About Craig

Craig’s been at this for over 20 years. He’s taken every hit Google could throw, burned and rebuilt sites, and somehow always comes back stronger. He’s spoken at SiGMA, Affiliate World, and now he’s running SEO strategy at ODIS Global — the company that basically owns the aged-domain game.

India’s Regulatory Reality

India isn’t just another growth market — it’s a billion-user gold rush with iGaming revenues forecast to smash $8.6B by 2027. But if you’re expecting a neat SEO playbook, forget it. 

Craig Campbell agrees. The regulatory picture is messy, shifting state by state and game by game. Some verticals run into walls, others slide through loopholes. SEO still works the same way in theory — rank, get traffic, get players. But add in dozens of languages and local naming quirks, and Western SEO tactics start to wobble fast. One keyword works in one state, bombs in another. If you’re used to tidy, regulated markets, India will eat you alive.

Despite these complexities, Craig maintains that core principles remain constant: 

Market Economics and Player Behavior

India’s player economy also flips Western assumptions. Disposable income averages just $1,200 per year — meaning ARPU is small. But scale makes up the gap: 

Cricket dominates the cultural map, with football gaining traction. There’s hockey, badminton, volleyball too. But sports betting isn’t where the cash is. As Craig bluntly puts it, slots alone drive around 25% of traffic, with blackjack and table games close behind. So, the 80/20 principle is super clear here.

AI Content and Algorithm Differences

Craig’s blunt: if you’re spamming AI content in the U.S. or UK, don’t expect it to last. He says most projects get nuked around month four or five. But in India or other markets where Google’s algo is basically stuck in 2016 it’s a totally different story. You can run AI-heavy sites for ages and barely get touched.

“In India,” Craig says, “when everyone’s churning out AI text, even minor tweaks give you an edge.” In Tier 1, those tweaks won’t save you; in Tier 2, they can carry you far.

Surprisingly, in India, subdomains are still “the new hack”. Technically, they’re treated as separate sites, but for some reason, they inherit juice fast. Nobody knows why, but right now, it’s working:

Subdomains on aged domains appear to be ranking very quickly and very well. I should note that a subdomain is technically seen as a separate website from the root domain. However, for whatever reason, they are currently working very effectively.

Craig finished by reminding everyone: no matter how much SEO evolves, you still need links. Full stop:

SEO will always involve on-page, technical, and UX elements, all of which are super important. However, link building remains a significant component, and I don’t believe that has changed over the years.

Grey-Hat Strategies That Work

Describing the digital landscape, Vasilii put it like that:

But visibility doesn’t come clean. Link building remains a critical component of SEO. It is essential for building power and authority for websites. What Craig still finds works very effectively in most markets is utilizing aged domains and similar strategies. As he puts it:

And beyond traditional SEO, traffic acquisition requires creativity. You need to be quite creative with it, especially when operating in a restrictive environment. As Craig said, methods like using generic Meta ads to attract users and then redirecting them to a website can be necessary. This is because generating traffic can be difficult when contending with regulations and prohibited activities.

This is how Craig describes funnel strategies: “In the form of a quiz, luring people in to answer something like, ‘What are the top sports in India?’ The user enters the quiz or submits an answer, and is then redirected to a login or a bonus page to sign up.” The core philosophy being: “You have to get the traffic from that platform to your casino without explicitly telling users to come and gamble. The central question is, how do you do that?”

Keyword Strategy and Game-Specific Targeting

Craig says cricket’s the obvious one — people play it non-stop, so searches never end. Easy win if you’re targeting sports bettors:“Cricket was always the top sport just by default in terms of how often those guys played it.”

Craig’s advice is: exploit game-specific searches, as they are highly effective. If two teams are playing tonight, that exact matchup keyword like “India vs Pakistan live odds” will surge. Even when the match ends, the queries still deliver traffic. Operators that pull those pages down are leaving money on the table.

In casino, intent is king. Phrases like “real money roulette” convert because they filter out free-play users: «Even terms like blackjack, roulette, and poker are frequently searched. Phrases such as ‘play poker for real money’ also generate significant search volume.”

Popular Indian games also offer big opportunities:“There are many different games there. I could try to list them all, such as slots like ‘Hit Rich’ and others that are fairly popular. Games like ‘Teen Patti’ are also very highly searched.”

Conversion Optimization

Craig says that you can drive traffic all day long but if nobody signs up, it’s pointless. Conversion is the real metric. The competitive window is narrow: you’ve got about 2 seconds to catch them, so he says test everything — buttons, offers, layouts — because that’s all the time you get.

Learning from competitors is also essential: “You’ve always just got to look at the best performing websites. The answer is there. You don’t have to reinvent the wheel. See what the top performers are doing — and do that kind of thing.”

Apparently, companies spend literal millions testing layouts, promos, etc. That’s how serious it is: “There’s people out there who’ve spent hundreds of thousands if not millions and millions of pounds on conversion rate optimization, trying and testing different layouts, different offers, different this, different that.” Campbell’s point: if you’re not investing here, you’re already behind.

Ranking is worthless if your page doesn’t convert, but CRO dies if you can’t rank. The craft is blending both: high-visibility and high-conversion on the same page.

“You need to get the balance between a page that ranks well and a page that converts well. So where are these things positioned on the page? That is very difficult because when the user lands on it, it’s got to be in their face. It’s got to be super easy. It’s got to be super quick.”

Craig’s closing note: research, prep, and diversify. Don’t just chase big keywords — mine long-tail, play with parasite SEO, and always be ready to pivot.

Want more?

Go stalk Craig on LinkedIn or binge his YouTube channel. And hit subscribe on Peaky Ads if you like hearing unfiltered marketing talk without the corporate sugarcoat.

Сообщение India SEO Deep Dive Black Hat Tactics появились сначала на Peaky Ads Agency.

Expert Spotlight

Craig Campbell is a UK-based SEO expert with over 20 years in the trenches. He has spent two decades in SEO metaphorical trenches, thriving in the chaos of iGaming, dodging penalties, playing Google AI Overviews, and proving that when it comes to SEO, aggressive approaches often win. Craig has built and ranked hundreds of sites, spoken at global conferences like SiGMA and Affiliate World, and currently serves as CMO at ODIS Global, a leader in aged domain acquisitions. Whether through affiliate marketing, YouTube, or education, Craig’s focus remains consistent: test what works and then exploit the hell out of it.

