At Link Marketers, we specialise in link acquisition for the iGaming sector. We plan, place and protect editorial backlinks for online casinos, sportsbooks, poker rooms, bingo, lotteries and affiliate publishers, across regulated and gray markets, without risking penalties or brand reputation.
What doing link building for iGaming really means (and why it’s different from other industries)
In iGaming, link building isn’t just “getting DR 50 links.” It’s orchestrating relevance + authority + safety under strict regulatory pressure and a SERP that moves fast around events, odds and offers. Gambling is a high-stakes YMYL (Your Money, Your Life) category: search engines scrutinize trust signals, user protections and publisher intent. That means a generic guest-post blast won’t cut it. You need editorial placements on real, topically aligned sites, with anchors and context that support compliance and user value.
Three realities shape iGaming backlinks:
- Regulation & brand safety: Markets and ad policies change quickly. Your links must avoid youth-targeted environments, clearly separate information from promotions, and respect local guidelines (age gates, disclaimers, responsible gambling).
- Topical & transactional volatility: Sports betting and casino SERPs spike around seasons, tournaments, launches and promos. To win, your backlink graph must be both evergreen (guides, resources, data studies) and timely (event-tied editorial).
- E-E-A-T expectations: Editors want evidence of first-hand experience, verifiable data and clear authorship. Our content team crafts expert-led angles and provides proof points (methodology notes, testing criteria, fairness explanations) so publishers are happy to link.
At Link Marketers we work across casino link building, sportsbook backlinks, gambling SEO and affiliate link acquisition. The playbook changes by sub-vertical: slots and live casino care about RTP/volatility explainers; sportsbooks respond to odds tools and expert previews; bingo/lottery lean on community initiatives and charity tie-ins. We map your topical graph first, then earn links that make sense for players and for algorithms.
Our methodology: built for iGaming performance and safety
We run a repeatable, accountable process designed specifically for iGaming sites operators and affiliates alike.
1) Discovery & risk profile
We audit your backlink history, anchors, link velocity, geo targeting, language mix and money-page distribution. Then we define a risk ceiling (how aggressive we can be) and a market footprint (TLDs, languages, categories allowed). This stops “quick wins” from turning into long-term headaches.
2) Topical map & page selection
We build a keyword-and-entity map around your core products (e.g., “best online casinos,” “live dealer blackjack,” “Premier League odds,” “safe payment methods”), cluster supporting content, and select linkable assets to pitch: state/country legality guides, RTP databases, odds calculators, bonus comparison checklists, safer-gambling resource hubs, newsjacking angles around fixtures and game releases.
3) Anchor strategy & velocity
We design an anchor mix that looks natural: a minority of precise commercial anchors, balanced brand + URL + topical phrase variants and descriptive anchors (“complete sports betting guide,” “how slot volatility works”). Velocity ramps are staged per market to avoid spikes that trip filters.
4) Publisher sourcing & qualification
We only pitch human-edited sites with measurable organic traffic and topical consistency. Each domain passes our 7-point quality check: relevance, real traffic, clean outbound profile, editorial standards, ad density, language fit, link placement context. No PBNs, no obvious link farms, no orphan pages.
5) Editorial creation & compliance
Our writers craft expert, non-promotional copy with clear disclaimers where needed and responsible-gambling nudges. We include data points, methodology blurbs and author bios to strengthen E-E-A-T. Editors choose titles and final angles, your link fits naturally into the narrative.
6) QA, tracking & replacement
Every placement is reviewed for dofollow/nofollow status, indexation, anchor accuracy, placement depth and page experience. We monitor for link movement and provide replacement support on early drops. Monthly reporting covers rankings, impressions, referring domains, topical coverage, and real-world outcomes (e.g., FTDs, qualified sign-ups where available).
