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E-E-A-T SEO Guide For Casino Operators, Gambling Affiliates & iGaming Websites



The iGaming industry is booming, with a projected market size of 127.3 billion U.S. dollars by 20281. This means that the competition is fierce, and the expectations of players are high. To stand out from the crowd and gain loyal customers, you need to provide them with an exceptional online gaming experience that meets their needs and preferences.

Online Gambling Market Size, Share & Trends Analysis Report By Type (Sports Betting, Casinos, Poker, Bingo), By Device (Desktop, Mobile), By Region (North America, Europe, APAC, Latin America, MEA), And Segment Forecasts, 2023 - 2030

As a digital nomad and SEO expert since 2008, I have witnessed the rapid evolution of the iGaming sector firsthand. I have also contributed to its growth by providing content as an author for top-ranking UK websites and owning and managing live ranking operator sites and a diverse range of affiliate sites across various territories.

In this guide, I will share with you my research-backed, data-driven strategies to optimize your iGaming site for enhanced search engine rankings and increases in high-quality organic SEO first-player deposits. The key to achieving this is to follow the E-E-A-T SEO framework, which stands for Experience, Expertise, Authority, and Trustworthiness. This is a concept devised by Google to assess the quality and relevance of websites, especially after its E-E-A-T update in December 20222. According to Google, some types of content need to be produced with firsthand experience to be trustworthy.

By applying the E-E-A-T principles to your iGaming site, you will be able to create compelling content that showcases your topical authority, establishes your expertise, and improves your site’s visibility and credibility in the iGaming industry.

By concentrating on areas such as game variety, bonuses and promotions, payment and withdrawal methods, security and licensing, user experience and design, customer support, and player reviews and ratings, your iGaming site will be primed for success.

Why Is Ranking A Gambling Website So Difficult

Ranking a gambling website is a mammoth task, primarily due to the highly competitive nature of the online casino and gambling industry. A well-structured, long-term strategy is necessary to rise from obscurity to a first-page Google ranking for high-difficulty keywords.

Success in this niche won’t happen overnight. It requires patience, determination, and a focus on setting achievable goals.

Expect significant time to pass before you see substantial improvements in your organic traffic. Investing in a comprehensive approach, including E-E-A-T and off-site PR, links, social media, and CTR manipulation, can gradually build your website’s authority in the iGaming sector. Over time, your efforts will pay off as your website gains visibility and credibility in the eyes of search engines and users alike.

How Long Does It Take To Rank an iGaming Website?

The time it takes to rank an iGaming website depends on the country and the geo-location of your target audience. For instance, it’s generally easier to rank for “pokies” in New Zealand than for “online casinos” in the UK due to differences in traffic volume based on population size, which leads to lower competition levels.

How Long Does It Take To Break The Authority Wall?

On average, it takes about 3-4 months to break the authority wall if you consistently post one article per day. However, building topical authority depends on the niche you are entering, and some industries may require publishing several articles per day to gain traction. The most effective Topical Authority Audits typically divide keyword planning into three sections:

  1. Section 1 – Keywords with low difficulty, which are relatively easy to rank on Google SERP
  2. Section 2 – Keywords with medium difficulty, which are harder to rank on Google SERP
  3. Section 3 – Keywords with high difficulty, which require numerous supporting documents and highly authoritative links to rank on Google SERP

Begin by focusing on Section 1, and only move on to Section 2 when all articles from Section 1 are completed and published. This strategic approach will help you build topical authority in a systematic manner, ensuring your website gains visibility and credibility over time.

Establishing Experience

The first E in E-E-A-T focuses on the writer’s real, firsthand, or real-life experience on the subject matter. Content created by individuals with abundant personal experience is more reliable and effective in accomplishing its objectives. To establish experience, consider the following:

Showcase the site personas’ background and personal experiences

  • Include personal experiences with game variety, such as slots, table games, live casinos, bingo, and more.
  • Share case studies or personal stories

  • Highlight the site personas or your team’s expertise and experience in bonuses and promotions, including welcome bonuses, no-deposit bonuses, free spins, and other promotional offers.
  • Publish content demonstrating a deep understanding of your games

    1. Make sure to include detailed information on bonuses, payment and withdrawal methods (such as credit/debit cards, e-wallets, cryptocurrencies, and mobile payments)
    2. Security and licensing
    3. Player reviews and ratings.

    Key takeaway: Make sure to cover all the topical hubs surrounding iGaming to ensure comprehensive coverage of the entire topic.

    According to Google’s Quality Rater Guidelines (QRG), “Experience is valuable for almost any topic. For example, a person who has experienced a health issue may be able to write a more trustworthy article about that issue than someone who has not”3. Therefore, showing your personal experience in the iGaming industry can help you establish trust and authority with your readers.

