In today’s episode of iGaming Daily, supported by Optimove, Ivana Flynn is joined by marketing experts, Vadim Aidlin, CEO and Co-founder of Mamuta Media and Eitan Gorodetsky, the self-titled SEO Jedi, to discuss the real way SEO/PPC and all marketing is done in iGaming.

To start the show Ivana asks the pair what they think the truths are about the current state of SEO and marketing in the industry.

Both of them agree that as the market has become so saturated companies must use out-of-the-box thinking to differentiate themselves from the competition.

Eitan added: “The only edge a company can have on the affiliate side or on the operator side is the ability for strategic thinking and the ability to ask hard questions and stand your ground.  [It] requires out-of-the-box thinking and in this place, we do not have that much of out-of-the-box thinkers.”

They also believe that gaining customers organically through branding and marketing is more valuable than buying customers from affiliates.

Vadim also says that he believes that the saturation of the market is a good thing as it forces companies to be better.

He said: “I believe it’s good that it’s saturated today because only creativity and brave players can make money today in this field and it’s interesting. I really see it’s only a plus all this stuff that’s going on today in the market.”

With that in mind, the conversation then turns to SEO, and more specifically black hat SEO, which is a term to describe practices done by companies that are against search engine’s terms of service but can improve a page’s ranking.

Eitan starts by saying he believes that you can’t “play fair” when it comes to SEO as nobody else is playing fair and you need to have a “strategy and tactics on a day-to-day basis”.

Vadim then goes on to talk about the relationship between companies deploying black hat SEO strategies and Google. He says that Google should thank Black Hat SEO as it allows Google to gain complexity and evolve as they have to fix loopholes that SEO companies have learnt to circumvent.

Ep 276: The ugly truth about iGaming SEO, PPC and marketin