Regulated vs. Unregulated SEO

If you think the same SEO strategy works in every market, you’ve already lost. In iGaming where regulations often change overnight and Google updates can wipe you off the map, one-size-fits-all is basically a suicide. So, understanding whether you’re operating in a regulated or unregulated market isn’t optional.

In regulated markets like the UK or the Netherlands, online casinos must secure licenses, follow strict advertising rules, and tiptoe around platform bans. Even Google SERPs are sanitized: search for “online casino” in the Netherlands, and you’ll only see government-approved results. In tier-1 regulated markets, you’re playing SEO chess, it’s a long game.

In unregulated or gray markets — think Southeast Asia, parts of Latin America, or pre-2022 Brazil — the game is totally different, because you’re playing dodgeball on fire. You have 3–6 months to cash in before the penalties hit. No one’s checking licenses. SERPs are loose. Competition is fast and dirty.

Craig thrives in the chaos of unregulated markets, where ranking fast is the only goal and survival is temporary. And that’s the game. If you’re building a clean brand, cool — be patient. But if you’re just trying to rank and bank, you better move.

Pick Your Battles

Craig’s philosophy is ruthless: don’t waste time on keywords you can’t realistically hold. Especially not in risky markets where the clock’s always ticking. He targets lower-intent, easier-to-rank keywords in unregulated regions — it’s fast deployment, quick traffic, and fast turnover. In regulated markets, he invests in E-E-A-T, compliance, and brand building.

Unless you’re a licensed operator with a media budget, don’t chase tier-1, ultra-competitive terms. You’ll waste months and bleed out before you break even.

Instead, go after what’s winnable:

• Lower competition long-tail keys
• Bonus variations
• Region-specific search terms
• Unfiltered keywords in slow-update markets

You’ll rank faster. Convert better. And stay off the radar longer.

Here’s what Craig runs with globally:

1. Aged domains: they must have backlinks, brand queries, and Google trust. Even better if they’ve been indexed in the last year.
2. Subdomain piggybacking: buy any clean authority site (e-commerce, news, etc.), deploy an iGaming site, Google sees trust and gives you faster indexing and faster ranking.
3. Viral CTR traffic: this is about using local IPs with volume that matches the keyword intent and then using it to spike rankings for medium to high competition terms.
4. Redirect loops: when a site gets hit, redirect to another. Keep the link juice and CTR benefit flowing.

Craig’s strategy in volatile markets? Spin up 10+ sites simultaneously. All aged, all prepped with content, and all ready to rank. You hit traffic with CTR manipulation. You push links fast. And when Google eventually pulls the plug, you don’t panic. You redirect. You rebuild. You redeploy. It’s a churn-and-burn ecosystem. And it’s very profitable when done right. These sites won’t last long, but that’s the point: you just need them to rank before they die.

Content Strategy That Doesn’t Suck

You should also forget about one-page casino sites. Those died with the last Core Update. Whether it’s a short-term churn site or a long-term authority build, content has to show substance and do it fast. If you’re still deploying one-pagers, you’re wasting your crawl budget and your money.

Craig’s blueprint:

• Launch with 30+ pages
• Cover the basics: casino reviews, bonuses, payment methods
• Add real user value: offline listings, deposit comparisons, local currencies
• Keep it structured, clean, and indexable

And no, AI content isn’t a get-out-of-effort-free card. Instead, choose AI-assisted and human-reviewed. Otherwise, you will be building a penalty magnet.

Links That Don’t Care About Context

In most SEO playbooks, topical relevance is sacred. But let’s just say it: in iGaming link purity is a luxury. You can’t always get casino links, so you take what you can. A food blog? Sure. A plastic surgery domain? Why not. If it has traffic and trust, we can use it.

The link-building logic here is simple: there’s limited inventory, everyone’s using dirty tricks, and Google keeps rewarding it. Just try and look at the top-ranking iGaming sites: half their links will be complete garbage. But if Google allows it, we can replicate it and exploit it. So you work with what you can get — and sometimes that means links from construction blogs, cooking forums, or expired PBNs that still pass juice.

You still want anchor diversity, home page links, and a smart interlink structure, though. But topical purity? Nice in theory. Useless in practice.

AI Content and SEO

Let’s settle this first: Google absolutely does penalize AI sites. Craig has tested pure-AI deployments that get traffic for 3–4 months and then fall off a cliff with zero recovery path. No warnings. No index. Just ghosted. The fix? Use AI to build draft structures. Then human editors clean it up. Add unique data, polish the structure, and make it crawlable. That’s the sweet spot, it’s cheap, fast, and still safe, at least for the time being.

Craig doesn’t sugarcoat the direction of the industry. AI search is eating organic clicks, and Google’s updates are more erratic than ever. But in his view, it’s not the end, it’s a shifting battlefield. SEOs who adapt win, those who cling to best practices lose.

Ranking in Google AI Overviews

Google’s AI Overview is already rewriting how search works — and yes, it can be gamed. The secret lies in the citations. Not backlinks. Not domain rating. Just the number of trusted sources saying the same thing over and over.

As a part of an experiment, Craig’s team is currently trying to dethrone Brighton SEO as the “best SEO conference in the UK” by repeating that claim across dozens of respected sources for a rival event. It’s already showing up in AI sources. It doesn’t stop there. Craig is also in an identity war with a famous American singer — also named Craig Campbell. The goal is to become the top Craig Campbell in ChatGPT, Google AI, and beyond. This will, however, require gaining a search volume that is substantially bigger than that of the singer.

Forget organic position #1. Google AI Overview is the new top spot, and it’s insanely easy to manipulate for now. No backlinks. No schema. No EEAT. Just citation volume on trusted domains. The playbook:

1. Pick your statement (“Best casino affiliate site in India”)
2. Say it 30–50 times on real, semi-trusted sites
3. Watch Google and ChatGPT swallow it whole

Scary? Yes. Effective? Also yes.

The Final Word

iGaming SEO isn’t about playing it safe, it’s about calculated aggression. iGaming SEO rewards speed, execution, and flexibility. Not compliance checklists and wishful thinking. 

If you’re working in gray markets, you’re already in the mud. Embrace it, build fast, and rank fast. Most importantly, move before the penalties hit. And if you’re trying to build a real brand? You still need to understand how black hat tactics work, because your competitors are using them.