    Establishing Expertise

    One of the key factors in E-E-A-T SEO is expertise. Visitors to your site want to know that you are a reputable source of information and that you have the knowledge and experience to provide accurate and valuable insights. This can be achieved in several ways:

    Branded Traffic and CTR

    One of the most effective ways to establish expertise and boost your search engine rankings is to increase branded traffic and click-through rates (CTR). Branded traffic refers to visitors who come to your site directly by typing in your brand name or URL rather than through a search engine. This indicates they are already familiar with your brand and trust your website. To increase branded traffic, you should focus on building a strong brand identity and reputation through social media, email marketing, and other channels. You should also optimize your website for CTR by using compelling headlines, meta descriptions, and calls to action (CTAs) that encourage visitors to click through to your site.

    Optimize for the Long Tail

    Another way to establish expertise and improve your search engine rankings is to optimize your site for long-tail keywords. Long-tail keywords are longer, more specific phrases that are less competitive than short-tail keywords but still highly relevant to your target audience. To optimize for long-tail keywords, you should conduct keyword research to identify relevant phrases that your audience is searching for and then create high-quality content that addresses their needs and interests. This will not only help to establish your expertise but also attract more targeted traffic to your site.

    Establishing Authority

    In addition to expertise, authority is another important factor in E-E-A-T SEO. Authority refers to your site’s reputation and influence within your industry or niche. This can be achieved in several ways:

    Topical Authority

    Topical authority is established by thoroughly encompassing the entire spectrum of knowledge graphs on your site’s topic with semantically marked-up content complemented by a user-friendly design and easy-to-use navigation. A small affiliate website, consisting of merely 30 pages, would face an uphill battle when attempting to compete against a sprawling, multi-geo behemoth boasting 700 expertly crafted articles, some of which have amassed thousands of social shares and inbound links. These signals and the live user metrics Google are getting from the extra organic traffic are the most vital E-E-A-T signals alongside backlinks.

    Keyword Research and Clustering

    A great way to find existing gaps in your content is by purchasing a quality ranking blueprint, which can help you identify keywords and group them into clusters for better organization and coverage. Keyword clustering can also help you avoid content cannibalization, ensuring each page on your site has a unique focus and targets specific long-tail keywords. This strategy enables you to create a comprehensive content plan that covers all aspects of your niche, boosting your site’s topical authority and search engine rankings.

    Quality Backlinks

    Obtaining high-quality backlinks from authoritative websites within your industry or niche is another effective way to establish your site’s authority. These backlinks signal to search engines that your site is a trusted and credible source of information, which can lead to improved rankings. To obtain quality backlinks, focus on creating exceptional content that others will want to reference and share, and engage in guest posting, influencer outreach, and PR campaigns to secure valuable links.

    Social Media Presence

    Building a strong social media presence is another crucial aspect of establishing authority. You can develop a loyal following and enhance your brand’s reputation by consistently sharing valuable content, engaging with your audience, and participating in industry discussions. In turn, this can lead to increased traffic, improved search engine rankings, and higher conversion rates.

    Establishing Trustworthiness

    Trustworthiness, the final element in E-E-A-T SEO, is essential for maintaining a loyal audience and driving conversions. To establish trustworthiness, consider the following strategies:

    Site Security

    Ensuring your website is secure and protecting user data is paramount for building trust with your audience. Implement SSL encryption, use secure payment gateways, and regularly update your site’s security features to protect against potential threats.


    Be transparent about your site’s intentions, affiliations, and potential biases. Clearly disclose any affiliate relationships and ensure your content is accurate and unbiased. Include an “About Us” page that shares your site’s mission, values, and team members’ backgrounds to build credibility and trust with your audience.

    Customer Support

    Providing responsive and helpful customer support can significantly improve your site’s trustworthiness. Offer multiple channels for support, such as email, live chat, and phone, and ensure your support team is knowledgeable and equipped to assist with any issues or concerns.

    User Reviews and Testimonials

    Encourage user reviews and testimonials to showcase the positive experiences of your site’s visitors. Authentic, positive feedback from real users can help to build trust and credibility with potential new visitors and customers.


    E-E-A-T SEO is not just a buzzword but a vital framework for optimizing your iGaming website and boosting your search engine rankings. By applying the principles of experience, expertise, authority, and trustworthiness, you can create a strong online reputation, attract more qualified traffic, and increase your revenue potential.

    However, E-E-A-T SEO is not a one-time effort but a continuous process that requires you to follow legal regulations and guidelines, optimize for long-tail keywords, build quality backlinks, feature expert contributors, and provide transparency and trust signals. You also need to produce high-quality content covering various games, offer generous bonuses and promotions, support multiple payment and withdrawal methods, ensure security and licensing, deliver a great user experience and design, provide excellent customer support, and receive positive reviews and ratings from players.

    That’s why you need a strategic partner who can help you implement E-E-A-T SEO effectively and efficiently. With our proven methodology and collective team effort, we can help you craft compelling content that showcases your topical authority, establishes your expertise, and improves your site’s visibility and credibility in the iGaming industry.

    Don’t miss this opportunity to elevate your iGaming website and achieve long-term success in the competitive world of online gaming. Contact us today and let us show you how we can help you grow your business with E-E-A-T SEO.





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