In this video Christian Strutt distils two decades of iGaming SEO experience into a practical framework CMOs can use to assess agency proposals and audit incumbent partners.
The guidance is designed for regulated operators, sportsbooks, affiliates and marketing leaders who need evidence-led, compliance-first vendor evaluation.
Start with commercial outcomes and governance; ensure SEO objectives map directly to measurable business KPIs and compliance obligations. Validate reporting cadence, SLAs and who actually does the work versus outsourced contractors.
Assess technical SEO deliverables in the context of platform ownership and release cadence; prioritise fixes that reduce regulatory risk and materially improve indexability.
Look for clear acceptance criteria, staging/testing processes and contingency plans for migrations and geo-blocking changes.
Evaluate content strategy for player protection and responsible messaging as well as topical authority and search intent; check editorial governance and source-traceability.
Ensure copy brief approvals, localisation workflows and compliance sign-off are explicit.
Scrutinise backlink and outreach plans for transparency, risk assessment and recovery procedures; paid link tactics or opaque link networks are unacceptable for regulated brands. Ask for historic case studies showing responsible link remediation and sustained organic outcomes.
Demand a clear measurement model that ties SEO activity to revenue, lifetime value and acquisition cost within legal constraints; require data lineage and attribution transparency.
Verify sampling, access to raw data and a plan for continual experiment-led optimisation.
Probe commercial models for incentive alignment; fixed scopes, retainers or performance fees should be accompanied by clear KPIs, reporting and exit-transition clauses. Insist on fee transparency, resource allocation and notice periods that protect continuity.Use audits to test an agency’s process, not just their findings; request documented workflows, team CVs and examples of compliance-driven work. A second opinion on proposals or an independent audit can reveal hidden costs, implementation risk and gaps in regulatory understanding.
If you want a second opinion on an SEO proposal you’ve been sent, or an audit of your current agency, reach out for a pragmatic, non-sensational review focused on regulated markets.
Contact Christian Strutt to request expert advice, explore specialist services or arrange a confidential agency audit.
Relevant Resources:- Learn how a compliance-first iGaming marketing agency supports long-term growth and regulatory alignment.
Explore how experienced casino marketing specialists approach regulated markets and operational risk:
If you represent affiliates, see how strategic, transparent marketing and link-risk management is implemented in practice.
from iGaming Marketing by Milton Keynes Marketing https://ift.tt/pYdKyCJ
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