Google changes the rules weekly. Regulators change them monthly. Your only constant is not being constant. SEO’s not about doing what Google says. It’s about doing what works, before they figure it out. Here’s what works right now:

• Age your domains
• Spike traffic with CTR
• Stack smart content
• Multiply your attack points
• Manipulate AI Overviews before Google patches the hole

Want more? Follow Craig Campbell on LinkedIn and YouTube for case studies, live experiments, and unfiltered SEO truth. And subscribe to Peaky Ads for more deep dives into global markets.

Сообщение SEO in iGaming: Regulated vs. Unregulated Markets появились сначала на Peaky Ads Agency.

Martins Lasmanis, CEO of Media 24

• Experience: 16+ years in SEO and affiliate marketing
• Specialty: iGaming websites with a focus on casino review platforms
• Interests: Crypto investing, surfing, sustainable startups, and family travel
• Philosophy: Build something once and make it work for years

In this exclusive conversation, Martins reveals how a €90K content gamble saved his business, why 20% of affiliate earnings vanish to scams, and how to lead an empire without losing family time.

From Fish Factory to Web Entrepreneur

Martins didn’t grow up with VC funding or affiliate mentors. His first job paid €100 per month working at a fish factory at age 12. By his late teens, he was building scrappy websites, monetizing with AdSense, and selling freelance gigs. With no blueprints, just trial, error, and a clear goal: own something that scales. Those early ventures laid the foundation for what would later become his first digital marketing agency. Eventually, he found iGaming. Combining his technical SEO skills with a knack for spotting profitable opportunities, he began building affiliate sites. Fast-forward: Media 24 now runs multiple casino affiliate sites across various GEOs. All fully bootstrapped and profitable.

Media 24: Building a Business From the Ground Up

Launching Media 24 wasn’t without its risks. Martins launched Media 24 with personal savings and revenue from previous projects. And the first two years, they ran at a loss, because SEO isn’t an instant win. But when it clicks, it scales. 

Today, Media 24 is cashflow-positive and aggressive. But that wouldn’t have happened without eating dirt early on. Even today, content creation is the company’s single largest expense, sometimes hitting €90,000 per month. Yet, Martins sees this as an investment rather than a cost, because good content is the foundation of any successful affiliate site.

He also notes that starting small is still possible. You can build your first site for €5K–10K, it’s possible if you do the content writing yourself. Just stop expecting instant payouts.

When asked if he plans to leave SEO anytime soon, Martins is clear: he isn’t looking to exit, sell, or jump ship anytime soon. Media 24 remains the priority, with a focus on scaling, optimizing current assets, and possibly expanding into new verticals when the time’s right. The key isn’t diversification for its own sake, it’s picking your shots and knowing when you’ve earned the right to go wider.

The Challenge of Casino Content

Let’s get this straight: SEO is no piece of cake, but casino SEO is a whole different beast. Unlike sports betting, where you can farm traffic on live events that give you something new to talk about every day, casino content has to hit differently. Casinos are static, and that means evergreen content has to be 10x better and deeper. Reviews can’t be lazy, because you’re not going to update them weekly.

This philosophy shapes Media 24’s approach. Rather than pumping out generic reviews, the team is focused on building what Martins calls a “really good review website.” The goal is to provide content that remains valuable long after it’s published: deep-dive breakdowns, updated bonus comparisons, and data-driven recommendations. Not the fastest way to rank, but one of the few ways to stay ranked long-term.

Case study: Google Drops the Hammer in 2024

Picture this: it’s Q4, you’ve built up a high-performing casino affiliate business. And then Google’s update wipes out 30% of your traffic overnight. There were no warnings. You have no fixes. And all your rankings are gone.

At such moments, most people slash budgets. Martins doubled down and spent €90K on content in a single push. Because if you wait for Google to forgive you, you’re already dead. That’s not a quote from a gambler — it’s from someone who’s played the long game, bet on fundamentals, and turned content into compounding ROI. And it’s about smart strategy and investing in quality work.

Why SEO Still Beats Everything Else

Martins has been doing SEO for 16 years, and still loves it. Because it pays you back long after the work is done. Paid traffic turns off the second you stop paying. Social is great until the algorithm changes. But with SEO, you build something once, and it keeps working. It’s also a lifestyle. Martins travels to conferences, connects with operators and affiliates, and gets the freedom that paid media just doesn’t offer. He notes that the SEO community is unique, and everyone can be both a competitor and a collaborator.

When Promoting Internally Goes Wrong

iGaming’s growing fast, but growth without guardrails is a recipe for disaster. Martins has seen it happen too many times: teams promote from within, slap a title on someone with zero real-world marketing expertise, and then hand them a six-figure budget. What could go wrong? Operators dump cash into acquisition channels without KPIs, tracking, or even a basic sanity check. They “optimize” based on gut feeling and then wonder where the margins went. If you’re not manually checking performance or running proper attribution, you’re basically lighting money on fire.

It’s especially dangerous when working with affiliate networks that are built to move fast and not always with full transparency. This lack of oversight can cascade, resulting in inefficient spending and an unclear understanding of what’s truly driving growth. That’s not growth — it’s chaos in a suit.

Fraud, Black-hat Tactics, and Long-Term Strategy Battles

Let’s be clear: iGaming SEO isn’t white and fluffy, it never has been. Martins has no illusions about the niche. We’ve had it all — fraud, scams, fake bonuses, hijacked redirects. And if you’re not watching your back, you’ll end up sending your hard-earned traffic to someone else’s wallet.

One troubling trend Martin mentions is the rise of black-hat SEO and AI-generated content, which can quickly flood the market with low-quality material. It ranks, but only for a while. Google’s not stupid, and eventually those pages tank, and the “SEO expert” who sold you the dream is already running another burner site.

Martin also touches on the use of parasite SEO, slapping casino content on a high-DR unrelated site to piggyback on their authority and fast-track rankings. While effective in the short run, he warns this method lacks the stability: you don’t own it, you can’t control it, and when it crashes, you’re back to zero.

Ultimately, Martin advocates for a long-term SEO strategy focused on quality content and solid foundations rather than quick wins. Provide real content, real structure, and real value. That’s how you build something that doesn’t collapse every time Google sneezes.

