How Casino SEO Has Changed Over the Last Decade- Interview with Dirk Schembri

About Dirk Schembri

Dirk Schembri is an iGaming SEO strategist with profound experience across competitive digital marketing landscapes. With a strong foundation in technical SEO, content strategy, and search performance optimisation, Dirk has worked in both agency settings and direct client portfolios, and runs his own agency at DirkSEO.com. He has been shaping SEO strategies that respond to algorithm updates and anticipate market shifts.

Over the past decade, Dirk has witnessed firsthand the transformation of search engines, the rise of mobile and AI search, and the evolution of user behavior. Those transformations, especially within the iGaming space, where volatility and competitive pressures constantly redefine “best practice.” His strategic perspective blends tactical intelligence with pragmatic execution, making him an ideal voice to reflect on how Casino SEO has evolved and what’s working today.

Interview – How Casino SEO Has Changed Over the Last Decade

The iGaming industry has undergone some of the most dramatic shifts in search behaviour, competitive tactics, and ranking dynamics over the last ten years. From algorithm updates that penalised manipulative link practices, to the rise of parasite SEO, to the generative AI revolution reshaping query patterns. Casino SEO today looks very different from what it did in 2016. In this interview, Dirk Schembri walks us through the major movement points, the strategies that used to work but no longer do, and the practical frameworks modern SEO teams must adopt to succeed in 2026 and beyond.

Q: Dirk, looking back over the last decade, what’s been the most significant shift in how Casino SEO works?

A: Ten years ago, you could rank a casino site by cramming keywords and blasting backlinks. Today, search algorithms are far smarter – they care less about raw keyword density and more about entities, context, and authority.

In addition to the shift toward intent‑driven, high‑quality content, it’s important to note that some SEO tactics continue to be abused despite Google’s crack‑downs. One example is cross‑domain canonical abuse, which is essentially a parasite strategy dressed up as technical SEO. In this scheme, a high‑authority domain publishes a casino article and sets the page’s <link rel=”canonical”> and <meta property=”og:url”> tags to point at a separate low‑authority site. 

For instance, we found a Canadian casino review posted on a site with a Domain Rating of 91 that has its canonical and Open Graph URL set to the casino homepage. 

Another “new” site publishes the same review and again declares the canonical and OG URL to the same target. Neither page has meaningful backlinks, yet the canonical signals effectively tell Google to consolidate ranking credit on the target site. 

Because a 301‑redirect might inherit penalties, some SEOs favour the canonical tag as a “safer” way to siphon authority. This technique explains how small, thin sites can jump into top positions overnight even after broader parasite SEO tactics have been penalized.

Q: Ten years ago, many operators and affiliates focused heavily on keyword stuffing and mass link acquisition. What tactics from that era are now obsolete or even harmful?

A: In short, the quick‑and‑dirty tactics of a decade ago now trigger algorithmic filters or manual actions. Black hats now prefer more sophisticated manipulations: parasite pages, aged domains, CTR manipulation and cross‑domain canonical exploits. Tactics to lookout for include:

1. Obvious keyword stuffing: In 2016 you could rank by repeating “online casino bonus” 30 times on a page. Modern algorithms penalise such “thin, spammy” content. Pages with unnatural density trigger Google’s Helpful Content filter and struggle to index.
2. Bulk directory links and comment spam: Blast enough forum comments and you could shift the SERPs. Today, link schemes are a liability; Penguin and recent link‑spam updates devalue or penalise mass‑bought links and directory spam. A footprint of low‑quality links signals manipulation and can lead to manual actions.
3. Exact‑match anchor abuse: Ten years ago, having every backlink say “best online casino” worked. Now exact‑match anchors at scale are a red flag. Diverse, branded and generic anchors are essential to avoid filters.
4. Article spinning and thin content networks: Operators once churned out hundreds of 250‑word “Top 10 casinos” pages. Google’s YMYL standard for gambling punishes this; lack of depth and expertise is interpreted as untrustworthy.
5. Sitewide footer links and blogrolls: In the 2010s affiliates traded sitewide links. Today these patterns are algorithmically discounted or even flagged.
6. Cloaking and hidden text: Classic tricks like white text on a white background still appear (even to feed LLMs), but Google will penalise you if discovered. With crawlers now rendering JavaScript and comparing user/crawler views, cloaking is riskier than ever.
   

