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Remember: smaller budgets or manual placements will slow this process down.

Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

Finally, yet really important customer-related metrics, let’s see what’s the difference between CLV and CAC and how to actually count them.

CAC

Customer Acquisition Cost (CAC) refers to the total cost a company pays in order to obtain a new customer. It covers all marketing and sales expenses, such as advertising, salaries, and commissions. CAC is necessary for companies in order to understand how efficient their marketing campaigns are.

Direct and indirect costs are both considered in calculating CAC. Salaries for the sales team and advertising are examples of direct costs, while overheads like rent and utilities are examples of indirect costs.

CAC comparison allows firms to calculate their ROI in marketing and sales. CAC, as a metric followed over time, permits firms to identify trends, optimize strategies, and reduce costs of acquisition.

CLV

Customer Lifetime Value (CLV) is the total revenue a customer will generate throughout their whole relationship with a business. It includes not just the initial purchase, but repeated purchases and additional services as well. CLV is valuable in establishing the long-term value of customers.

To estimate CLV, firms forecast the lifetime average revenue from a customer and subtract the cost of serving them, such as production and support expenses.

CLV offers customer profitability insights, which guide marketing and retention efforts. With high-value customers identified, firms can better allocate resources and target marketing efforts.

Additionally, CLV may be utilized in measuring the efficacy of retention initiatives by comparing the lifetime values of customers that have been targeted with such initiatives against those that haven’t.

Difference between CAC and CLV

CAC is interested in the upfront costs of acquiring new customers. It provides insight into marketing efficiency in the sense that it prevents acquisition costs from exceeding revenue earned.

CLV takes a broader view in the sense that it examines the entire customer relationship, repeated cooperation, and loyalty. It determines the total value a customer will provide over a span of time.

For instance, a company may have both a high CAC and a high CLV. That is, although customers are more costly to acquire, they repay in the long run, and so the initial investment is worth it. Having knowledge of both amounts allows companies to make smarter decisions in terms of resource planning and strategy.

Conclusion

Now you have a full manual on crucial metrics by Peaky Ads agency, use it as your own dictionary on important digital marketing metrics, from the simplest like impressions and CPMs to ROAS and ad-specific measurements like Quality and Relevance scores.

Go ahead and collaborate with Peaky Ads to boost all your marketing metrics related to profit!

In the latest Peaky Ads episode, its CEO, Vasilii Gamov, and Anastasia Titova, a powerhouse in iGaming user acquisition and funnel optimization, will explain why traffic burnout happens and how to fight it.

What is traffic burnout and why it happens?

Traffic burnout occurs when the expected conversion metrics, such as deposits or lifetime value (LTV), are not met. Anastasia explains that it’s not about CTR or similar metrics. It’s usually what happens after, like reg2dep, CR and your traffic when you check the quality after your test cap.

There are 3 main reasons for traffic burnout

• Poor coordination with managers. Misalignment between affiliate managers and product teams can lead to ineffective traffic management. 

• Generic funnels. If you warm out your audience for an exact offer, like Jet X, for instance, and show them just the main landing page, not adapted for this specific offer, it usually affects the results, such as the cost of your traffic, payout, and user activity. You can also lose about 30% of your CR.

• Anti-fraud triggers from similar gameplay patterns. As one of the examples, Anastasia explains that if an affiliate didn’t mention that he will run a specific funnel, managers won’t be able to inform their analytics or anti-fraud team. The traffic may be taken for fraudulent – if many players are into the same game and have the same patterns, for instance.

How do bonuses affect iGaming CRs?

Bonuses can be a double-edged sword in the iGaming industry. Anastasia highlights that everything you add to the campaign can have its consequences, and they aren’t always so positive.

Cost implications.

Every additional bonus offered increases the expectations for traffic performance. Affiliates must understand that excessive bonuses can lead to unprofitable traffic. 

The thing is that extra bonuses (not standard operator package) are calculated as well when checking the deposit sum and they are extracted from the overall sum, so the more bonuses you offer, the more users and higher deposits are required from you.

Example: Overloaded €500 welcome bonus with tough wagering killed D1 ROI for casual mobile users – 90% bounced.
Stat: In campaigns where bonus terms were not shown in pre-landing, conversion to FTD dropped by 42%.

Target audience looking for freebies.

Attracting «bonus hunters» who are not genuinely interested in playing can dilute the quality of traffic. Vasilii highlights that using a “no-deposit” bonus policy is an awful idea, as it will not attract long-term players at all.

Be strategic in the use of bonuses.

Bonuses should be used strategically, such as offering them for second or third deposits rather than without any money contribution. For instance, Anastasia suggests to use a generic welcome pack of bonuses. You can say that everyone that clicks on your link will have a certain amount of bonuses, and it will be just a normal welcome bonuses package, no one will actually check if it’s actually exclusive or not!

Anastasia concludes that affiliate managers should consider bonuses that are more individualized for each affiliate, which can lead to higher expectations and better performance. 

By leaving out general bonuses for some affiliates and creating tailored offers, companies are capable of optimizing their promotional initiatives and thus enhance their profits. Proper communication and collaboration between managers and affiliates are essential to fully realize these opportunities.

Customer support influences traffic profitability: what is it?

Both speakers agree that customer support has a great influence on the traffic performance, there are several main points to consider.

All in all, it is essential for retaining new players, especially ones who are beginners at casinos as well as are responsible for concern and inquiry resolution, fostering a supportive climate.

Tips to consider when it comes to customer support

• Take into account regional factors. There are differences in cultural perspectives on gambling (e.g., just a fun activity in Europe and Scandinavia but has some negative connotation in CIS countries). It means that communication needs to be tailored in order to address specific regional mindset.

• Apply smart communication strategy. It’s better to ask the support team not to use triggering terms like «casino» that could foster fear. Also, support team shall use positive words, i.e., «How can I assist with the game issues?» or like “Would you love to try this or that?”.

• Use clear language. Support team shall use only simple and straightforward language to not confuse new players. It also means reducing game and bonus-related tech terms to better explain things. For instance, a funnel targeting 40-year-old women can fail because support uses jargon like “RTP” and “KYC” instead of plain-language onboarding.

Recommendation: For gaming-style funnels, train support to mirror user psychology: “You’re here to play, let’s win together!”

Why is it vital for affiliates and iGaming product team to sync?

Affiliates absolutely need to keep in touch with the product teams to follow up their leads, especially if they use some sensitive traffic channels like Facebook, for instance. Anastasia and Vasilii highlight some main tips to apply for both affiliates and the product team.

Use communication via messengers.

It depends on the GEO, but it’s better apply Telegram, WhatsApp, and some other local platforms for additional follow ups and communication, such channels are really effective. Push notifications from apps is also a good idea, in Vasilii’s opinion, it works really well. He also highlights that calls can be a good solution for VIP user segment, such clients really love it.

Offer special conditions to improve retention and funnel functionality.

Affiliate connection with the manager can help to improve the funnel, for instance, if a user leaves casino in 24 hours, support team will give him an additional bonus or offer some other perks. Or, for instance, if there’s a really popular sport event in some GEO, you can ask support team to notify all players about it via push message, for instance, and offer a freebet.

Example: A campaign used a Telegram emulator chat to funnel users into sign-ups – which appeared suspicious to risk teams.
Result: 1,000+ leads flagged and locked due to misunderstanding the funnel logic.

Vasilii sums up that having a common marketing funnel with a casino manager can help affiliates to increase CRs and boost retention greatly. It’s also a nice idea to be proactive for an affiliate and collect a client database and ping it from his side.

UX and personalization: How will it work to boost the iGaming results?

User experience and personalization are two extremely important factors that contribute largely to the satisfaction and participation of players within the iGaming industry. Anastasia and Vasilii see several key factors to take into account when it comes to user experience.

Easy registration process.

A theme-based registration form that supports the game theme (e.g., employing images like planes for the Aviator game) creates an engaging first experience, thus making the process significant and engaging.

Effective game redirection.

Redirecting players upon registration to a specific game, such as the Aviator, maintains them engaged with content related to their initial interest, thus enhancing retention.

Demo versions and tutorials.

Offer demo versions of games to tell new players something about gameplay. Interactive tutorials using pop-ups may guide users through features, aiding in easier switching from familiar games (like Sweet Bonanza) to new games (like Chicken Road).

Consistent marketing funnels.

Consistency of theme is important throughout the marketing funnel. If the Aviator game draws players, subsequent experiences should also be consistent about that interest rather than diverting to unrelated content.

 Pro Tip: Always request a deep link to the slot you’re pushing (e.g., redirect directly to Aviator or Chicken Road).
Bonus idea: Custom registration pages with slot branding boost CR by up to 28%.

How to understand that the iGaming funnel is not working properly?

Experts have also compiled a list of recommendations for affiliates and affiliate managers to follow in order to gain quality traffic, notice when the funnel is not working properly and fix it quickly.

• Track conversion metrics. Watch conversion rates and engagement rates regularly. An abrupt increase in leads without any corresponding activity may be fraud.

• Examine user behavior. Track user activity after the deposit. Watch for trends like deposits without gameplay, which can indicate low-quality traffic.

• Analyze deposit ratios. Calculate the average first-time depositor deposit. A steep decline in this ratio may speak of traffic quality issues.

• Keep an eye on withdrawal patterns. Watch for fast withdrawals after deposits with no or minimal interaction. This is a healthy fraud indicator.

• Cooperate and share knowledge. Keep the dialogue among managers and affiliates open to debate traffic quality and share findings in order to promote a collaborative strategy towards fraud identification.

Conclusion

As you see, by understanding the nuances of traffic management, leveraging bonuses wisely, and maintaining open lines of communication, affiliates can easily enhance their marketing funnels and drive profitability.

Both experts highlighted several main takeaways from the podcast episode. First of all, traffic management is a team effort which means that all parties involved must work cohesively to optimize conversion rates, from product to affiliates.

It’s crucial to be proactive. Both affiliates and managers should actively seek information and support to improve their strategies.

Make sure to subscribe to Peaky Ads YouTube channel not to miss industry insights and contact us to maximize your marketing strategies effortlessly!

In this article, the PeakyAds agency team will take you through the basics of media buying definition, types of it, how it impacts businesses, as well as ways to launch successful ads and even more. 

Let’s take a look and see how to make sure your ads reach the people who matter most!

What are the Types of Media Buying?

First, let’s briefly explain what media buying is or remind those who know what the notion is all about. 

Media buying is the strategic process of purchasing advertising space across various media outlets in order to effectively reach your target audience. Media buying process involves negotiations with media firms, placement of ads in the most suitable locations, and cost control to achieve the highest ROI. The goal is to ensure that your advertisement campaign conveys the correct message to the correct people at the correct time.

Types of Media Buying

1. Direct buying.

Direct purchasing is the method of directly purchasing advertising space from a publisher. It is a method based on personal relations and negotiated deals, not automatic machinery or brokers.

• Ability to acquire specific ad positions in publications that your target consumers use.
• Tailored agreements can be established based on your needs.
• Fosters ongoing relationships with publishers.

Best used for: Most suitable for building trust within local or niche communities and for targeting small markets.

2. Programmatic buying.

Programmatic buying was born with the emergence of digital media and simplifies the ad-buying process. It uses algorithms to put ads on real-time across multiple exchanges.

• Enables precise targeting of certain audiences.
• Allows participation in multiple exchanges simultaneously.
• Often reduces the price of ad placements.

Best used for: This approach is best suited for smaller companies who wish to optimize their ad spend.

Media buying advertising also encompasses a variety of ad types, including:

• Display Ads
• Mobile Ads
• Paid Search
• Social Media Ads
• Video Ads
• Digital Out of Home (OOH) Ads

Digital OOH ads are particularly exciting for media buyers since they introduce new and fascinating methods of engaging with audiences. 

In addition to digital platforms, media buying strategy also involves traditional media such as:

• TV Ads
• Print Ads (newspapers and magazines)
• Radio Ads
• Out of Home (OOH) Ads (all non-digital ads)

Even though internet ad placements allow for more targeted campaigns, old-fashioned advertisements are more ideal when building brand recognition. The best choice for your business will depend on your budget, goals, and market.

Why is Media Buying Important for Businesses?

Media purchasing, in the competitive business world today, can be a breaker of deals for businesses aiming at heightening their visibility, accessing their target markets, and expanding conversions. 

Here are some cogent reasons media purchasing is fundamental to business prosperity.