A Financial Philosophy Built on Growth

Today, Martins’ income mainly comes from his salary as CEO, but he’s increasingly shifting toward dividend-based wealth growth. Most of Martins’ monthly spend goes to one thing: family. He’s married and a father of three. It’s about travel, experiences, and memories. No flashy cars. No overhyped real estate. Martins makes careful decisions that buy him time, presence, and headspace. Martins isn’t someone who spends recklessly, but he does reward himself with meaningful purchases. For example, he owns a Rolex watch, purchased to celebrate his first dividend payout. For Martins, it’s symbolic and represents a milestone rather than luxury for luxury’s sake.

While SEO is his main focus, Martins isn’t shy about exploring other avenues. One of his recent investments is a startup aimed at reducing plastic waste. His investment portfolio also includes cryptocurrencies like Bitcoin and Ethereum, along with a selection of stocks. However, he’s not the type to obsess over charts or check prices daily.

Notably, Martins manages all of his finances himself. He doesn’t have a financial advisor because he prefers to understand where every euro goes. It’s about control and learning from every win and every mistake.

Final Thoughts

Martins started with €100 a month from a fish factory. And now he runs one of the leanest, sharpest iGaming affiliate businesses in Europe. It’s not just a story of survival. It’s about building smart and spending even smarter. Also, his story is more than just about iGaming or affiliate marketing success, it’s about building a life that balances professional ambition with personal fulfilment.

Want More From Martins? Follow him on LinkedIn, subscribe to Media 24’s updates. And we’ll be back to spill more marketing tea.

Сообщение SCAM, MONEY, SEO: Martins Lasmanis VS Googlepocalyps появились сначала на Peaky Ads Agency.

In a recent episode of the Peaky Ads podcast, industry experts Sean Bianco, co-founder of the SEO agency GainChanger, and Vasilii Gamov, CEO at Peaky Ads, discuss the future of SEO optimization strategies in detail and share all their knowledge with the viewers!

In the article we’ll highlight the juiciest insights, from SEO goals establishment, ROI evaluation, user experience importance to SEO teams scaling as well as ways to adapt to the changing SEO landscape!

SEO Strategies vs Business Objectives: How to Make Them Match?

Obviously, the basics of any successful SEO strategy is ensuring it’s aligned with your business goals. 

Sean stresses that businesses often fail to scale because they don’t have a clear connection between their SEO and their broader business objectives.

Sean classifies goals into three broad categories

• Creating ROI. If earning more money is your primary goal, then your SEO needs to work toward that directly. It’s not about traffic but rather how much traffic can be sold.

• Grabbing your market share. In highly competitive markets, the goal should be to rank for as many terms as possible. This approach helps increase your presence and dominate the market.

• Protecting your brand. SEO isn’t only about acquiring new customers. It’s also about maintaining your brand reputation. By being ranked for your brand-related terms, you can ensure your reputation stays positive on every search engine.

Sean highlights that If you’re looking to generate ROI, how would you even start to get business people on board if you can’t translate the work into money.

Having these three types of goals in mind allows companies to create SEO strategies that work and last.

Measuring ROI in SEO: Data-Driven Approach

So, how do experts view measuring ROI in SEO? Sean and Vasilii agree that in-depth analysis rocks. It’s not just a question of tracking traffic, but the understanding of the entire customer process. 

By focusing on metrics like customer lifetime value (CLTV) and customer acquisition cost (CAC), businesses are able to quantify the true impact of their SEO work.

For instance, in industries like iGaming, businesses should analyze:

• The value of each individual customer over time (CLTV)

• How much does it cost to win each customer (CAC)

• How well traffic converts at various stages of the funnel (e.g., registration, deposit, retention).

This approach gives companies a clearer understanding of their ROI so that they can understand how SEO directly translates into revenue.

Sean finalizes this approach by saying that when you’re measuring ROI, you need to measure how much value traffic actually brings to your business.

Best Ways to Adapt to SEO’s Chaotic Landscape

The SEO landscape has become more chaotic, with algorithm updates and online marketing strategies occurring all the time. 

Sean believes that in order to stay ahead, businesses must be responsive. Traditional SEO methods – like creating good content and building backlinks – are no longer working in highly competitive markets.

When such scenarios occur, Sean recommends businesses attempt other methods, i.e., parasite SEO or traffic manipulation, for the expansion. They are controversial but effective if done in the right context and ethical usage.

Parasite SEO.

This includes the employment of third-party websites to achieve quicker rankings. Peaky Ads team already has a podcast on this type of SEO, check it out here!

Traffic Manipulation.

It involves mimicking real user signals through different methodologies, such as PR efforts or paid listings to enhance rankings.

Sean explains that If you’re not coming with something new these days, then you’re battling in the old-school manner.

As the world of SEO evolves, businesses have to adapt and find faster ways to get things done.

AI and Tools for SEO: Top Practices

While AI tools and software can be incredibly useful in scaling SEO operations, Sean emphasizes the importance of a structured and solid process. It’s not about what tools you use, but how you use them.

• Notion, for instance, has been a critical tool in simplifying SEO tasks, automating workflows, and tracking progress.

• Yet AI tools like ChatGPT, Perplexity, and others are not what one should solely focus on. The key to success lies in building scalable systems that leverage these tools to automate tasks that are repetitive in nature and make data-driven decisions. 

• Sean wants businesses to focus on building strong SOPs (Standard Operating Procedures) that can be applied to different projects and tasks.

Both speakers agree that by defining clear, scalable processes, businesses can streamline operations, boost productivity, and reduce manual effort.

How to Scale SEO Teams the Right Way?

The larger the company grows, the more important it is to have an even bigger team. But adding team size doesn’t always equal efficiency. 

Sean’s approach to scaling SEO teams is to systematize and outsource as much as possible. This makes the internal teams lean but also gives the ability to do more work.

Instead of hiring more individuals to perform routine tasks, Sean is a proponent of writing good SOPs that ensure processes are efficient, and work gets done fast, even if outsourced. This keeps overheads low while growing rapidly.

He explains that the more processes you have, the more tests you have running, the faster you manage to implement those tests. By eliminating redundancy and outsourcing non-core activities, businesses are able to magnify their SEO campaigns without swelling costs.

Is User Experience that Crucial for SEO?

Yes, now Google’s algorithms are increasingly prioritizing user experience (UX). Metrics like dwell time, bounce rate, and page loading are all important SEO ranking signals. 

Sean’s emphasizes that SEO is no longer about keyword stuffing and backlinking. It’s about creating a seamless, usable experience that can retain users on your site for longer periods of time.