Link types that actually move the needle in iGaming
Different goals require different links. Below is a pragmatic overview of what we deploy and when.
| Link type | Primary goal | Speed to impact | Risk level | Best used for | Notes |
|---|---|---|---|---|---|
| Editorial features (news, magazines, sports/casino media) | Authority + brand trust | Medium | Low | Evergreen guides, legality explainers, thought leadership | Strong E-E-A-T; works across operators and affiliates |
| Expert columns & interviews | Topical authority | Medium | Low | Sportsbook previews, RTP/volatility education | Leverages named experts & analysts |
| Guest posts (strict editorial) | Scalable relevance | Medium | Low–Medium | Supporting clusters, long-tail keywords | Only with real sites and bylines; no author-box dumps |
| Contextual link insertions (content refreshes) | Speed + topical reinforcement | Fast | Medium | Updating existing related articles | Works well for seasonal pushes; strict context checks |
| Digital PR & data studies | High-authority spikes | Varies | Low | Market launches, product releases | Requires unique data or creative assets |
| Local/regional news & community | Geo relevance | Medium | Low | .es, .it, .se, .de expansions | Vital for regulated markets & language targeting |
| Resource pages & universities | Trust & longevity | Slow | Low | Safer-gambling resources, research hubs | High editorial bar; excellent long-term signals |
| Sponsorships & community partnerships | Brand + referral | Medium | Low | Clubs, streamers, charities | Mind disclosure rules; keep it editorial-first |
Quality & safety criteria (our non-negotiables)
- Relevance beats metrics: DR/DA are not a strategy. We prioritize topical fit, page-level authority and audience overlap with casino, betting, poker or payments niches.
- Traffic reality: We verify organic traffic with trend stability. If the site has “metrics” but no users, it’s out.
- Outbound hygiene: We inspect link density, sponsored labels, commercial overlap and historical link selling patterns.
- Placement context: Links live in-content, above the fold where possible, surrounded by semantically related terms, not in author boxes or footers.
- Language & geo matching: Spanish content for .es, German for .de, etc. For pan-regional plays (e.g., LatAm), we ensure neutral Spanish and culturally relevant examples.
- Compliance by design: Responsible-gambling mentions where appropriate, no youth-adjacent contexts, clear disclaimers for odds/bonuses.
- PBN-free zone: We don’t use private blog networks or doorway sites. Period.
Campaign blueprints for common iGaming scenarios
New casino brand launch (regulated market)
Objective: Build trust fast while securing early page-1 footholds for branded + “best [country] casino” variants.
Approach: Digital PR around licensing/launch news, expert explainers on fairness and security, local media features, and evergreen guides. Anchors lean branded/URL early, then expand to soft-commercial partials as signals strengthen.
Deliverables: 20–40 hand-picked editorial targets over 90 days, with emphasis on national TLDs and high-quality .coms covering that market.
Sportsbook seasonal surge (events calendar)
Objective: Capture event-driven demand (league kick-off, tournaments) without tripping velocity filters.
Approach: Contextual insertions into pre-ranking sports analysis, expert columns, and tool pages (odds calculators, injury trackers). Support with a few hero features for authority.
Deliverables: 10–25 placements timed to fixtures, with anchors skewed informational and odds-related.
Affiliate site scale-up (comparison/review hub)
Objective: Lift category pages (“best online casinos,” “no-deposit bonuses,” “live blackjack sites”) and diversify anchors safely.
Approach: Guest features on adjacent verticals (fintech, cybersecurity, entertainment), data-led studies (payout speeds, RTP education), and community sponsorships for referral traffic.
Deliverables: Monthly mix of 12–30 placements blending authority features with scalable relevance links.
What you get with Link Marketers
- iGaming-only expertise: Our team works exclusively with operators and affiliates. We speak your language (RTP, lines, parlays, AML/KYC, RG) and your markets.
- Multilingual outreach at scale: Native-level Spanish, Italian, German, Portuguese and Nordic coverage plus English markets.
- Transparent reporting: Live placement logs, anchor distribution, topical coverage, link velocity and QA notes. Optional Looker dashboards.
- Revenue-aware KPIs: Beyond rankings: impressions, qualified clicks, sign-ups and FTDs where tracking allows.
- Protection plan: Early-drop replacements, link monitoring, and disavow support if legacy risks surface.
