SEO iGaming podcast interview with Dirk Schembri

Is SEO Dead and How’s Business Going?

Dirk Schembri argues that SEO is far from dead but has evolved significantly. Those who fail to adapt may feel left behind. AI and Google’s frequent core updates have made SEO more volatile, but they also present opportunities for those who stay informed and flexible.

Should More People in iGaming Learn SEO?

Dirk believes that companies with leadership that understands SEO tend to succeed. He emphasizes the importance of education within organizations to maximize SEO’s value. SEO is still crucial as search volumes remain high, and companies should diversify their approach beyond just a traditional blog-style website.

Are Newsletters Important for Affiliates?

Yes, Dirk sees newsletters as a valuable tool for retaining traffic and building a more sustainable business. Collecting first-party data is increasingly important for maintaining audience engagement and reducing dependence on Google search traffic alone.

What SEO Tools Are in Your Toolbox?

Dirk prefers a minimal but effective toolset, primarily using Ahrefs, Google Search Console, and custom GPTs to streamline processes. He leverages AI for structuring workflows and quality control rather than just content generation.

How is Branding an Important SEO Metric?

Branding is crucial for SEO success. Recognizable brands build trust, and companies need to protect their brand identity from opportunistic competitors. Strong branding also improves organic visibility and user retention.

Do You Think Affiliates Should Cut Back on Tracking Links and Calls to Action?

Dirk recommends reducing the number of excessive calls to action, especially if they are hurting user experience. He suggests tailoring content to focus on the most effective offers rather than overloading pages with too many options.

What Advice Would You Give to Struggling Affiliate Sites?

Sites hit hard by Google updates should take a step back and trim their focus. Dirk advises reducing excessive content, consolidating geo-targeting efforts, and making content more user-friendly. He also warns against relying solely on SEO and suggests building brand recognition through other channels.

How Should Affiliates Approach Link Building?

Dirk stresses quality over quantity when it comes to backlinks. He warns against using low-quality link farms and instead recommends focusing on PR links, brand mentions, and social signals to establish authority.

What Role Does Streaming Play in SEO and Affiliate Marketing?

Streaming is a major opportunity, but success comes from authenticity. Affiliates should partner with genuine streamers rather than trying to force their way into the space. Organic engagement through streaming provides a sustainable traffic source.

How Can Operators Leverage SEO More Effectively?

Operators have a unique advantage because their casino, sportsbook, or poker platform is already a product. Dirk believes they should focus on brand-building and user experience improvements rather than only relying on traditional SEO tactics.

How Can a C-Level Executive Learn SEO?

Dirk suggests executives should first assess their current SEO team and website goals. SEO requires patience, a structured approach, and a willingness to learn key fundamentals. He also recommends implementing AI-driven SOPs to standardize SEO best practices across teams.

What is the Future of Affiliate Marketing and Business Intelligence?

The future lies in integrating SEO with data analytics to make smarter decisions. Dirk highlights the importance of tracking the right KPIs, avoiding “analysis paralysis,” and ensuring that any data-driven strategies align with long-term business objectives.

How Can People Contact You?

Dirk encourages people to reach out via LinkedIn or his website, DirkSEO.com, for SEO consultation and discussions.