Ahead of the upcoming SBC Summit Malta, Affiliate Leaders caught up with Jessica Lopez, SEO Manager, iGaming.com, who will be attending the event.
During the conversation, Lopez delves into how iGaming.com keeps up with evolving regulatory updates, the importance of keyword ranking, leveraging artificial intelligence and how the future lies in SGE optimisation.
Hi Jessica, thank you for taking the time to speak with us. To start, could you share the story behind iGaming.com and how the company has evolved over time?
Thank you for having me. The story of iGaming.com began back in 2011. At this time, trustworthy affiliate sites were rare in the gambling space, and we saw a real need to create a product that users could rely on.
iGaming.com started out with a small team in Varna (Bulgaria), but we quickly grew and expanded into new markets and opened new offices in Berlin and Tel Aviv. Today, we’re a team of over 300 people. Instead of chasing quick wins, we focused on building long-term organic visibility by producing relevant, honest, and user-focused content. That foundation of trust remains our biggest asset today.
As an SEO Manager, you face a highly competitive and tightly regulated environment online. From your perspective, what technical SEO challenges are unique to gambling affiliate websites? How do you address these challenges to maintain strong technical health and search visibility?
At iGaming.com, we stay on top of legal changes in each market and review all our domains as soon as something new comes up. Our sites have to be flexible so we can react fast, especially when it comes to responsible gambling updates or changes made by the operators.
A new regulatory update may require us to tweak a page layout, update content across multiple sites, or rethink how our internal links are set up.
For us, technical SEO covers everything from fast load times and getting pages indexed to regularly auditing our domains to keep them as clean as possible—free from things like spammy links, broken links, or anything else that could hurt our performance.
Given how volatile SEO can be in the gambling sector — where even minor Google algorithm updates can significantly impact rankings, traffic, and revenue — how do you monitor these changes in real time? What specific tools, signals, or performance indicators do you prioritise to detect an update’s impact early?
We use a combination of tools like GSC, Semrush, Ahrefs, STAT, and Power BI to track impact signals, such as sudden drops in rankings or traffic. I believe adaptability and quick action are at the core of our monitoring and response strategy. We stay flexible, constantly reviewing and adjusting our approach to stay ahead of algorithm changes and maintain strong SEO performance.
One key indicator I always prioritise is keyword ranking. For example, if some keywords drop and you identify them as navigational or informational, it might point to a trending decline. It could also mean our content needs to be adjusted. I value traffic-driving keywords because they give clear, actionable insights.
The gambling industry is one of the most competitive spaces for SEO. Which specific SEO techniques have proven most effective for growing sustainable organic traffic for iGaming.com? Are there any strategies or opportunities you believe are currently underutilised or not receiving enough attention from the industry?
At iGaming.com, one of our most effective techniques has been building strong topical authority through structured content networks. We don’t just chase high-volume keywords, we create content clusters based on user intent. This means we cover everything from guides and comparisons to localised bonus pages and responsible gambling content. We also put a strong focus on internal linking. It’s often underestimated, but a solid internal linking strategy helps both users and search engines navigate our sites more efficiently.
Looking ahead, I believe the future lies in preparing for SGE optimisation. There’s still a lot of untapped potential in voice search and AI-driven personalisation, and that’s where we should be focusing next.
Are you experimenting with AI-generated content, and if so, how do you ensure quality and compliance?
Yes, I’ve been experimenting with AI since GPT first came out, and now I’m also testing tools like Claude, Gemini, Leonardo, DeepSeek, and others. These tools are really helpful, especially for creating guideline-based content or first drafts. But I always make sure the final version is reviewed by a native speaker and gets what I call the “human touch.”
AI still struggles with things like local slang or cultural nuances, for example, the wide variety of expressions among Spanish speakers. That’s why I see AI as a helpful assistant, not a full solution. I also use my own custom prompts, based on interviews, blog posts, and reviews—all the reliable sources I can gather—to help guide the AI in the right direction.
What SEO trends or emerging technologies do you think will impact gambling affiliate sites over the next year?
I think SGE is going to change how users interact with search results, so affiliate sites will need to adapt their content to stay visible in this new AI-driven era.
I believe this will lead to a major shift in how we understand traffic today, especially with the rise of zero-click searches. Another important trend I see is the growing adoption of crypto as a deposit method—it’s already pushing big changes across operators, and it will affect how affiliates approach content, compliance, and conversion strategies.
What differentiates a top-ranking gambling affiliate site from a “mediocre” one, in your opinion?
In my opinion, what makes the difference is how much value a site gives to the user, offering content that answers real questions and builds trust over time. Some sites might rank well temporarily by promoting illegal operators, but that kind of visibility doesn’t last. In the long run, it’s the sites that stay compliant, put the user first, and focus on quality that keep strong and stable rankings.
You’ll be attending the upcoming SBC Summit in Malta. With this year’s event placing greater focus on European markets and key verticals like sports betting and regulation, what are your expectations for the event, and what are you most looking forward to?
I’m looking forward to SBC Summit Malta because it’s always a great opportunity to connect with other industry professionals, share insights, and learn about the latest trends, especially in sports betting and compliance.
I’m also excited to see how others are approaching things like AI in content, SGE, and responsible gambling.
Want in on the Affiliate Leaders Summit at SBC Summit Americas? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering! SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector.Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
Source: iGaming Expert
