Generated by Rank Math SEO, this is an llms.txt file designed to help LLMs better understand and index this website.

# seobymarta.com: Empower your Search Presence

## Sitemaps
[XML Sitemap](https://seobymarta.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [How to Structure Content That Gets Cited in AI Overviews](https://seobymarta.com/blog/how-to-structure-content-cited-ai-overviews/): Ethan Smith is the CEO and co-founder of Graphite, a research-driven growth agency that helps companies like Webflow, Notion, and MasterClass, drive sustainable revenue growth via SEO, content and AEO. He is also a partner at Reforge, where he teaches the SEO and AI optimization course, and an Adjunct Professor of Marketing at IE Business School in Madrid. With a background spanning product management, growth marketing, and content strategy, Ethan is one of the most respected voices on topical SEO and Answer Engine Optimization. While most of the industry obsesses over churning out volume, Ethan operates on a blunt, often unpopular reality: 95% of blog content is a total waste of space. His mission? Keeping his clients in that elite 5% that actually moves the needle. From product management to growth strategy, he’s become the go-to authority for companies trying to navigate the shift toward topical authority and Answer Engine Optimization (AEO).
- [What Actually Works in SEO Automation](https://seobymarta.com/blog/what-actually-works-in-seo-automation/): Nitin Manchanda is a globally recognized SEO nerd, product thinker, and the founder of Botpresso, a consultancy focused on building scalable SEO systems for fast-growing companies. With experience as an in-house SEO leader at companies like trivago and Omio, Nitin combines deep technical SEO expertise with a product-driven mindset.
- [Building Links That Work in SERPs and AI Search- Interview with Tamara Novitović](https://seobymarta.com/blog/building-links-that-work-in-speps-and-ai-search/): Tamara Novitović is the Head of SEO at Bazoom Group, where she drives strategies for brands in competitive markets. An international SEO speaker known for her data-driven approach, Tamara has presented at major industry conferences including BrightonSEO, SiGMA Europe, and AWSummit. She's recognized for her "Impact Score" framework, which challenges traditional link building metrics by prioritizing referral traffic, relevance, conversions, and context over vanity metrics like DR and DA. With a background spanning Four Dots, Really Simple Systems, Chatfuel, and Digital Olympus, Tamara combines analytics with practical SEO tactics and advocates for smarter, user-focused link building.
- [Winning iGaming SEO: Ship First, Strategize Later – Interview with Darko Ivanoski](https://seobymarta.com/blog/winning-in-igaming-seo/): Darko Ivanoski is an SEO expert with over 12 years of hands-on experience across 15+ niches, now specializing in iGaming affiliate SEO. As part of Gentoo Media, Darko has driven impressive results across his markets.Currently working as a Head of SEO at Gentoo Media, Darko combines deep technical knowledge with a relentless focus on execution. In an industry obsessed with the next algorithm update or AI trend, Darko stands out for his practical, results-driven philosophy: stop discussing, start doing.
- [The Biggest Mistakes News Publishers Make in SEO- Interview with Barry Adams](https://seobymarta.com/blog/news-seo-mistakes-barry-adams/): Barry Adams is one of the most trusted voices in SEO for publishers, with over two decades of hands-on experience helping global news organisations grow their visibility in search. As the founder of Polemic Digital, Barry specialises in all aspects of SEO for news publishers, focusing on Google News, Discover, and Top Stories optimisation. He’s worked with major brands like The Guardian, The Sun, and FOX, and is known for cutting through SEO myths with sharp technical insights, practical editorial strategies, and a passion for making news content more accessible and visible across platforms. With Google constantly shifting how it treats news results, Barry remains at the forefront of helping publishers adapt, survive, and win.
- [How Casino SEO Has Changed Over the Last Decade- Interview  with Dirk Schembri](https://seobymarta.com/blog/how-casino-seo-has-changed-over-the-decade/): 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.
