iGaming Backlinks Done Right: Insights from SEO Expert Ivana Flynn
Let’s be real — building backlinks for iGaming isn’t for the faint of heart. It’s a high-stakes, high-competition game where a single misstep can tank your rankings (and your budget). But don’t worry, we’ve got you covered.
SEO expert Ivana Flynn — who’s been dominating this space for over 16 years — shares her best strategies to help you build backlinks that actually move the needle in 2025.
Why iGaming Backlinks Are More Important Than Ever
If you’re in iGaming SEO, you already know: this niche is cutthroat. Google’s playing hardball with algorithm updates, licensing laws are getting stricter, and ad restrictions make organic traffic more valuable than ever.
So, how do you stay ahead? By having a rock-solid backlink strategy. The right backlinks don’t just boost rankings — they drive trust, traffic, and, ultimately, revenue.
But let’s not sugarcoat it… building quality iGaming backlinks isn’t easy. So, what should you not do? Let’s start there.
Ivana Flynn puts it bluntly: “The days of spamming backlinks and expecting results are over. If you’re not thinking about quality and diversification, you’re already behind.”
Common iGaming Link Building Mistakes (That Kill Your SEO)
Here’s where many iGaming sites go wrong:
- Falling for the PBN trap – If a link-building offer sounds too good to be true, it probably is. Google’s AI is getting way better at detecting private blog networks (PBNs), and penalties are brutal. As Ivana puts it, “Google isn’t stupid. If a site exists just to sell links, they will find out.”
- Chasing vanity metrics – Sure, high DR (Domain Rating) or DA (Domain Authority) looks nice, but if the site has no real traffic or engagement, that link is worthless. “I’ve seen sites with DR 80 and zero organic traffic. That’s a red flag,” Ivana warns.
- Ignoring regional SEO rules – Each country has different licensing and compliance rules. Getting links from non-compliant sources can do more harm than good. “If your site isn’t licensed for a market, linking from local news won’t make it legal,” she explains.
- Going all-in on one tactic – If your entire backlink strategy is guest posting (or just casino-related blogs), you’re missing out on other powerful link sources.
Sound familiar? If so, don’t panic. We’ll show you how to fix it.
How to Build iGaming Backlinks That Actually Work
1. Quality Over Quantity
Forget blasting out hundreds of links — focus on links from relevant, trusted websites. “One link from a reputable finance blog is worth more than 50 from low-quality casino directories,” Ivana emphasizes. Collaborator.pro for example offers vetted publishers with real traffic and Google Search Console verification to ensure authenticity.
2. Leverage Digital PR & Outreach
Want backlinks from top-tier sites? Create content that journalists want to link to. Research reports, industry insights, and expert interviews can land you placements on high-authority news outlets. “The best links come from stories people actually care about,” Ivana says.
3. Use Smart Niche Edits
Rather than always creating new guest posts, get links placed in existing high-ranking content. This taps into pages that already have authority (and traffic). “Why fight for new rankings when you can leverage what’s already working?” Ivana asks.
4. Build Relationships with Trusted Partners
Let’s face it — there are a ton of shady link sellers out there. “If someone’s spamming you on LinkedIn with ‘cheap links,’ run the other way,” Ivana warns. Partner with platforms like Collaborator.pro to access legitimate, long-term link-building opportunities.
5. Track & Maintain Link Health
Links can disappear. Webmasters change content. Google de-indexes spammy pages. Stay on top of your backlink profile with tools like Ahrefs and Search Console to ensure your links stay live and valuable. “A link that isn’t indexed is a wasted investment,” Ivana notes.
The Future of iGaming Link Building
SEO isn’t just about Google anymore. AI-driven search, Reddit, YouTube, and other platforms are growing fast, meaning your strategy needs to evolve. Ivana Flynn stresses that creativity is key — engaging communities, producing video content, and working with influencers can drive both backlinks and brand awareness.
“SEO isn’t just text anymore. If you’re not leveraging video, social proof, and interactive content, you’re missing half the picture,” Ivana explains.
So, what’s next for your iGaming SEO strategy? Will you keep doing what used to work, or will you adapt and stay ahead?
If you’re serious about dominating iGaming SEO, check out the full podcast episode featuring Ivana Flynn on the Collaborator.pro YouTube channel and blog.
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