In the article, the SEOBROTHERS team shares their expertise with the Peaky Ads marketing agency. A full interview by our CEO, Vailii Gamov, can be found on our YouTube channel!
The post explains the core difference between short-term SEO tactics and the process of building long-term digital products. Below, you’ll find out why MightyTips and SlotsJudge stand out, what defines an actual SEO product in 2025, and why technical execution without product thinking is no longer enough!
In the article, you’ll find expertise from:
- Evgenii Aralov, CEO of SEOBROTHERS
- Eugene Ravdin, Head of PR at SEOBROTHERS
- Jekaterina Dubnicka, Head of Marketing at SlotsJudge
Why do SEO products need to be more than just websites?
The SEOBROTHERS team doesn’t treat SEO as a standalone activity. It’s part of the product lifecycle. Their core principle is that rankings, traffic, and revenue should emerge from building something meaningful—something users trust and want to return to.
You shouldn’t try to appear like a product. You should become one. The goal is to make MightyTips so valuable that people would pay for it, even hypothetically.
This means structured architecture, editorial credibility, ongoing content operations, and a recognizable brand. The focus is not on manipulating algorithms but on building ecosystems.
Benchmarking product-led SEO vs affiliate-first sites
SEOBROTHERS tracks how various industry players have fared over the past year. The performance differences between product-led and thin affiliate sites are more evident than ever.
| Website | Product quality | 2023–24 traffic trend | SEO resilience |
| OddsPedia | Strong | 12M → 6M | Medium |
| AskGamblers | Strong | Growth → decline | Medium |
| Casino Guru | Strong | Moderate drop | High |
| Time2Play | Weak | Rapid loss | Low |
Sites without product depth rise fast and fall faster. A working product absorbs fluctuations. That’s the long game.
How editorial strategy shapes modern SEO success
When Eugene Ravdin moved from editorial work at UEFA.com to SEOBROTHERS, he brought a reader-first mindset that fits the current trajectory of Google’s ranking philosophy.
At UEFA, SEO meant writing a strong headline. At SEOBROTHERS, it means understanding system logic—user intent, information structure, and what actual value the content delivers.
Google has raised the bar. Simply matching keywords to pages is no longer sufficient.
Instead, relevance is determined through:
- Authorship and accountability
- Real topical expertise
- Clarity of purpose
- Internal coherence and hierarchy
- Clean technical execution
Editorial quality and SEO are no longer separate workflows; they’re now aligned.
MightyTips: example of a modular, multilingual SEO product
MightyTips is structured like a knowledge base for new or casual sports bettors. Its value lies in simplifying complex markets and helping users find trustworthy bookmakers.
Core features of MightyTips:
- Educational content on betting types and strategies
- In-depth sportsbook reviews with UX breakdowns
- Daily match predictions with tipster performance tracking
- Localization and full native-language support
“MightyTips isn’t for sharp bettors. It’s for regular people who want to understand how betting works, and do it confidently.” — Eugene Ravdin.
SlotsJudge: using slot reviews as primary traffic drivers
SlotsJudge avoids aggressive bonus-driven acquisition and focuses instead on product exploration. Slot games are treated as discovery tools that lead to conversion, not just as monetization units.
“We guide users through the slot experience first. If they enjoy it, they’re more likely to register. That’s a better signal than chasing clicks with coupons.” — Jekaterina Dubnicka.
The editorial direction includes:
- Interactive demo modes
- Hands-on slot reviews
- Custom video content
- Feature breakdowns (RTP, volatility, special mechanics)
“This isn’t gamification for show. We’re connecting it directly to engagement metrics and retention curves.” — Jekaterina Dubnicka.
How do you scale content production with AI workflows?
SEOBROTHERS uses AI, but not to automate content unthinkingly. Instead, they treat AI as a toolset for structured drafting and internal testing.
“We use ChatGPT, DeepSeek, and other models. However, the outcome is shaped by our templates, quality controls, and editorial review. It’s not set-and-forget.” — Evgenii Aralov
Content production flow includes:
- Prompt scripting for intent-based page structures
- Consistency in terminology and formatting
- Human rewriting and expert validation
- Technical QA: schema, linking, metadata
Key insight: AI-generated content can match or exceed human-written content—if embedded within editorial logic and refined with intent.
SEOBROTHERS’ 2025 link-building framework
Their link acquisition strategy focuses on minimizing risk while building defensible authority. Volume is deprioritized in favor of contextual placement and long-term domain trust.
| Link type | Share in the mix | Purpose |
| Branded mentions | 70–80% | Support E-E-A-T, build citation paths |
| Anchor links | 20–30% | Used selectively on high-trust pages |
| Editorial outreach | Preferred | No marketplace links or link farms |
| PBNs and expireds | Rare | Only with a clean history and context |
| Parasite SEO | Not used | Seen as unstable and short-term |
“The page context matters more than domain context. A clean blog post with one natural link outperforms a ‘topical’ homepage loaded with backlinks.”
How do you launch an SEO product from scratch?
Today, launching a platform like MightyTips isn’t an agency project; it’s a capital investment. The landscape is more competitive, the benchmarks are higher, and product expectations are real.
“You’d need at least $500,000 to build something like MightyTips. It’s not a question of getting a writer and buying links. It’s an operating business.” — Evgenii Aralov.
Key requirements for SEO products:
- Technical SEO and IA team
- Product and content leads
- Editors with niche literacy
- Visual and UX support
- Budget for PR, link development, and tooling
- A two-year time horizon before break-even
Why does fundamental SEO now look like product development?
If there’s a single takeaway from this conversation, Google no longer rewards SEO hacks. The ranking environment favors platforms with substance—operationally, editorially, and structurally.
“We’re not building pages. We’re building brands, media, and systems. That’s what it takes to remain competitive now.” — Evgenii Aralov.
What SEOBROTHERS is doing isn’t so-called “advanced SEO.” It’s cross-functional product thinking applied to content ecosystems.
Conclusion
Building an SEO product today means focusing on structure, quality, and long-term user value.
The SEOBROTHERS expertise shows that sustainable growth comes from strong content systems, real editorial processes, and investment in the brand, not shortcuts
