ‘301 redirect’ message pop up once or twice before, but what is it? A 301 direct page tells search engines that content has permanently moved to another URL. Important, right? 

Examples of when this can be used are to inform a search engine of a domain name change or site transfer, merging site mirrors, excluding duplicate pages from indexing, as well as accumulating traffic from one address to another with a higher priority. 

When setting up an online casino that uses the SoftSwiss platform, 301 redirects are configured out of the box to prevent duplicates associated with www, HTTP / HTTPS, a trailing slash at the end of URLs.

One thing to note when it comes to 301 redirects is that it is worthwhile to keep the transfer of link weight to the landing page when a player clicks on affiliate links. Our affiliate management software platform supports the implementation of 301 redirects to the casino, which ultimately helps you to improve your SEO. 

Optimising game pages and locales management

We’ve covered the basics, so now onto the more advanced techniques that we use. 

One ‘must’ when it comes to improving your overall site experience as well as boosting your SEO is optimising your game pages. More often than not, a game page will consist of a game frame as well as a navigation menu. What many people don’t realise is that game pages have great potential for SEO.

If you deploy basic SEO practices on your game pages – for example a meta title, meta description and headers – you have a load more opportunities to reach new traffic streams by using low-frequency queries.  

Through the SoftSwiss platform, it is possible for game pages to add unique H1 tag templates, meta titles, and meta descriptions. There are also blocks for adding a text description of the game in different languages ​​that are displayed on the online casino website, meaning a casino owner can place a description anywhere on the game page.

Meanwhile, locales management enables operators to optimise their SEO for different languages and countries. Through our platform, you can hide pages from indexing until the pages are filled with the necessary content so that there are no considered duplicates.

As you can see, using the SoftSwiss online casino platform can offer a helping hand to improving SEO, ranking, and overall traffic!

The post SoftSwiss: Why SEO is key to reaching new audiences appeared first on CasinoBeats.

For those new to the concept of website ranking, SEO is the practice of writing and altering content to improve site ranking in search engines. To rank sites, search engines like Google and Bing crawl and index the web to deliver results to queries from users searching the internet. 

But why is this so important? Well, data has shown that approximately 90 per cent of online experiences begin with a search engine, while the top three Google search results account for 75 per cent of all clicks. So of course, ranking high has its benefits.

At SoftSwiss, we deploy a mixture of tips and tricks to ensure that our online casino clients appear at the top of search engine results. Let’s start off with some of the basics, which are the minimal must-haves in terms of SEO optimisation, which should be used on every project. 

Meta titles, meta descriptions and headers

A meta title, which can sometimes be referred to as the title tag, is the title of the page. This tag appears in a browser tab and is often displayed as the page title in search engine results. 

A meta description is designed to create a short description of the page; In search results, it is often displayed in the page description (snippet). Meanwhile the headers – which are probably the most self explanatory – are an organisational tool that guides your website visitors through your web content. Headers tell both search engines and website visitors what the content of pages will be about.

What’s the purpose of these? One of the most difficult tasks for search engines is to understand your web page’s contents. So search engines use headers, description tags and meta titles to find out a little bit more about your website. 

At SoftSwiss, our platform enables clients to use unique tags on all pages and configure tag templates for the ‘Games’ and ‘Game providers’ pages which we believe can help encourage players to visit their site, thus directly impacting their search engine rankings.

Internal linking, Hreflang and XML Sitemap 

One key SEO tool to use is internal linking. Used as a way of directing traffic to other pages within the same site, internal links can help users navigate a platform with ease, as well as determine the hierarchy and structure of the site. 

On our platform we can add internal links to text, site menus and within the end-to-end block in the footer of your page as well as links to other games. 

When used correctly, internal links can help search engines to crawl your site while also helping to distribute the link weight to more important pages. As a result, this can also help drive traffic and improve overall page ranking. 

Meanwhile Hreflang is an attribute interpreted by search engines used to clarify the lingual and geographical targeting of a website.

When might you use this? Hreflang can come in handy when you’re wanting to specify alternate language versions of your page. If you do not use Hreflang, then the pages can be considered duplicates and Google will index one thing – which is something you don’t want. As you can imagine, this tool is a must-have for those online casinos with more than one locale. 

Looking at your XML Sitemap, we allow our clients to create individual sitemap.xml files for each separate region, provider pages and game pages. 

This means that search engines can crawl each individual page quickly – even if their internal linking isn’t perfect. Through these roadmaps, we can enhance the ranking of our customers’ websites, help search engines to gain a better understanding of website structure while also making sure that content is discovered even faster. 

GTM and PWA

Now onto the more advanced SEO tools. GTM is a system for managing JavaScript and HTML tags (code fragments) without the help of developers.

By using GTM, our online casino clients can add analytics services, tools for A/B testing, online chats and content substitution. By using the SoftSwiss platform, online casinos have an easy way to connect GTM – they can add GTM ID to a ‘special place’, meaning they can send GTM / GA events such as sign up / sign in, deposit / cashout, and so on.