Quality inventory slots availability

According to the Digital 2024 Global Overview report, the leading brand discovery channels are search engines (31.9%), television (30.9%), and social media (28.7%). Media buyers possess the expertise to deal with these channels and identify the most valuable inventory slots that have high engagement levels. With their insight into market dynamics and external factors affecting ad placement and pricing, organizations can invest their budgets more accurately.

For instance, companies using white-label ad technology software can act as platform owners, giving them direct publisher placements through an ad server. This flexibility allows for customized strategies that enhance exposure on various platforms.

Simple professional negotiations

Media buyers are skilled negotiators with extensive connections in the media industry. Their negotiation capabilities can result in sizeable cost reductions for businesses. Research indicates that companies employing veteran media buyers can save as much as 30% of their advertising budget versus those companies that conduct media buying in-house.

Deal optimization is significant in programmatic advertising. DSPs utilize sophisticated algorithms, such as bidding autopilot features, which dynamically change bids based on real-time performance metrics. Not only does this functionality increase win rates, but it also optimizes spending so that businesses are able to achieve reduced costs per conversion over time.

Enhanced brand awareness and HQ leads

Effective media purchasing strategies can truly enhance brand awareness. Through granular targeting, advertisers can drill down into their audience profiles based on fine-grained demographic and behavioral data. The precision assists businesses in targeting potential customers more effectively, resulting in higher quality leads.

Statistics indicate that targeted ads have the ability to increase conversion by as much as 50% compared to non-targeted campaigns. On top of this, media purchasing through a white-label DSP allows businesses to enjoy unlimited supply potential along with custom traffic sources that provide real-time analytics that inform business owners of the quality of conversions and allow them to optimize campaigns accordingly.

Flexibility in a dynamic market

The advertising landscape keeps evolving according to changes in consumer behavior, technology, and market conditions. Media buyers are experienced in changing plans according to the market trends. For example, when there are major events or trends, they can quickly divert campaigns to capitalize on emerging opportunities, making businesses relevant.

Data-driven decision-making

Data-driven decision-making is a hallmark of successful media buying. Media buyers use advanced analytics software to track campaign performance, audience engagement, and ROI. The data not only informs current strategy but also provides insights for future campaigns.

Studies have established that companies that utilize data analytics in advertising experience, on average,have a 20% greater ROI compared to those companies that fail to leverage such intelligence. Through continuous review of performance data, companies are able to refine targeting and messaging and thus develop more effective campaigns.

How To Plan and Launch Impressive Ads?

An effective media buying plan is essential for creating memorable ad campaigns. 

Here are key strategies to help you launch successful ads

1. Target your specific audience.

Focus on ad placements where your target audience spends their time, rather than just high-traffic spots. Use audience segmentation tools to refine your targeting based on demographics and interests.

2. Conduct market research.

Understand your audience’s needs and preferences through market research,analytics and data available on the web. It’s also a good idea to ollaborate with PR amd marketing agencies like PeakyAds to make this research more effective and target the audience you need!

3. Create catchy headlines and brand images

Your headline is crucial for grabbing attention. Use action verbs, imperatives, figures, or intriguing questions to entice viewers. Test different headlines simultaneously to see which performs best.

Ensure your ad’s visuals align with your brand identity. Consistent colors, fonts, and styles help boost brand recognition and build trust.

4. Make a CTA clear and direct.

Every ad should have a direct CTA that tells viewers what to do next—whether it’s visiting your website, registering or making a purchase. Use urgent language to encourage immediate action.

5. Apply new technologies

Stay updated on new advertising technologies and platforms. Explore programmatic advertising for precise targeting and consider emerging social media channels or influencer partnerships as well as AI tools for research, promo creation and optimization.

6. Monitor analytics and optimize ads.

Track key performance metrics like click-through rates (CTR) and conversion rates. Use this data to adjust your strategies as needed for better results. Cut off expensive or non-working placements as well as promos with low CTRs, test multiple approaches simultaneously.

Important: Don’t stop the conversation after your ads run. Engage with your audience through follow-ups, newsletters or surveys to gather feedback and build relationships.

5 Tips for Negotiating Digital Media Buying

So, how do you properly plan and buy digital media? Let’s examine how businesses can communicate and which media buying strategies to use.

1. Communicate your objectives clearly.

Start by having well-defined, measurable goals for your media buys. Having an idea of what you’re looking for—whether brand awareness, lead gen, or sales—will guide your choices and enable you to judge the success of your campaigns accordingly.

2. Know the cultural context.

Stay current with the social and cultural context prevailing around your advertising. Knowing this, you will be able to build your message and placements that resonate with your audience and decrease the chances of mistakes, as well as optimize campaign timeliness.

3. Blend your media strategy.

Don’t confine your campaign to a single channel; rather, build a synergistic combination of media placements. Combining digital, social, and traditional channels can advance your message and deliver a more complete reach. Having this variety also enhances your negotiating leverage by highlighting a balanced strategy.

4. Think about your budget in advance.

Always approach negotiations with a clear mind regarding your budgetary limitations. Research typical pricing and negotiate at a level below this. Ensure that your media purchases are within your financial goals and do not overspend while attempting to receive the best value.

5. Get detailed contracts.

Be sure to have all terms and conditions clearly stated in contracts before making any media purchase. This would include defining timelines, deliverables, and any other services promised. A well-documented agreement will safeguard your interests during the course of the campaign period.

Trends of Media Buying in 2025

There are several online media buying trends that will prevail in 2025 that need to be taken into account for business owners this year, according to ExpertMarketResearch data.

• Data-drven marketing. The use of advanced analytics will optimize cross-channel campaigns and allow marketers to track consumer behavior and improve real-time ROI.

• Personalized content. Consumers will need tailored experiences. Media buyers will focus on providing relevant content, compelling information, and the utilization of interactive formats to increase levels of engagement.

• Social media and influencer marketing. Social media will remain significant, with brands leveraging influencers to engage meaningfully with specialist audiences and establish brand trust.

• New technologies. AI and machine learning will automate and improve targeting. Blockchain will increase the transparency of ad transactions, and augmented reality (AR) will deliver immersive brand experiences.

Conclusion

Obviously, in 2025 successful media buying will rely on data-driven strategies, personalized content, social media influence, and innovative technologies. Brands that adapt to these trends will build stronger consumer relationships in a competitive market.

By implementing such tips as being budget-concious, understanding cultural context and your goals as well as using different media channels and getting detailed cooperation conditions, you can navigate the complexities of digital media buying more effectively and secure better outcomes for your advertising campaigns.

In a recent Peaky Ads podcast episode, Warren Summit, leading SEO initiatives at Catena Media and a co-founder of the SEO Club podcast, and Vasilii Gamov, Peaky Ads CEO, shared valuable insights on how marketers can adapt to these changes effectively.

Below we’ll provide all the insights the experts discussed and explain all about AI influence on search engines, role of brand authority, optimization strategies as well as tools for it, and future trends of AI search.

How Does AI Influence Search Engines?

Undoubtedly, in 2025, AI will revolutionize the way users interact with search engines. Warren connects AI search with voice search, pointing to the importance of natural language processing (NLP). This means ranking websites for conversational searches rather than just keywords. 

As AI searches become more common, even Google recently announced that they are actually testing an AI search within Google search engine using Google Labs where they’re basically testing out new features. This way the challenge is in providing for NLP requirements, which affect how content is presented. 

While voice search has yet to meet expectations in the past, AI is bridging gaps by providing better, more conversational responses to searches.

Key AI influence on search engines

• AI search engines. Google is testing a full AI search experience, shifting from traditional search methods to AI-driven capabilities.

• Natural Language Processing (NLP). AI prioritizes natural language processing, allowing users to ask more conversational questions and dig deeper into users’ intent rather than just providing blunt info. 

• Voice Search Connection. AI search is directly connected to voice search since both use natural language processing. Again, companies need to keep this in mind when optimizing their sites.

What are the Optimization Strategies for Improving the Visibility of AI Searches?

As AI continues to shape search functionalities, businesses must implement effective optimization strategies. Vasilii points out that it’s not enough to optimize your website just with keywords, headings, titles, and so on, it’s crucial to optimize it to be visible on AI search results like within Chat GPT or Deepseek, etc.

Warren and Vasilii have analyzed the AI influence on the search and identified several important strategies to use.

Key optimization strategies include

• Natural Language Processing (NLP) relevance. The better-written something is, the better it will be read. Techniques like semantic triples — positioning keywords and verbs in significant locations—can make it easier for AI to read.

• Schema markup application. Implementing schema markup helps AI better understand your site’s context. This is particularly important for content types like FAQs, which provide clear context even though Google has removed FAQ results from SERPs.

• Content freshness. Freshness of content is a priority. More recent AI models are not just founded on data ingestion often but also perform live crawls of websites to confirm information freshness. Websites updating content and confirming the information on a regular basis stand higher odds of performing well in AI search results.

• User experience and page speed. A swift and well-performing website enhances the crawling ability of AI software. Since web scraping is resource-intensive, a simple website structure makes it easier for AI to extend and index the content.

• Brand authority. A brand’s credibility counts a great deal in the way AI evaluates the quality of information. Well-established brands with positive reputation are less likely to be questioned by AI algorithms, which influence their rank in search results.

• Content similarity. Original content is wonderful, but as important is being in the baseline data set of others in the industry. Repetition of sources is what AI is looking for, and some duplication of current content can be a good thing.

Warren concludes that the game hasn’t completely changed from traditional SEO, it has become a bit more nuanced. You cannot just rely on updating the content once a month or once every two months even if you have evergreen pages, AI is really prioritizing freshness.

Which Other Tools and Resources Can be Used for Optimization?

Businesses can leverage various tools and resources to optimize for AI search effectively. Vasilii and Warren highlighted the most popular and relevant ones, together with some useful tips.

SEO tips

• Thank for user intent awareness. Differentiate between commercial and information-based searches. With AI, searches are more question-oriented; thus, long-tail keywords gain significance. Warren points out that the importance of targeting those long tails is now even greater.

• Develop a content strategy. Having specialized pages that comprehensively answer specific questions can enhance visibility. Instead of answering every question individually, marketers could instead create «Master questions» that answer a few related questions.

• Use keyword research tools. Existing tools like Ahrefs and SEMrush provide valuable information for keyword research, facilitating the identification of long-tail keywords and tracking performance.

• Search for additional resources. «Answer the Public» is recommended for generating ideas on user questions across the web, particularly from websites like Reddit. Engaging in discussions from surrounding subreddits can also yield helpful content for content creation.

Search optimization tools recommended by experts

1. Ahrefs. It is a tool that assists in keyword research and performance tracking to make it simpler to identify long-tail keywords.
2. SEMrush. It provides advanced features for keyword research, site audits, and competitor analysis, which are essential for content optimization.
3. AnswerThePublic. A tool that pools questions from around the web, enabling users to see what individuals are looking for on the web.
4. Google Search Console. It is helpful in tracking website performance and learning about search queries that drive your site.
5. Reddit. Although not a conventional SEO tool, browsing through applicable subreddits can reveal user search queries that can be used to shape your content strategy.

What are the Current and Future Trends in AI Search?

Vasilii and Warren both confirm that there’s an interesting landscape when it comes to AI search engines and what drives them. All AI algorithms, like Google’s AI, ChatGPT, Deep Seek, and Groq, utilize different algorithms and sets of training that dictate the way they parse requests and generate answers.

Current Observations on AI and SEO

Different AI training models.

Each AI has different training data and methods, which affect their language and contextual knowledge. There may be some models that are excellent at handling structured data or numerical queries, while others are better for natural language processing and conversational contexts.

Various response generation.

The way these engines give responses can also vary extensively. For example, Gro can give more bare responses than ChatGPT, the latter having measures in place to ensure answers are secure and concise. This means that even though all such websites try to respond to users’ questions, how their responses are given will vary based on design ideas and functional limitations.

SEO Implications.

When looking at SEO strategies on all of these platforms, bear in mind that the older techniques of SEO may not translate across the board. Keyword optimization will continue to be crucial, but the variations in how each AI platform consumes content can make strategies differ. Engagement metrics might be a dominant factor on social platforms like TikTok, while more established search engines can be based on backlinks and the quality of the content.

Expert Presence.

Having an identifiable expert presence is crucial, but it’s not solely about the author anymore. Trends now show that affiliate sites are increasingly focusing on social media activity. Companies are now creating official campaigns and strategies for social media marketing, moving beyond accidental presence to actually interacting with the audience.

