EP622: How Are AI and LLMs Transforming SEO for Gaming?

Carolina Vallejo (0:04)

Hello, good afternoon. We are here with Nestor Vazquez, founder of iGaming SEO Consulting. Nestor, welcome.

Nestor Vazquez (0:13)

Thank you. Thank you so much for having me here. I'm so excited. And yeah, thank you. Enjoying.

Carolina Vallejo (0:19)

Okay. Let's talk about SEO. How is the role of SEO changing as an iGaming operators compete for visibility in increasingly crowded digital markets?

Nestor Vazquez (0:30)

I guess it's changing in the way that it's becoming harder to maintain. You know, like sometimes algorithms are coming and just keeping your positions are way harder right now.

And right now we have also these AI era LLMs. So you're going to play both SEO plus LLMs right now. So I guess we're in a really mature era at the moment, but everything is moving forward over the LLM stuff.

Carolina Vallejo (1:06)

From the point of view of SEO, what are the biggest challenges operators and affiliates face when building sustainable organic acquisition strategies?

Nestor Vazquez (1:17)

I guess like identifying that the biggest challenge right now is to identify more keywords than in the past. For example, you gotta extract keywords, not only the traditional keyword research, that is my main term, related terms, but also you will find a lot of keywords around your brand.

That's a brand plus your keywords, or many, many keywords. So you will find many keywords within good intention. So your keyword research should be harder than ever.

Carolina Vallejo (1:52)

Okay, let's talk now about user behavior. How are AI power search and changing user behaviors impacting the future of iGaming SEO?

Nestor Vazquez (2:03)

I guess they're changing a lot. We're in a really early stage right now.

But you know, more people are using or looking for information in Google AI overviews or ChatGPT. Less people searching on cloud and other LLMs, but in general, I guess it will change a lot the behavior.

Carolina Vallejo (2:26)

Nestor, what strategies should iGaming companies prioritize to improve organic growth and long-term player acquisition?

Nestor Vazquez (2:34)

I guess it should be really focused on supporting your brand. So everything around your brand, it matters a lot. Because right now, even if you're showing up in AI overviews, it's because your brand has a really clear understanding of Google. So everything is around building who you are, what you're doing, where you're doing that. Building Brown Foundation is what you're going to succeed with the LLMs and stuff.

Carolina Vallejo (3:03)

Nestor, thank you very much. Thank you for sharing all this insight with Sigma North America, and we hope to see you for the next edition.

Nestor Vazquez (3:10)

Thank you, Carolina. A pleasure.