Progressive Web App (PWA) is a technology in web development that visually and functionally transforms a website into an application. As you can imagine, this can provide a unique user experience which will help drive traffic to your site.

As it is able to be installed on both desktop and mobile, this is available for casinos with the SoftSwiss front-end only and can be used to increase player conversion and lifetime value indicators.

The post SoftSwiss: Why SEO is king for online casinos appeared first on CasinoBeats.

The afternoon panel, sponsored by Safe Affiliate Programs, comprised Lee Beirne, head of SEO at Ladbrokes Coral; Lisa Sjo, specialist at Betsson; Maria Sayapina, commercial product lead at Raketech; and Great.com founder Erik Bergman. Taking on moderating duties was Martin Calvert, marketing director of ICS Digital.

The brief for the panellists was to address some of the myriad opportunities and risks associated with SEO, as well as offer insight and practical tips on the specific onsite and offsite SEO strategies that casino brands must use and, of equal importance, the common SEO techniques that arguably belong in the past.

Kicking off the session, Bergman said: “The question is what is new in SEO, what is happening right now and what do we need to do now and what will change over the next year? And I think a much more interesting question that is asked very often is what will not change in the next year – what will not change in the next 10 years?”

He also urged delegates to think 10 years ahead rather than take a shorter term view. “This will show that you are in it for the long-haul,” he added.

Sayapina moved the discussion onto content and ways in which the industry should focus their efforts, adding that it should still be a big priority when considering SEO strategy. “It’s such a cliche to say content is king,” she stated. “But I’ll repeat it over and over again, because if you have bad content you can do anything for the site but long term you’re not going to survive this game.”

Advocating less of a knee-jerk approach, Beire advised more of a wait-and-see strategy for SEO. “I try to focus on what is happening in the next month, purely because we don’t know how Google are going to react,” he said. “As soon as there is a core algorithm update everybody – I like to refer to them as ambulance chasers – changes everything about their website. 

“And it’s like whoa, slow down. You’ve got no idea what changed. Just let the dust settle and then look at what’s changing. I see so many people changing their content from 500 to 5,000 words and they’ve got no idea about incremental changes. Just slow down, don’t jump as soon as Google shouts.”

Sjo, meanwhile, urged delegates to think about SEO as a factor that should be included in any website strategy from the ground up, not at the end of the process. 

She advised: “SEO should be part of building – building from the very beginning. It is the foundation of how you create the product – how you create the branding, what kind of products you have, how you build up your product as a whole. I think we need to look a little bit forward to that as well to challenge what comes next instead of taking a step looking back.”

CasinoBeats Malta Digital, delivered in association with Gaming Malta, takes place from 30 June to 2 July 2020 and features 40 virtual exhibitors, numerous networking opportunities, 130 leading speakers, and countless business opportunities for 3,000 senior decision-makers from operators, suppliers, affiliates and other industry stakeholders.

Alongside the exhibition, networking and conference, all delegates also gain access to the full range of entertainment on offer, including free-play slots, daily competitions and a selection of prizes such as iPads and cash.

Find full details of CasinoBeats Malta Digital, including information about how to register and the discounts available on company group passes, at the event’s official website: https://sbcevents.com/casinobeats-malta-digital/.

The post Facing the challenges of SEO now and in the future appeared first on CasinoBeats.

As part of its program for a series of changes dubbed Internet Vikings 2.0, Ekmark – a veteran of the igaming sector – takes over with immediate effect, with a focus on leading the company’s expansion into Asian and Latin American markets.

“I am delighted to be joining Internet Vikings,” said Ekmark (pictured). “It is a very innovative company with great potential, that has been growing organically since it was
founded 12 years ago.

“I look forward to joining the team and supporting Internet Vikings through its next phase of expansion and international growth.”

Ekmark takes over the leadership of the company from co-founder Rickard Vikström, who said he was delighted by the move. “I am confident and happy to have Peter Ekmark joining as our CEO and I am now looking forward to working more with our customers and partners to refine our managed igaming hosting solutions and brand protection for our customers even further,” said Vikström.

Chairman of the board Jesper Kärrbrink added: “Having Peter Ekmark on board as CEO for Internet Vikings means a lot.

“Peter complements the founders Rickard and Victor [Jerlin] in a good way and, with his
experience, he will be instrumental in the future development of Internet Vikings.”

The post Internet Vikings pick Peter Ekmark as CEO appeared first on CasinoBeats.

The TodaysWeb assets being acquired by Game Lounge amounts to around 1,500 websites, and other SEO tools, services and a team of 10.

Jonas Cederholm, CEO of Game Lounge, said: “The timing of the acquisition is perfect as we are currently in a strong growth phase.

“We have previously announced our ambition to enter new verticals and this acquisition will accelerate our plans. I look forward to welcoming 10 new members to the Game Lounge team.”

The post Game Lounge buys SEO outfit TodaysWeb appeared first on CasinoBeats.