Social media as search engines.

Social media platforms like TikTok and Reddit are themselves search engines, where users conduct searches directly on such sites. This puts in the limelight the need for brands to establish a presence on social media so that they can enhance their online presence.

Brand presence and trust.

A brand’s trustworthiness is established based on its presence on social media. Customers are less likely to trust brands with no activity on platforms like Twitter (currently X) or Telegram. What’s more, the rise in short-form video viewing on YouTube works to emphasize further the need for brands to incorporate video into the fold of their SEO strategies. A nice social media presence establishes credibility.

In terms of future trends, both Warren and Vasilii agree that if to choose between various AI models Groq tends to provide more acceptable answers compared to other tools like ChatGPT and Gemini. However, the AI scenario is dynamic and may change overnight, and it is necessary for firms to alter their SEO strategy according to the shifting scenario.

Experts highlight that companies should not be rigid about conventional ways but keep themselves open to exploring new ways and innovating according to the shifting digital scenario.

Conclusion

In summary, the future of search is not just about traditional SEO practices, it is about embracing the changes brought by AI and leveraging them to create valuable, user-centric content. As businesses navigate this new terrain, the key to success lies in continuous optimization, learning, and innovation.

If you’re into innovation and growing your business, cooperate with Peaky Ads, we always keep abreast of all the trends and will help you reach the peak of marketing efforts!

Previously, as part of a podcast on our YouTube channel, Vasilii Gamov, CEO of Peaky Ads, and Txema Hermoso, Chief Growth Officer of Doctor SEO, shared their insights on this method and gave their expert opinions on the notion, together with practical tips and risks explained.

What is Parasite SEO?

First, let’s briefly dive into the notion of parasite SEO and explain its nature. As its name says, parasite SEO is a search engine optimization strategy that helps marketers take advantage of the traffic and credibility of popular websites with good reputations to boost the ranking of another site. 

Rather than starting from scratch to build a site’s authority, those who use Parasite SEO benefit from the existing reputation of other platforms.  This approach can involve various methods, such as posting content on high-authority third-party sites like blogs, forums, social media, etc.

These platforms already rank well in search engines, so users aim to gain visibility and drive traffic to their sites by sharing valuable content or links there.

Important note: To be considered Parasite, the content has to be quite unrelated to the main website topicality. Otherwise, it would just be considered affiliation.

Txema gives an example of a parasite SEO, “I open a blog and publish an informational article about how to analyze markets, and place bets on Champions League matches. With probably very poor performance. But if I publish the same article in The New York Times, the performance on Google of that second article is gonna be much more successful”

What are the Benefits of Parasite SEO?

So, how can you actually benefit from parasite SEO, and why is it still a thing in 2025? Let’s find out!

There are three main reasons for implementing parasite SEO that make the practice attractive to marketers.

• Higher visibility. By placing your content on solid websites with great credibility, you can minimize how long it takes to get high in search engine rankings. These websites already have a proven history, which implies your content can ride their authority to rank faster.

• More keyword opportunities. With the backing of a high-authority website, you can more easily target competitive terms and drive traffic with valuable content. Such a placement strategy provides you with a better chance of ranking higher in search engines that might be challenging to try on an up-and-coming site.

• Increased audience reach. Well-established websites tend to have bigger readerships, and therefore, your content should be more likely to reach the masses. By capitalizing on their traffic, you can get the optimum level of engagement and visibility as the content is accessible for more people to see and read.

Vasilii Gamov sums it up, “Parasite SEO is an SEO strategy where marketers or businesses leverage the high domain authority (DA) of established websites to rank their own content in search engine results pages (SERPs). The content is often hosted on the authority site, benefiting from its credibility and ranking power”.

What are the Methods for Implementing Parasite SEO?

Let’s see how to actually start working with parasite SEO, and what the most widespread methods are.

Guest blogging on high-authority sites

The easiest thing to do is probably to collaborate with established sites. You can create quality content and pay these sites to post it on their website. This is as close to traditional link-building as you can get, but with a focus on the quality of the article rather than just the backlink. 

For example, if you write an article about the intersection of casinos and Formula 1, ensure that the content is relevant to the host site visitors. Your links must be sensible and believable in the context of the article.

 Employing parasite subfolders

Another widely used tactic is negotiating with a third-party site to host an independent backend within one of their highest-level subfolders. This tactic has gained widespread use in the past couple of years because it allows you to publish your material and continue leveraging the host site’s authority. 

For example, you could create a subfolder on a high-traffic news site for online casinos that would greatly raise the visibility level of your content.

Purchasing expired domains

You can also purchase expired domains with a good backlink and authority history. By hosting your content on these domains, you can benefit from their reputation. For example, if you acquire a gambling domain with good backlinks, you can publish articles on online casinos or betting tips there, which can improve your ranking in search results.

Txema also provides a list of tools that can be used to find the expired domains, those are free and work well from his personal experience:

• Namecheap
• Godaddy
• Odys Global
• Flippa
• Seo.domains

He explains that these platforms may require additional use of other SEO tools, such as AHREF’s Majestic, etc. Of course there are other paid platforms, with extra features, which may save you the use of additional tools, like: DomainHunterGatherer but in my opinion you already need the other tools for your other SEO actions, so with knowledge and the right approach, the free tools are good enough.

Optimize your on-page SEO

You don’t neglect on-page SEO just because you are linking to authoritative websites. Sure, there are always good tools floating around for making sure everything is readable and keyword-opts perfectly, but at least give some good structures to your blogs as well as correct density for a boost in optimization in terms of how well these show up in ranks.

Create backlinks to your content

Finally, just because your content is on an authoritative site doesn’t mean it will automatically rank well. You’ll need to build backlinks to your parasite content to compete with other high-authority pages targeting similar keywords. 

This means promoting your articles through various channels and seeking additional links from other relevant sites to increase their visibility.

What Tools to Use for Parasite SEO?

There are several resources that can be used for Parasite SEO, Vasilii Gamov mentions such platforms as Medium, LinkedIn, Reddit, Quora and WordPress.

Why use these resources for Parasite SEO

• Quick rankings. A Quora answer with a relevant keyword ranked #3 on Google within 3 days.
• Low-cost entry. Publishing on Medium is free, making it a cost-effective way to drive traffic.
• Content syndication. Repurposing blog content on platforms like Medium can increase traffic by 30% without significant additional effort.
• Lead generation. A LinkedIn post optimized for “B2B sales strategies” generated 50% more leads than the user’s main website.
• Niche targeting. Reddit threads targeting product-specific queries, such as «Best budget gaming laptop 2023,» often appear in the top 5 search results.

Does Google Accept Parasite SEO?

Txema explains that Google doesn’t accept Parasite SEO. It is a trick SEOs developed to beat the Google Algorithm, which in fact, even though its current popularity, Still Google didn’t find the solution to prevent Parasite SEO with their Algorithm

Let’s turn to stats. According to Search Engine Journal, 25% of Parasite SEO tactics result in warnings or penalties due to over-optimization or spam. Also, Ahrefs says that 70% of compliant campaigns see long-term success without penalties.

What is more, Txema says that Google keeps secrecy about their processes in order to avoid webmasters who breach their processes far from their investigation methods.

Txema points out several main thoughts

1. Many webmasters reach a complaint to Google about a website breaching their terms and conditions.
2. Google files these reports.
3. Google puts manual reviewers to check upon websites with a high amount of reports.
4. Suddenly, GSC reports on the Manual actions tab a breach of the Site Reputation Abuse without further information and gives a one-click button to validate once the site has been fixed.
5. Google removes its index pages from the website.

The penalty can be partial: Only to part of the website, or a few folders, or complete.

Is Parasite SEO Legal?

Globally, yes, but it’s crucial to follow the rules of a hosting site.

Txema and Vasilii point out that there is no global regulation about internet content (even for very clear cases like underaged pornography). So, in this case, we need to review the regulations of each country. Governments like Australians may ban pages and even the whole domain if they breach their regulations, for example, related to gambling, but others may not have a defined regulation, so there is somehow a legal loophole, meaning it’s totally legal.

What Risks Can an Authority Website Have When Agreeing to Do Parasite SEO?

There are three main risks for a website that hosts third-party content that are worth mentioning.

1. Potential Google penalties. Google can penalize the entire domain.
2. Country-specific blocks. The website can be blocked in certain countries if the third-party content is unlawful under local regulations.
3. Legal issues. Websites can face legal problems when distributing forbidden content to residents of those countries.

With these threats in consideration, it’s essential for high-authority sites to be extremely selective about the nature of the content they allow from third parties. They must develop a contract with extremely detailed specifications that outline topic, boundaries, and geographic targeting.

Is It Profitable to Do Parasite SEO? Pros and Cons Sum-Up

A parasite site may be productive for quite a while, but it will eventually be hit by Google. Google has been speeding up its review times, so these sites might have shorter lifespans nowadays. Some marketers will continue to apply such strategies if the revenue generated during their operational time exceeds the costs.

Pros

1. Quick gains. Parasite SEO can deliver quick visibility and traffic, hence appealing to any one who wishes to gain quick profit.
2. Lower infrastructure investment. It normally requires less infrastructure investment compared to creating a distinct site.

Cons

1. Shorter existence. Such projects will not last long before the penalty.
2. Penalty risk. There is a great risk of penalties by Google or even the government.
3. High initial investment. The initial cost can be high as the project can disappear at a moment’s notice.

Txema concludes “I don’t see a bright future to building a Parasite web that takes advantage of the host site. But instead, I have in mind a new concept, I decided to call symbiotic SEO, (Symbiosis stands for “interaction between two different organisms living in close physical association, typically to the advantage of both.” ) in which two entities benefit from mutual collaboration, in the long term”.

Conclusion

In summary, Parasite SEO can be an effective tool for companies looking for quick traffic and better rankings. 

Take into mind the stats below and make the decision to use or not to use Parasite SEO yourself:

• 40% of Parasite SEO campaigns result in measurable traffic increases within 30 days, according to Ahrefs.
• Backlinko says that 50% faster ranking for long-tail keywords than building authority on a new domain.
• Businesses report a 200% ROI when using high-authority platforms for content syndication, according to HubSpot, 2022.
• However, according to Moz, 25% of campaigns face limitations due to platform policy changes.

Vasilii Gamov highlights that “Parasite SEO’s success depends on ethical practices, compliance with platform rules, and diversification. While it offers short-term wins, marketers must balance opportunities with long-term strategies to maintain growth and audience trust”.

The Peaky Ads team urges to apply smart SEO and double your profits by collaborating with our marketing agency.

Subscribe to our YouTube channel and blog to gain expert marketing insights and start working with us to reach the peak of your marketing efforts!

According to StatusLabs, 95% of consumers believe companies that have a good reputation online, what’s more, TrustPilot claims that users believe online reputation of a corporation to be the first factor they pay attention to. 

All the facts prove that company reputation management is a crucial factor that needs to be monitored by website owners.

Look for the most necessary tips to company brand reputation must haves by Peaky Ads team in the article and boost the amount of clients you receive daily!

What is online reputation management?

Company online reputation management (also known as ORM) involves managing and influencing the perception of your business online. It means countering negative opinions with positive ones.

The concept often includes responding to negative reviews, pushing down negative search results, and correcting incorrect information about your business.

While ORM shares some similarities with digital PR, its main focus is to protect your reputation rather than build a positive brand image.

Is online reputation management the same as SEO?

Even understanding company reputation definition, some still mistake it with SEO. What’s the difference?

SEO, or Search Engine Optimization, is not just about trying to increase the number of visitors but also enhancing the quality of visitors coming to your website through organic results.

Online Reputation Management is the process by which you control the online storyline about you or your company. That means strategizing to make sure that when people search, they get content that is accurate, helpful, and beneficial for informed choices.

The main difference between SEO and ORM is that while the former focuses on visibility in search, the latter is more about shaping and creating better public perception.

How is online reputation monitoring done?

So, how to check out a company reputation efficiently?

1. Check your reputation on various sites and social media.

Start by routinely searching online for feedback about your brand. You can use tools like automated reputation managers to track mentions, reviews, and comments on social media. This tool pulls ratings and reviews from across the web into one dashboard where you can keep track of it all and quickly respond to both positive and negative feedback.

2. Analyze feedback and public perception.

It is not enough to collect the feedback, an owner needs to know the sentiment of the comments. 

Are customers happy with your products, or do certain issues keep cropping up? This is made simpler through AI tools that show essential feedback for helping customers make better purchasing decisions.

