In 2025, Google continues to refine its search algorithms, with a special focus on content quality, user experience, and compliance with local laws. These changes may have a significant impact on the visibility of websites in search results, particularly for iGaming sites.
Do you have many SEO offers for iGaming sources? Then it’s worth taking a close look at the upcoming challenges and changes that your key partners will face in the near future. Let’s explore what has changed and how it might affect your business.
Stronger Fight Against Low-Quality Content
Google has placed even greater emphasis on filtering out websites with non-original or manipulative content. The new algorithm, tentatively called the “Core Update 2025,” actively lowers the ranking of pages that:
- Use AI-generated text without editing and value for the user.
- Are overloaded with keywords like “best casino” or “win online.”
- Contain duplicated content from other sources.
What does this mean for iGaming? Sites offering casino reviews, game strategies, or bonus offers must now provide unique materials. For instance, instead of generic descriptions like “sign up and get a bonus,” Google now favors in-depth analytical articles on slot machine odds or the history of gambling.
Increased Focus on User Experience (Page Experience)
The algorithm update includes strengthening the role of Core Web Vitals metrics (page speed, interface stability, interactivity). This is particularly important for iGaming sites, as users expect fast access to games and easy navigation.
- Mobile Optimization. Sites that are not optimized for smartphones lose ranking. Given that over 70% of iGaming traffic comes from mobile devices, this is critical.
- Advertising. The algorithm penalizes pages with excessive pop-ups or banners that obstruct user interaction with content.
Casino operators and affiliate sites need to revisit their designs, remove aggressive pop-ups, and speed up page loading. For example, if bonus ads used to fill the screen, now they should be integrated more subtly.
Localization and Legal Compliance
Previously, Google enhanced geotargeting and filters related to legislation. The algorithm now more strictly checks whether the content complies with the laws of the region where it appears. In countries where gambling is restricted or prohibited, iGaming sites may be completely removed from search results if they violate the rules.
Sites must clearly specify their target audience and licenses. For instance, a casino with a Maltese license should emphasize its legality where allowed, while avoiding promotion in prohibited jurisdictions. It’s also important to translate content into local languages and adapt it to cultural specifics.
Fight Against Spam and Manipulation
The new algorithm includes an updated “Spam Update” aimed at websites using “black hat” promotion methods:
- Buying links from low-quality resources.
- Creating PBN (Private Blog Network) sites to artificially increase ranking.
- Using expired domains to inflate authority.
Many affiliate sites in iGaming traditionally relied on these techniques. Now they will need to find organic ways to promote themselves — such as through high-quality guest posts or partnerships with reputable platforms.
Rising Importance of E-E-A-T
The E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) factor has become even more significant. Google wants users to trust the information on iGaming sites.
- Experience and Expertise. Content authors must demonstrate knowledge in the field. For example, poker articles are best written by professional players.
- Authoritativeness and Trustworthiness. Sites must provide license details, contact information, and real reviews.
Platforms need to publish content from experts, disclose information about themselves, and avoid anonymity. User reviews, verified with real data, also improve chances for high rankings.
How Should iGaming Sites Adapt?
- Create high-quality content. Invest in unique articles, infographics, and research. For example, instead of “TOP-10 casinos,” provide a comparative analysis with figures and facts.
- Optimize the technical side. Speed up your site, improve the mobile version, and remove excessive ads.
- Check legal compliance. Make sure your content aligns with the laws of target regions.
- Prove expertise. Involve specialists and showcase their qualifications.
- Analyze competitors. Use tools like Ahrefs or SEMrush to understand what works for market leaders.
The new Google algorithm in 2025 presents the iGaming industry with a choice: either adapt to the strict quality and transparency requirements, or lose traffic. Success now depends not on manipulation but on real value for users and technical optimization. Those who can combine useful content, convenience, and legality will gain an advantage in search results.
