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Why iGaming Sites Fail at SEO in Regulated Markets (And How to Win)

In this episode of Odys Podcast iGaming Series, I sit down with Maja Jovancevic, an iGaming SEO expert, published author and speaker, whose strategies have helped casino affiliates achieve dominant rankings across multiple regulated markets from the Netherlands to Brazil.

This comprehensive interview reveals the SEO strategies that work specifically in regulated gambling markets:

🎮 The Viral Case Study That Changed Everything:
● How going viral with 1000+ backlinks TANKED their crypto website rankings
● Why irrelevant link surges can completely shift your website's topical context
● The NFT page that transformed a crypto affiliate into an "NFT website" in Google's eyes
● Lessons learned about relevance, anchor text, and topical authority

🎮 Regulated Markets Strategy:
● How regulated markets create "clean SERPs" and fresh ranking opportunities
● Why SEO regulated markets require different approaches than open verticals
● Market-specific compliance requirements and how they impact rankings ●
The difference between heavily regulated (Italy, Sweden) vs loosely regulated markets

🎮 Link Building in Regulated Spaces:
● The harsh truth: "Nobody wants to link to a casino"
● How to acquire quality backlinks when traditional outreach fails
● Why aged domains remain powerful in SEO regulated markets
● Link velocity formulas that signal authority without triggering penalties
● The types of controversial backlinks you should avoid (and why)

🎮 Content & Compliance:
● How to train content writers on both SEO and regulatory requirements
● Tools like Site Fee for compliance auditing
● Balancing mandatory disclaimers with ranking performance
● Why responsible gambling content enhances rather than hurts rankings

🎮 Localization vs Translation:
● Why localization beats translation every time in SEO regulated markets
● How to adapt content for cultural practices and player psychology
● Market-specific examples: Brazil's cash preference vs UK's online comfort

🎮 Building E-E-A-T in Low-Trust Niches:
● How government backing in regulated markets creates inherent trust
● Technical requirements: fast loading, working links, perfect grammar
● Getting quoted by local newspapers to build offline reputation
● Why security breaches can destroy years of trust-building efforts

Who This Episode Is For:
● iGaming Affiliates struggling to rank in newly regulated markets or looking to expand internationally
● Casino Operators trying to understand why their SEO regulated markets strategy isn't delivering results
● SEO Agencies serving gambling clients who need specialized knowledge about compliance and rankings
● Content Managers in iGaming who must balance regulatory requirements with search visibility
● International SEO Specialists scaling gambling sites across multiple countries with different regulations

⏱️ Timestamps:
0:00 Introduction & SEO in Regulated Markets Overview
1:57 How to Approach Regulated vs Open Markets
3:00 Clean SERPs: Fresh Opportunities in Newly Regulated Markets
3:42 Markets Coming Soon: Norway, Finland, Germany
5:04 Biggest Constraints for SEOs in Regulated Markets 6:14 Balancing Rankings with Compliance Requirements
7:42 Training Content Writers on SEO & Regulatory Requirements
9:39 Tools for Auditing Content in Regulated Markets
10:39 Strategy Differences: Heavily vs Loosely Regulated Markets
11:09 No Difference in Core SEO Strategy Across Markets
13:17 Most Overlooked Challenge When Scaling SEO
15:02 Don't Do One SEO Strategy for Each Market
16:24 Role of Aged Domains in Regulated Markets
17:48 Building E-E-A-T in Low-Trust Gambling Niche
18:54 Cultural Practices & Player Psychology (Brazil vs UK)
22:17 Role of Responsible Gambling Content
24:12 Link Building Reality: Nobody Wants to Link to a Casino
25:47 Types of Backlinks to Avoid in Regulated Markets
28:19 Building Link Relevance: The Three-Factor Approach
29:12 Exact Match Anchors & Market-Specific Strategies
30:05 Finding the Right Balance in Link Building
31:04 The Viral NFT Case Study at Brighton SEO
32:05 What Happened When We Went Viral
34:40 Once You Get Huge Links on a Topic, Your Website Becomes About That Topic
36:03 Saving Websites: The Detective Work of Fixing Rankings
37:11 Weighing Press Coverage & Brand Signals Value
39:05 Future of Gambling SEO in Regulated Markets
40:46 AI Generated Content in iGaming
42:13 Gambling as a Taboo Topic for AI
44:10 Closing & Where to Connect

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