Green graphic with dots Green graphic with dots

Link Building for iGaming Sites: Beat the Odds and Boost Your SEO Rankings

Posted September 18, 2023
Patrick Pedersen

Hey, all you iGaming operators, affiliates, and marketers out there! We know you’re always looking for that edge to skyrocket your site’s performance. You’ve tuned your game offerings, streamlined user experience, and now you’re wondering, “What’s next?” The answer is a robust link-building strategy. But before you roll your eyes, thinking, “Not another SEO guide,” hear us out. This isn’t just any guide; this is link-building for iGamingโ€”the landscape where traditional SEO techniques often fall flat.

Link building is the practice of acquiring hyperlinks (also known as backlinks) from other websites to your own. In the context of iGaming, link building involves getting websites related to the gaming industry to link back to your iGaming website. These links can come from various sources, such as casino review websites, gaming blogs, forums, news outlets, and other authoritative sites within the niche.

These backlinks act as votes of confidence in your website’s content and authority, signalling to search engines like Google that your site is credible and worth ranking higher in search results.

๐Ÿค” Why iGaming needs its own link-building strategy

You might wonder why your iGaming site can’t just follow the usual SEO playbook. After all, a link is a link, right? Wrong! The iGaming industry is laden with its own set of challenges, regulatory hurdles, and market perceptions that make link-building a whole new ball game.

  • Enhanced SEO performance: Link building is a core component of SEO. Google and other search engines use backlinks as a signal of a website’s credibility and relevance. `The more high-quality backlinks you have, the better your chances of ranking higher in search results, which can lead to increased organic traffic. 
  • Increased credibility: Backlinks from reputable iGaming websites and influencers can boost your website’s credibility and authority in the industry. Users are more likely to trust and engage with websites that are endorsed or referenced by trusted sources. 
  • Referral traffic: When you acquire backlinks from relevant websites, you also gain the potential for referral traffic. Users who click on these links to visit your site are more likely to be interested in your iGaming content, increasing the likelihood of conversion and engagement. 
  • Competitive advantage: In the highly competitive iGaming industry, link building can give you a competitive edge. By outperforming your competitors in terms of backlinks, you can establish yourself as a leader in the field. 

For starters, we’re talking about a niche that often gets a cold shoulder from mainstream publications. Your typical mom-and-pop blog won’t be too thrilled to link to your sports betting site. You need to think out of the box, and that’s exactly what we’ll show you how to do. When building links for iGaming sites, you have several options to consider. Each type of link serves a unique purpose and can contribute to your overall SEO strategy in different ways.

Here’s a rundown of the different types of links you can build for iGaming sites:

These are links that are naturally given by other websites that find your content valuable and link to it within their articles or posts.

๐Ÿ“™ How to get them: Create high-quality, informative, and unique content that adds value to the reader. Contact bloggers, journalists, and industry experts to feature your content.

2. Guest post links

These are links you earn by writing guest articles for other websites in your industry or related niches.

๐Ÿ“™ How to get them: Identify reputable iGaming or related niche blogs that accept guest posts. Pitch unique, relevant, and high-value article ideas.

Choosing a credible agency like โ€œSpudoโ€ for your backlinks is not just an option;
it’s a strategic necessity. Here’s why.


Skip the tedious outreach and negotiations. We fast-track your SEO goals with immediate, high-impact link placements while offering you a peace of mind.

Quality Over Quantity

We provide high-quality, industry-specific links that genuinely boost your SEO, unlike random, low-value links that can harm your rankings.

Expertise in iGaming

We understand the unique challenges of the iGaming industry, ensuring your backlinks are not just good, but industry-relevant and impactful.

Long-term success

With our expertly crafted backlinks, you’re not just buying a quick SEO fix. You’re investing in the long-term visibility and credibility of your iGaming site.

link building for igaming sites

Links that come from your participation in online forums, Reddit threads, or other community-based platforms.

๐Ÿ“™ How to get them: Engage in meaningful discussions on iGaming forums and communities. Share your expertise and include a link back to your site when relevant.

These are links you get from social media platforms like Twitter, Facebook, and Instagram.

๐Ÿ“™ How to get them: Share valuable content on your social media channels. Engage with followers and encourage sharing.

You get these links from online business directories specific to the iGaming industry.

๐Ÿ“™ How to get them: Submit your website to reputable iGaming directories. Ensure your business details are accurate and up-to-date.

Links from pages that list valuable resources in the iGaming industry. Resource pages are often overlooked. These are pages on other websites that list useful links and resources. If you’ve got a gem of a guide or an infographic, reach out to sites with resource pages and pitch your content.

