Artificial Intelligence and SEO Trends in iGaming

In our latest interview with Vlad, Head of SEO at Already Media, we reveal the secrets behind our company’s success, which has grown from a local player to an international giant. Vlad will explain how our team tackles rapid changes in SEO using cutting-edge technologies and AI. For us, AI is not just a trend but an indispensable tool that helps predict shifts, optimize content, and adapt to new Google algorithms. Discover the SEO trends expected in 2024 and how they will impact content and search algorithms. So, let’s start by getting to know Vlad a bit better!

What do you do at Already Media?

Hello everyone! My name is Vlad, I’m 29 years old. I started with e-commerce projects targeting the CIS market. After 2 years, I changed jobs, and I’ve now been working at Already Media for almost 7 years. My journey in this company began as a regular SEO specialist, and currently, I hold the position of Head of SEO. I handle the entire cycle: from strategies, management, resource allocation, and planning, to the financial aspects, and even personally launching websites within the company.

What does Already Media do today?

We focus on generating both organic and paid traffic, specifically by creating various types of websites and advertisements for the Google search engine.

Share the company’s goals and focus for the next 5 years.

The focus remains the same — to be the top and strongest in search results. Our goals are to expand into worldwide markets and achieve at least double revenue growth annually.

How long ago did the company enter the international market? Which GEOs are you working with today? Is Already Media more focused on the local or global market?

When I first joined the company, we were working with the CIS market. We were using Google and Yandex, focusing solely on organic traffic, with a niche in poker (those were good times). We captured everything we could and held the top position for any key query. Then, we faced stricter regulations from the Russian government and a complete chaos in search results. Over time, we overcame these challenges (shoutout to those who copied our sites, love you) by developing various mechanisms to protect against government regulations and copying. While maintaining our position in the CIS, we simultaneously developed a plan to expand into foreign markets, which happened 4 years ago.

After thorough preparation, analysis, and strategy development, we entered the international market. Our first projects were for India, and the results were immediate. Since then, we have been scaling non-stop. Today, we are working in at least 10 different regions with various types of websites. By 2024, I would say we are more of a global company, not tied to any specific region.

Tell us more about the team. How are SEO tasks distributed within the team?

Our team consists of over 100 in-house specialists and an endless number of outsourced professionals of various kinds. Each team member, regardless of their position, has their own area of responsibility and tasks that they perform; no one else does their job. The main driving force is the SEO specialists, around whom the rest of the team is built: developers, designers, link builders, editors, etc. You could say that all teams are divided into sub-units, each with its own system of interactions, processes, and tasks.

Regarding task distribution, there is a substantial analytical process before a task is assigned to a specialist. This involves determining what to do, how to do it, assessing the specialist’s workload, skills required for the task, etc., which I handle initially. Then, priorities are set and discussed with the team. The mentor or head of the sub-unit takes the task and distributes it within their mini-team. This is how the entire process is structured. I also keep an eye on the internal stages.

To identify potential internal or external issues with task execution, we have two meetings: one at the start and one at the end, where we also discuss, plan, and finalize. From my side, I’m always available to quickly resolve issues and assist specialists in any way and at any time.

What aligns more with Already Media’s spirit: hunting for top SEO experts or growing your own from novices? Why?

I’ll put it this way: after conducting over 100 interviews, I’ve seen it all. For example, there are top experts we had to reject for various reasons (sometimes it’s simply because the company lacks a clear grading system or mentor to determine qualifications, so the person labeled themselves as ‘top’ just because they wanted to), or novices with bright eyes who’ve read up online and, with proper training, could compete with the so-called ‘top experts’ despite lacking practical experience.

For several years now, I haven’t decided whom to recruit based on their level. Every company has its own standards, so I “vacuum” candidates based on specific parameters. I first look at how they think, how they perform their work, and how they communicate — these are the fundamental factors. Then, I ask some SEO-related questions and, if needed, more detailed questions to determine their level.

What tools and technologies do you use for project management and internal communication?