Texts must not only be composed well but also engaging and beneficial to the users. Remember that websites covering these aspects have the potential to rank high in search results!

Conclusion

Sean’s final thought summarizes the key to success in SEO: Fail fast, fail often, and learn from your mistakes.

SEO is an ongoing process of learning, adapting, and innovating. Businesses that are able to experiment quickly with new methods, embrace failure as a part of advancement, and continue to refine their processes will be the ones that succeed in 2025 and beyond.

Stay tuned, subscribe to Peaky Ads YouTube channel for more thoughtful insights to learn all about the latest marketing trends and take your business to the next level!

Сообщение SEO Optimization in 2025: Trends and Insights появились сначала на Peaky Ads Agency.

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!

Сообщение AI Search in 2025: Expert Insights появились сначала на Peaky Ads Agency.

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!

Сообщение Parasite SEO Explained: Is It Worth Your Time in 2025? появились сначала на Peaky Ads Agency.

PeakyAds team has gathered all the most essential info in one article for you to understand all the main details of domain authority notion!

What Is Domain Authority?

So, what’s domain authority meaning? Basically, domain authority identifies how important the site is in the specific market or industry. Technically, it is a type of metric that tells whether or not a website has a probability of ranking high in Google’s search results page. 

This metric was developed by Moz. Nowadays, it is applied by businesses all over the world since it influences their online strategies a lot.

But even being a well-recognized and respected benchmark in the industry, Google does not pay attention to it when making a rank of websites. Now that you have the answer to “what does domain authority mean”, we’ll explain why it is actually so crucial below! 

Why Is Domain Authority Important?

Domain Authority is important for a number of reasons, especially when it comes to SEO and digital marketing. 

Here are the key reasons why to check website domain authority:

1. Competitor comparison.
DA provides an easy way to gauge how your website stacks up against competitors. With domain authority scores, you will be able to tell where your site stands in your industry, which can help guide your SEO strategy.

2. Judging success of link building.
Since domain authority is impacted by the quality and quantity of inbound links, a rise in your DA score can be a good sign that your link-building efforts are paying off. This will help you to evaluate if your strategies for gaining new links are enhancing the site’s authority.

3. Planning your SEO strategy.
The higher your DA score, the higer is the chance you will reach further in SERPs for increased organic traffic. Knowing your site’s DA will help focus your key SEO efforts on something like content creation or acquiring links to improve the overall performance of your site.

4. Tracking website well-being.

 Fluctuations in your DA score can reflect changes in your website’s health, especially concerning its link profile. A noticeable decline might signal lost links or penalties that require immediate attention.

5. Insights for content marketing.
Websites with a higher DA are considered more credible and trustworthy. This reputation can encourage other sites to link to your content, enhancing your content marketing efforts. Understanding your DA can help you leverage this authority to secure guest posting opportunities or collaborations.

6. Investment and partnership.
A good DA will help attract investors or partners to a business by recognizing the worth of a solid online presence. It may also be used as an influencing factor when offering ad space or sponsorships.

What is a Good Domain Authority?

So, what is a good domain authority? You first have to understand what the DA really is, basically it is the score can range from 1 to 100. Obviously, the larger the number, the greater the authority of that domain.

This metric was provided by Moz itself. This platform has prepared all tools necessary for websites’ performance analysis, which, by the way, can be very useful, along with the Keyword Explorer tool to check DA in particular.

Here’s the overall structure you can follow concerning how DA ranks:

• Scores of 40 to 50 are average.
• The range from 50 up to 60 is the considered a good DA score.
• Scores above 60 are excellent, those are high domain authority websites

DA scoring should also be comparative, research the average score of websites in the industry, as well as page ranking for desired keywords, etc.

Domain Authority vs. Page Authority

We’ve made a concise explanation of Page Authority (PA_ and Domain Authority (DA) for you to understand their distinctive features and differences. 

Page Authority (PA)

There are several main peculiarities of Page Authority that you need to understand.

• Focus: The very purpose of the PA is for that it predicts the potential of ranking for a particular webpage.  
• How it’s measured: Using data from Moz’s web index-including links counts and MozRank, plus all kinds of other stuff. The authentic measure of PAs stands on a machine learning constructed model to predict how would a page perform in search results.  
• When to use: Apply PA to compare individual page strengths: either among pages within the same site or other sites. Effective for analyzing how well your content or specific SEO strategies perform.

Domain Authority (DA)

Now let’s see the aim and measurements of domain authority.

• Focus: DA measures the entire site or domain’s potency in ranking terms.  
• How it’s measured: Hence, that DA score brings together and summarizes into one score different aspects of whether this site will surely be linked to by many other domains, or has many backlinks in total. A machine learning model predicts how likely the entire site is to rank in search results based on its link profile.  
• When to use: In general, it is made for comparing the ranking potential of one site with another. It presents a broader picture of what the overall site can do at the SEO level concerning benchmarking and tracking over time.

Key Differences

There are three main points that make PA and DA different, let’s see how they actually differ below.

• Aim.
  PA is more towards individual pages. DA, on the contrary, is concerned for regular domains or subdomains as well. 
• Application.
  PA touches on excelling a few pages, learning about their performance. DA keeps insight into the higher-level strategic decision concerning the entire competitive prowess of a whole site. 
• Comparison usage.
  Both of these metrics are best used for comparison purposes, instead of being treated as standalone measures of success. Most value is placed in comparing your pages or domain against competitors.

How Important is Domain Authority for SEO?

Not many site owners understand why DA is actually crucial for SEO. PeakyAds CEO, Vasilii Gamov, explains “SEO is a process that requires constant observation and updating. If not monitores regularly, the rankings of your website may go really low. Keeping a close watch on DA will ensure high-ranking positions in SERPs and help gain much more traffic”. 

Obviously, top ranking continuously requires SEO practices. And DA is the thing that will help to show where one stands. Take into account that competitors are also working for the same result, so only DA metric would not be enough; using keywords and maintaining all other SEO requirements is a must.

SEO is still highly relevant today, with Google continuously improving its algorithms. Knowing what comprises good DA will help in analyzing the performance of your site and, therefore, improve on traffic and relevance.

Besides, measuring DA is a necessity competitor analysis.The comparison of your site with others leaders in the market will tell you how much work is needed to be on top.