3. Create a reputation management strategy.

Devise a strategy for addressing negative reviews while encouraging positive content. The focus of this should be on the improvement of your brand image and the resolution of issues in an articulate manner.

Develop guidelines on how to respond to reviews, including:

• How will you handle negative comments?
• What is your strategy in case of an online crisis?
• How will you develop and publish positive content?
• What KPIs will you use to measure improved reputation?

4. Take action.

Engage with customers by responding to reviews — thank them for positive feedback and address concerns from negative comments. Share quality content that reflects your brand values and interact with your audience on social media to demonstrate your commitment to their opinions.

Once you start collecting reviews, try AI-generated summaries analyzing customer sentiment to highlighting where to improve. Get higher star ratings in Google Ads to give more visibility for your brand and may even lower ad costs.

5. Measure results.

Finally, measure the success of your reputation management efforts. Use the analytics tools to monitor the degree of engagement and review performance. Are more customers leaving positive reviews? Is your social media engagement on the rise? Adjust your strategies based on these insights for improved outcomes.

What are the benefits of online reputation monitoring?

Is managing company reputation actually worth the time and efforts? Peaky Ads team has made a list of pros of the monitoring a company image and reputation online.

6 pros of company reputation monitoring

1. Builds trust and credibility

Positive reviews build on your brand’s reliability, attracting new customers and retaining old customers, which reinforces your commitment to quality.

2. Improves search engine rankings

A strong online reputation increases your visibility in search results, making it so much easier to be found by both customers and prospective employees.

3. Raises brand awareness

Efficient reputation management improves your brand’s visibility across all digital channels by creating an unforgettable identity to fuel growth.

4. Creates stronger customer relationships

Engaging with customer feedback, both positive and negative, helps demonstrate to customers that their opinions are valued and can often turn unhappy customers into your most loyal advocates.

5. Provides competitive advantage

A good online reputation differentiates your website in competitive niches and attracts customers and employees alike who would want to work with reputable brands.

6. Helps in crisis management

Online reputation management helps resolve challenges much faster. With this, you can address negative reviews professionally to regain the confidence of your customers.

Now that you know why website owners need to manage company reputation timely, it’s high time to see how to do it.

What are online reputation monitoring tools?

If you’re looking for tools to enhance company’s reputation online, it’s crucial to understand that there are many different tools on the market that answer to different requests.

We’ve compiled a top five of most popular tools:

Google Alerts

Google Alerts is the free service that sends you notifications every time your predefined topics, for instance, your brand name appear in Google Search.

Brand24

Brand24 lets you monitor online conversations across multiple channels, from social media to podcasts. It uses AI to analyze and create reports that help you understand customer satisfaction and address negative feedback in no time.

Hootsuite

An all-in-one social media management tool that makes it easy to listen to what’s being said about your brand online and manage your reputation by responding to messages from one place.

Trustpilot

Trustpilot is a review platform to help build trust by showcasing customer feedback on your website. It collects reviews in an easy-to-use dashboard, giving you insights into customer sentiment so you can quickly address issues and encourage more positive experiences.

ReviewTrackers

ReviewTrackers streamlines reviews from major platforms like Google, Facebook, and TripAdvisor into one convenient hub for keeping track of customer feedback.

These basic tools will give you insights how to improve company reputation easily and really fast, yet there are many more on the market that you can explore!

How to take your online reputation monitoring to the next level?

Finally, Peaky Ads team has made a list of principles to follow that actually answers the question “how to build company reputation”?

Best ways to increase company reputation

1. Remember about honesty and transparency.

Admit when products or services are wrong. Customers love authenticity, and therefore, it is important to apologize and show what one is doing to improve the situation.

2. Take complaints public.

Rather than deleting negative comments from social media, take time to respond to them. This shows accountability and may favorably impact the way the public perceives your drawbacks.

3. Engage with users.

Share fun yet useful content, create discussion topics, run contests. Build a loyal following for your brand.

4. Create positive content.

When balancing negative reviews and press, build a cadence of publishing positive content about your brand in the form of blog posts, videos, and quality PR to highlight the bright spots.

5. Collaborate with earned media.

Placements in reputable publications via articles, opinion editorials, and interviews will help push down negative content in search results.

6. Set clear goals.

Approach ORM with clear goals in mind. Whether it be increased positive reviews or response times, establish metrics to measure performance for the set objectives.

7. Leverage social media for brand awareness.

Promote your product through social platforms thoughtfully to improve your brand’s reputation and ultimately drive more sales.

By doing all this, companies can better manage their online reputation to engender trust and loyalty in their customers and reduce the sting of negative feedback.

Conclusion

Make sure to use this essential info by Peaky Ads to increase your company’s reputation online, this can actually boost your sales and customers’ loyalty greatly.

Don’t hesitate to contact Peaky Ads to get even more useful insights on enhancing your brand imahe and leveraging your profits!

According to Statista, Google processes 6.3 million searches a minute. Imagine how powerful your article could be, if it got to the first search page? As we’ve mentioned before, if your text is SEO friendly, it will get to SERP high position and will be seen by most of your potential clients, that’s the main pros for any content website owner.

What’s more, according to Backlinko, 27% of users tend to click on the first search engine page result, which could give you a great deal of clients, wanting to learn your product related info.

If you’re still worried that the amount of organic traffic you’ll get will be insufficient, let’s turn to stats again. According to Sparktoro, 57% of all web traffic on the Internet comes from Google organic search. 

Finally, 49% of marketers see that organic traffic has the best ROI of all the channels they use, stats prove it.

What Are The Basics of SEO Writing?

Let’s be real, there is no single road to the top results in search engines or some hidden secret that will help anyone, but still, the understanding of a few main points can actually contribute to Google’s formula and enhance your content visibility.

• Relevant keywords usage.
  A very important aspect of SEO writing involves using relevant keywords strategically. In order to achieve this, it is essential to learn what potential visitors are searching for about your website. This adequate keyword research is the first step to creating a list of key terms and phrases.

• Related words application.
  Google checks for the presence of related terms that determine the relevance of the content. This is termed latent semantic indexing, which greatly enhances the efficiency of SEO. But, take into account that web crawlers also distinguish between content for the readers and content for the sake of SEO, so making keyword-stuffed content is very crucial to avoid.

• Find balance.
  What’s more, this ideal content has to balance human readers’ engagement and the satisfaction of search engines’ algorithms. Moreover, the simplicity of the language is important: very simple writings with scarce vocabulary are usually considered low-value.

• Be concise and informative.
  Effective SEO writing should sound natural and provide substantial information. Nowadays content seo is more than just focusing on keywords; it’s about understanding users’ requests, interests and addressing potential issues and questions.
  
• Expertise is vital.
  While keyword utilization is still relevant, it’s also crucial to think about the bigger ideas your content should touch on in order to satisfy users’ needs and enhance search rankings. Undoubtedly, unique points of view and expertise are crucial, that’s a little something that may get lost in AI content creation.

10 Must-Follow SEO Writing Rules

Though we mentioned that there’s no universal path to the seo best practices to rank content higher, there are still some rules that need to be followed and will actually increase your chance to get into 1st SERP positions.

PeakyAds SEO experts have prepared their 10 tips, the secret reveal of successful seo content is below!

Write Content For Humans

Let your style be appealing to your audience, write for people, and make it concise!

While SEO copywriting is critical, it’s just one aspect of search engine optimization. Another equally important thing is backlink building. Your content should be written mainly for people and be as “human” as possible. If your seo content seems to be too mechanical or overwhelmed with keywords, other sites simply won’t add links to it.

Write Content That Answers Your Audience’s Questions

Don’t rely solely on most frequent keywords, search what is interesting for this or that audience of your website, research most frequent queries or even go to competitors’ blogs with similar products or services and see their frequently asked questions.

A hint is to add FAQ to some articles or use must burning questions as subheadings, it will make the audience more loyal, just DO answer the question, don’t be too vague or poetic, no one wants to read philosophical texts when looking for an actual yes/no answer. 

Add Keywords Strategically into Your Content

Learning to do keyword research and how to choose the most appropriate keywords for your writing is a must in today’s writing. You can use  free seo tools for content writing like Contadu to do this.

That means judging the popularity of your main keywords and finding appropriate long-tail variants, and incorporating it as natively into texts as possible.

The competition for first page positions among primary keywords for a topic is often high. By targeting lower-search-volume keywords, you can actually achieve success. The SEO copywriter or specialist has to identify how competitive each term or phrase is and choose the right words.

Optimize Your Content To Claim the Featured Snippet

Featured snippets are the bits of information that show up on top of Google’s SERP. It is a powerful way to be ahead of your competitors, attract targeted visitors, increase clicks, and conversions. Therefore, they are extremely handy for long-tail keywords, since they may inspire users to click on your website for further reading.

There are four main types of featured snippets on which one should focus when optimizing the content: paragraph snippets, bulleted or numbered lists, table snippets, and video snippets. Each caters to a different search query and serves a different function.

For proper optimization of your content for featured snippets, explore SERPs for opportunities that can result in a snippet, target long-tail keywords, adopting a question-and-answer format, determine what keywords are currently ranking, develop well-structured and lucid content, and apply solid SEO strategies.

Why use H1, H2, H3 tags for your SEO?

Google’s algorithm uses header tags to understand the structure of a webpage. To put it simply, Google crawls your site, sees the H1 tag to determine what a page is about first. Smaller H2 and H3 tags explain and categorize the content and allow Google to analyze and decide how relevant a page is to a given search query.

Having clear, concise headers featuring relevant keywords helps Google to understand what your page is about, increasing the chances of rankings for those terms. Also, a clear hierarchy based on header tags increases the user experience, which is one of the aspects considered by Google when ranking pages.

Make Your Content Easy to Read

As simple and obvious as that, use seo content writing services or hire a copywriter that can explain a topic for any reader, from experts to newbies. 

The easy-to-read effect can be achieved by explaining the term you’re writing about in the first H2, then highlighting its importance and raising the most frequent questions that readers may have.

Think as if you’re a reader, no one will want to read a text with too complicated scientific vocabulary filled only with dry facts, this content shall not look like a scientific work by a professor!

Use Images in Every Single Post

By adding inside images and optimizing them for Google Image Search with relevant keywords, you enhance the chances of appearing in search results for those terms. 

For instance, if you create a blog post focused on SEO content writing and include an image optimized with the phrase “SEO content tools,” users searching for that keyword on Google Images are likely to encounter your image and click through to your article. This strategy can significantly boost traffic to your website via Google Image Searches.

Measuring and Improving Content Performance

How to optimize content for seo and measure the performance?

Obviously, it’s easier to use SEO tools to gain deeper insights and get better chances to improve the content. 

For instance, Google Analytics makes a great tracker of website traffic, SEMrush is an efficient tool to conduct analysis for online visibility, while Ahrefs provides metrics in SEO. These tools support the assessment of key metrics such as organic traffic, bounce rates, and more, helping you understand how well your content is doing.

Another crucial point is to know the proper metrics to measure the success of your content marketing. 

Key performance indicators include backlinks that build authority for your site, search rankings that drive organic traffic, and organic search traffic, showing how well your content is performing over time. 

You can also go ahead and track organic clicks, impressions, CTR, conversion rates, and dwell time to complete the view of user interaction and effectiveness of the content. Using these insights, you are able to further enhance overall performance.

Internal Links For SEO

Internal links help different pages of your website link to each other and show users more of your content. They are important in guiding visitors around your site to relevant content and allow search engines such as Google to crawl and rank pages. Without internal links, some web pages would not be visible to users and even to the search engines.

As a site owner, you can actively improve the visibility of your website through smart internal linking. When you link users and search engines to your most relevant content, you are telling them that this content is important. 

Content Promotion and Authority

Authority in SEO, is the credibility and trustworthiness a website has, mainly based on the quality and quantity of backlinks from reputable sources. When authoritative sites link to yours, that means your content is useful and reliable.

Building authority takes time, great engaging content that deserves backlinks organically, outreach to influencers and industry leaders who encourage links to your site. Establishing authority will take even more time when partnering with a reputable SEO company.

Conclusion

Now you know all the basics of SEO content creation, from the notion of SEO writing, its relevance for any marketer or a website owner to main tips and best practices to rank content higher.

Use the article by PeakyAds to increase your organic traffic and gain better results. If you wish to boost your marketing strategy to the peak, contact our team for fruitful cooperation!