We use all of the useful tools available online. The team has unlimited access to public tools: Ahrefs, SEMrush, Majestic, AI tools, parsers, PBN search services, PBN raising services, and a bunch more. Regarding tools for work, there are no restrictions or limits. The company has also developed its own tools for expense tracking and analytics systems.

For communication, we use the corporate messenger Slack, Google Meet for meetings, and Trello for task management.

What challenges does your SEO team face today?

The main challenge is the abundance of low-qualified specialists. I often hear “gambling” — they come for an interview but forget that this is still SEO work, not just a bag of money as a salary. There are often emergencies, but I want to commend our HR department: even in such times and with my requests, they handle everything perfectly.

The second challenge is the increasing number of Google updates and the problems they cause. We have to create more and more to maintain our position; no one likes dropping from top 1 to outside the top 100 through no fault of their own, when something breaks within the search system or a moderator can’t access the site and declines a DMCA request.

The third challenge is the specifics of search results. Shoutout to those trying to mess things up for us, but we’ve adapted and gotten used to it. We know how to respond, though sometimes we feel pity.

The fourth challenge is the lack of time. We could use more than 24 hours in a day.

With the advent of AI, many routine tasks have transitioned to automation, optimizing employees’ working hours. This has affected not only SEO but also arbitrage marketers and webmasters, who quickly adopted automated services, greatly simplifying their work.

When we talk about AI in SEO, the first thing that comes to mind is AI-generated content.

How have you optimized the work of writers with AI? What has been removed, and what new processes have emerged with the introduction of AI services?

Starting with the negative side: when we first began testing AI-generated content (which was almost immediately after the release of the first GPT versions), we reduced our copywriting staff for certain tasks. We then established a separate team with its own team lead focused solely on writing content using AI tools, along with physical fact-checking and proofreading. Currently, we handle volumes of up to 200 texts per month, and this is not the limit. We plan to move towards complete automation. For core tasks, manual writing has not disappeared and is still valued, but there is a strict ban on using AI among these copywriters.

We are also developing our own internal software for these purposes. The long-term goal is to eliminate manual writing, retain only proofreading, and replace it with full automation.

What parameters do you use to evaluate the quality of AI-generated content? Is the evaluation of human-written content different from that of AI-generated content?

There are many parameters, but I can mention a few basics:

• Structure
• Fact-checking
• Filler content
• AI fingerprints
• Intent

The overall evaluation process is no different: there is a query, a checklist, and the output should meet all the necessary parameters in the technical specifications or initial task.

Share the results: what has changed in the projects after implementing AI-generated content?

We already had a dense workflow for content before AI, so I can’t say that there were any critical changes besides the speed of work and project uplift. Mostly, everything has remained the same, but I can highlight the progress. Our plans include full automation and scaling projects like a factory assembly line (not doorway pages).

How does traffic respond to AI-generated content? Are there GEOs where AI-generated text has performed worse than writer-generated content?

If we are talking about a standard user who comes to read an article, there is practically no difference. If the user gets the answer to their question, they will be satisfied with content written by either a copywriter or AI. This is especially true in our niche.

However, in more specialized fields like medicine, more effort is required, though the latest AI tools have lessened this issue. In general, if the topic is very niche, where AI is unlikely to produce the desired result regardless of the prompts used, I would involve someone with deep expertise in the subject.

Another aspect is ranking. Google still does not understand the difference between AI and human-written content and frequently makes mistakes. Not only our internal tests but also the number of updates indicate that Google has made significant errors. Sometimes, the search results can be complete chaos.

Regarding GEOs, there’s no difference. We don’t use pure AI, there’s always fact-checking and proofreading. The results are blurred and will remain so until Google starts to always see the difference between content (which it won’t).

If you simply use a standard prompt and publish this text on a site without certain manipulations, there’s a chance that in the next update, Google will penalize you. A good example would be most sites selling links, which have not recovered since September 2023 because they were publishing all sorts of content indiscriminately.