How can I check my Domain Authority? Two Domain Authority checkers

Ther are two easy ways to check your domain authority, both of them are free domain authority checkers and really easy to use!

1. Moz’s link explorer tool

Just add your website URL, and it will give you your domain authority score, the total number of backlinks, how many of those links come from unique root domains, and the keywords you rank for.

2. Ahrefs

The most formidable competitor to Moz is Ahrefs, but instead of calling their metric «domain authority,» they call it «domain rating.» Although the name is different, the concept is basically the same. 

Moreover, Semrush provides an Authority Score based on the general quality and SEO performance of a domain or webpage. 

Keep in mind: these tools use different algorithms to generate their scores. They also operate using different crawlers, so there might be variations in reported backlinks and keyword rankings.

How To Increase My Domain Authority?

There are a few key optimization areas you need to focus on to make your DA higher. These elements will be highlighted below with ways through which you can optimize them!

4 ways to increase your domain authority

1. Check your website’s responsiveness

From mobile phones to tablets, your website should work well on all devices. A responsive design means a good user experience, no matter what device is being used. Google considers responsiveness as one of its ranking factors, which means if your site adjusts well to different screen sizes, it will positively affect your SEO and therefore help boost your DA score.

2. Optimize page load speed

Fast loading times are crucial to getting a good Domain Authority. You need to check your website’s speed from time to time. 

You can use various tools to do so, like PageSpeed Insights. Your pages should load in 0.5 to 2 seconds, preferably. If your website is taking more than this, that means it’s time to start some optimization to improve on speed.

3. Create backlinks

Backlinks play a vital role in increasing your website’s Domain Authority. It’s important to acquire these links naturally through mentions or partnerships with relevant companies in your industry. A strong backlink profile is a major factor in determining your DA score. 

To gain quality backlinks, consider the following strategies:

• Seek opportunities from top referral sources.
• Use outbound links to create partnerships.
• Apply Google Search Console Reports to find sources of backlinks.
• Observe your competition.
• Generate valuable content.

4. Guest Posts

Guest blogging is an effective means to exchange backlinks with other reputed businesses in your field. This will help you get in contact with brands with good Domain Authority, adding value to your website too. 

Make these links for mutual benefit: it means you will not only win some good backlinks but also the experience of your partners. Try to include guest posts in your monthly content plan; just one or two guest posts every month might bring huge changes to your website authority after some time.

Now you have the real answer to “how to increase my domain authority” — see, it’s quite easy!

Conclusion

Now you can be called an expert in domain authority, knowing why it’s actually important for website owners as well as how to calculate it and improve your score.

Reach the maximum potential of your marketing efforts with PeakyAds team and get highest DA easily!

Сообщение What is Domain Authority and Why is It Important? появились сначала на Peaky Ads Agency.

PeakyAds team has prepared the article to uncover all the details of the acronym, including tips to improve the metric and real website that have high E-E-A-T as an example. Find out how Google actually evaluates the factor and what it stands for in the article!

What Is E-E-A-T?

So, what is E-E-A-T? To put it simple, “E-E-A-T» is short for Experience, Expertise, Authoritativeness, and Trust. This is the evolution of the older E-A-T framework, created by Google earlier.

Previously, Google had introduced E-A-T — Expertise, Authoritativeness, and Trust in order to assess the quality and trustworthiness of a web page. The same framework became a vital part of the Search Quality Rater Guidelines developed by Google to have human evaluators assess search results.

Google added «E» for «Experience» as a means of establishing expertise and credibility on any particular topic, making E-E-A-T update. This especially works well for websites connected with the health, financial security, safety, or well-being.

With E-E-A-T, Google is stressing that what counts is the qualification of the content creators, reputation, and direct practical experience with the subject matter. It’s important to point out that E-E-A-T itself is not a direct ranking factor within the core algorithm of Google; instead, it provides more of a guideline to the human quality rater as a way of ensuring that results standards are satisfactory.

Of course, Google uses those analyses in order to improve its algorithms. So, though E-E-A-T is not a ranking factor directly, it can actually help a website in many ways.

Why E-E-A-T Is Important for SEO?

Google focuses on E-E-A-T in an effort to provide the most reliable and valuable content for user queries. This helps not only users by improving the quality of search results but also brands and content creators who genuinely build up their expertise and authority in their fields.

E-E-A-T is most crucial in “your money or your life” topics as users really want to trust the information that comes up for these themes. Content produced by people with firsthand experience tends to be considered more credible. Yet, the importance of E-E-A-T goes beyond YMYL topics: users like to get perspectives from first-hand experiencers on a wide variety of topics, like product reviews or travel destinations.

For example, a review of an iPhone should be written by someone who has used the device, just like a restaurant guide that is written by someone who has dined there. The core of E-E-A-T is trust. Google says if pages are not trustworthy, they do not have E-E-A-T, even if the experience and/or authority seems great.

Gaining trust with Google’s quality raters requires showing real life experience and adherence to E-E-A-T guidelines. It is this way that your content will be recognized as reliable and authoritative.

How to Demonstrate E-E-A-T For Your Brand

For strong E-E-A-T audit and improvement, there are the four key elements that brands and content creators should focus on:

1. Experience.
Firsthand knowledge can be demonstrated by including bios of authors, sharing behind-the-scenes information, or adding personal examples or info to your content.

2. Expertise.
This refers to the creation of well-researched, accurate content that establishes the qualifications of authors by referencing credible sources.

3. Authoritativeness.
This pertains to the creation of high-quality content on a consistent basis, recognition from reputable sites, and having a good industry reputation that contributes to your brand’s credibility.

4. Trustworthiness.
Be transparent about who works for you; have an open contact and customer support and follow ethical guidelines regarding content.

How Google’s Quality Raters Evaluate E-E-A-T

The Google Quality Rater Guidelines, sometimes called the Quality Evaluator Guidelines, provide info on how to evaluate the quality of a website. Their goal is to improve Google’s search algorithm to better serve users. These guidelines instruct quality raters in the random evaluation of whether results returned for a query are relevant and useful.

This really long PDF, more than 160 pages, outlines what makes pages high and low quality. The rater Google E-E-A-T guidelines are meant to give criteria and examples for raters as they evaluate «Page Quality» and «Needs Met.»

Examples are throughout the guidelines and involve ranking search results as high, medium, and low quality. 

Here’s an overview of the most critical takeaways from the guidelines.

