The world of Search Engine Optimisation (SEO) is currently undergoing a seismic shift, with generative AI at the very heart of this profound transformation. For iGaming and sports betting operators across the UK and beyond, grasping and proactively adapting to these changes is no longer merely an option – it’s an absolute necessity for survival and growth.
In this comprehensive post, we’ll delve into how AI-driven search is evolving, what these developments truly mean for the dynamic iGaming industry, and the strategic actions your business needs to undertake to future-proof its SEO performance and maintain a competitive edge.
Video: SEO & AI Overviews: What They Mean for iGaming & Sports Betting Search Results
AI Overviews and Search Categories in iGaming and Sports Betting
Search engines are increasingly integrating ‘AI Overviews’ – automated summaries designed to deliver swift, helpful answers directly on the results pages. However, it’s crucial to understand that not all keywords or search intents are impacted in the same way.
We can broadly categorise search intent into two key types:
- Action-Based Searches (Lower Funnel): These are typically transactional queries, such as “online casino” or “bet on football.” In these instances, AI overviews are largely absent because users are seeking direct access to betting platforms to perform an action. Their intent is clear and immediate.
- Research-Based Searches (Upper Funnel): These tend to be longer, more specific queries like “what is an over/under bet?” or “best strategies for roulette.” These are the terms far more likely to trigger AI overviews. Historically, these research-based terms have been the bread and butter for affiliates, and consequently, it’s in this area that they are now most exposed to risk from AI integration.
Insight: While AI isn’t set to replace all Search Engine Results Pages (SERPs) overnight, it is profoundly reshaping the research phase of the customer journey. This has the potential to significantly impact the traffic traditionally driven by affiliates, redirecting users directly to summarised information.
Why Sports Betting and iGaming Operators Must Step Up to the Mark
As AI overviews begin to absorb more of the upper funnel search queries, it becomes imperative for operators to ‘own’ a greater portion of the entire search journey, from initial awareness right through to the final action. This demands a more sophisticated, brand-led SEO approach that goes beyond the basics.
To succeed in this evolving AI era, focus on these critical SEO success factors:
Robust Technical SEO
This remains the absolute bedrock of your online presence. Ensure your website boasts lightning-fast load times, impeccable indexing by search engines, seamless mobile performance across all devices, and full compliance with Google’s Core Web Vitals.
A technically sound site is a non-negotiable foundation for visibility.
Strategic Structured Data Implementation
Implement schema.org markup comprehensively across all your content – be it casino games, sportsbook markets, or news articles. This ‘language’ helps Google interpret your pages more accurately, increasing the likelihood of your content being included in rich snippets or those coveted AI overviews. It’s about making your data machine-readable.
Cultivating Strong Brand Signals
Google increasingly rewards powerful, authoritative brands. Fostering an increase in direct search volume for your brand name, appearing in “People Also Search For” boxes on SERPs, and achieving rankings within brand carousels all send strong signals of authority and relevance to search engines.
These indicators demonstrate that your brand is a trusted and sought-after entity.
SEO Is No Longer a Solo Act – It’s Integrated Marketing
In today’s complex digital landscape, SEO simply cannot exist in isolation. For optimal performance, operators must tightly align their SEO efforts with broader, integrated marketing strategies:
Above-the-Line (ATL) Campaigns and SEO
Your TV adverts, radio spots, and high-profile sponsorships aren’t just for brand awareness; they directly drive brand search volume. This increased branded search is an increasingly vital ranking signal, telling Google that your brand is prominent and relevant.
Strategic Digital PR – AI and iGaming SEO
Earning high-quality backlinks from reputable sources such as established sports blogs, mainstream news outlets, and topical authorities is crucial. Crucially, avoid an over-reliance on affiliate links, which typically carry ‘no-follow’ attributes and thus pass little to no SEO value. Quality over quantity is key here.
Expert-Led Content Creation
Leverage the deep knowledge of internal specialists or external experts to author content that significantly enhances your site’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Content from genuine experts resonates with users and builds credibility with search engines.
Social & Video Amplification
Utilise both organic and paid social media channels to amplify the reach of your valuable content. This not only drives direct engagement but can also indirectly improve your search performance by generating social signals and driving brand mentions.
Elevate SEO KPIs by making them an integral part of the goals for your broader marketing and User Experience (UX) teams. When SEO victories are the result of multi-channel support, ensure credit is given and collaborative efforts are continually fostered. This holistic approach yields the best results.
Navigating Regional SERP Differences & Programmatic Structured Data
Search results are not universal; they differ significantly by geography, reflecting local search trends and regulatory nuances. Operators should, therefore:
Conduct Regional Audits
Regularly audit your search results in key regions to identify technical SEO opportunities or discover underutilised SERP features specific to those locations. Understanding local search behaviour is paramount.
Scale Structured Data Programmatically
For iGaming and sports betting sites often boasting thousands of games or markets, manually managing structured data is simply unfeasible. Automating the implementation of structured data across your Content Management System (CMS) or via your data layer will provide a significant, scalable competitive advantage.
Brands Appearing on Generic Search (Example- Ireland)
Brand Search Volume Can Influence Generic – “Also Searched For”
It’s important to have all technical SEO items aligned.
Here is a sample of results for New York:
However, in the US there is an AI overview for a research based query (Vig) while in Ireland an AI Overvoew is not present (Overround):
User Engagement and UX Criteria
Google is increasingly prioritising how users interact with your website. These engagement signals are becoming ever more critical for ranking:
- Do users genuinely engage with your content?
- Do they complete desired actions, such as conversions?
- Do they return to your site repeatedly?
This means that elements traditionally considered separate from SEO, such as user experience (UX), the attractiveness of your offers, competitive pricing, and even the presentation of your games, are now directly influencing your SEO performance.
Take Action: SEO in the Age of AI
To stay ahead of the curve and thrive in this AI-powered search environment, iGaming and sports betting operators must embrace a truly holistic SEO strategy. Here’s a pragmatic checklist to get you started:
- Evaluate Your Website’s Technical SEO.
- Build Brand Signals by working with ATL teams.
- Invest in expert-authored, shareable content.
- Apply structured data across all major page types.
- Coordinate with PR, social, and paid teams for SEO synergy.
Ready to Future-Proof Your SEO?
If you’re unsure how your iGaming or sports betting site measures up in this evolving landscape, or if you’re keen to proactively prepare for the future of search, reach out to us below.
Contact Us
