Traditional Search Engine Optimization (SEO), built on the premise of driving traffic through high rank on a results page, is being challenged by the integration of Large Language Models (LLMs) into the search environment. This transition signals the end of the traditional search funnel, where the consumer journey was linear and predominantly centered on a single major search provider.
GEO vs. SEO: What’s The Difference?
While GEO and SEO share a foundation in high-quality content, their goals, tactics, and metrics are fundamentally different.
Google’s YMYL & E-E-A-T: 2025 iGaming SEO Compliance for US/UK Gambling
Expert breakdown of Google’s strict YMYL/E-E-A-T requirements and the 2025 core updates.
Maximizing Organic Visibility in a Restrictive Ad Climate
With the stricter ad policies taking effect, the importance of a robust organic search strategy has never been greater. Gambling businesses can no longer rely solely on paid channels to drive traffic and must instead invest in SEO for long-term visibility. This requires a nuanced approach to keyword strategy that goes beyond high-competition transactional keywords. Operators should also target informational, long-tail keywords (e.g., “how to play online poker”) to build topical authority and capture top-of-funnel traffic, which can then be internally linked to high-converting “money pages”.
A strong technical SEO foundation is also a prerequisite for success. Operators must conduct regular technical audits to resolve issues such as duplicate pages, slow site speed, and poor canonicalization, which can tank performance in a competitive market. Given the geo-specific nature of the industry, optimizing for local search is also essential for brands operating in regulated markets.
Also read: Increase Your Search Rankings With Powerful Guest Posts