- [The Ultimate Technical SEO Audit with Mile Davchevski](https://seobymarta.com/blog/technical-seo-audit-four-steps/): Mile Davchevski is the Head of SEO at Rhino Entertainment Group and Founder of SEOMigo, with over a decade of experience driving search growth across competitive digital markets. Known for his hands-on approach and technical depth, Mile has worked across in-house, freelance, and leadership roles. Mile brings clarity, structure, and long-term performance to every SEO strategy he touches. He also lectures on SEO, GTM, and GA4, helping educate the next generation of digital marketers.
- [The Most Effective SEO Strategies for iGaming Affiliates in 2026- Interview with  Warren Sammut](https://seobymarta.com/blog/igaming-seo-strategies-affiliates/): Warren Sammut is an SEO expert and a team leader with over 14 years of experience driving organic growth in highly competitive digital markets. Currently the Director of SEO at Catena Media, one of the leading performance marketing companies in the iGaming space, Warren is known for building high-performing teams and mentoring the next generation of search professionals.
- [Conversational SEO in 2026: How to Find AI Search Questions and Optimize Content for Them](https://seobymarta.com/blog/conversational-seo-find-ai-search-questions/): With the rise of AI search, user behavior has changed. We’re no longer just typing a main topic or keyword into a search box. Often, we type out full questions, which can be very long and specific. To stay visible in modern search, content needs to be optimized for natural language prompts and LLM-style questions, not just keywords. 
- [What iGaming Clients Get Wrong About Links – Interview with Martin Calvert](https://seobymarta.com/blog/what-igaming-clients-get-wrong-about-links/): Martin Calvert is the Marketing Director at ICS-digital and ICS-translate, agencies working globally across some of the most competitive and tightly regulated industries online, including iGaming, finance, and technology. With experience on both the agency and client side, Martin brings a practical, commercial view of SEO that goes far beyond theory.
- [iGaming SEO Guide: How to Rank a Casino Website in 2026?](https://seobymarta.com/blog/igaming-seo-how-to-rank-a-casino-website/): One of the most competitive areas of digital marketing is iGaming SEO. Experts predict that the global online gambling market will surpass $169 billion in value by 2030. There are thousands of operators and affiliates competing for the same few top spots on Google and in AI Search. The competition is enormous. If you're reading this, you may be wondering how to rank a casino or sportsbook website in 2026. Should you even bother? The challenge is huge, but you can still succeed. You need the right plan, accuracy, and determination.This iGaming SEO Guide will teach you the most basic SEO tactics (mostly white-hat and gray-hat) to get your site noticed and compete with the most prominent online gambling brands.
- [Semantic SEO & Intent Clustering—Interview with Jairo Guerrero](https://seobymarta.com/blog/semantic-seo-and-intent-clustering/): Jairo Guerrero is an SEO strategist and software engineer who approaches search as a system — where structure, logic, and meaning come together to create visibility that lasts. As the Independent Marketing Consultant at Phanum and Co-Founder and Head of Strategy at Organic Hackers, Jairo helps global brands scale across all search channels — from Google to SearchGPT and Perplexity. His technical background allows him to bridge the gap between how websites are built and how algorithms interpret them. Known for his precision and clarity, Jairo specializes in semantic architecture, intent mapping, and entity-driven optimization. He believes SEO today isn’t about chasing keywords — it’s about teaching search engines what your business truly means.
- [SEO Trends 2026: Top 9 SEO Predictions from Experts](https://seobymarta.com/blog/seo-trends-2026-top-predctions-from-experts/): 2025 was a challenging year for SEOs, and the rise of AI search, along with the ongoing changes to the search landscape, will continue into the new year. 2026 isn’t slowing down, and AI search will continue to rewrite user behaviour. The future of SEO prioritizes the user experience, and “adaptation” should be the new main keyword and motto for digital businesses. 
- [The Future of Search — Interview with Kasra Dash](https://seobymarta.com/blog/the-future-of-search-interview-kasra-dash/): Kasra Dash is a Scottish entrepreneur and recognised SEO expert. Kasra Dash founded The Masterminders, one of the best SEO conferences in the world, and mySEO App, a private invite-only platform connecting verified SEOs, agencies, and suppliers. Kasra Dash is known for building systems, frameworks, and communities that help marketers grow together. His recent work focuses on AI Overviews, Search Generative Experience (SGE), and how automation is reshaping the fundamentals of visibility and trust.
