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The Mostbet Partners YouTube channel recently published a stream with Sasha Flint, an SEO specialist with over a decade of experience in the iGaming industry. Among other topics, the host and speaker discussed:
Here's the most interesting parts from the nearly hour-long interview condensed into a 5-minute read.
Sasha and his team have been doing SEO for iGaming sites since 2012, specializing in online casino and sports betting platforms. In 2017, they also started professionally working on ASO for mobile apps. Currently, their main markets for promotion are European and Asian countries, where they've achieved significant visibility improvements in search rankings.
The best way to learn iGaming SEO is to join an experienced team, Flint believes. This strategy is essential for understanding industry-specific challenges. You can gain enough experience in 1-2 years, after which you can launch your own projects.
The alternative is to start working independently right away by studying information available online and using tools like Google Analytics and Google Search Console. However, this approach involves a lot of trial and error, wasted time and money.
To start independently in iGaming SEO, you initially need a small budget. $300 is enough to create a site and begin content creation. The further budget depends on your link-building strategies - crowd links, outreach, PBN, or a mix of everything.
The speaker assured that landing pages can be promoted with low-quality backlinks. This significantly reduces the overall project budget. You can, for example, run the site through various specialized services for initial backlinking.
When building a large-scale project that you plan to develop long-term, it's better to focus on backlinks from reputable sources. This gives better chances for ranking. Additionally, if you later decide to sell the site, quality referring domains strongly affect its value.
Yeah, it's definitely harder. Most mainstream sites won't link to online gambling content due to regulations. But there are ways around it.
First, you can buy links from niche-relevant sites - gaming blogs, sports sites, entertainment portals. Just be smart about it - vet the sellers carefully using Ahrefs, avoid obvious link farms, and keep your anchor text natural.
Second, create linkable content like casino bonus calculators, game guides, or industry reports.
Third, partner with affiliate marketers who already have established sites. The key is gradual acquisition - we usually start with 5-10 quality links per month after the first month of letting the site settle.
Africa is easy to get into right now. Many affiliate marketers have entered this region, but it's not oversaturated yet, so I'd recommend starting with this continent. The key is to address the unique challenges of local regulations and payment methods.
The rates are indeed small, but SEO traffic is better monetized through RevShare. In the iGaming industry, organic traffic is considered very high quality, so you'll earn much more on RevShare than CPA. Just make sure you're sending high-traffic to a time-tested, reliable online casino.
Look at the big players first - they have established affiliate programs and good conversion rates. Bet365 offers up to 35% revenue share, 888 Holdings has multiple brands with 20-40% RevShare.
LeoVegas goes up to 45% for quality traffic. For beginners, I'd recommend starting with brands that have dedicated affiliate support. Flutter Entertainment brands like Paddy Power or PokerStars are good because they have different products for different traffic types.
In Asia, consider Dafabet or 188Bet. The key is finding brands that match your traffic geo and player preferences.
Alexander's team works with these site types in the online gambling space:
We've always built sites on WordPress. In my opinion, it's the best CMS for any iGaming resource. Plus, you can easily implement technical SEO best practices even without programming skills. The navigation and user experience elements are crucial for casino SEO.
Absolutely! Technical SEO is your foundation. Your technical structure and website performance directly impact user experience and SERPS rankings. We always check PageSpeed Insights - aim for under 3 seconds load time. Also, don't forget Google Search Console for monitoring how search engines see your site. For iGaming especially, mobile optimization is crucial since lots of players bet on their phones.
I don't see any strong advantage over WordPress for most iGaming sites. Also, if your programmer who wrote the engine for dozens of casino websites leaves, what will you do with them? It's unlikely another coder can quickly figure out their colleague's mess.
We use Ahrefs for websites and ASO Mobile for apps, but also rely heavily on SEMrush for competitive analysis in the iGaming niche. But honestly, the data in them is very approximate.
Only through experience will you be able to collect the keywords you need independently. We have keyword templates that we use for each site type. Long-tail keywords work great - stuff like "best online casino bonuses 2025" has less competition but converts well.
