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iGaming content is considered Your-Money-Your-Life (YMYL) content, meaning it falls under Google’s strictest requirements.
E-E-A-T is particularly important for YMYL content as it engenders trust and highlights transparency.
There are a number of things you can do at a site level and an individual page level to boost your rankings in Google.
A good E-E-A-T strategy goes hand-in-hand with your SEO campaign and other marketing objectives.
Trust and transparency are two of the most important commodities in iGaming. In a competitive industry that is generally viewed with suspicion, being a trusted operator hinges on being open and honest.
These days, people don’t search for brands. They search to verify a brand’s credibility, and good content is one of the main ways this is done. However, to ensure credibility, a full content matrix is required. Content cannot just be commercial. It must be accurate and informative, as well as engaging. It must also address key concerns like Responsible Gambling and regulatory compliance. This is the case for brands themselves, and the affiliates who represent them.
E-E-A-T is an important part of this trust-building process. Not only does it connect real people to the content being published, leveraging personal integrity, it is a key part of Google ensuring your content is credible and reliable.
The bottom line is people want reassurance that a brand is safe and trustworthy. This is what Google seeks out and thus it must form a key plank of your marketing operation, whether you are an operator or an affiliate.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
This is particularly important for iGaming content as it sits in Google’s Your-Money-Your-Life (YMYL) category. Content in the YMYL category has the strictest requirements as these topics can affect a person’s health, happiness, or financial situation. Consequently, your pages must show strong trust signals in order to rank highly.
There are a number of things you can do to ensure you have an E-E-A-T framework that can boost your website. This is in addition to ensuring your content is of general high quality with no grammar or spelling errors.
Don’t Be Generic (Experience) – Google will filter out generic, standard text with little substance. Your content must be evidence-led. The ‘Experience’ part of E-E-A-T is growing increasingly important, and Google wants you to demonstrate you practice what you preach. For example, if you are writing a review of a slots game, Google is looking for evidence that you have actually played the game. Step-by-step guides for registering and depositing, with associated screenshots, are good examples of experience-led content.
A Named Author (Expertise) – Content should be attributed to a real-life author, ideally an iGaming expert, who should have a picture and biography page on your website. This biography should include key details about their background in the iGaming industry. Ideally, all authors will be on LinkedIn and social media platforms, where they can promote their content. Social media accounts are a good way for Google to identify a writer as a genuine person.
Regular Fact Checks (Authoritativeness) – In addition to an author by-line, your content should also show who fact checked it and the date it was last checked. Regulations in the iGaming industry are constantly changing, so regular fact checks ensure accurate, trustworthy content. The same is true for bonus offers and other operator promotions.
Brand Signaling (Authoritativeness) – Backlinks are still important in search, so it’s important to have a presence on authoritative third-party websites. It’s also important to get your content visible and talked about on forums and social media.
Sourcing, Citations, and Attribution (Authoritativeness and Trustworthiness) – Linking to reliable third-party sources is seen positively by Google. This is particularly the case if those sources contain reliable information. For example, citing authorities like the UK Gambling Commission or Malta Gaming Authority will give your content additional weight. When talking about promotions, linking to T&Cs is assessed positively. The latter two points are particularly important for operators, and in many territories form part of their legal obligations.
Responsible Gambling (Trustworthiness) – Articles containing a section dedicated to Responsible Gambling – with links to key sources of information – also engender trust. Not only does Google see this as informative and helpful to the reader, but it also boosts your own credibility as it shows you take the issue of Responsible Gambling seriously. All operators should have a Responsible Gambling page, with links to credible third-party services.
Contact Details (Trustworthiness) – It’s important to be transparent on who owns your website and where they are based. Listing any awarded licenses is another way to build trust for operators.
To ensure you have a strong E-E-A-T strategy for the iGaming space, you can check our iGaming E-E-A-T checklist. We can also perform a full audit on your site, highlighting your strengths and weaknesses, along with areas of improvement. This covers all four areas of E-E-A-T, highlighting how licensing transparency, Responsible Gambling information, and structured content can all contribute to boosting your rankings.
There is a strong intersection between E-E-A-T strategy and SEO, so it’s important your content is audited and compliant. Here are the things to adopt and avoid.
