iGaming — UK, EU, NZ, US
Casino, bonus and responsible gambling content.
Senior SEO Content Writer across a group of affiliate properties in several regulated markets,
covering algorithmic recovery, cluster architecture, brand building and high-volume listing
maintenance.
♻ Core Update recovery/
March 2024 algorithm hit/
UK market
Major website overhaul after a Google Core Update
After a significant traffic drop from the March 2024 Core Update, I led the revamp of the
three pages carrying the site's entire trust architecture. The goal was recovering rankings
by realigning content structure with Google's algorithmic direction, not by adding volume.
- Homepage — restructured around the review methodology and player-safety mission rather than bonus listings alone
- Publishing Policy — editorial team credentials, authorship responsibilities, correction policy and independence disclosure
- Casino Review Process — documented the 8-factor testing system, hours invested and real money staked per review
Applied EEAT, topical authority, Helpful Content guidelines and semantic search principles
throughout. Content updates shipped 12 May and product listing updates 25 May, with rankings
and organic traffic improving across both waves.
EEAT / recovery
↗ 100+ to #57 in one week/
300% deposit bonus listing/
NZ market
Turning around a page ranked outside the top 100
A commercially important bonus listing page was ranking beyond position 100 and producing
nothing. I rebuilt the content completely and applied targeted on-page SEO to the offer
structure, terms presentation and internal linking.
The page climbed from outside the top 100 to position 57 within one week of
the overhaul going live.
Bonus pages
⚑ specialist area/
addiction & player protection/
UKGC scrutiny
Responsible gambling and player protection content
Most iGaming writers avoid this content or handle it as a compliance checkbox. It is the
material regulators look at hardest and readers arrive at in genuine distress, so it has to be
accurate, sober and actually useful — while still being findable.
I built the internal link architecture for a full gambling addiction cluster, connecting
recovery guidance, self-exclusion procedures, problem recognition and accredited support
services into a coherent structure aligned to Google's entity recognition. On the UK property,
the same principle shaped the homepage: player safety framed as the site's purpose rather than
a footer disclaimer.
Compliance content
⇄ entity-based interlinking/
three documented clusters/
multi-market review site
Cluster interlinking and search intent optimisation
In-depth topic cluster analysis, rebuilding internal link structures to improve crawlability
and reinforce entity-based content. I rewrote headings across the clusters so they reflected
what users were actually searching for rather than internal category names.
- Responsible gambling cluster — eight-link map across recovery, self-exclusion, denial and support-service pages
- Progressive slots guide — cluster-focused strategy linking into provider, slot site and player-safety pages
- Roulette strategy guide — nine-link map connecting rules, inside bets, wheel structure and every strategy variant
Meta titles and descriptions were refreshed across the affected pages to lift click-through
rate and on-page engagement.
Internal linking
⚑ brand architecture/
sole owner of the project/
global
Building an affiliate brand from the content up
I was handed a new bonus-focused affiliate brand as a solo project and owned its entire
content and brand architecture — positioning, voice, and the structure and messaging of
every foundational page before a single word went live.
- Homepage — bonus-first positioning, rating methodology and trust section architecture
- Brand story — founder narrative, mission, values and the market gap the site addresses
- Authors hub and profile template — credential frameworks, career highlight metrics and external mention structures
- Contact — accessibility and trust signals for both players and partners
Every page was specified against Google's Search Quality Guidelines, with EEAT signals and
author credibility designed in from the start rather than retrofitted after a ranking drop.
Content strategy
⚙ EEAT / Knowledge Graph/
Aug–Sep 2024 Core Updates/
UK market
Founder author profile rebuild for entity visibility
In response to the August and September 2024 Core Updates, I completely rebuilt the founder
and CEO profile page, optimising for EEAT, topical authority and
Google Knowledge Graph visibility.
The work combined strategic internal linking with entity optimisation so the profile read as
an authoritative, discoverable entity within the iGaming niche rather than a biography page.
EEAT / entities
monthly programme/
listings, blogs, casino pages/
UK market
Monthly search-update maintenance across high-value pages
I ran a monthly update cycle across the site's most commercially important assets: the best
casino bonuses listings, the best online casinos rankings, cashback bonus pages, and the
blog and guide library.
Each cycle aligned content with the most recent Google Search updates, so the site adapted to
ranking factor changes as they landed rather than reacting after a drop.
Ongoing SEO
₿ crypto vertical/
reviews & guides/
NZ market
Crypto gambling reviews and payment guides
A series of SEO-optimised articles for the crypto gambling vertical, written to EEAT
principles and mapped to distinct search intents.
- Best Bitcoin casinos roundup — comparative review capturing top-of-funnel crypto casino searches
- Crypto casino payments guide — actionable explainer covering deposits, withdrawals and transaction mechanics for players new to crypto
Crypto iGaming
⏱ tight deadline/
esports betting listings/
US freelance
US esports betting listing page
A freelance commission for a US client under a tight deadline, in a market whose audience
preferences and consumer behaviour were new to me. I researched the geo-specific context and
delivered a ranked listing page covering the top five esports sportsbooks.
The page balanced tournament coverage across LoL, CS:GO and Dota 2 with bonus analysis and
state-availability context. The client reported high satisfaction, citing the
adaptability of the work to an unfamiliar market.
Sports betting
⚠ technical content SEO/
duplicate content prevention/
WordPress
Optimising around permanently present page elements
Affiliate sites on WordPress auto-generate repeated components on every page: bonus boxes,
regulatory disclosures, responsible gambling notices. Left unaccounted for, these create
near-duplicate content at scale across hundreds of URLs.
I factored these permanent elements into how each page was written, so unique content stayed
genuinely unique and no page was diluted by boilerplate it could not remove.
Technical SEO