At next month’s SBC Summit in Lisbon, the increasing prevalence of SEO within the igaming industry is set to be analysed by marketers and SEO leads alike.
Ahead of her appearance at the event, CasinoBeats spoke with Silvia Tavella, Global SEO Onsite Lead at Betsson, to find out why operators are becoming ever more reliant on SEO, the impact of Artificial Intelligence on SEO strategies and how innovation can be driven in Lisbon.
CasinoBeats: Can you tell us more about your role at Betsson and how the company is focusing on SEO?
Silvia Tavella: My role at Betsson is that of Global SEO Onsite Lead, a role as multifaceted as it is fascinating… and also challenging. Especially in a sector like igaming, which is full of regulations and with very standardised products.
In a nutshell, I’m responsible for the Global SEO Onsite Strategy – I make sure we have strong processes and workflows in place to deliver the best content in all the markets and brands we operate in, which there are quite a lot. This allows us to adapt quickly to the changes that we SEOs are quite used to.
At Betsson, within the wider Global SEO Team, we have a global approach combined with a holistic view, which enables us to stay on top of everything and adapt quickly despite being a pretty big team.
CB: Why do you believe it is essential that operators have a strong strategy when it comes to SEO?
ST: I believe it is essential for operators to have a strong SEO strategy because it needs to be aligned with the company’s vision and mission. Without these foundations, it is difficult to achieve long-term success.
That being said, a key aspect of an effective SEO strategy, in my view, is its flexibility and adaptability: Google can change the rules at any moment and we SEOs must be prepared to stay in the game.
I would also stress that with a clean and genuine SEO approach that always keeps the user at the centre, operators can maintain visibility in search engine results pages and ensure sustained success. I truly believe that.
CB: How can the evolution of AI technology impact SEO and the way it is utilised in the gambling industry?
ST: With AI, a lot of things can be done in SEO, saving both time and resources, from keyword research to the automation of certain ‘mechanical’ tasks. However, it is important not to overuse it and to make wise use of it, particularly when it comes to content creation – my specific field.
A significant risk in our industry if we rely too much on AI for content creation is the possibility of ending up with content that is too similar to competitors’, thus failing to stand out and emerge correctly. So, my suggestion is to use AI, even for partial content generation, but always add a touch of genuine humanity.
Additionally, it shouldn’t be underestimated how AI can bring indirect benefits to SEO. For instance, when used not for strictly SEO tasks but to provide the team with valuable product insights, it can enhance the current SEO strategy.
CB: Will Google’s new Search Generative Experience product force operators to change their strategy when it comes to SEO?
ST: Not necessarily, or at least not completely. Given that igaming operators target players, who must enter the site to play, I don’t think there is a need to drastically change the current strategy, especially regarding gaming platforms. Also, so far, the igaming sector has not seen a massive presence of SGE in its SERPs.
However, if operators also work on other channels to amplify brand visibility – such as a blog or brand protection sites – and then target more editorial keywords potentially affected by SGE, it becomes important to create content that can rank high in SGE and attract clicks. For example, focusing on different types of media, like videos, could be beneficial.
In any case, there is no need to worry too much: we SEOs have survived numerous Google direction changes and are still here, even though we’ve been predicted to disappear many times.
CB: Do you think Google’s SGE will change the game for affiliates?
ST: It might. It’s perhaps a bit early to say since everything is still in the testing phase. Personally, I don’t believe that Google plans a massive use of SGE for many queries related to the affiliate world in igaming. However, in any case, I think affiliates should already start considering how to adapt their strategy if necessary. In the SEO world, one must always be ready to change direction… There is no room for getting bored.
CB: Has the growth of AI hindered the environment for genuine human content and engagement to thrive?
ST: I have a very romantic vision about content. While I cannot ignore the existence of AI or the fact that some companies use it to generate content, I strongly believe that AI-generated content cannot compare to that created by humans. Especially in the igaming industry, where products are very similar across competitors – a slot is a slot, regardless of the brand proposing it, right?
Using AI to facilitate content creation can be an easy starting point. However, it is the human genius and added value that will make the difference. The products are already quite standardised: I’d avoid further standardisation through a heavy reliance on AI.
CB: Why is the longevity of ranking so crucial to ensuring maximum player engagement and what can operators or affiliates do to stay in the rankings?
ST: Having longevity of rankings, besides being synonymous with constant authority (a fundamental characteristic in any sector), ensures visibility in SERPs and a more or less constant incoming traffic. This means always being at the forefront of the best practices required by Google, which essentially align with what the user (the player) is looking for, including in terms of user experience.
I don’t want to oversimplify the matter, but I believe that what affiliates need to do from an SEO perspective to stay at the top of the SERPs is to practise genuine SEO – constant content updates, backlink strategy, maintaining the technical aspects of the site, etc. – combined with a dose of creativity to increase engagement.
CB: Can you tell us some of the key things you aim to learn from the SBC Summit in Lisbon?
ST: I am primarily seeking inspiration, knowledge sharing and exposure to diverse perspectives. And then I will participate in a panel as a speaker. I hope my contribution will be interesting for those who attend.
CB: Why is it so important that the industry gets together and holds conversations between thought leaders like in Lisbon?
ST: These kinds of events drive innovation, share best practices and address industry challenges. And besides, we are not islands: we need to engage with our peers, inspire others and be inspired ourselves.