Responsible Gambling – Make it clear that gambling involves risk. This should feature prominently on all pages and across your site too. Responsible Gambling phrases should be frequently used, as should references to 18+ content (or whatever the legal gambling age is in your target territory). This is the case for affiliates and operators.
Fact Checking – Ensure that you include a named fact checker as well as a named author in each article by-line. Link this to a bio page on the site.
Date Stamping – A clearly visible publication date is important, as is a last updated date. Regulations change frequently, as do casino and sportsbook offers, so it’s important to show Google (and your audience) your content is reliable and up-to-date.
Standardization – Ensure that pages on similar topics follow the same format. Standard terms should also be used and clearly displayed. For example, if you are reviewing slots games, the Volatility, RTP %, Payline Information, and Game Studio should all be stated. On an operator website, this information should be prominent and consistently displayed.
Terms and Conditions – When reviewing offers in particular, the T&Cs and any wagering requirements should be clearly referenced. Linking to these on the operator page is a big plus. All operators should clearly state the T&Cs of all offers.
Linking – When introducing key concepts such as Welcome Bonuses or Payment Methods, always link to a dedicated page on your site explaining these concepts. This helps the user, which Google assesses favorably.
Absolute or Misleading Language – Never use phrases like ‘guaranteed wins’ or ‘risk-free’.
Being Too Salesy – It is important to have the right mix of iGaming content, both commercial and informational. The latter should be designed to inform, rather than convert, with a neutral tone and no bombastic sales language.
Focusing Just On Desktop – Most people now access the internet on mobile devices, so your content must be compatible for phones and tablets.
Neglecting Compliance – Each territory has slightly different regulations on what can and cannot be promoted when it comes to gambling content. Localized iGaming content is therefore important. There is no one-size-fits-all strategy. Kinser Content can advise both brands and affiliates on the nuances of each territory to ensure your content remains legally compliant.
Short-Form Content – While short-form content has its place, the best content for E-E-A-T tends to be longer. This is because long-form content works best for displaying authority and user knowledge, as well as deep understanding of the topic.
AI Content – While Google has explicitly stated that AI-generated content does not go against its guidelines, Google does target unhelpful, mass-produced content as part of its scaled content abuse policy. This means that while the production method does not matter, all content must be edited, verified, and based on real experiences.
Google frequently updates its algorithms and this can adversely affect all kinds of content. The iGaming sector is often heavily scrutinized, as was demonstrated in 2024 with Google’s site reputation abuse crackdown. This hit gambling content on major publisher websites, with casino sections on big news domains being de-indexed overnight. The rules can therefore shift quickly, and you need a partner who can react to these swiftly.
This is where Kinser Content excels as our dedicated team of experts is constantly assessing what works and what doesn’t, bringing their expertise to a wide range of iGaming companies, from operators to affiliates to content providers.
A good E-E-A-T strategy is particularly important for iGaming content creation as the sector falls under Google’s YMYL category. This makes the requirements particularly stringent.
Content must be helpful, not misleading, and highlight the potential risks of gambling. It must be written by named authors and fact checked by reputable experts to ensure it’s of high quality. Your website must also follow standard SEO rules to ensure a high Google ranking.
The best iGaming content marketing agencies understand these requirements and Kinser Content are specialists in this area. Get in touch for a consultation.
Google ranks iGaming content as YMYL - Your-Money-Your-Life - due to its greater impact on a person’s financial or mental health. Consequently, the rules around such content are particularly strict. A good E-E-A-T strategy can help as it provides the trust and transparency that Google is looking for.
Yes, largely due to iGaming content being judged as YMYL. Anonymous content is detrimental to trust. Creating fake author profiles is also not advised as Google likes content that is linked to social media platforms and LinkedIn. This is particularly important in the affiliate space.
This depends on the type of content you are writing, but promotional offers can change every week. We recommend a cursory fact check every week and a more in-depth audit every month. By updating regularly – and stating the date of the last update on each page – you generate significant trust with Google.
Yes. Some territories, such as the UK, require strict responsible gambling information and prohibit misleading bonus terms. Others, such as the Netherlands, ban untargeted advertising. The rules for operators and affiliates do differ, while they also vary by country. Kinser Content understands the legal framework in most major territories and can advise both brands and affiliates on compliance.
The Kinser Content team are experts in the iGaming space, providing iGaming content services for operators and affiliates. We have experience in most regulated territories and can help with all aspects of your marketing campaign.