In the latest Peaky Ads episode, its CEO, Vasilii Gamov, and Anastasia Titova, a powerhouse in iGaming user acquisition and funnel optimization, will explain why traffic burnout happens and how to fight it.

What is traffic burnout and why it happens?

Traffic burnout occurs when the expected conversion metrics, such as deposits or lifetime value (LTV), are not met. Anastasia explains that it’s not about CTR or similar metrics. It’s usually what happens after, like reg2dep, CR and your traffic when you check the quality after your test cap.

There are 3 main reasons for traffic burnout

• Poor coordination with managers. Misalignment between affiliate managers and product teams can lead to ineffective traffic management. 

• Generic funnels. If you warm out your audience for an exact offer, like Jet X, for instance, and show them just the main landing page, not adapted for this specific offer, it usually affects the results, such as the cost of your traffic, payout, and user activity. You can also lose about 30% of your CR.

• Anti-fraud triggers from similar gameplay patterns. As one of the examples, Anastasia explains that if an affiliate didn’t mention that he will run a specific funnel, managers won’t be able to inform their analytics or anti-fraud team. The traffic may be taken for fraudulent – if many players are into the same game and have the same patterns, for instance.

How do bonuses affect iGaming CRs?

Bonuses can be a double-edged sword in the iGaming industry. Anastasia highlights that everything you add to the campaign can have its consequences, and they aren’t always so positive.

Cost implications.

Every additional bonus offered increases the expectations for traffic performance. Affiliates must understand that excessive bonuses can lead to unprofitable traffic. 

The thing is that extra bonuses (not standard operator package) are calculated as well when checking the deposit sum and they are extracted from the overall sum, so the more bonuses you offer, the more users and higher deposits are required from you.

Example: Overloaded €500 welcome bonus with tough wagering killed D1 ROI for casual mobile users – 90% bounced.
Stat: In campaigns where bonus terms were not shown in pre-landing, conversion to FTD dropped by 42%.

Target audience looking for freebies.

Attracting «bonus hunters» who are not genuinely interested in playing can dilute the quality of traffic. Vasilii highlights that using a “no-deposit” bonus policy is an awful idea, as it will not attract long-term players at all.

Be strategic in the use of bonuses.

Bonuses should be used strategically, such as offering them for second or third deposits rather than without any money contribution. For instance, Anastasia suggests to use a generic welcome pack of bonuses. You can say that everyone that clicks on your link will have a certain amount of bonuses, and it will be just a normal welcome bonuses package, no one will actually check if it’s actually exclusive or not!

Anastasia concludes that affiliate managers should consider bonuses that are more individualized for each affiliate, which can lead to higher expectations and better performance. 

By leaving out general bonuses for some affiliates and creating tailored offers, companies are capable of optimizing their promotional initiatives and thus enhance their profits. Proper communication and collaboration between managers and affiliates are essential to fully realize these opportunities.

Customer support influences traffic profitability: what is it?

Both speakers agree that customer support has a great influence on the traffic performance, there are several main points to consider.

All in all, it is essential for retaining new players, especially ones who are beginners at casinos as well as are responsible for concern and inquiry resolution, fostering a supportive climate.

Tips to consider when it comes to customer support

• Take into account regional factors. There are differences in cultural perspectives on gambling (e.g., just a fun activity in Europe and Scandinavia but has some negative connotation in CIS countries). It means that communication needs to be tailored in order to address specific regional mindset.

• Apply smart communication strategy. It’s better to ask the support team not to use triggering terms like «casino» that could foster fear. Also, support team shall use positive words, i.e., «How can I assist with the game issues?» or like “Would you love to try this or that?”.

• Use clear language. Support team shall use only simple and straightforward language to not confuse new players. It also means reducing game and bonus-related tech terms to better explain things. For instance, a funnel targeting 40-year-old women can fail because support uses jargon like “RTP” and “KYC” instead of plain-language onboarding.

Recommendation: For gaming-style funnels, train support to mirror user psychology: “You’re here to play, let’s win together!”

Why is it vital for affiliates and iGaming product team to sync?

Affiliates absolutely need to keep in touch with the product teams to follow up their leads, especially if they use some sensitive traffic channels like Facebook, for instance. Anastasia and Vasilii highlight some main tips to apply for both affiliates and the product team.

Use communication via messengers.

It depends on the GEO, but it’s better apply Telegram, WhatsApp, and some other local platforms for additional follow ups and communication, such channels are really effective. Push notifications from apps is also a good idea, in Vasilii’s opinion, it works really well. He also highlights that calls can be a good solution for VIP user segment, such clients really love it.

Offer special conditions to improve retention and funnel functionality.

Affiliate connection with the manager can help to improve the funnel, for instance, if a user leaves casino in 24 hours, support team will give him an additional bonus or offer some other perks. Or, for instance, if there’s a really popular sport event in some GEO, you can ask support team to notify all players about it via push message, for instance, and offer a freebet.

Example: A campaign used a Telegram emulator chat to funnel users into sign-ups – which appeared suspicious to risk teams.
Result: 1,000+ leads flagged and locked due to misunderstanding the funnel logic.

Vasilii sums up that having a common marketing funnel with a casino manager can help affiliates to increase CRs and boost retention greatly. It’s also a nice idea to be proactive for an affiliate and collect a client database and ping it from his side.

UX and personalization: How will it work to boost the iGaming results?

User experience and personalization are two extremely important factors that contribute largely to the satisfaction and participation of players within the iGaming industry. Anastasia and Vasilii see several key factors to take into account when it comes to user experience.

Easy registration process.

A theme-based registration form that supports the game theme (e.g., employing images like planes for the Aviator game) creates an engaging first experience, thus making the process significant and engaging.

Effective game redirection.

Redirecting players upon registration to a specific game, such as the Aviator, maintains them engaged with content related to their initial interest, thus enhancing retention.

Demo versions and tutorials.

Offer demo versions of games to tell new players something about gameplay. Interactive tutorials using pop-ups may guide users through features, aiding in easier switching from familiar games (like Sweet Bonanza) to new games (like Chicken Road).

Consistent marketing funnels.

Consistency of theme is important throughout the marketing funnel. If the Aviator game draws players, subsequent experiences should also be consistent about that interest rather than diverting to unrelated content.

 Pro Tip: Always request a deep link to the slot you’re pushing (e.g., redirect directly to Aviator or Chicken Road).
Bonus idea: Custom registration pages with slot branding boost CR by up to 28%.

How to understand that the iGaming funnel is not working properly?

Experts have also compiled a list of recommendations for affiliates and affiliate managers to follow in order to gain quality traffic, notice when the funnel is not working properly and fix it quickly.

• Track conversion metrics. Watch conversion rates and engagement rates regularly. An abrupt increase in leads without any corresponding activity may be fraud.

• Examine user behavior. Track user activity after the deposit. Watch for trends like deposits without gameplay, which can indicate low-quality traffic.

• Analyze deposit ratios. Calculate the average first-time depositor deposit. A steep decline in this ratio may speak of traffic quality issues.

• Keep an eye on withdrawal patterns. Watch for fast withdrawals after deposits with no or minimal interaction. This is a healthy fraud indicator.

• Cooperate and share knowledge. Keep the dialogue among managers and affiliates open to debate traffic quality and share findings in order to promote a collaborative strategy towards fraud identification.

Conclusion

As you see, by understanding the nuances of traffic management, leveraging bonuses wisely, and maintaining open lines of communication, affiliates can easily enhance their marketing funnels and drive profitability.

Both experts highlighted several main takeaways from the podcast episode. First of all, traffic management is a team effort which means that all parties involved must work cohesively to optimize conversion rates, from product to affiliates.

It’s crucial to be proactive. Both affiliates and managers should actively seek information and support to improve their strategies.

Make sure to subscribe to Peaky Ads YouTube channel not to miss industry insights and contact us to maximize your marketing strategies effortlessly!

According to Statista, Google processes 6.3 million searches a minute. Imagine how powerful your article could be, if it got to the first search page? As we’ve mentioned before, if your text is SEO friendly, it will get to SERP high position and will be seen by most of your potential clients, that’s the main pros for any content website owner.

What’s more, according to Backlinko, 27% of users tend to click on the first search engine page result, which could give you a great deal of clients, wanting to learn your product related info.

If you’re still worried that the amount of organic traffic you’ll get will be insufficient, let’s turn to stats again. According to Sparktoro, 57% of all web traffic on the Internet comes from Google organic search. 

Finally, 49% of marketers see that organic traffic has the best ROI of all the channels they use, stats prove it.

What Are The Basics of SEO Writing?

Let’s be real, there is no single road to the top results in search engines or some hidden secret that will help anyone, but still, the understanding of a few main points can actually contribute to Google’s formula and enhance your content visibility.

• Relevant keywords usage.
  A very important aspect of SEO writing involves using relevant keywords strategically. In order to achieve this, it is essential to learn what potential visitors are searching for about your website. This adequate keyword research is the first step to creating a list of key terms and phrases.

• Related words application.
  Google checks for the presence of related terms that determine the relevance of the content. This is termed latent semantic indexing, which greatly enhances the efficiency of SEO. But, take into account that web crawlers also distinguish between content for the readers and content for the sake of SEO, so making keyword-stuffed content is very crucial to avoid.

• Find balance.
  What’s more, this ideal content has to balance human readers’ engagement and the satisfaction of search engines’ algorithms. Moreover, the simplicity of the language is important: very simple writings with scarce vocabulary are usually considered low-value.

• Be concise and informative.
  Effective SEO writing should sound natural and provide substantial information. Nowadays content seo is more than just focusing on keywords; it’s about understanding users’ requests, interests and addressing potential issues and questions.
  
• Expertise is vital.
  While keyword utilization is still relevant, it’s also crucial to think about the bigger ideas your content should touch on in order to satisfy users’ needs and enhance search rankings. Undoubtedly, unique points of view and expertise are crucial, that’s a little something that may get lost in AI content creation.

10 Must-Follow SEO Writing Rules

Though we mentioned that there’s no universal path to the seo best practices to rank content higher, there are still some rules that need to be followed and will actually increase your chance to get into 1st SERP positions.

PeakyAds SEO experts have prepared their 10 tips, the secret reveal of successful seo content is below!

Write Content For Humans

Let your style be appealing to your audience, write for people, and make it concise!

While SEO copywriting is critical, it’s just one aspect of search engine optimization. Another equally important thing is backlink building. Your content should be written mainly for people and be as “human” as possible. If your seo content seems to be too mechanical or overwhelmed with keywords, other sites simply won’t add links to it.

Write Content That Answers Your Audience’s Questions

Don’t rely solely on most frequent keywords, search what is interesting for this or that audience of your website, research most frequent queries or even go to competitors’ blogs with similar products or services and see their frequently asked questions.

A hint is to add FAQ to some articles or use must burning questions as subheadings, it will make the audience more loyal, just DO answer the question, don’t be too vague or poetic, no one wants to read philosophical texts when looking for an actual yes/no answer. 

Add Keywords Strategically into Your Content

Learning to do keyword research and how to choose the most appropriate keywords for your writing is a must in today’s writing. You can use  free seo tools for content writing like Contadu to do this.

That means judging the popularity of your main keywords and finding appropriate long-tail variants, and incorporating it as natively into texts as possible.

The competition for first page positions among primary keywords for a topic is often high. By targeting lower-search-volume keywords, you can actually achieve success. The SEO copywriter or specialist has to identify how competitive each term or phrase is and choose the right words.

Optimize Your Content To Claim the Featured Snippet

Featured snippets are the bits of information that show up on top of Google’s SERP. It is a powerful way to be ahead of your competitors, attract targeted visitors, increase clicks, and conversions. Therefore, they are extremely handy for long-tail keywords, since they may inspire users to click on your website for further reading.

There are four main types of featured snippets on which one should focus when optimizing the content: paragraph snippets, bulleted or numbered lists, table snippets, and video snippets. Each caters to a different search query and serves a different function.

For proper optimization of your content for featured snippets, explore SERPs for opportunities that can result in a snippet, target long-tail keywords, adopting a question-and-answer format, determine what keywords are currently ranking, develop well-structured and lucid content, and apply solid SEO strategies.

Why use H1, H2, H3 tags for your SEO?

Google’s algorithm uses header tags to understand the structure of a webpage. To put it simply, Google crawls your site, sees the H1 tag to determine what a page is about first. Smaller H2 and H3 tags explain and categorize the content and allow Google to analyze and decide how relevant a page is to a given search query.