- [The Dark Side of SEO — Interview with Craig Campbell](https://seobymarta.com/blog/dark-side-of-seo-interview-craig-campbell/): Craig Campbell is one of the most recognized and outspoken names in SEO. With over two decades of hands-on experience, Craig has built a reputation as a strategist who doesn’t just talk about theory; he tests everything. Known for his unfiltered honesty, Craig has spent years exposing the myths, manipulations, and marketing noise that cloud the SEO industry. From link-building experiments to affiliate growth systems, he’s made a career out of discovering what actually moves rankings, even when it goes against Google’s official guidelines.
- [The Human Signal in SEO – Expert Interview with Lily Ray](https://seobymarta.com/blog/the-human-signal-in-seo-interview-with-lily-ray/): Lily Ray is the Vice President of SEO of Strategy and Research at Amsive and one of the most respected voices in the SEO industry. With more than 15 years of experience leading organic search strategies for enterprise brands, Lily has built her reputation around E-E-A-T, content trustworthiness, and Google’s evolving quality standards. She’s known for her deep research into algorithm updates, her advocacy for ethical SEO, and her balanced approach to technology. As AI reshapes how content is created and consumed, Lily reminds SEOs that authentic expertise and transparent authorship are not outdated ideals but the foundation of long-term visibility and user trust.
- [The Truth About SEO Myths — Interview with Charles Floate](https://seobymarta.com/blog/truth-about-seo-myths-interview-charles-floate/): Charles Floate is one of the most fearless and data-driven voices in SEO today. With over a decade of hands-on testing, he’s built a reputation for exposing myths, challenging industry dogma, and sharing insights backed by real-world results.
- [Topical Authority Through the Lens of the Casino Industry-  Expert Interview with Koray Tuğberk GÜBÜR](https://seobymarta.com/blog/topical-authority-in-the-casino-industry-interview-koray-tugberk-gubur/): Koray Tuğberk GÜBÜR is an internationally recognized SEO strategist and the founder of Holistic SEO & Digital. Over the last decade, Koray has shaped the way global brands approach online visibility, pioneering techniques in Semantic SEO and topical authority and publishing hundreds of SEO experiments that decode how search engines perceive relevance, authority, and user behavior. His portfolio stretches from the competitive casino sector to international e-commerce, B2B, and retail companies. Beyond consultancy, Koray is a prolific educator his “baby search engine” projects and detailed case studies consistently clarify some of SEO’s most challenging concepts for professionals worldwide.
- [AI Agents vs. Human-in-the-Loop: Building SEO Workflows That Scale](https://seobymarta.com/blog/ai-agent-vs-human-in-the-loop-biulding-seo-workflows-that-scale/): Tom Winter is the founder of SEOwind.io, an AI-powered content and SEO platform that helps businesses scale organic growth with precision and speed. With years of experience at the intersection of search, automation, and growth marketing, Tom has become a leading voice on how AI is transforming SEO workflows. His expertise lies in building systems that combine the efficiency of AI agents with the judgment and creativity of human oversight — creating content operations that don’t just scale, but also deliver lasting impact.
- [Ranking in AI-Generated Search Results – Expert Interview with Nathan Gotch](https://seobymarta.com/blog/rankingi-in-ai-generated-search-resultsi-interview-with-nathan-gotch/): Nathan Gotch is the co-founder and CEO of Rankability, an AI-driven SEO platform built for agencies and in-house teams. His work centres on helping brands win visibility across both traditional Google results and the emerging AI search ecosystem, including assistants like ChatGPT, Gemini, Perplexity, and more.
- [AI and Affiliate Content Creation in iGaming -Expert Interview with Maja Jovančević](https://seobymarta.com/blog/ai-and-affiliate-content-creation-in-igaming/): Maja Jovančević is a recognized SEO expert specializing in the highly competitive iGaming sector. With years of hands-on experience driving visibility for casino brands and affiliates, she has become a go-to strategist for those navigating the unique challenges of iGaiming SEO. Maja’s expertise spans technical SEO, content strategy, and link building, but she is especially known for her ability to scale affiliate operations in markets where competition is fierce and trust is hard-won. Passionate about the intersection of innovation and responsibility, she helps affiliates integrate AI into their content workflows without sacrificing compliance, credibility, or user experience.
