SEO is currently one of the main digital marketing strategies for iGaming platforms. It helps companies rank better in search engine results pages (SERPs), attract organic traffic, and convert users. However, a new paradigm has recently emerged — Answer Engine Optimization (AEO). A 2024 report from Statista estimated that by the end of 2026, more than 30% of searches could be influenced by AI-generated answers, raising a question for search engine optimization professionals: will SEO be replaced? The answer is no — at least for now.
A study conducted by Gitnux showed that this year, SEO is responsible for 35% of all traffic to iGaming websites. The same research indicated that the online casino and sports betting industry could reach USD 127.3 billion by 2027, and that more than half of operators are expected to invest in digital marketing strategies like SEO. Therefore, disregarding search engine optimization at this time could be a major mistake.
Rise of AEO
While SEO optimizes websites for search engines, AEO optimizes them for answer engines, such as Google Featured Snippets, voice searches (e.g., Google Assistant, Alexa, Siri), and AI-powered chatbots. Instead of providing a list of links, answer engines aim to deliver accurate and immediate responses to user queries.
AEO has been gaining importance in recent years for several reasons, including:
Shift to conversational search
Voice search has grown rapidly — over 40% of adults use voice assistants at least once a day. This change is altering how search queries are structured, as people are asking full questions instead of typing keyword phrases. For example, instead of typing “best online casino bonuses,” users may ask: “What are the best online casino bonuses available right now?”
Featured snippets and zero-click searches
Google’s featured snippets are a clear example of AEO in action. These snippets appear above traditional organic results and provide direct answers without requiring the user to click a link. For iGaming, optimizing content to appear in these snippets can generate high visibility, even if traditional rankings are lower.
Structured data and schema markup
To succeed with AEO, iGaming platforms must adopt structured data and schema markup. These elements help search engines understand content in context, increasing the chances of being selected for rich results and voice answers.
Why SEO will remain important
Despite the growing relevance of AEO, SEO will remain important in the near future, especially in the iGaming sector. SEO not only helps websites rank better on Google but also boosts brand visibility, authority, and engagement. In a highly competitive market like online casinos and betting sites, effective SEO strategies will continue to be fundamental for several reasons, including:
Market competitiveness
SEO helps platforms stand out in the highly competitive iGaming market by ranking them higher for specific keywords. This visibility is crucial in a sector where being on the first page of Google can mean the difference between steady traffic and obscurity.
Customer acquisition
Paid advertising can be effective but costly, especially in competitive niches like iGaming. SEO offers a lower-cost alternative for long-term growth. Organic traffic from well-optimized content not only brings users at lower cost but also tends to convert better due to the trust and credibility associated with top-ranked pages.
Global reach
SEO allows iGaming platforms to reach users both locally and globally. With geo-targeted keywords, platforms can focus their marketing efforts on regions where iGaming is legal and thriving, while also attracting broader international markets.
Trust and authority
In the iGaming sector, trust is key. Search engines prioritize websites with high authority, quality backlinks, and consistent traffic. By investing in SEO, iGaming platforms can build their reputation as trustworthy and safe operators — which is crucial for player retention and brand loyalty.
Advantages of SEO
While AEO is on the rise, SEO still holds distinct advantages, such as:
*Broader reach
SEO remains the primary method of driving organic traffic to websites. AEO’s zero-click searches often provide answers without users visiting websites, reducing potential traffic. For iGaming platforms focused on sign-ups and long-term engagement, SEO-driven clicks remain invaluable.
*Content depth and engagement
SEO encourages the creation of deep and engaging content that not only ranks well but also educates and retains users. AEO focuses more on delivering a quick answer to a specific question, which may limit engagement opportunities.
*Link building and authority growth
Backlinks are still an essential component of an SEO strategy. High-quality links improve domain authority and trust — factors that AEO does not currently influence directly.
Integrating SEO and AEO
Looking ahead, hybrid strategies that integrate SEO and AEO will be important for iGaming platforms to succeed. Traditional SEO will continue to drive traffic and conversions, while AEO will capture voice searches and visibility in featured snippets. Some ideas in this direction include:
*Voice search optimization: create content that answers full questions clearly and concisely.
*Schema markup integration: use structured data to improve chances of appearing in featured snippets.
*Mobile and conversational UX design: ensure smooth navigation and optimized loading for voice searches on mobile devices.
inplaySoft: SEO Experts
In addition to delivering cutting-edge iGaming solutions, inplaySoft is an expert in SEO. By using SSR (server-side rendering), the pages on our platforms load faster, are indexed more quickly by search engines, and have greater visibility on results pages.
To learn more about us, click here to visit our website or contact us at [email protected]!
Source: inplaySoft
