Sign Up
Royal Partners is kicking off a series of interviews with traffic experts, and today we’re thrilled to host an outstanding SEO specialist from a private team — Maksim. In this interview, Maksim will discuss the types of content currently used to boost search visibility, how videos enhance SEO, and why Google prefers these formats.
— Maksim, what types of content are most effective for improving page visibility?
— I believe the question is about how to populate a page? It depends on the type of site you’re working on, or the type of page you’re optimizing. For bonuses (where there’s a superhero block or a “Play” button), and for a site focused on slots or slot catalogs, it’s essential to include a table with the values of slot symbols.
You can also consider adding a gameplay video and a bunch of interface screenshots. Comparison blocks, RTP values, and other metrics for comparing slots are also effective. But if your main goal is just to stuff keywords, tables are a foolproof way to do it. You can include any keywords you want under any pretext.
— Does Google actually recommend this?
— Not sure. It’s just experience. These blocks are user-friendly — table format content is easy to read, and Google likely appreciates that. At least, it works very well on our sites. Here’s a simple example: let’s say there’s a query for a particular casino name.
If the casino operates in a regulated GEO, you can add a table with current mirror links, and in the columns, additional parameters. A good approach is to use the casino name with the mirror number.
The table format allows listing all mirrors with search demand. Google handles this well, the page climbs the rankings, and if competitors haven’t optimized with such mirrors, the site quickly reaches the top (assuming it’s already gaining traction).
I also recommend adding a table with a brief app description. Nearly every casino has a mobile version, so app descriptions are valuable. No need to specify Android or iOS; you can simply mention an Android app and include key parameters: which smartphones it’s compatible with, which GEOs it supports, and so on. This way, you already have keywords related to iOS and Android apps or even a comparison table.
— Why does Google prefer this?
— I think it struggles to detect spam in these blocks. In a table, you have parameters that may be stuffed with keywords but are done so concisely, which search engines seem to appreciate.
— Here’s a tricky question: what tools and strategies does your team use for automatic content or link generation? How do you ensure quality and safety?
— We use ChatGPT almost everywhere and rarely turn to copywriters. We have a system in place: there’s an operator generating specific content and a system that generates full reviews (like for slot catalogs).
Different goals require different approaches. For a simple casino review, the operator handles generation, gathering information, and processing it through ChatGPT — we have a script for this. As for slots, everything is fully automated. We upload all known parameters into ChatGPT, process it, and get ready-to-use content blocks.
This way, we get a structured database for a full slot review, which we can proofread minimally and upload to the site.
— What information should be included in a slot review?
— Technical data is essential and can be presented in a paragraph or a table. With a table, you can add comparisons with other slots by the same provider or slots of the same genre.
— …and interlinking follows?
— Absolutely, interlinking is necessary. But the main goal is to produce a large, structured article entirely automatically.
— Are there cases where a copywriter is needed? Or can AI handle it all?
— We turn to a copywriter when we want to push a page to the top. Based on our review, the copywriter creates something more specific and user-focused. In this case, generation alone won’t suffice — some tasks require manual effort, like capturing screenshots, evaluating the interface from a player’s perspective, and adding this to the article.
You can’t just generate everything, even if you know all the games and sections on the site. But for a new site, ChatGPT is essential. We get a fully structured article — some data might be inaccurate, but it’s enough to get the site off the ground.
— Do you think many people use this method?
— I think everyone generates reviews for mirror sites, and everyone also uses copywriters. It’s just a matter of preference. Some people need a native-written article with correct local grammar, but a GPT review works fine for me.
— How do you handle negative SEO aimed at your site, and what protection and monitoring methods do you use?
— We generally ignore negative SEO. At most, we disavow any “non-our” links. I don’t believe anyone would go to the trouble of trying to tank your site with links. It’s not easy, and Google isn’t naive enough to penalize a site for that. If it worked that way, everyone would have been pushed out of the top results long ago with an Xrummer blast.
— So, is it better to focus on other things?
— Definitely. It’s more profitable for competing websites to advance their own sites and overtake you through other means.
— With Google’s frequent algorithm updates, how do you manage long-term strategies to minimize the risk of sudden traffic losses? Do you even have such a strategy?
— Yes, just launch more sites. Simple math: the more sites you launch and the more approaches you use, the better your chances of surviving any storm.
— How effective are PBNs for promoting sites, and what risks do you see?
— I don’t see any risks with using PBNs. Some worry about the network being exposed or something going wrong. I don’t know — there are countless reasons not to use PBNs, but I will.
I haven’t seen a case where a network was exposed or penalized. Whether you host the entire network on one server or spend a fortune on a separate server for each site in the PBN, I think it’s all just caution. PBNs are highly effective, always providing relevant links to your resource. Plus, you build the network for yourself. You can even exchange links with other sites that have similar networks.
— Is link exchange a common practice?
— Absolutely, it’s always fine. If you’re not competing for the same top spot but share a GEO, why not exchange? You’re getting links in return for what you’re already investing in.
Essentially, you’re paying for the cost of consumables and maintaining the PBN, and you get links from another friendly network. Setting up a PBN is simple, and we often use sites that didn’t launch for some reason. We’ve already invested in them, they have content, links — so why not use them to link back to our main site?
— Wouldn’t it be better to sell the sites?
— There’s no point. Nobody would buy a site with low impressions and poor rankings just for the links. How much would it be worth? The price of a domain? I think everyone should set up a PBN.
— Do solo specialists have a future? Or will only teams remain?
— I’d suggest that a solo specialist start with a simple niche, like promoting gardening seeds. Although even that won’t be easy. Many mistakenly believe white-hat SEO is different, but usually, it’s just the aggressiveness that changes.
You still need links, content, and technical work. It’s not like you can just upload a white HTML page for seeds, and it all works. The competition is the same as in gambling. I don’t think gambling is any more competitive than auto parts. Try it. It’s a big budget, and you’ll be up against teams or multi-million-dollar companies.
— Perhaps the ideal team is one with a training department? Where the best students join the team after finishing courses, and the team grows. Thoughts?
— Well, I don’t know; it’s an idea. I think a regular webmaster starting SEO should take basic online courses for free. It’s better to read up first to understand what’s going on — it’ll be more beneficial. Try it firsthand, even as a test. Anything works, even a gambling domain.
You might even get clicks and profit. But either way, you’ll gain experience, and a solo specialist will join a team with some foundational knowledge. Then, the team can provide additional support: budgets, resources, tests, and new approaches. There’s room for this in any team or large company.
— And finally: templates, styles, and themes for websites. Is there a preference? What’s best, worst, or what should be avoided altogether?
— Ideally, your site should load instantly. The lighter the site, the better — though this isn’t always possible, it’s something to aim for. From experience, I’d strongly advise against custom platforms. First, the developer will eventually leave, and you’ll need to find a replacement. Second, the site may stagnate, and issues may arise. So, I recommend avoiding custom platforms.