- [What SEO Agencies Get Right and Wrong in iGaming SEO — Interview with Sean Bianco](https://seobymarta.com/blog/what-seo-agencies-get-right-and-wrong-in-igaming-seo/): Sean Bianco, co-founder of Gain Changer, is an SEO expert with more than ten years of experience. He has built his expertise in some of the most competitive digital landscapes, with a particular focus on iGaming SEO. Having worked both in-house and agency-side, Sean brings a rare, balanced perspective on what truly drives results in one of the toughest verticals online. His career has spanned managing SEO strategies for operators, affiliates, and agencies alike, giving him first-hand insights into the recurring pitfalls agencies face when handling iGaming clients — and the strategies that actually move the needle.
- [The Most Overlooked Challenges in International SEO – Interview with Natalia Witczyk](https://seobymarta.com/blog/most-overlooked-challenges-in-international-seo-interview-with-natalia-witczyk/): Natalia Witczyk is an experienced SEO strategist with a proven track record in international search optimization and a true global digital navigator. Featured as a top SEO expert in 2025, Natalia founded Mosquita Digital in Barcelona in 2024, where she crafts international SEO strategies with a deep understanding of technical SEO aspects and multilingual search behavior. Currently immersing herself in the complexities of the Chinese market. She brings rare expertise that sets her apart is her grasp that international SEO goes far beyond simply translating websites. Her strategies are tailor-made to account for cultural nuances and local search behaviors.
- [The New Era of Link Building in iGaming — Expert Interview with Samira van Diepen](https://seobymarta.com/blog/new-era-of-link-building-in-igaming-interview-samira-van-diepen/): Samira van Diepen is a highly respected link building strategist with deep expertise in the iGaming sector. Over the years, she has helped both affiliates and operators navigate the challenges of building sustainable authority in a niche where link acquisition is expensive, risky, and often misunderstood. Her approach blends technical insight with creativity, focusing on high-quality content, relevance, and trust signals rather than outdated tactics. Beyond her client work, Samira is an active voice in industry discussions, sharing her perspective on how link building in gambling differs from other industries and why the rules of engagement continue to shift.
- [AI-Powered Content Optimization — Expert Interview with Michał Suski](https://seobymarta.com/blog/ai-powered-content-optimization-interview-michal-suski/): Michał Suski is a Polish digital marketer, international speaker, and co-founder of SurferSEO. Since launching the platform in 2017, he has been instrumental in transforming it from a pioneering on-page SEO tool into a widely used AI-powered content optimization platform. Today, SurferSEO helps businesses across the globe improve their organic search results through data-driven insights. Michał has dedicated his career to advancing SEO technology and sharing his expertise by training marketers on how to effectively combine AI with smart on-page strategies. 
- [GEO (Generative Engine Optimization) vs SEO: Key Differences Explained](https://seobymarta.com/blog/geo-vs-seo/): As search technologies evolve with the LLM, we all face a new challenge: understanding the difference between SEO (Search Engine Optimisation) and GEO (Generative Engine Optimisation). While both aim to improve online visibility, their approaches and targets differ. SEO focuses on ranking websites in traditional search engines like Google and Bing, while GEO is designed to boost visibility in AI-driven tools that generate answers and summaries from multiple sources. Users rely more and more on AI-powered search engines. The right AI optimization strategy can make the difference between getting noticed or getting left behind in today’s changing digital world.
- [The Math Behind Rankings — Expert Interview with Kyle Roof](https://seobymarta.com/blog/math-behind-rankings-interview-with-kyle-roof/): Kyle Roof is a search strategist that has become one of the most talked-about figures in the industry for a simple reason: he tests what others only assume. As co-founder of High Voltage SEO and PageOptimizer Pro, Kyle has designed and executed hundreds controlled experiments to uncover the truth behind Google’s ranking signals. His scientific, math-driven approach has debunked long-standing SEO myths and provided a clear blueprint for on-page optimization. Admired by some and debated by others, Kyle has carved out a unique reputation as the SEO who treats Google like a lab experiment — and shares the results openly. Today, he is a sought-after speaker and trainer at conferences around the world, known for transforming raw test data into practical, real-world strategies for businesses.
