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Over the past year, a new phenomenon has taken hold on LinkedIn within the iGaming space — what I like to call the “SEO Police.” We’ve seen an increasing wave of public finger-pointing: complaints about Google, heated debates over what’s right or wrong in SEO, and even outright “outing” of different strategies. For those of us who’ve worked in other industries, this is nothing new.
I spent years in the financial sector in Norway, and about eight years ago the exact same thing happened. The players at the top of the rankings were also the ones in the firing line — accused of cheating, reported to Google, even covered in the mainstream press for their use of PBNs. It’s history repeating itself.
Google Is Not the Law
One of the core misconceptions I see is that Google’s guidelines are treated like legislation. They’re not. They are rules of engagement set by a private company. Each SEO, affiliate, and operator decides the level of risk they are willing to take.
And let’s be brutally honest: there are very few — if any — players in iGaming who are completely “white hat.” What is the real difference between buying a link and running a parasite SEO strategy? By definition, both break Google’s guidelines. Yet in this industry, both are commonplace.
To be clear: I am not recommending that anyone break the guidelines. There are real risks involved, and every operator or affiliate must decide what level of exposure they are comfortable with. But ignoring the reality that much of the industry already operates in shades of gray is simply pretending.
The Real Issue: Old Models Are Breaking Down
The real problem is not whether someone is “black hat” or “white hat.” The problem is that the traditional iGaming SEO model — having a big budget and buying links at scale — doesn’t deliver the same way it once did. Sure, it still works in some markets, but not universally.
SEO has always been about adaptation. And in one of the most competitive verticals on the internet, foul play is not just expected, it’s inevitable. That doesn’t mean quality SEO doesn’t exist — it does, and those who build genuine long-term strategies should be recognized. But pretending there’s a clean division between good and bad actors is naïve.
Short-Term vs Long-Term Thinking
Some affiliates play the short game, chasing fast wins and quick traffic. Others invest for the long haul, building content, brands, and authority. Both approaches should be acceptable. What doesn’t help anyone is wasting energy on public witch hunts on LinkedIn.
If anything, outing competitors is counterproductive. Instead, the real opportunity lies in studying what works — even when it bends or breaks the rules — and asking: how can I apply this trend to my own projects? Every case is a chance to learn.
Why Google Won’t Clean Up iGaming
Finally, let’s stop pretending that Google is going to swoop in and fix iGaming SEO. In the vast ocean of the internet, iGaming is a tiny corner — a dirty one, in Google’s eyes. If they cleaned it up today, it would be messy again tomorrow. The incentive simply isn’t there.
