Casino SEO
Casino SEO splits in two: operator and affiliate. I've worked both.
Google applies extra scrutiny to gambling content by default, regulators police what a bonus page can claim, and the affiliates you're competing with are some of the most sophisticated SEO operations on the web. Casino SEO punishes generalists faster than any sector I work in.
I've worked both sides of the divide - operator and affiliate, UK and European markets - across audits, site structure reviews, pagination strategy and retained content work. The engagements are further down. The compliance envelope is where they all start.
The operator brief: product terms and registration
An operator site wins on product terms - "online slots", "live blackjack", the game categories - and converts to registration. That's an architecture job: game taxonomies that don't collapse into thousands of near-identical pages, a canonical strategy for the same game repeated across providers, and crawl management that keeps promotional churn away from the pages that earn.
The affiliate brief: reviews, comparisons and pagination
An affiliate site lives on comparison and review intent - "best", "review", free spins terms - and converts on referral. Listing pages grow forever, and handled badly they bury the content that makes money. That's why pagination strategy matters more here than almost anywhere else in SEO: it decides where the authority pools. It's exactly the work I did for a major casino affiliate platform via Blueclaw.
Bonus pages are a compliance problem first
A bonus page that ranks brilliantly in a market it's not licensed for isn't an SEO win - it's a compliance incident. ASA and GamCare standards shape what the page can claim, and the licensing map shapes where it can be served. On casino sites that envelope gets defined before any keyword work starts, not after.
The engagements
SlotBeats - slots and gambling SEO on a retained basis. And via Blueclaw: a full SEO audit, site structure review and pagination strategy for a major casino affiliate platform, plus audit and digital PR work across several operator and casino brands. The wider iGaming work - sportsbook included - has its own pages.
Most SEO consultants need the casino sector explained to them before they can start. I don't. Tell me which side of the divide you're on - operator or affiliate - and I'll tell you honestly what I'd do first.