Q: Parasite SEO has made a strong comeback in competitive niches like iGaming. Why do you think this strategy still works so well in 2026, even with Google’s algorithm updates?

A: Three reasons: authority, loopholes and enforcement gaps.

• Authority > topicality: Google’s own algorithms overweight domain authority. Experts note that high‑authority sites can rank any topic, regardless of topical relevance or locale. A panelist joked you could put a casino page on a car blog and it would outrank niche gambling sites because “if you have enough authority, there is no keyword, no language you cannot rank for instantly”. This exposes a fundamental weakness: topical authority and localisation signals are still secondary to raw domain strength.
• Cross‑domain canonical abuse: Black hats exploit high‑authority domains by publishing a casino listicle on them and then setting its canonical and Open‑Graph tags to a low‑authority money site. In one real case, a DR‑91 site canonicalized to a new gambling domain, passing ranking signals without building backlinks. Using a canonical tag avoids the penalty risk of a 301 redirect and funnels link equity quietly.
• Weak enforcement: Google’s “site reputation abuse” policy relies on manual actions that take weeks and are easily reversed. As insiders admit, when a parasite page is penalised, operators simply remove it, request reconsideration and get back online within weeks. This cat‑and‑mouse game keeps parasite SEO profitable.
• Localization gaps: Google’s crackdown has focused on English‑language subfolders. In markets like Brazil, Spain or Italy, SEOs still buy placements on newspapers or forums for a few hundred dollars and rank instantly because the “parasite algorithm was never fundamentally fixed”.

Until Google rewrites its authority model, parasites remain the fastest way to break into hyper‑competitive SERPs. As a black‑hat, I use them because they work, and because manual penalties are a slap on the wrist.

Q: The rise of AI and generative search has reshaped informational queries. How should Casino SEO adapt content strategy in 2026 compared to 2016?

A: Generative Engine Optimization (GEO) is the new frontier. Large‑language‑model–powered systems (SGE, Bing Chat, ChatGPT) pull answers directly from the web and often bypass traditional SERPs. To stay visible:

• Structure for AI: Content should be concise, fact‑rich and easy for models to parse. Studies on generative engine optimisation show that adding citations, quotations and statistics increases the likelihood of being cited in AI answers and that keyword stuffing offers no benefit. Use clear headings, Q&A formats and schema markup so AI understands context.
• Provide unique experience and expertise: Models summarise generic information; they cannot replicate first‑hand insights. Publishing real gameplay screenshots, payout data and expert opinions makes your content indispensable.
• Regional tailoring: GEO involves geo‑specific prompts, optimise for the regions and languages you target so that generative systems pick the right version. Foundation’s research notes that structured data and location‑specific content can boost inclusion in AI outputs.
• Leverage authoritative host domains: Some SEOs are producing AI‑friendly content on parasite hosts to feed LLMs; the high trust of these domains increases the chance of being cited.
• Short, answer‑oriented content: Because AI answers summarise, break long guides into digestible chunks with clear subheadings and bullet points.

In short, the 2026 content playbook is: 

• write as if an AI will read it; 
• back claims with data; 
• show genuine expertise; 
• and use structured, geo‑targeted markup.

Q: Link building has always been controversial in iGaming. How has the role of links changed in the last decade?

A: Links still matter, perhaps more than ever, but the way we build them has evolved.