Share the TOP-5 AI services that Already Media uses for promoting iGaming projects:

• openrouter.ai (directory)
• Jasper.ai
• Surfer.ai
• Frase.io
• Gpt/Claude/Sona, etc.
• Perplexity.ai
• Blask.com
• tavily.com + programmablesearchengine.google.com

I listed more; it might be useful to someone. In reality, we use many more tools for various tasks, but I can’t name them as they are more internal.

Can you share specific examples of successful SEO campaigns in iGaming where AI was used?

In almost any iGaming company, AI is used by at least half of the copywriters. The difference lies in how it is used and what tasks need to be addressed. I would say that any site ranking in top positions for any iGaming query can be considered successful. However, it’s hard to determine which company it is if you don’t know the internal workings. In many companies, this information is confidential, so I won’t disclose it.

As an example, you can analyze the donor sites from the top of your queries and see the content and images on those donors. It will become clear who uses AI more and who uses it less, but everyone uses it to some extent.

What do you think the future of AI in SEO for iGaming will look like? What new opportunities and challenges do you see?

The future is unclear. There are many regulatory bodies overseeing AI, including content regulation, and the ongoing battle among search engines for this segment makes it hard to predict. SEO specialists are tied to search engines and are completely dependent on the decisions made by various search engines.

Regarding the human aspect of SEO work, I believe it will change drastically. With certain manipulations by Google and others, the profession won’t disappear, but you will need to be prepared to re-skill and use many process automation tools.

The classic SEO specialist will certainly become obsolete, but human thinking will not. In my view, the future will see SEO specialists evolving into SEO operators who handle all available AI tools until they reach the top position.

Something new will definitely emerge, and someone will have to drive traffic, but how it will unfold remains to be seen. In any case, it’s a normal progression.

What key SEO trends in iGaming are you observing in 2024?

The world has fully embraced iGaming. It feels like everyone is either placing bets or spinning Bonanza. The first trend I’d highlight is the annual increase in traffic.

The second trend is the growth of esports and betting on it. Thanks to iGaming brands and gaming companies that decided to enter this niche and invested significantly in marketing, traffic has increased substantially, making it a strong second trend.

The third trend is cryptocurrencies. It’s a long-standing trend, but it’s increasingly noticeable that more people are starting to use this payment method for deposits, which has impacted both the volume of traffic and the quality of players.

All these points correlate with the emergence of new keywords and search frequencies that can be leveraged to create endless projects.

There are many trends, and they keep emerging constantly. The competition among operators and brands is endless, and our job is to capture and deliver traffic. Therefore, besides the competition with search engines, there are not many trends to mention. Google dictates the promotion process, and we adapt. There are many methods, but no new ones are observed so far. However, it’s clear that everything has become more expensive and competition has intensified. Sites are now being developed as products not only for organic search. That’s probably all.

How do changes in Google’s algorithms impact the SEO strategies for iGaming projects at Already Media?

Sometimes the impact is critical, but the strategy doesn’t change drastically; it’s more about adjustment. We are used to updates; often, a site may drop initially but then recover. I advise doing more and using various methods—Google can temporarily place even a poor-quality site in the top spot during an update. It’s become normal. The key is to understand why it was placed there and eliminate randomness. This kind of analysis helps in creating future projects.

What promotion ideas have you abandoned due to recent Google updates and why?

We have partially shifted focus from super quality to speed and quantity, and that’s probably it.

Can you name 5 painful Google updates that made you want to scream and pull your hair out?

I can’t name 5 specific painful updates. We always tried to do everything to please Google, so we were never critically hit. From my experience, I can mention my first update. I don’t remember which update it was, but I recall the feeling of confusion: a lot of effort, and then being dropped from top-1 to top-100. Now it’s part of the system. As soon as Google releases a new update, we prepare for potential pain, analyze, and come back stronger.

What new techniques and methods do you recommend for improving the rankings of iGaming projects in search results?