Devices

With the rise in the number of mobile searches, Google moved to mobile-first indexing in March 2018, where it started considering mobile pages before desktop ones. According to studies, more than 50% of all site visits are from mobile devices. Hence, quality raters have started to shift more toward mobile content and site reputation.

Page Quality (PQ)

Page quality ratings are about how well the website achieves its purpose. A page will not be rated as low unless it is intentionally created to cheat users. 

Those are the most crucial aspects of determining page quality:

• Website Purpose.
  Each website should have some purpose that brings value to the users. The rating for a high-quality page is when the main content actually meets the purpose of the website.
• Content Quality.
  Main Content (MC) covers the core and substantial level of text, images, or videos within the website. Supplementary Content (SC) is additional page content that increases the user experience of the website. The content creation skill is important when determining quality.

Needs Met (NM)

This page discusses how «needs met» relates to page quality. Although the rating must consider both the user query and the search result, Google asks raters to evaluate page quality as an independent concept from the query.

Basically, the intent of the query is what determines whether the query is satisfactory to the user or not. However, the quality of the page is assessed on other grounds separately based on the criteria specified. The ultimate objective of the Google Quality Rater Guidelines is the satisfaction of the users. To support the raters in evaluating various search queries and their corresponding results, examples are given to classify and assess them better.

How to Improve Your E-E-A-T: 5 Tips

If you are new to the world of E-E-A-T, looking for some quick tips that help improve your website rating, here are five powerful techniques to use as E-E-A-T checklist:

1. Building quality backlinks

High-quality backlinks are a signal that your website is an authority and source of expertise. Partner with your SEO and PR teams to create content that places your site in a leading position in your industry. Focus on the quality of backlinks rather than the quantity; links derived from reputable sites are far more valuable than those coming from low-quality ones.

2. Review and update content

Revisit your existing content regularly and refresh it. Make sure that your update is very strong in terms of E-E-A-T, time, effort, and knowledge. Demonstrate your expertise when revising, as sharing experience may build trust in visitors.

3. Showcase positive user reviews 

Display customer reviews and testimonials to your advantage. Share actual experiences so that the expectation for the potential user is set well. Interact with feedback on other platforms by responding to positive and negative reviews, showing customers that you value their opinions.

4. Collaboration with experts

Establishing authority requires credible information. Clearly define your expertise on your «About Us» page and collaborate with recognized experts in your field. If multiple authors contribute to your content, highlight their collective experience to enhance credibility.

5. Focus on personal branding

Personal branding is increasingly important in establishing authority. E-E-A-T raters look for evidence of trustworthiness in your industry, so becoming a known influencer and producing high-quality content can give you an edge. Invest time in building your personal brand, especially if you’re a small business or just starting out, as it can significantly impact your visibility and credibility.

3 Examples Of Websites Demonstrating E-E-A-T

To make the indicator even more obvious, PeakyAds team has found three real sites examples that demonstrate E-E-A-T with most efficiency.

1. WebMD

• Expertise.
  WebMD original articles and content are created by physicians and other medical specialists who know what they are talking about. Often, this is listed via bios and credentials attached with the article so the readers may be assured they know something.

• Experience.
  WebMD has been the home for health-related information, articles written by medical professionals, and health experts altogether. It often features stories of patients and experiences added to its pages, giving that personal touch to the content.

• Authoritativeness.
  WebMD is considered one of the most reliable sources of health information. It has been cited by numerous reputable organizations and media outlets, which enhances its authority in the healthcare space. The site’s partnerships with medical institutions further bolster its authoritative standing.

• Trustworthiness.
  WebMD has gained trust by being transparent in its practices: it clearly cites sources, disclaims medical advice, and is easy to navigate. It also provides clear privacy policies and adheres to ethical standards in the presentation of health information, reassuring users about their data security.

2. Mayo Clinic 

• Experience.
  Web pages on patient stories and testimonials at the Mayo Clinic range from a variety of topics dealing with real experiences regarding treatments and healthcare services. Such a personal touch allows potential patients to relate more to information provided.

• Expertise.
  The Mayo Clinic is an established medical organization recognized by several health professionals. The authors of the articles on this website are doctors and specialists, and they provide quite detailed information on conditions, treatments, and research.

• Authoritativeness.
  As a leading health care provider, Mayo Clinic is one of the most cited entities in academic research and health journalism. Being known as one of the top hospitals in the United States adds to its credibility among the medical fraternity.

• Trustworthiness.
  Mayo Clinic is a patient-oriented and safety concern organization that has clearly described its communications on medical information. The website assures security policies, information about patients’ rights, and convenience in reaching out to healthcare professionals for further clarification, thus instilling confidence among the users.

3. NerdWallet

• Experience.
  NerdWallet shares personal finance through real-life experiences of users and financial experts. The website contains user-generated content, reviews of financial products, and case studies that give a realistic look at practical applications of financial strategies.

• Expertise.
  The content is developed by a team of financial analysts and experts who go over credit cards, loans, investments, budgeting, and so on. Most of the articles would also mention bios of the authors, which show qualifications and experience related to finance.

• Authoritativeness.
  NerdWallet is an established source of information about personal finance. It has been cited by major media and financial institutions, which helps establish its authority in the field of finance.

• Trustworthiness.
  It does this by readily disclosing affiliate relationships and disclosing how the site derives income. Second, the tools that range from comparison calculators to budgeting resources are user-friendly, reliable, and further contribute to trustworthiness when readers seek financial guidance.

Conclusion

Now you know the basics of E-E-A-T and actually understand why it’s so important for your content, how to improve it and see the real examples of websites that have a good E-E-A-T.

Go ahead and reach the maximum of your content quality with PeakyAds expert team today!

Сообщение What Does E-E-A-T Mean in SEO? появились сначала на Peaky Ads Agency.

The team of PeakyAds agency is ready to explain the basics and give you the answers to these burning questions in the article, stay tuned for the fruitful info below, we’ll give you all the essentials from meta tag definition to the actual role of meta tag in SEO.

Definition of meta tags: What are meta tags?

To put it simple, a meta tag is a small text summarizing a webpage. While they will not appear directly on the page itself, they could be found in the source code of the webpage. These are short descriptions that help the search engines understand what your webpage is about.