- [Winning Visibility in Google and AI Search – Practical Expert Tips from Anna York](https://seobymarta.com/blog/winning-visibility-in-google-and-ai-search-tips-from-anna-york/): Anna York is an SEO strategist and one of the leading voices in the shift toward AI-first search optimization. Her work focuses on bridging the gap between traditional SEO metrics and the new realities of AI-driven discovery. Based in Hamburg, she’s spent nearly a decade helping businesses—from startups to global brands—navigate the fast-evolving world of search. Anna quickly became the go-to expert for deploying automation and smart tech to unlock AI SEO growth. Her frameworks, rooted in answering real customer questions, have helped teams pivot from keyword-chasing to building trust with next-generation platforms. Anna’s approach is practical and informed by years spent in the trenches. She’s known for turning trends into simple, actionable strategies that anyone can put to work—whether optimizing for traditional search engines or for AI visibility. 
- [From Cloaking to Parasite SEO: The Evolution of Black Hat Tactics in iGaming Industry- Expert Interview with Ivana Flynn](https://seobymarta.com/blog/from-cloaking-to-parasite-seo-interview-with-ivana-flynn/): Ivana Flynn is a seasoned SEO director and consultant, widely recognized for her expertise in iGaming SEO and her ability to navigate one of the most competitive search landscapes online. With over 17 years of experience, she has become a respected strategist known for blending technical SEO, advanced link building, and community-driven tactics to achieve results where others fall short. Beyond her client work, Ivana is an active speaker and moderator at industry conferences, where she shares her expert perspective on what really works in gambling SEO. She also runs her own SEO-focused YouTube channel, where she educates and inspires both newcomers and SEO professionals by breaking down complex strategies into practical insights. A pioneer in leveraging Reddit and community platforms for organic growth, Ivana has shown how unconventional spaces can drive authority, brand visibility, and search performance. Her work continues to influence how operators, affiliates, and SEOs worldwide think about competing in high-stakes niches.
- [From 2003 to 2025: Over Two Decades of SEO News — Expert Interview with Barry Schwartz Reveals Key Industry Insights](https://seobymarta.com/blog/two-decades-of-seo-news-barry-schwartz-interview/): Barry Schwartz stands as one of the most trusted and influential voices in the SEO industry. He is the founder and editor of Search Engine Roundtable and a long-time contributing editor at Search Engine Land. Since 2003, Barry has been documenting nearly every major Google algorithm update, policy change, and industry development, making his reporting an indispensable resource for SEO professionals worldwide.
- [Generative SEO KPIs: Measuring SEO Success in the AI Search Era](https://seobymarta.com/blog/generative-seo-kpis/): SEO measurement is entering a new era as large language model (LLM) tools reshape how people search, discover, and interact with content. Traditional metrics like organic traffic and rankings still matter, but they no longer tell the whole story. In the old world of SEO, the question was simple: “Where do I rank?” In the age of generative AI, the more important question is: “Am I the answer?”
- [How to Optimize Content for Generative AI Search Engines in 10 Steps](https://seobymarta.com/blog/how-to-optimize-content-for-generative-ai-search-engines/): Generative AI search and features like Google’s AI Overviews are rapidly reshaping how users find and interact with content—especially as summary-based results rise. While traditional search (particularly Google) remains dominant, the hidden power of AI answers is already disrupting click-through rates and organic traffic. For content creators and SEOs, this is still a decisive moment as optimising for visibility now requires adjusting strategies for AI-powered platforms, not just classic SERPs. In this guide, you’ll learn how to optimise content for AI-driven search engines, increase citation potential, and maintain visibility in the era of generative search.