Everything is available in the search results. If you’re not a major player in the market, use drops—they are essential. Everything else, in my opinion, loses significance with each update. Something might change in the future, but for now, it’s only getting worse, so recommending anything is challenging.

Google should probably rewrite the guidelines even for basic SEO, as much of what was written has stopped working effectively over time.

General recommendations: analyze and look beyond Ahrefs. You can always find something interesting by examining neighboring markets for the same queries and noting details. This is basic knowledge that every SEO specialist should have.

How do you see the future of SEO for iGaming in the next 5-10 years?

I’ll break it down into points:

1. Google’s Market Position: I hope that Google, as a monopolistic player, will eventually leave the market, allowing for the possibility to work with several equally significant search engines with less random factors.
2. Advertising Dominance: On the less optimistic side, Google may continue to push businesses towards advertising. Instead of search results, there might be a query input field and another field with one or two AI-generated responses, which would become a stricter factor for acquiring traffic and further increase competition. While this might not be particularly advantageous for Google, it simplifies their task by reducing the number of sites that provide the same answers. It’s easier to remove them.
3. Ranking Factors: The number of ranking factors will definitely increase. Those who understand and scale this early will become leaders.
4. Social Activity: I would also include social activity here, not only general social networks like Facebook but also platforms like Reddit, which are increasingly gaining trust in Google’s eyes. (This was manipulated before, then it died out, and now it has returned.)
5. Product Components and Market Regulation: There will be more substantial, trustworthy projects like casino.org, where big players compete for the legal market, while gray-market sites get banned.
6. User-Centric Content: Creating for people vs. not creating for people. Sometimes it seems this way now; I hope this will be fixed, including issues like broken links and outdated content.
7. New Project Types: Projects that don’t rely on classic SEO but are more AI-driven. There may be interesting analytics systems based on user experience wrapped in affiliate resources.

How do you assess the impact of changes in Google’s algorithms on the promotion of your iGaming projects?

I’ve already addressed this question to some extent, but to add: When you can’t influence anything, it’s disheartening. However, when you sit down, analyze, and realize that changes are possible, it’s a positive outcome. Updates are a sort of driver of progress and anti-stagnation if they are well-thought-out rather than just for the search engine’s personal gain, such as creating pretty reports for investors or cutting server budgets. I’m for a clean internet, but many updates, in my opinion, have been poorly implemented.

Does Google work in favor of your business or create more difficulties? Why?

Most of our work is geared towards Google. As long as it remains the dominant player and there are no alternatives of its scale, we remain active, so it definitely works in our favor.

What advice would you give to new SEO specialists in the iGaming industry entering the field today?

Learn the basics and practice relentlessly. I think everyone knows this already—persistent effort yields results.

I’d recommend thinking ahead and setting trends. There are currently too many sources of traffic, so generating ideas, noticing details, and applying them can be endless.

Many may fear high budgets and believe that the search results are already saturated. This is a misconception; there is enough room in the search results for everyone. Analyze and launch. In many cases, you can secure your place in the results without a huge budget if you do everything correctly. You’ll understand this through practice.

Regarding budgets, I’ve noticed that many people, influenced by speakers, say things like, “They spend hundreds of thousands of dollars on links, how can I compete with them?” It’s worth remembering that these speakers may have hundreds or thousands of sites but only one budget. When segmented by a single site, the amounts are much lower, and you can write content and set up a domain and hosting yourself. Many started this way. Don’t think updates only affect the wealthy. We all worship Google, and its mood can vary.

The success secrets we’ve uncovered are both inspiring and a reminder that in SEO, there’s always room for improvement — you need to stay one step ahead and use the latest tools. We hope this insight helps you better understand the dynamics of SEO and prepare for the trends coming in 2024. We thank Vlad for the engaging conversation and for giving us a behind-the-scenes look at our company’s processes. Vlad’s insights reveal the dynamic nature of this field and emphasize the importance of agility, creativity, and constant learning to maintain a competitive edge. Stay tuned with us to catch new insights and trends from the world of SEO!