Casino Link Building

We offer a broad array of link building services including but not limited to:

We build editorial guest posts for casino clients by creating high quality, YMYL compliant content that’s real, engaging and more likely to be accepted during an editorial guest post submission.

Guest posts are a common form of link building in the casino space, but, are also where a majority of junk, weak and spammy domains exist. A lot of casino link resellers often buy casino themed domains, populate them with generic sloppy content or AI content, inflate the domain metrics and then try to charge large sums for a guest post or niche edit.

Again, we vet every site for clients ensuring that a guest post insertion is actually going to provide benefit from the quality of the content through to the tactical outbound linking profile from article to client site.

Digital PR still remains a highly effective way of earning links for casino clients. Using highly creative journalism we strike up content that gets included in mainstream media outlets often netting casino clients high authority links to bolster brand trust.

We craft content that’s driven heavily by research data with a twist, we look at ideas that are really likely to engage potential users such as casino market size statistics, craziest wins on roulette, slots, horse racing, boxing and football bets, the worlds biggest gamblers and more!

We craft high quality content that goes out to journalists with an engaging topic title followed by a well written article packed full of media, tables and insights that are more likely to be picked up by journalists and cited in articles on mainstream media publications.

The outcome from digital PR campaigns is generally very good with sustained new link growth over time from high authority sources.Digital PR is the safest, most durable way to build authority for a casino or iGaming brand.  In a niche where a lot of publishers won't touch gambling content and cheap links quietly saturate a domain with links that pass no trust, that safety is the whole point.

Instead of paying for placements, digital PR earns them with engaging, fun, insightful content: we create something genuinely newsworthy original data, a survey, a trend report, expert commentary tied to a live news story and we pitch it to journalists and editors who then link to your casino brand as a source.

The links come from real editorial coverage on sites that would never sell a gambling backlink, which is exactly the kind of link Google rewards and exactly the kind competitors can't easily replicate.

The value compounds on several fronts at once, you get high-authority, editorially-given links from mainstream media, sport, finance and entertainment titles and publications far above the reach of standard guest posting. You build brand awareness and searches for your name, which is itself a trust signal.

And because the coverage is genuine, the anchor profile stays natural (brand and URL mentions rather than exact-match), which keeps you well clear of the over-optimisation patterns that get gambling sites manual actions. In a market where paid advertising is heavily restricted, earned coverage becomes one of the few scalable ways to put your brand in front of a large, relevant audience.

There's also a growing payoff that most operators are only just waking up to: entity authority. The same coverage that earns links also builds the reputation signals that AI search engines ChatGPT, Gemini, Perplexity, Google's AI Overviews draw on when players ask them to recommend or compare operators.

We offer clients link opportunities across industry publications, so, for casinos, igaming and sports betting brands, we look at relevant publications in your target country to reach out and to get industry publication links secured. We also work on campaigns such as Featured which helps us to earn HARO-esque style of links which are often high quality and help to bolster E-E-A-T.

We pitch to journalists and blog writers who are looking for content contributions to their articles - we pitch as a member of your editorial team and those links earned help to bolster author credibility as well as link equity to your domain.

Yes they are, we focus heavily on earning good links with content distribution, content baiting and offering value to publications, journalists, editors etc. We earn good strong links for casino brands using tried, tested and refined techniques that simply work.

The casino link building space is generally considered a higher risk area because of the affinity for spam be it black-hat SEO tactics i.e. PBNS and excessive tiered linking or bulk link buying from unscrupulous vendors.

We are very stringent in our link due diligence from using Majestic’s link graph to identify link manipulation and link networks through to using AHREFS domain traffic data to really assess a domains potential value.

We don’t advocate practices that could lead to any form of manual action within Google.

So with clients we tend to do a link audit first to ascertain the current state of the domains link profile before we tailor a plan that’s bespoke and likely to help meet target objectives. However we can and do quote for link building without auditing too.

Link building budgets are typically retainer based and we aim to hit a set number of links within the retainer, however due to the heavy fluctuating costs between casino link building types we try to work to a net average cost per link.

Link building retainers with Assertive for Casino, iGaming and Sports Betting brands start from £4999 a month.

Average net costs per link are:

If your casino is looking to embark on its first link building strategy, or perhaps you are considering changing agency, the key thing we advise clients on is that links play a crucial part but, so does YMYL compliance.

What we mean is, if your brand is going to invest in links, it’s advisable to have an audit done of your websites content if it hasn’t been done already - maximising YMYL and ensuring the website has a solid technical SEO profile, high quality content, full YMYL compliance, good E-E-A-T than your brand is MORE likely to see the benefit from the link building.

We also consider YMYL heavily when crafting content that is to be used for editorial guest posts, digital PR content or content that is used for link baiting. Google scrutinises YMYL much harder in the casino industry because of the level of risk and potential harm that gambling can do.

Gambling addiction is a serious problem, therefore, Google’s role is tantamount to a mediator in that the domains they serve up are going to be ones that are far more trustworthy - ones that advocate responsible gambling, offer self exclusion and helplines, ones that do not mislead users, ones that do not obscure important information or ones that mislead or trick users in any way in order to get them to sign up.

We take this into consideration when undertaking link building for clients as its fundamental towards the end outcome.

Typically there are 3 types of SEO where link building can fall into 1 or more of each, these are:

Grey hat link building for casinos tends to be where links are brought / purchased. Whilst Google has a stance on paid links, they are almost impossible to differentiate from against earnt links in most cases.The general rule is, links should be marked as “sponsored” if they’ve been paid for, but the reality is a majority of paid links are never marked as sponsored and often are seen as no different than white hat links.

Grey hat link building can also include things such as buying other casino domains that already have links and redirecting them in to consolidate link equity - it’s not uncommon for casino brands to acquire other smaller casino sites or casino affiliate sites to leverage them for link equity.

Like any specialist agency, we’re well acquainted with the kinds of links to avoid. We’re fully aware of all the tactics used for people to create casino sites/content to sell link placements on when the sites are poor/terrible quality.

Things we avoid include:

A lot of the casino link building industry are agencies or businesses reselling links with significant markup, often where the links are poor quality and where the markup ends up increasing the true link price by 100%, 200%+.

With clients, when we build links we have a strict testing regime when building and earning links - where we test anchor text utilisation and the impact it has on website / target URL performance.

Generally, the root domain should be predominantly a mix of brand anchors and brand anchor variations, internal URLS should have varied anchors between exact match keywords, partial match keywords and a combination of other variations such as naked URLS and generic anchors.

There’s no specific anchor text formula, it’s all about testing to find out what works, we do this using query counting in SEO stack to see how anchor text utilisation impacts page weighting.

We provide all types of link building for:

We serve both operators and affiliates.