- [SEO Trends and Predictions in 2025](https://seobymarta.com/blog/seo-predictions-2025/): In 2025, Google's dominance will face growing competition from AI-driven search engines, reshaping how SEO professionals approach SEO strategy and SEO education. The focus will shift from optimizing for Google only to creating strategies tailored for Large Language Model (LLM) platforms like ChatGPT, Claude, and Perplexity. As AI tools and AI-powered search gain traction, SEO experts must adapt by understanding how LLMs process and interpret information. This evolution calls for strategies beyond Google’s algorithms to ensure visibility across a broader range of search platforms.
- [Brand Protection SEO Gudie](https://seobymarta.com/blog/brand-protection-seo-guide/): In today's digital landscape, your brand is more than just a name; it's your reputation, identity, and promise to users. Protecting and leveraging branded traffic is a critical element of your business that ensures your brand maintains its integrity and visibility. This guide will delve into the essentials of Brand Protection. We'll explore the different types of brand protection methods—free and paid—and provide practical tips on creating a robust satellite brand protection website
- [SEO Consulting- A Comprehensive Guide for Aspiring Professionals](https://seobymarta.com/blog/seo-consulting-a-guide-for-aspiring-professionals/): In today's fast-paced digital world, visibility is the key to success. However, achieving a spot at the top of search results is as if you were navigating a complex labyrinth. Welcome to the domain of SEO Consulting, where experts decipher the intricate maze of search algorithms to enhance online prominence. Embarking on a journey as an SEO consultant requires dedication and a hunger for continuous learning. It's not just about mastering current best practices; it's about staying ahead of the curve. This readiness to adapt is especially crucial in an industry in constant flux as search engine algorithms undergo frequent changes that make or break the game. As rewarding as the profession may be, it's full of challenges. The unpredictability of search engine algorithms, the intense competition, and the inherent complexity of quantifying ROI are but a few hurdles SEO consultants grapple with. Whether you're a business owner seeking to understand the value an SEO Consulting brings or are an aspiring professional looking to carve a niche in this field, this article unravels the complexities, offers actionable insights, and takes you on a journey through the intricate corridors of the SEO universe.
- [SEO in the era of AI ](https://seobymarta.com/blog/seo-in-the-era-of-ai/): In 2023, as the digital realm continues to evolve, SEO and AI have become inseparable allies. This union is introducing a fresh wave of digital marketing, reshaping how machines learn and users search. With tools like ChatGPT and Google's generative AI leading the charge, the SEO landscape is poised for a significant transformation. This article delves into the latest AI-driven events that have impacted SEO. We'll also uncover their opportunities and challenges, highlighting how SEO professionals can harness these innovations to their advantage and stay ahead in this ever-changing game.
- [Google Mum Update and the future of SEO](https://seobymarta.com/blog/google-mum-ai-update/): Google Multitask Unified Model (MUM) will change the Search experience for Google’s search engine users. Google’s Search On team already announced this new AI-based algorithm for understanding information in May 2021 during the Google IO Conference. The MUM model is one of the most significant updates since 2019, and it will impact Search Engine Optimization in the near future. In this blog post, I will cover:

## Pages
- [Services](https://seobymarta.com/services/): At SEO by Marta, every SEO strategy is crafted for measurable results — grounded in technical expertise, informed by data, and enhanced with advanced AI tools. Whether you’re scaling an iGaming brand, launching a digital product, or expanding globally, your SEO and GEO plan will be fully customized to your audience, market, and growth objectives.
- [Home](https://seobymarta.com/): Transform your online presence with cutting-edge SEO strategies designed for the AI era. Get measurable results that drive real business growth.
- [About](https://seobymarta.com/about/): Marta Szmidt is a Poland-born SEO strategist and lifelong learner with a deep passion for digital performance and the future of search. With nearly a decade of hands-on experience in high-competition industries as iGaming, she specializes in developing strategies that boost visibility, authority, and conversions — both in traditional search engines and AI-powered environments.
- [Contact](https://seobymarta.com/contact/): If you have any questions, or you are interested in or in my SEO services just write please a message below.
- [SEO Blog](https://seobymarta.com/blog/): Get practical guidance on SEO and AI search. Learn ranking basics and what matters in linkbuilding. Get quick technical wins and see how to earn  AI citations. Each post includes step-by-step playbooks and iGaming or other industry examples that turn complex ideas into actions that drive measurable growth.