• Quality over quantity: A decade ago, SEOs amassed thousands of low‑quality links. Today, a single strong niche‑relevant link trumps 100 junk links. Experts remind us that a link is still “Google asking who vouches for you”.
• PBNs persist, but with caution: Private Blog Networks are “still working, still risky”. They let you control anchor text and timing, but Google penalises networks with footprints (same hosting, themes, WHOIS, many others elements). To avoid detection, black hats diversify infrastructure and hide footprints; when done right, PBNs remain a staple in gambling SEO.
• Link signals are gaining weight: Several experts note that as Google down‑weights content signals and experiments with AI, link signals are regaining influence. That means investing in strong off‑page campaigns is essential.
• New black‑hat link hacks: SEOs exploit aged domains (dropping and re‑registering old sites with existing authority) and even cross‑domain canonicals to funnel link equity. Aggressive indexation and click‑through manipulation (CTR bots) are used to boost the perceived importance of pages.
• White‑hat alternatives exist: Digital PR, niche edits and guest posts on trusted media remain effective. My own agency, DirkSEO.com, offers Viral Boost campaigns that combine high‑authority placements with social amplification, pushing clients up the SERPs without leaving obvious footprints.
• The bottom line: links remain the currency of trust, but you need a sophisticated acquisition strategy, blending outreach, PBNs, aged domains and authority manipulation, while avoiding footprints.
  

Q: Technical SEO tools and capabilities have advanced massively. Which technical improvements — e.g., internal linking, crawl optimisation, structured data—have mattered most for casino sites?

A: Technical SEO is both a defence and an attack vector:

• Internal linking & site structure: A case study on a new iGaming site noted that weak internal links and poor site structure were major barriers to ranking. Fixing internal linking, adding missing categories and ensuring no page is orphaned helped drive a 10x traffic increase. In black‑hat campaigns, internal links are also used within PBN networks to funnel PageRank to money pages.
• Canonical and duplicate page control: The same case study found duplicate pages and mis‑implemented canonicals. Correcting them, setting up automatic sitemaps that include only indexable pages and dividing sitemaps into manageable sizes improved indexation. On the flip side, cross‑domain canonical abuse is a powerful hack—using a high‑authority host to canonicalize to your money site passes link equity without a redirect.
• Site speed & Core Web Vitals: Black hats often neglect performance, but it matters. Optimising caching, using a CDN and delaying non‑critical JS greatly improved PageSpeed scores and rankings. A fast site also makes Googlebot crawl deeper, which is essential when you’re launching new pages and parasite nodes rapidly.
• Structured data & hreflang: Adding schema for authors, reviewers and update dates reinforces E‑E‑A‑T. Correct hreflang annotations ensure the right regional page ranks and help avoid duplicate content issues.
• Automatic indexing & monitoring: Black hats use aggressive indexing tools to push new pages into Google quickly. However, case studies show that submitting pages via Indexing API and maintaining clean sitemaps can achieve similar results without raising flags.

In short, even if you’re manipulating authority via parasites and PBNs, your money site must be technically perfect: clean structure, fast loading, correct hreflang, and self‑serving canonicals, to maximise the benefit of your off‑page tactics and avoid unnecessary penalties.

Q: How has the competitive landscape, particularly affiliate vs operator SEO, changed over the last decade? Has the strategy converged or diverged?

A: 

• Convergence on quality: Google’s YMYL policies forced affiliates and operators alike to improve trust signals, add author bios, show licensing information and emphasise responsible gambling. Operators that ignored SEO in 2016 now invest in content hubs, link building and technical fixes; affiliates invest in E‑E‑A‑T and compliance to look legitimate.
• Divergence in risk tolerance: Affiliates remain the risk‑takers. They deploy parasite SEO, cross‑domain canonicals, PBNs and CTR manipulation because they can burn domains and start anew. Operators, with licences and brand equity on the line, avoid overt black‑hat tactics and instead leverage their brands and PR power. They focus on user experience, conversion and long‑term trust, often acquiring or partnering with affiliates to control traffic.
• Shift in SERP dominance: Google’s brand‑bias updates mean big operators or well‑known affiliate conglomerates dominate many casino queries. Smaller affiliates often struggle unless they exploit loopholes like parasite SEO. As a result, the SERPs show a mix of authoritative brands and aggressive black‑hat affiliates.
• Blurred lines: Some affiliates have grown into media houses with news desks and YouTube channels; some operators run their own affiliate sites or content portals. The strategies overlap—both sides run content marketing, technical SEO and link campaigns, but differ in how far they’ll push black‑hat tactics.