Having clear, concise headers featuring relevant keywords helps Google to understand what your page is about, increasing the chances of rankings for those terms. Also, a clear hierarchy based on header tags increases the user experience, which is one of the aspects considered by Google when ranking pages.

Make Your Content Easy to Read

As simple and obvious as that, use seo content writing services or hire a copywriter that can explain a topic for any reader, from experts to newbies. 

The easy-to-read effect can be achieved by explaining the term you’re writing about in the first H2, then highlighting its importance and raising the most frequent questions that readers may have.

Think as if you’re a reader, no one will want to read a text with too complicated scientific vocabulary filled only with dry facts, this content shall not look like a scientific work by a professor!

Use Images in Every Single Post

By adding inside images and optimizing them for Google Image Search with relevant keywords, you enhance the chances of appearing in search results for those terms. 

For instance, if you create a blog post focused on SEO content writing and include an image optimized with the phrase “SEO content tools,” users searching for that keyword on Google Images are likely to encounter your image and click through to your article. This strategy can significantly boost traffic to your website via Google Image Searches.

Measuring and Improving Content Performance

How to optimize content for seo and measure the performance?

Obviously, it’s easier to use SEO tools to gain deeper insights and get better chances to improve the content. 

For instance, Google Analytics makes a great tracker of website traffic, SEMrush is an efficient tool to conduct analysis for online visibility, while Ahrefs provides metrics in SEO. These tools support the assessment of key metrics such as organic traffic, bounce rates, and more, helping you understand how well your content is doing.

Another crucial point is to know the proper metrics to measure the success of your content marketing. 

Key performance indicators include backlinks that build authority for your site, search rankings that drive organic traffic, and organic search traffic, showing how well your content is performing over time. 

You can also go ahead and track organic clicks, impressions, CTR, conversion rates, and dwell time to complete the view of user interaction and effectiveness of the content. Using these insights, you are able to further enhance overall performance.

Internal Links For SEO

Internal links help different pages of your website link to each other and show users more of your content. They are important in guiding visitors around your site to relevant content and allow search engines such as Google to crawl and rank pages. Without internal links, some web pages would not be visible to users and even to the search engines.

As a site owner, you can actively improve the visibility of your website through smart internal linking. When you link users and search engines to your most relevant content, you are telling them that this content is important. 

Content Promotion and Authority

Authority in SEO, is the credibility and trustworthiness a website has, mainly based on the quality and quantity of backlinks from reputable sources. When authoritative sites link to yours, that means your content is useful and reliable.

Building authority takes time, great engaging content that deserves backlinks organically, outreach to influencers and industry leaders who encourage links to your site. Establishing authority will take even more time when partnering with a reputable SEO company.

Conclusion

Now you know all the basics of SEO content creation, from the notion of SEO writing, its relevance for any marketer or a website owner to main tips and best practices to rank content higher.

Use the article by PeakyAds to increase your organic traffic and gain better results. If you wish to boost your marketing strategy to the peak, contact our team for fruitful cooperation!

Remember: smaller budgets or manual placements will slow this process down.

Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

Finally, yet really important customer-related metrics, let’s see what’s the difference between CLV and CAC and how to actually count them.

CAC

Customer Acquisition Cost (CAC) refers to the total cost a company pays in order to obtain a new customer. It covers all marketing and sales expenses, such as advertising, salaries, and commissions. CAC is necessary for companies in order to understand how efficient their marketing campaigns are.

Direct and indirect costs are both considered in calculating CAC. Salaries for the sales team and advertising are examples of direct costs, while overheads like rent and utilities are examples of indirect costs.

CAC comparison allows firms to calculate their ROI in marketing and sales. CAC, as a metric followed over time, permits firms to identify trends, optimize strategies, and reduce costs of acquisition.

CLV

Customer Lifetime Value (CLV) is the total revenue a customer will generate throughout their whole relationship with a business. It includes not just the initial purchase, but repeated purchases and additional services as well. CLV is valuable in establishing the long-term value of customers.

To estimate CLV, firms forecast the lifetime average revenue from a customer and subtract the cost of serving them, such as production and support expenses.

CLV offers customer profitability insights, which guide marketing and retention efforts. With high-value customers identified, firms can better allocate resources and target marketing efforts.

Additionally, CLV may be utilized in measuring the efficacy of retention initiatives by comparing the lifetime values of customers that have been targeted with such initiatives against those that haven’t.

Difference between CAC and CLV

CAC is interested in the upfront costs of acquiring new customers. It provides insight into marketing efficiency in the sense that it prevents acquisition costs from exceeding revenue earned.

CLV takes a broader view in the sense that it examines the entire customer relationship, repeated cooperation, and loyalty. It determines the total value a customer will provide over a span of time.

For instance, a company may have both a high CAC and a high CLV. That is, although customers are more costly to acquire, they repay in the long run, and so the initial investment is worth it. Having knowledge of both amounts allows companies to make smarter decisions in terms of resource planning and strategy.

Conclusion

Now you have a full manual on crucial metrics by Peaky Ads agency, use it as your own dictionary on important digital marketing metrics, from the simplest like impressions and CPMs to ROAS and ad-specific measurements like Quality and Relevance scores.

Go ahead and collaborate with Peaky Ads to boost all your marketing metrics related to profit!

In this article, the PeakyAds agency team will take you through the basics of media buying definition, types of it, how it impacts businesses, as well as ways to launch successful ads and even more. 

Let’s take a look and see how to make sure your ads reach the people who matter most!

What are the Types of Media Buying?

First, let’s briefly explain what media buying is or remind those who know what the notion is all about. 

Media buying is the strategic process of purchasing advertising space across various media outlets in order to effectively reach your target audience. Media buying process involves negotiations with media firms, placement of ads in the most suitable locations, and cost control to achieve the highest ROI. The goal is to ensure that your advertisement campaign conveys the correct message to the correct people at the correct time.

Types of Media Buying

1. Direct buying.

Direct purchasing is the method of directly purchasing advertising space from a publisher. It is a method based on personal relations and negotiated deals, not automatic machinery or brokers.

• Ability to acquire specific ad positions in publications that your target consumers use.
• Tailored agreements can be established based on your needs.
• Fosters ongoing relationships with publishers.

Best used for: Most suitable for building trust within local or niche communities and for targeting small markets.

2. Programmatic buying.

Programmatic buying was born with the emergence of digital media and simplifies the ad-buying process. It uses algorithms to put ads on real-time across multiple exchanges.

• Enables precise targeting of certain audiences.
• Allows participation in multiple exchanges simultaneously.
• Often reduces the price of ad placements.

Best used for: This approach is best suited for smaller companies who wish to optimize their ad spend.

Media buying advertising also encompasses a variety of ad types, including:

• Display Ads
• Mobile Ads
• Paid Search
• Social Media Ads
• Video Ads
• Digital Out of Home (OOH) Ads

Digital OOH ads are particularly exciting for media buyers since they introduce new and fascinating methods of engaging with audiences. 

In addition to digital platforms, media buying strategy also involves traditional media such as:

• TV Ads
• Print Ads (newspapers and magazines)
• Radio Ads
• Out of Home (OOH) Ads (all non-digital ads)

Even though internet ad placements allow for more targeted campaigns, old-fashioned advertisements are more ideal when building brand recognition. The best choice for your business will depend on your budget, goals, and market.

Why is Media Buying Important for Businesses?

Media purchasing, in the competitive business world today, can be a breaker of deals for businesses aiming at heightening their visibility, accessing their target markets, and expanding conversions. 

Here are some cogent reasons media purchasing is fundamental to business prosperity.

Quality inventory slots availability

According to the Digital 2024 Global Overview report, the leading brand discovery channels are search engines (31.9%), television (30.9%), and social media (28.7%). Media buyers possess the expertise to deal with these channels and identify the most valuable inventory slots that have high engagement levels. With their insight into market dynamics and external factors affecting ad placement and pricing, organizations can invest their budgets more accurately.

For instance, companies using white-label ad technology software can act as platform owners, giving them direct publisher placements through an ad server. This flexibility allows for customized strategies that enhance exposure on various platforms.

Simple professional negotiations

Media buyers are skilled negotiators with extensive connections in the media industry. Their negotiation capabilities can result in sizeable cost reductions for businesses. Research indicates that companies employing veteran media buyers can save as much as 30% of their advertising budget versus those companies that conduct media buying in-house.

Deal optimization is significant in programmatic advertising. DSPs utilize sophisticated algorithms, such as bidding autopilot features, which dynamically change bids based on real-time performance metrics. Not only does this functionality increase win rates, but it also optimizes spending so that businesses are able to achieve reduced costs per conversion over time.

Enhanced brand awareness and HQ leads

Effective media purchasing strategies can truly enhance brand awareness. Through granular targeting, advertisers can drill down into their audience profiles based on fine-grained demographic and behavioral data. The precision assists businesses in targeting potential customers more effectively, resulting in higher quality leads.

Statistics indicate that targeted ads have the ability to increase conversion by as much as 50% compared to non-targeted campaigns. On top of this, media purchasing through a white-label DSP allows businesses to enjoy unlimited supply potential along with custom traffic sources that provide real-time analytics that inform business owners of the quality of conversions and allow them to optimize campaigns accordingly.

Flexibility in a dynamic market

The advertising landscape keeps evolving according to changes in consumer behavior, technology, and market conditions. Media buyers are experienced in changing plans according to the market trends. For example, when there are major events or trends, they can quickly divert campaigns to capitalize on emerging opportunities, making businesses relevant.

Data-driven decision-making

Data-driven decision-making is a hallmark of successful media buying. Media buyers use advanced analytics software to track campaign performance, audience engagement, and ROI. The data not only informs current strategy but also provides insights for future campaigns.

Studies have established that companies that utilize data analytics in advertising experience, on average,have a 20% greater ROI compared to those companies that fail to leverage such intelligence. Through continuous review of performance data, companies are able to refine targeting and messaging and thus develop more effective campaigns.

How To Plan and Launch Impressive Ads?

An effective media buying plan is essential for creating memorable ad campaigns. 

Here are key strategies to help you launch successful ads

1. Target your specific audience.

Focus on ad placements where your target audience spends their time, rather than just high-traffic spots. Use audience segmentation tools to refine your targeting based on demographics and interests.

2. Conduct market research.

Understand your audience’s needs and preferences through market research,analytics and data available on the web. It’s also a good idea to ollaborate with PR amd marketing agencies like PeakyAds to make this research more effective and target the audience you need!

3. Create catchy headlines and brand images

Your headline is crucial for grabbing attention. Use action verbs, imperatives, figures, or intriguing questions to entice viewers. Test different headlines simultaneously to see which performs best.

Ensure your ad’s visuals align with your brand identity. Consistent colors, fonts, and styles help boost brand recognition and build trust.

4. Make a CTA clear and direct.

Every ad should have a direct CTA that tells viewers what to do next—whether it’s visiting your website, registering or making a purchase. Use urgent language to encourage immediate action.

5. Apply new technologies

Stay updated on new advertising technologies and platforms. Explore programmatic advertising for precise targeting and consider emerging social media channels or influencer partnerships as well as AI tools for research, promo creation and optimization.

6. Monitor analytics and optimize ads.

Track key performance metrics like click-through rates (CTR) and conversion rates. Use this data to adjust your strategies as needed for better results. Cut off expensive or non-working placements as well as promos with low CTRs, test multiple approaches simultaneously.

Important: Don’t stop the conversation after your ads run. Engage with your audience through follow-ups, newsletters or surveys to gather feedback and build relationships.

5 Tips for Negotiating Digital Media Buying

So, how do you properly plan and buy digital media? Let’s examine how businesses can communicate and which media buying strategies to use.

1. Communicate your objectives clearly.

Start by having well-defined, measurable goals for your media buys. Having an idea of what you’re looking for—whether brand awareness, lead gen, or sales—will guide your choices and enable you to judge the success of your campaigns accordingly.

2. Know the cultural context.

Stay current with the social and cultural context prevailing around your advertising. Knowing this, you will be able to build your message and placements that resonate with your audience and decrease the chances of mistakes, as well as optimize campaign timeliness.

3. Blend your media strategy.

Don’t confine your campaign to a single channel; rather, build a synergistic combination of media placements. Combining digital, social, and traditional channels can advance your message and deliver a more complete reach. Having this variety also enhances your negotiating leverage by highlighting a balanced strategy.