Pricing & engagement models
We quote per market and risk profile. Typical options:
- Managed retainers: Ongoing monthly link acquisition with strategy, content, outreach and reporting included.
- Quarterly sprints: Intensive 8–12 week pushes around launches, licensing milestones or major events.
- Digital PR campaigns: Data studies or creative assets to secure top-tier editorial links.
- Rescue & rebuild: For sites with risky legacy links: cleanup plan, disavow, then safe-growth strategy.
All work is editorial-first and compliant. We don’t sell links; we earn coverage and inclusion through quality content and relationships.
Recommended anchor & page strategy (practical guidance)
Anchors and landing pages are where many gambling sites get into trouble. Use this simple framework to stay safe and effective:
- Start brand-heavy: New domains and fresh markets benefit from brand/URL anchors to build trust before targeting commercial phrases.
- Match intent: Send informational anchors to guides/tools; reserve commercial partials for robust category pages with strong on-page signals and supportive internal links.
- Diversify around entities: Instead of repeating “online casino,” rotate semantically related phrases (e.g., “slots sites,” “table games,” “live dealer,” “casino payment methods”).
- Mind the page balance: Avoid over-concentrating backlinks to a single money page. Grow supporting content and interlink smartly (bonus terms, banking, fairness, safety pages).
| Scenario | Anchor posture | Landing page | Internal links to add |
|---|---|---|---|
| New market entry (.es, .it, .se) | Brand/URL + descriptive informational | Market legality guide, brand homepage | Responsible gambling, payment options, bonus terms |
| Category growth (“best online casinos”) | Partial-match + synonyms + brand | Category hub with clear comparison methodology | Review pages, how-to guides, fairness methodology |
| Sports season push | Event-tied informational | Odds tools, previews, promo explainers | Rules pages, KYC/limits, time-sensitive promos |
What we need from you to move fast
- Priority markets, languages, and any regulatory constraints.
- Pages to prioritize (categories, reviews, tools) and brand voice references.
- Data access for PR (payout speeds, fairness audits, user surveys) where available.
From there we build the calendar, the pitch list and the content angles and start placing.
Why brands & affiliates choose Link Marketers
- Sector-specific relationships: We maintain publisher relationships across iGaming, sports, fintech, entertainment and tech, adjacent niches that pass relevance and real traffic.
- Editorial standards that win placements: Our content reads like journalism, not advertorial. Editors say “yes,” and links stick.
- Safety first: We keep you clear of PBNs, link farms and high-risk contexts that can harm licensing or brand trust.
- Global yet local: Language-native outreach plus country-specific hooks (e.g., Spain’s league calendar, Italy’s payment norms, DACH privacy angles).
- Clear accountability: You see every target, every anchor, and every live URL in your reports, no black box.
FAQs about iGaming link building
Is link building still effective for iGaming?
Yes, provided links are topically relevant, editorial, and supported by strong on-page content. In iGaming, search quality standards are higher than average, so quality and compliance matter more than raw volume.
Do you work with both operators and affiliates?
We do. We adapt strategy and publisher mixes depending on whether you need to rank a brand domain in a regulated market or scale an affiliate comparison site internationally.
Can you secure links on country-specific TLDs (.es, .it, .se, .de)?
Yes. We run multilingual outreach and maintain regional media relationships. Availability varies by niche and timing, but geo-relevant coverage is a core part of our approach.
Do you use PBNs or paid link farms?
No. We only pursue human-edited editorial placements on real sites with organic traffic and topical alignment.
How long until we see results?
Most campaigns show leading indicators first (indexation, impressions, early rankings), followed by broader category gains as authority consolidates. Timelines depend on market competitiveness, content quality and velocity.
Can you replace links that drop?
We monitor placements and offer replacement support for early drops, plus ongoing outreach to maintain momentum.
Ready to scale safe, editorial iGaming backlinks?
Winning iGaming SEO requires more than “buying links.” It demands a sector-native strategy, rigorous publisher selection, expert editorial and constant risk management. Link Marketers brings all four, so your casino, sportsbook or affiliate site can grow sustainably, in the markets that matter, with backlinks that stand up to scrutiny and keep compounding over time.