iGaming Affiliates Face a New SEO Reality in 2025

Search engine optimisation has always been a high-stakes game in iGaming. But in 2025, it’s no longer about stuffing keywords or collecting backlinks. Affiliates looking to build sustainable traffic need to rethink how they rank — and whether they even can.

With Google’s algorithm updates getting tougher on affiliate content and SERPs increasingly crowded by big-name publishers, the traditional SEO playbook isn’t working like it used to. Yet, for those willing to adapt, there are still smart opportunities worth chasing.

The squeeze from above — and below

The biggest shift over the past year has been the rise of parasite SEO and publisher dominance.

Large media outlets are now flooding the search results for “best betting sites” and similar terms, often publishing thinly veiled affiliate content under their editorial brand. Because these domains carry high authority, their pages outrank more specialised affiliates — even when the content is shallow or AI-written.

At the same time, a new wave of parasite SEO tactics — where affiliate content is published on rented or hijacked high-authority sites — is eating into organic real estate even further. Affiliates playing by the rules are stuck in the middle: squeezed by media giants above, and SEO hacks below.

If you’re an affiliate relying on Google for most of your traffic, you’ve likely seen the impact first-hand: fewer impressions, lower rankings, and a longer road to recover even after improvements.

Where there’s still room to rank

Despite the challenges, there are still SEO opportunities for affiliates — if they’re willing to change their approach. Based on recent analysis from SEO experts working in the iGaming space, here’s where the best bets are right now:

1. Long-tail intent queries

Instead of competing for head terms like “best casino site UK”, smart affiliates are targeting specific questions and underserved audiences. These might include:

• “What’s the best betting app for iPhone users?”
• “Which casinos accept Revolut?”
• “Low deposit casino UK under £5”

These queries may have lower search volume, but they come with higher intent — and lower competition. They also align well with affiliate content that’s genuinely helpful and experience-based.

2. Topical authority over domain authority

Google’s recent changes seem to reward sites that build clusters of content around specific topics, rather than chasing every trending keyword.

An affiliate site that focuses exclusively on esports betting and publishes detailed reviews, player guides, odds analysis and responsible gambling tools is more likely to gain traction than a generalist trying to rank for everything.

Topical authority signals that you know your niche — and Google appears to value that more than ever.

3. First-hand experience and author profiles

The SEO community has noticed a rise in the importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). For affiliates, that means publishing content with a named author who has real-world experience in gambling — and ideally, a bio that links to other relevant work.

Adding screenshots, personal opinions, and testing notes to reviews can also help — not just with SEO, but with conversions. Google wants to show content that’s useful and trustworthy, and faceless “top 10” lists aren’t cutting it anymore.

4. Localisation and language targeting

In saturated English-language markets, affiliates are finding better success by going hyper-local. That might mean targeting specific UK regions, or translating content for new regulated markets like Brazil or Ontario.

It’s harder to scale and requires more effort than simply duplicating content, but it gives affiliates access to SERPs with less competition and more regulatory stability.

The future: less traffic, better conversion?

One unspoken reality in iGaming SEO is that search traffic itself may be in long-term decline. With AI answers, Google’s new AI Overviews (formerly SGE), and the increasing prominence of zero-click search results, fewer users are clicking through to affiliate sites at all.

That’s leading some affiliates to invest more in email capture, retargeting pixels, and direct partnerships with streamers and influencers. SEO is still useful — but it’s no longer the only channel, and it may not be the best one for every affiliate.

For those who stay in the SEO game, the focus in 2025 needs to shift from vanity metrics (ranking for “casino UK”) to tangible results: high-converting pages, loyal audiences, and topical depth.

Final thoughts

SEO isn’t dead in iGaming, but it’s not what it was. The SERPs are messier, more competitive, and harder to win — especially for solo affiliates or newcomers without deep pockets.

That said, the affiliates who know their audience, write with authority, and focus on intent rather than volume can still find plenty of upside. It’s less about dominating search and more about earning trust — from users and from Google alike.

For affiliates willing to shift strategy, 2025 might not be a write-off after all. But it’s definitely not business as usual.

Let me know if you’d like a companion piece focused on how Google’s AI Overviews are impacting affiliate clickthrough rates.