4. Think about your budget in advance.

Always approach negotiations with a clear mind regarding your budgetary limitations. Research typical pricing and negotiate at a level below this. Ensure that your media purchases are within your financial goals and do not overspend while attempting to receive the best value.

5. Get detailed contracts.

Be sure to have all terms and conditions clearly stated in contracts before making any media purchase. This would include defining timelines, deliverables, and any other services promised. A well-documented agreement will safeguard your interests during the course of the campaign period.

Trends of Media Buying in 2025

There are several online media buying trends that will prevail in 2025 that need to be taken into account for business owners this year, according to ExpertMarketResearch data.

• Data-drven marketing. The use of advanced analytics will optimize cross-channel campaigns and allow marketers to track consumer behavior and improve real-time ROI.

• Personalized content. Consumers will need tailored experiences. Media buyers will focus on providing relevant content, compelling information, and the utilization of interactive formats to increase levels of engagement.

• Social media and influencer marketing. Social media will remain significant, with brands leveraging influencers to engage meaningfully with specialist audiences and establish brand trust.

• New technologies. AI and machine learning will automate and improve targeting. Blockchain will increase the transparency of ad transactions, and augmented reality (AR) will deliver immersive brand experiences.

Conclusion

Obviously, in 2025 successful media buying will rely on data-driven strategies, personalized content, social media influence, and innovative technologies. Brands that adapt to these trends will build stronger consumer relationships in a competitive market.

By implementing such tips as being budget-concious, understanding cultural context and your goals as well as using different media channels and getting detailed cooperation conditions, you can navigate the complexities of digital media buying more effectively and secure better outcomes for your advertising campaigns.

In a recent Peaky Ads podcast episode, Warren Summit, leading SEO initiatives at Catena Media and a co-founder of the SEO Club podcast, and Vasilii Gamov, Peaky Ads CEO, shared valuable insights on how marketers can adapt to these changes effectively.

Below we’ll provide all the insights the experts discussed and explain all about AI influence on search engines, role of brand authority, optimization strategies as well as tools for it, and future trends of AI search.

How Does AI Influence Search Engines?

Undoubtedly, in 2025, AI will revolutionize the way users interact with search engines. Warren connects AI search with voice search, pointing to the importance of natural language processing (NLP). This means ranking websites for conversational searches rather than just keywords. 

As AI searches become more common, even Google recently announced that they are actually testing an AI search within Google search engine using Google Labs where they’re basically testing out new features. This way the challenge is in providing for NLP requirements, which affect how content is presented. 

While voice search has yet to meet expectations in the past, AI is bridging gaps by providing better, more conversational responses to searches.

Key AI influence on search engines

• AI search engines. Google is testing a full AI search experience, shifting from traditional search methods to AI-driven capabilities.

• Natural Language Processing (NLP). AI prioritizes natural language processing, allowing users to ask more conversational questions and dig deeper into users’ intent rather than just providing blunt info. 

• Voice Search Connection. AI search is directly connected to voice search since both use natural language processing. Again, companies need to keep this in mind when optimizing their sites.

What are the Optimization Strategies for Improving the Visibility of AI Searches?

As AI continues to shape search functionalities, businesses must implement effective optimization strategies. Vasilii points out that it’s not enough to optimize your website just with keywords, headings, titles, and so on, it’s crucial to optimize it to be visible on AI search results like within Chat GPT or Deepseek, etc.

Warren and Vasilii have analyzed the AI influence on the search and identified several important strategies to use.

Key optimization strategies include

• Natural Language Processing (NLP) relevance. The better-written something is, the better it will be read. Techniques like semantic triples — positioning keywords and verbs in significant locations—can make it easier for AI to read.

• Schema markup application. Implementing schema markup helps AI better understand your site’s context. This is particularly important for content types like FAQs, which provide clear context even though Google has removed FAQ results from SERPs.

• Content freshness. Freshness of content is a priority. More recent AI models are not just founded on data ingestion often but also perform live crawls of websites to confirm information freshness. Websites updating content and confirming the information on a regular basis stand higher odds of performing well in AI search results.

• User experience and page speed. A swift and well-performing website enhances the crawling ability of AI software. Since web scraping is resource-intensive, a simple website structure makes it easier for AI to extend and index the content.

• Brand authority. A brand’s credibility counts a great deal in the way AI evaluates the quality of information. Well-established brands with positive reputation are less likely to be questioned by AI algorithms, which influence their rank in search results.

• Content similarity. Original content is wonderful, but as important is being in the baseline data set of others in the industry. Repetition of sources is what AI is looking for, and some duplication of current content can be a good thing.

Warren concludes that the game hasn’t completely changed from traditional SEO, it has become a bit more nuanced. You cannot just rely on updating the content once a month or once every two months even if you have evergreen pages, AI is really prioritizing freshness.

Which Other Tools and Resources Can be Used for Optimization?

Businesses can leverage various tools and resources to optimize for AI search effectively. Vasilii and Warren highlighted the most popular and relevant ones, together with some useful tips.

SEO tips

• Thank for user intent awareness. Differentiate between commercial and information-based searches. With AI, searches are more question-oriented; thus, long-tail keywords gain significance. Warren points out that the importance of targeting those long tails is now even greater.

• Develop a content strategy. Having specialized pages that comprehensively answer specific questions can enhance visibility. Instead of answering every question individually, marketers could instead create «Master questions» that answer a few related questions.

• Use keyword research tools. Existing tools like Ahrefs and SEMrush provide valuable information for keyword research, facilitating the identification of long-tail keywords and tracking performance.

• Search for additional resources. «Answer the Public» is recommended for generating ideas on user questions across the web, particularly from websites like Reddit. Engaging in discussions from surrounding subreddits can also yield helpful content for content creation.

Search optimization tools recommended by experts

1. Ahrefs. It is a tool that assists in keyword research and performance tracking to make it simpler to identify long-tail keywords.
2. SEMrush. It provides advanced features for keyword research, site audits, and competitor analysis, which are essential for content optimization.
3. AnswerThePublic. A tool that pools questions from around the web, enabling users to see what individuals are looking for on the web.
4. Google Search Console. It is helpful in tracking website performance and learning about search queries that drive your site.
5. Reddit. Although not a conventional SEO tool, browsing through applicable subreddits can reveal user search queries that can be used to shape your content strategy.

What are the Current and Future Trends in AI Search?

Vasilii and Warren both confirm that there’s an interesting landscape when it comes to AI search engines and what drives them. All AI algorithms, like Google’s AI, ChatGPT, Deep Seek, and Groq, utilize different algorithms and sets of training that dictate the way they parse requests and generate answers.

Current Observations on AI and SEO

Different AI training models.

Each AI has different training data and methods, which affect their language and contextual knowledge. There may be some models that are excellent at handling structured data or numerical queries, while others are better for natural language processing and conversational contexts.

Various response generation.

The way these engines give responses can also vary extensively. For example, Gro can give more bare responses than ChatGPT, the latter having measures in place to ensure answers are secure and concise. This means that even though all such websites try to respond to users’ questions, how their responses are given will vary based on design ideas and functional limitations.

SEO Implications.

When looking at SEO strategies on all of these platforms, bear in mind that the older techniques of SEO may not translate across the board. Keyword optimization will continue to be crucial, but the variations in how each AI platform consumes content can make strategies differ. Engagement metrics might be a dominant factor on social platforms like TikTok, while more established search engines can be based on backlinks and the quality of the content.

Expert Presence.

Having an identifiable expert presence is crucial, but it’s not solely about the author anymore. Trends now show that affiliate sites are increasingly focusing on social media activity. Companies are now creating official campaigns and strategies for social media marketing, moving beyond accidental presence to actually interacting with the audience.

Social media as search engines.

Social media platforms like TikTok and Reddit are themselves search engines, where users conduct searches directly on such sites. This puts in the limelight the need for brands to establish a presence on social media so that they can enhance their online presence.

Brand presence and trust.

A brand’s trustworthiness is established based on its presence on social media. Customers are less likely to trust brands with no activity on platforms like Twitter (currently X) or Telegram. What’s more, the rise in short-form video viewing on YouTube works to emphasize further the need for brands to incorporate video into the fold of their SEO strategies. A nice social media presence establishes credibility.

In terms of future trends, both Warren and Vasilii agree that if to choose between various AI models Groq tends to provide more acceptable answers compared to other tools like ChatGPT and Gemini. However, the AI scenario is dynamic and may change overnight, and it is necessary for firms to alter their SEO strategy according to the shifting scenario.

Experts highlight that companies should not be rigid about conventional ways but keep themselves open to exploring new ways and innovating according to the shifting digital scenario.

Conclusion

In summary, the future of search is not just about traditional SEO practices, it is about embracing the changes brought by AI and leveraging them to create valuable, user-centric content. As businesses navigate this new terrain, the key to success lies in continuous optimization, learning, and innovation.

If you’re into innovation and growing your business, cooperate with Peaky Ads, we always keep abreast of all the trends and will help you reach the peak of marketing efforts!

Previously, as part of a podcast on our YouTube channel, Vasilii Gamov, CEO of Peaky Ads, and Txema Hermoso, Chief Growth Officer of Doctor SEO, shared their insights on this method and gave their expert opinions on the notion, together with practical tips and risks explained.

What is Parasite SEO?

First, let’s briefly dive into the notion of parasite SEO and explain its nature. As its name says, parasite SEO is a search engine optimization strategy that helps marketers take advantage of the traffic and credibility of popular websites with good reputations to boost the ranking of another site. 

Rather than starting from scratch to build a site’s authority, those who use Parasite SEO benefit from the existing reputation of other platforms.  This approach can involve various methods, such as posting content on high-authority third-party sites like blogs, forums, social media, etc.

These platforms already rank well in search engines, so users aim to gain visibility and drive traffic to their sites by sharing valuable content or links there.

Important note: To be considered Parasite, the content has to be quite unrelated to the main website topicality. Otherwise, it would just be considered affiliation.

Txema gives an example of a parasite SEO, “I open a blog and publish an informational article about how to analyze markets, and place bets on Champions League matches. With probably very poor performance. But if I publish the same article in The New York Times, the performance on Google of that second article is gonna be much more successful”

What are the Benefits of Parasite SEO?

So, how can you actually benefit from parasite SEO, and why is it still a thing in 2025? Let’s find out!

There are three main reasons for implementing parasite SEO that make the practice attractive to marketers.

• Higher visibility. By placing your content on solid websites with great credibility, you can minimize how long it takes to get high in search engine rankings. These websites already have a proven history, which implies your content can ride their authority to rank faster.

• More keyword opportunities. With the backing of a high-authority website, you can more easily target competitive terms and drive traffic with valuable content. Such a placement strategy provides you with a better chance of ranking higher in search engines that might be challenging to try on an up-and-coming site.

• Increased audience reach. Well-established websites tend to have bigger readerships, and therefore, your content should be more likely to reach the masses. By capitalizing on their traffic, you can get the optimum level of engagement and visibility as the content is accessible for more people to see and read.

Vasilii Gamov sums it up, “Parasite SEO is an SEO strategy where marketers or businesses leverage the high domain authority (DA) of established websites to rank their own content in search engine results pages (SERPs). The content is often hosted on the authority site, benefiting from its credibility and ranking power”.

What are the Methods for Implementing Parasite SEO?

Let’s see how to actually start working with parasite SEO, and what the most widespread methods are.

Guest blogging on high-authority sites

The easiest thing to do is probably to collaborate with established sites. You can create quality content and pay these sites to post it on their website. This is as close to traditional link-building as you can get, but with a focus on the quality of the article rather than just the backlink. 

For example, if you write an article about the intersection of casinos and Formula 1, ensure that the content is relevant to the host site visitors. Your links must be sensible and believable in the context of the article.

 Employing parasite subfolders

Another widely used tactic is negotiating with a third-party site to host an independent backend within one of their highest-level subfolders. This tactic has gained widespread use in the past couple of years because it allows you to publish your material and continue leveraging the host site’s authority. 

For example, you could create a subfolder on a high-traffic news site for online casinos that would greatly raise the visibility level of your content.

Purchasing expired domains

You can also purchase expired domains with a good backlink and authority history. By hosting your content on these domains, you can benefit from their reputation. For example, if you acquire a gambling domain with good backlinks, you can publish articles on online casinos or betting tips there, which can improve your ranking in search results.