๐Ÿ“™ How to get them: Identify websites with resource pages relevant to iGaming. Reach out to the webmasters to include your site as a resource.

You get these links after paying to the webmasters to appear on a website.

๐Ÿ“™ How to get them: Approach websites that offer sponsored post opportunities. Comply with Google’s guidelines by marking these links as ‘sponsored’.

These links are obtained through partnerships or collaborations with non-competing brands in the industry. The iGaming industry is vast. There are game developers, regulatory bodies, and tons of other niche sectors that you can partner with. A mutual backlinking agreement can work wonders here.

๐Ÿ“™ How to get them:  Identify potential partners within or related to the iGaming industry. Propose mutually beneficial link-building strategies.

Links that come from review websites or articles that evaluate iGaming services or games.

๐Ÿ“™ How to get them: Reach out to review sites and bloggers to evaluate your iGaming product or service. Provide them with all the necessary information for an accurate review.

These are links generated when other websites share your infographics.

๐Ÿ“™ How to get them: Create high-quality, informative infographics relevant to iGaming. Promote them through social media and outreach to relevant websites.

The iGaming industry is a competitive and often complex landscape. With high stakes and even higher rewards, it’s crucial to ensure your website is visible and authoritative. One of the key ways to achieve this is through an effective link-building strategy.

However, given the industry’s unique challenges, link building for iGaming sites requires a tailored approach. Below are some best practices to consider:

1. Quality over quantity

In the iGaming industry, credibility is everything. One high-quality link from a reputable source is worth more than a dozen low-quality links from sketchy sites. So, focus on creating killer content that other sites would genuinely want to link to. Whether it’s an in-depth guide to betting strategies or the latest news in the iGaming world, quality content is your first ticket to link-building success.

How to do it:

  • Focus on creating high-quality, unique, and informative content that adds value. 
  • Target high-authority websites within the iGaming sector or related industries.

2. Know the regulations

iGaming is heavily regulated, and failing to adhere to guidelines can result in penalties or even legal action.

How to do it:

  • Make sure you only get backlinks from compliant websites.
  • Always check the regulatory landscape of the country or state you are targeting.

3. Leverage iGaming communities

Industry-specific platforms already have a relevant and engaged audience, making them ideal for link-building efforts. Also, online forums and social media groups are goldmines for quality links. Share your expertise, answer questions, and get involved in discussions. Remember, the goal is not just to drop your link and run; you need to provide value that establishes your site as an authority.

How to do it:

  • Participate in iGaming forums, social media groups, and other community platforms.
  • Offer valuable insights and naturally incorporate links to your content where relevant.

4. Build Relationships

Long-term relationships can provide a steady stream of high-quality backlinks and also offer opportunities for collaborations.

How to do it:

  • Network with industry influencers, bloggers, and other stakeholders. 
  • Offer something of value in return for a link, such as a guest post or exclusive content.

5. Use localized strategies

iGaming regulations and interests can vary significantly from one region to another. A localized link-building strategy can help you target the right audience.

How to do it:

  • Use geo-specific keywords and content. 
  • Seek out local partnerships and collaborations.

6. Monitor and analyze

Link building is not a “set it and forget it” task. Monitoring helps you understand what’s working and what needs adjustment.

How to do it:

  • Use tools like Ahrefs or Google Analytics to track metrics like referral traffic, link quality, and domain authority. 
  • Regularly review and update your link-building strategy based on these insights.

7. Transparency and ethics

Unethical practices like buying links can severely harm your site’s reputation and search engine ranking.

How to do it:

  • Always opt for organic link-building methods. 
  • Clearly disclose any sponsored content or partnerships.

A diverse link profile shows search engines that your site is a valuable and reliable source of information.

How to do it:

  • Don’t focus solely on high-authority sites; consider medium and lower-authority sites as long as they are reputable and relevant.
  • Vary the types of content that you use for link building, such as blog posts, videos, and infographics.

By following these best practices, you’ll be well on your way to building a robust and effective link-building strategy for your iGaming site. Remember, like any good game, link building requires strategy, patience, and a bit of luck. So, may the odds be in your favor!

Final Words

Link building is an indispensable element of iGaming SEO that can significantly impact your website’s visibility, credibility, and organic traffic. By consistently implementing effective link-building strategies, you can enhance your position in the competitive iGaming landscape and ultimately attract more players to your platform. Remember that link building is an ongoing process, and maintaining a robust backlink profile requires dedication and continuous effort.