Since 2015, we haven't had a single case where low-quality links negatively affected our iGaming sites. In 2012-2014, you could kill competitors with bad links. For example, blast them through XRumer. This doesn't work anymore, so I'm confident that links don't negatively affect a site if you balance them with quality referring domains.
We let a new resource settle for about 1 month, allowing Google to index the initial content. After that, we start our link-building campaign. We have a special methodology for this, focusing on gradual, natural-looking link acquisition that enhances domain authority.
In Yandex, we actively manipulate behavioral factors - a form of advanced SEO specific to that search engine. In Google, this works much worse, but we also boost user experience signals for resources already in the top 10. We monitor everything through Google Analytics to track SEO results. Local SEO is also important for iGaming. Even though most online casinos operate internationally, local SEO can help capture traffic from specific regions where online gambling is legal.
We use both options. For example, for a casino brand copy, we launch 2-3 sites at once. One is a dropped domain with existing backlinks and 1-2 fresh registrations. Then we see which develops better visibility and merge the less successful ones with 301 redirects.
First, look at the domain history and its backlink profile. It's important that the drop doesn't have spam or adult content unrelated to iGaming, and that it has quality referring domains. Check if it previously hosted casino content or sports betting pages - this can give you an advantage.
In principle, you can merge any domains. But we try to merge our own, where the domain structure is the same, similar keywords and so on. The site promotes much better this way.
It's better to use abuse-resistant hosting.
I think everyone has them, and we're no exception. In 2015, we were collecting a lot of organic traffic for Vulkan casino. At that time, we were boosting domains with behavioral factors. It would have been reasonable to diversify our SEO practices, but we ignored precautions. As a result, one morning we saw that our entire network was wiped out, and there was no traffic on the promoted resource. Then we spent a whole year rebuilding the same network, but got good experience in how not to do things.
No. You can launch up to five domains on one hosting.
It all depends on the type of sites you're building. If it's focused on casino bonuses or specific games, then after 1-2 months the site starts generating organic traffic, and you can recoup investments in a year to a year and a half. Remember, SEO is essential for sustainable growth in iGaming.
Many parameters affect conversion in online gambling. Check your user experience, page load times, and ensure your content resonates with your target audience. For example, we had a case in India where we made a landing page in Hindi, and it had no deposits. Then we changed it to English, and things took off.
In general, I can only advise to test, test and test again. Use Google Analytics to track user behavior and identify drop-off points. That's the only way to find a profitable combination.
Competition. You need to see if there are young sites in the top 10 search engine results pages. If there are, you need to analyze how they were promoted. Then conclude whether you can apply the same promotion strategy.
Of course they can. So it's better to agree in advance with the advertiser what traffic and under what conditions they're willing to accept.
No. I don't see the point.
The most important thing is to take quality accounts and warm them up with applications. Graphics and optimization keywords are also important. Google Play now bans apps very harshly. The App Store is easier.
The less aggressive the design and title, the longer the app lives.
If you're publishing for ASO, it doesn't really matter. But in general, we try to publish 18+ to avoid targeting teenagers.
ASO is definitely much easier. From an SEO specialist's perspective, ASO is primitive. You just need to place keywords and experiment with screenshots and icons.
And results come faster in ASO. For example, you upload an app to the App Store today, boost it, and tomorrow you already have positions. Google Play isn't as fast - movement starts after a week or week and a half. In SEO, this doesn't happen - you need to wait several months for the first results.
There's a lot of money in both. The question is that SEO is more stable, while apps pump traffic and then suddenly get banned.
Look, SEO in iGaming isn't rocket science, but it requires patience and smart strategies. Start with Africa or other emerging markets, build quality backlinks gradually, partner with established brands, and always monitor your technical SEO. Most importantly, think long-term. Quick wins rarely last in this industry.
Oh, and learn from major iGaming brands - see how Bet365 or 888 structure their content, what keywords they target, how they build their link profiles. That's free education right there. Success in this space is about creating sites that provide value while navigating the unique challenges of the online gambling industry.
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