Txema also provides a list of tools that can be used to find the expired domains, those are free and work well from his personal experience:

• Namecheap
• Godaddy
• Odys Global
• Flippa
• Seo.domains

He explains that these platforms may require additional use of other SEO tools, such as AHREF’s Majestic, etc. Of course there are other paid platforms, with extra features, which may save you the use of additional tools, like: DomainHunterGatherer but in my opinion you already need the other tools for your other SEO actions, so with knowledge and the right approach, the free tools are good enough.

Optimize your on-page SEO

You don’t neglect on-page SEO just because you are linking to authoritative websites. Sure, there are always good tools floating around for making sure everything is readable and keyword-opts perfectly, but at least give some good structures to your blogs as well as correct density for a boost in optimization in terms of how well these show up in ranks.

Create backlinks to your content

Finally, just because your content is on an authoritative site doesn’t mean it will automatically rank well. You’ll need to build backlinks to your parasite content to compete with other high-authority pages targeting similar keywords. 

This means promoting your articles through various channels and seeking additional links from other relevant sites to increase their visibility.

What Tools to Use for Parasite SEO?

There are several resources that can be used for Parasite SEO, Vasilii Gamov mentions such platforms as Medium, LinkedIn, Reddit, Quora and WordPress.

Why use these resources for Parasite SEO

• Quick rankings. A Quora answer with a relevant keyword ranked #3 on Google within 3 days.
• Low-cost entry. Publishing on Medium is free, making it a cost-effective way to drive traffic.
• Content syndication. Repurposing blog content on platforms like Medium can increase traffic by 30% without significant additional effort.
• Lead generation. A LinkedIn post optimized for “B2B sales strategies” generated 50% more leads than the user’s main website.
• Niche targeting. Reddit threads targeting product-specific queries, such as «Best budget gaming laptop 2023,» often appear in the top 5 search results.

Does Google Accept Parasite SEO?

Txema explains that Google doesn’t accept Parasite SEO. It is a trick SEOs developed to beat the Google Algorithm, which in fact, even though its current popularity, Still Google didn’t find the solution to prevent Parasite SEO with their Algorithm

Let’s turn to stats. According to Search Engine Journal, 25% of Parasite SEO tactics result in warnings or penalties due to over-optimization or spam. Also, Ahrefs says that 70% of compliant campaigns see long-term success without penalties.

What is more, Txema says that Google keeps secrecy about their processes in order to avoid webmasters who breach their processes far from their investigation methods.

Txema points out several main thoughts

1. Many webmasters reach a complaint to Google about a website breaching their terms and conditions.
2. Google files these reports.
3. Google puts manual reviewers to check upon websites with a high amount of reports.
4. Suddenly, GSC reports on the Manual actions tab a breach of the Site Reputation Abuse without further information and gives a one-click button to validate once the site has been fixed.
5. Google removes its index pages from the website.

The penalty can be partial: Only to part of the website, or a few folders, or complete.

Is Parasite SEO Legal?

Globally, yes, but it’s crucial to follow the rules of a hosting site.

Txema and Vasilii point out that there is no global regulation about internet content (even for very clear cases like underaged pornography). So, in this case, we need to review the regulations of each country. Governments like Australians may ban pages and even the whole domain if they breach their regulations, for example, related to gambling, but others may not have a defined regulation, so there is somehow a legal loophole, meaning it’s totally legal.

What Risks Can an Authority Website Have When Agreeing to Do Parasite SEO?

There are three main risks for a website that hosts third-party content that are worth mentioning.

1. Potential Google penalties. Google can penalize the entire domain.
2. Country-specific blocks. The website can be blocked in certain countries if the third-party content is unlawful under local regulations.
3. Legal issues. Websites can face legal problems when distributing forbidden content to residents of those countries.

With these threats in consideration, it’s essential for high-authority sites to be extremely selective about the nature of the content they allow from third parties. They must develop a contract with extremely detailed specifications that outline topic, boundaries, and geographic targeting.

Is It Profitable to Do Parasite SEO? Pros and Cons Sum-Up

A parasite site may be productive for quite a while, but it will eventually be hit by Google. Google has been speeding up its review times, so these sites might have shorter lifespans nowadays. Some marketers will continue to apply such strategies if the revenue generated during their operational time exceeds the costs.

Pros

1. Quick gains. Parasite SEO can deliver quick visibility and traffic, hence appealing to any one who wishes to gain quick profit.
2. Lower infrastructure investment. It normally requires less infrastructure investment compared to creating a distinct site.

Cons

1. Shorter existence. Such projects will not last long before the penalty.
2. Penalty risk. There is a great risk of penalties by Google or even the government.
3. High initial investment. The initial cost can be high as the project can disappear at a moment’s notice.

Txema concludes “I don’t see a bright future to building a Parasite web that takes advantage of the host site. But instead, I have in mind a new concept, I decided to call symbiotic SEO, (Symbiosis stands for “interaction between two different organisms living in close physical association, typically to the advantage of both.” ) in which two entities benefit from mutual collaboration, in the long term”.

Conclusion

In summary, Parasite SEO can be an effective tool for companies looking for quick traffic and better rankings. 

Take into mind the stats below and make the decision to use or not to use Parasite SEO yourself:

• 40% of Parasite SEO campaigns result in measurable traffic increases within 30 days, according to Ahrefs.
• Backlinko says that 50% faster ranking for long-tail keywords than building authority on a new domain.
• Businesses report a 200% ROI when using high-authority platforms for content syndication, according to HubSpot, 2022.
• However, according to Moz, 25% of campaigns face limitations due to platform policy changes.

Vasilii Gamov highlights that “Parasite SEO’s success depends on ethical practices, compliance with platform rules, and diversification. While it offers short-term wins, marketers must balance opportunities with long-term strategies to maintain growth and audience trust”.

The Peaky Ads team urges to apply smart SEO and double your profits by collaborating with our marketing agency.

Subscribe to our YouTube channel and blog to gain expert marketing insights and start working with us to reach the peak of your marketing efforts!

According to StatusLabs, 95% of consumers believe companies that have a good reputation online, what’s more, TrustPilot claims that users believe online reputation of a corporation to be the first factor they pay attention to. 

All the facts prove that company reputation management is a crucial factor that needs to be monitored by website owners.

Look for the most necessary tips to company brand reputation must haves by Peaky Ads team in the article and boost the amount of clients you receive daily!

What is online reputation management?

Company online reputation management (also known as ORM) involves managing and influencing the perception of your business online. It means countering negative opinions with positive ones.

The concept often includes responding to negative reviews, pushing down negative search results, and correcting incorrect information about your business.

While ORM shares some similarities with digital PR, its main focus is to protect your reputation rather than build a positive brand image.

Is online reputation management the same as SEO?

Even understanding company reputation definition, some still mistake it with SEO. What’s the difference?

SEO, or Search Engine Optimization, is not just about trying to increase the number of visitors but also enhancing the quality of visitors coming to your website through organic results.

Online Reputation Management is the process by which you control the online storyline about you or your company. That means strategizing to make sure that when people search, they get content that is accurate, helpful, and beneficial for informed choices.

The main difference between SEO and ORM is that while the former focuses on visibility in search, the latter is more about shaping and creating better public perception.

How is online reputation monitoring done?

So, how to check out a company reputation efficiently?

1. Check your reputation on various sites and social media.

Start by routinely searching online for feedback about your brand. You can use tools like automated reputation managers to track mentions, reviews, and comments on social media. This tool pulls ratings and reviews from across the web into one dashboard where you can keep track of it all and quickly respond to both positive and negative feedback.

2. Analyze feedback and public perception.

It is not enough to collect the feedback, an owner needs to know the sentiment of the comments. 

Are customers happy with your products, or do certain issues keep cropping up? This is made simpler through AI tools that show essential feedback for helping customers make better purchasing decisions.

3. Create a reputation management strategy.

Devise a strategy for addressing negative reviews while encouraging positive content. The focus of this should be on the improvement of your brand image and the resolution of issues in an articulate manner.

Develop guidelines on how to respond to reviews, including:

• How will you handle negative comments?
• What is your strategy in case of an online crisis?
• How will you develop and publish positive content?
• What KPIs will you use to measure improved reputation?

4. Take action.

Engage with customers by responding to reviews — thank them for positive feedback and address concerns from negative comments. Share quality content that reflects your brand values and interact with your audience on social media to demonstrate your commitment to their opinions.

Once you start collecting reviews, try AI-generated summaries analyzing customer sentiment to highlighting where to improve. Get higher star ratings in Google Ads to give more visibility for your brand and may even lower ad costs.

5. Measure results.

Finally, measure the success of your reputation management efforts. Use the analytics tools to monitor the degree of engagement and review performance. Are more customers leaving positive reviews? Is your social media engagement on the rise? Adjust your strategies based on these insights for improved outcomes.

What are the benefits of online reputation monitoring?

Is managing company reputation actually worth the time and efforts? Peaky Ads team has made a list of pros of the monitoring a company image and reputation online.

6 pros of company reputation monitoring

1. Builds trust and credibility

Positive reviews build on your brand’s reliability, attracting new customers and retaining old customers, which reinforces your commitment to quality.

2. Improves search engine rankings

A strong online reputation increases your visibility in search results, making it so much easier to be found by both customers and prospective employees.

3. Raises brand awareness

Efficient reputation management improves your brand’s visibility across all digital channels by creating an unforgettable identity to fuel growth.

4. Creates stronger customer relationships

Engaging with customer feedback, both positive and negative, helps demonstrate to customers that their opinions are valued and can often turn unhappy customers into your most loyal advocates.

5. Provides competitive advantage

A good online reputation differentiates your website in competitive niches and attracts customers and employees alike who would want to work with reputable brands.

6. Helps in crisis management

Online reputation management helps resolve challenges much faster. With this, you can address negative reviews professionally to regain the confidence of your customers.

Now that you know why website owners need to manage company reputation timely, it’s high time to see how to do it.

What are online reputation monitoring tools?

If you’re looking for tools to enhance company’s reputation online, it’s crucial to understand that there are many different tools on the market that answer to different requests.

We’ve compiled a top five of most popular tools:

Google Alerts

Google Alerts is the free service that sends you notifications every time your predefined topics, for instance, your brand name appear in Google Search.

Brand24

Brand24 lets you monitor online conversations across multiple channels, from social media to podcasts. It uses AI to analyze and create reports that help you understand customer satisfaction and address negative feedback in no time.

Hootsuite

An all-in-one social media management tool that makes it easy to listen to what’s being said about your brand online and manage your reputation by responding to messages from one place.

Trustpilot

Trustpilot is a review platform to help build trust by showcasing customer feedback on your website. It collects reviews in an easy-to-use dashboard, giving you insights into customer sentiment so you can quickly address issues and encourage more positive experiences.

ReviewTrackers

ReviewTrackers streamlines reviews from major platforms like Google, Facebook, and TripAdvisor into one convenient hub for keeping track of customer feedback.

These basic tools will give you insights how to improve company reputation easily and really fast, yet there are many more on the market that you can explore!

How to take your online reputation monitoring to the next level?

Finally, Peaky Ads team has made a list of principles to follow that actually answers the question “how to build company reputation”?

Best ways to increase company reputation

1. Remember about honesty and transparency.

Admit when products or services are wrong. Customers love authenticity, and therefore, it is important to apologize and show what one is doing to improve the situation.

2. Take complaints public.

Rather than deleting negative comments from social media, take time to respond to them. This shows accountability and may favorably impact the way the public perceives your drawbacks.

3. Engage with users.

Share fun yet useful content, create discussion topics, run contests. Build a loyal following for your brand.

4. Create positive content.

When balancing negative reviews and press, build a cadence of publishing positive content about your brand in the form of blog posts, videos, and quality PR to highlight the bright spots.

5. Collaborate with earned media.

Placements in reputable publications via articles, opinion editorials, and interviews will help push down negative content in search results.

6. Set clear goals.

Approach ORM with clear goals in mind. Whether it be increased positive reviews or response times, establish metrics to measure performance for the set objectives.

7. Leverage social media for brand awareness.

Promote your product through social platforms thoughtfully to improve your brand’s reputation and ultimately drive more sales.

By doing all this, companies can better manage their online reputation to engender trust and loyalty in their customers and reduce the sting of negative feedback.

Conclusion

Make sure to use this essential info by Peaky Ads to increase your company’s reputation online, this can actually boost your sales and customers’ loyalty greatly.

Don’t hesitate to contact Peaky Ads to get even more useful insights on enhancing your brand imahe and leveraging your profits!