Example of a meta tag in a search engine

The big difference between visible tags, let’s say in a blog post, and invisible meta tags, is where they are found. Meta tags are located in the HTML, usually situated in the «head» area of the page, so are only viewable by search engines and users who know where to look for the source code. The word «meta» stands for «metadata,» so a meta tag literally provides information about the information on your page.

Types of meta tags

There are basically six types of meta description tags, we’ll have a look at all of them and give basic explanation necessary for your understanding of the concept.

Meta title

What is a title tag? A title tag, also known as a meta title tag, is a necessary content element in the header section of an HTML document. Its purpose is to define each title of a web page of your website. These titles are accessed by search engines such as Google to represent the result of a webpage on its SERPs. Many people refer to it incorrectly as a meta tag, but that is not right, as it is actually a separate HTML element.

Meta title example

Meta description

A meta description is an HTML element that provides a brief summary of a webpage. This summary might appear as a snippet in the search results below the URL and title when your page appears in Google’s search engine results pages (SERPs).

Google automatically generates snippets for your pages from the search query, the content on the page, and the meta description. It picks the snippet that satisfies the intent behind the user’s search. Meta tag description length is about 1-2 short sentences, no longer.

It means, therefore, that your meta descriptions need to be unique, descriptive, and relevant to what is on the page.

Meta description example

Alternative text (Alt) tag

Alt text is a description of an image on a web page. It has a few purposes: it helps visually impaired users understand what the content of the image is, assists search engine crawlers in understanding what the image is, and it displays when the image can’t load.

Usually, alt text is added through the use of the alt attribute within an image’s HTML code; which is probably why it is often referred to as the «alt attribute» or «alt tag.»

For most content management systems, like WordPress, an alt text field is already provided, and there will be no need to go directly into the HTML itself to add it.

Robots meta tag

The meta robots tag is an HTML element located in the head of a web page that provides instructions to web crawlers. Like the robots.txt file, it tells the search engine bots whether they are allowed to index the content of the page or not.

To find the meta robots tag on a webpage, right-click on the page, click «View Source,» and then do a search for «robots.»

Social Media Meta Tags (Open Graph and Twitter Cards)

Open Graph tags are a type of meta tag that social networks use to control how your content will show up when shared. If you ever noticed how, when you share a link on Facebook or LinkedIn, it auto-generates an image, title, and description, that’s the magic of Open Graph in action.

Responsive Design Meta Tag

Responsive design meta tag, is also known as the viewport meta tag. Basically, it is a piece of HTML code that instructs web browsers on how to manage the dimensions and scaling of the viewport. It plays a crucial role in responsive web design, ensuring that your content is easily accessible and appealing.

The viewport refers to the portion of a webpage that is visible to the user, and its size can differ based on the device being used or when the browser window is adjusted.

For instance, the standard viewport size on a tablet is smaller than that of a desktop, while a smartphone typically has an even smaller viewport.

Meta tags that should be ignored: Google’s opinion

There are several main points that Google can ignore in your meta tags, so don’t make the mistake of using them incorrectly!

Use of symbols

Title tags that include certain symbols, such as a pipe (|), are more likely to be rewritten by Google. In most cases, when there is a pipe separating the title from the brand name, for example («Title Tag | Brand Name»), Google either rewrites those title tags or replaces the pipe with a dash.

Search intent

One of the leading causes Google ignores title tags relates to search intent. When Google determines that the intent behind the search differs from what is presented within the title tag, Google more often adjusts the title to better align with what users are actually searching for in the first place.

Clarity

Google also might rewrite title tags for better clarity. Based on our testing, the attempt to optimize title tags purely for search engines, and not for potential readers, can create readability problems, especially if a variety of keywords have been awkwardly phrased into a single tag.

Duplication issues

When Google finds the same title tags on multiple pages of a website, it tends to disregard and rewrite them. Duplicate title tags can be caused by a number of things, such as dynamic URLs, duplicated content, or just plain errors.

Character length

If a title tag is longer than about 60 characters, Google may also decide not to use it. Depending on how long the title tag is, Google may shorten or rewrite it, based on what it perceives as its preferred display standards.

Are meta tags important for SEO in 2024?

Meta tags provide an essential method for a website to communicate with search engine spiders, which are tasked with the job of indexing the content of web pages. These help the search engine understand if the page has to be indexed or not, and more information on what the content is about.

Our CEO, Vasilii Gamov, explains ”Meta tags are really vital to a successful SEO strategy, basically there are two main reasons why they are so important in the first place. Firstly, well-written and optimally set up meta tags will enrich the understanding of the search engine bot for every single page. Eventually, it leads to better chances of achieving higher positioning in SERPs.” 

He says that the second reason is that the meta tags can provide high-quality information for the users, which will inspire more clicks and increase CTR in the search result; it also contributes to a good user experience on the site and his desire to stay longer as well as retention.

How to check meta tags on a website

Meta title tags and meta description tags are not visible on the website itself, which often makes finding and editing these tags a little tricky.

Depending on your level of comfort with technology, there are two common ways to take a look at the meta tags of a website.

2 ways to find meta tags of a website

1. View the HTML source code  

If you’re not used to using developer tools, then accessing the HTML source code of a website is pretty straightforward from your browser.

Just right-click on the page and select «View Page Source» (in Chrome) or «Inspect Element» (in Firefox). This will open up the HTML for the page, in which you can search for the meta title tag, meta description tag, and meta robots tag.

You can use your browser’s «Find» function (usually Ctrl+F or Command+F) to search for particular meta tags.

Focus on the <head> section of the code, as this is where meta tags usually are.

You should find tags like <title>, <meta name=»description»>, and <meta name=»robots»>.

2. Use meta tag checker tools 

If you want a quicker approach or need to analyze many web pages at the same time, there are many free meta tag checker online tools available. These tools provide the option to enter a website’s URL and instantly display all the meta tags used on that webpage.

A few well-known meta tag checker tools include Screaming Frog SEO Spider, Meta Tags, and RankMath Meta Tag Analyzer.

These tools will allow for quick and easy review of meta keyword tags throughout an entire site, without having to manually inspect the source code in each individual page.

Conclusion

Now you know not only why meta tags are so crucial for SEO, but also understand all of their varieties, most common mistakes made and how they can be checked via two most common ways.

Don’t hesitate to reach the peak of your potential with PeakyAds and maximize your marketing efforts with us!

Сообщение What are Meta Tags and How They Affect Search Engine Rankings? появились сначала на Peaky Ads Agency.