Thus, strategies have partly converged (everyone needs quality and trust) and partly diverged (affiliates are still the pirates, operators the merchants).

Q: With shifts in algorithm signals like E‑E‑A‑T and intent understanding, how should content teams create pieces now vs. back then?

A: In 2016, rewriting game descriptions sufficed. Now, Google values content written by people with genuine experience. Reviews should include deposit experiences, withdrawal times and screenshots. Content that reads like it was written by someone who never played is devalued.

Expertise and author bios have to be a natural process. Modern gambling pages need clear author credentials: bios, social links and proof of expertise. A study notes adding author schema and linking to author pages helped top casino sites reach the top ten. In 2016, most casino sites were anonymous.

New pages should display licensing info, responsible gambling messages and editorial guidelines. It’s not enough to list bonuses; you must prove why readers should trust you.

Aligned content intent doesn’t mean publishing generic “Top 10” lists, content must match specific search intents (informational vs. transactional). For example, “How to play blackjack” should offer a beginner’s guide with rules and strategy, whereas “best blackjack casinos” should compare operators, include pros/cons and embed trust signals.

Updating content frequently is critical. Bonuses and regulations change often, meaning stale pages drop quickly.

Structured for AI: As discussed, content should be structured so that generative engines can extract answers and attribute them to you.

In summary, content has shifted from quantity to credible quality. You still need to write with SEO in mind, but the bar for trust, expertise and user satisfaction is far higher.

Q: Looking forward, what emerging trends do you think will define Casino SEO’s next big transformation?

A: In conclusion, the next transformation will be shaped by AI, regulatory pressure and ever‑evolving black‑hat innovations. To win, you must simultaneously master traditional SEO fundamentals, adapt to AI‑driven search, and be ready to exploit (or defend against) the latest algorithmic gaps. The following are the key trends I would keep integrated:

• Generative search & AI integration: Search engines are merging AI‑generated answers with traditional results. Optimising for generative engines (GEO) will become as important as traditional SEO. Expect new guidelines on how to structure content for AI summarisation and potential monetisation models for AI citation.
• Further abuse of authority loopholes: Until Google fixes its authority weighting, black hats will keep exploiting parasite SEO, cross‑domain canonicals and aged domains. We may see more sophisticated “authority laundering” techniques, perhaps stacking multiple layers of canonicals or using multi‑hop redirects to obfuscate the trail.
• AI‑targeted spam: Classic spam like hidden text is reappearing because LLMs can read it. Press release spam is being used to inject brands into AI training corpora. Expect more tactics aimed at influencing generative models directly.
• Brand & entity signals dominate: Google is moving toward entity‑based ranking. Having a recognised brand, Wikipedia page, press coverage and strong offline presence may become a prerequisite for ranking competitive casino terms.
• Regulation‑driven SEO: As governments clamp down on gambling advertising, operators may need to comply with disclosure and licensing requirements even in search snippets. Search engines could introduce “safe listing” for regulated operators, squeezing affiliates further.
• User behaviour & UX signals: With AI lowering the importance of long‑tail content, real user engagement: CTR, dwell time, repeat visits—will become more critical. Black hats are already testing CTR manipulation tools; Google’s countermeasures will spark an arms race.
• Web3 & alternative search platforms: Emerging ecosystems (decentralised domains, VR search) may offer new ranking opportunities before Google enters. Early movers can capture untapped traffic.
  

Conclusion: Casino SEO’s Next Chapter

The last decade transformed Casino SEO from keyword stuffing and bulk link buying to a game of authority site exploitation, brand and expertise building, and AI optimisation. As Dirk’s insights reveal, success in 2026 requires mastering two realities: the white-hat path of genuine E-E-A-T signals and technical excellence, and understanding the black-hat exploits competitors use.

For AI optimization sites must structure content better. Domain authority matters more than ever, creating opportunities for established players and forcing smaller sites to innovate. Technical foundations must be flawless. User experience signals are becoming critical ranking factors.