This isn’t a future trend. It’s happening right now. And if your content isn’t getting picked up, you’re losing early-stage visibility, trust, and influence before a user even visits a website.

Let’s talk about what that means and what you can do about it.

What Is an AI Overview?

Google’s AI Overviews are appearing more and more in search results. Instead of showing a list of links, Google uses AI to create a short answer to the user’s question. This summary is based on information found on websites it sees as credible and helpful.

Sometimes these overviews include links. Sometimes they don’t. Either way, they put your content in front of people who are actively looking for answers or services like yours. That visibility matters.

Being featured can:

• Build trust with potential customers
• Position you as an expert in your space
• Influence decision-making even before anyone clicks a link

You can’t directly control what Google includes in these AI answers. But you can make sure your site is doing everything it can to be the obvious choice.

What Stack Does to Get You There…

We’re an SEO agency focused on helping your website become the most helpful, accessible, and trusted resource in your field. That includes both the content users read and the technical setup that helps search engines find and interpret your pages.

Here’s how we do it.

Writing for Real People (and Smart Machines)

We write content that answers real questions clearly and accurately. That means:

• Direct answers people can understand fast
• Supportive facts that build confidence
• Layouts that are easy to scan on any device
• Headings that mirror how people search

We don’t stuff keywords. We create genuinely helpful content. That’s what earns trust from both users and Google. We also make sure your content aligns with Google’s guidelines on experience, expertise, authority, and trust. For businesses in regulated spaces, we help keep things compliant too.

Making Your Site Clear to Search Engines

Search engines need structure to understand what’s on your site. We give them that by:

• Using smart formatting like bullet points, tables, and consistent headings
• Adding structured data (schema) for things like FAQs, products, and reviews
• Removing issues like broken links or confusing sitemap files
• Improving speed through code cleanups and performance checks
• Making sure your site works smoothly on mobile
• Passing Core Web Vitals which Google now uses to judge site quality
• Building a clear internal link network to support page discovery
• Recommending improvements to menus and layouts that help users navigate
• Writing clean, useful metadata like page titles and descriptions
• Earning links from credible sites to boost authority and trust

When your site is clean, fast, well-organised, and informative, it has a better chance of appearing in both traditional search results and AI summaries.

Tracking, Learning, and Improving

SEO is never truly done. We use tools like Google Search Console, SEMrush, and Sitebulb to track how your site performs. This helps us to understand:

• Which pages are showing up in AI Overviews
• What kinds of queries are triggering your content
• How competitors are moving in on your space
• Where and how we can improve based on real data

We also keep content fresh so it reflects current user intent, algorithm changes, and market trends.

What to Know Right Now

• AI Overviews can boost website visibility – even if users don’t click
• Google values clarity, accuracy, and trust
• Technical health and great content go hand in hand
• AI optimisation is now a standard part of modern SEO

Let’s Get You Ready

We’ll review your site, show you what can be improved, and build a plan that works now and adjusts as AI and search evolve.

At Stack Digital, we bring over 30 years of combined SEO experience. We’ve helped businesses across multiple sectors stay ahead, show up where it matters, and turn visibility into real results.

Book a call with us to discuss your goals, challenges, and what success looks like for you.

We’ll personalise our approach based on your industry, audience, and ambitions. This isn’t a one-size-fits-all strategy. It’s SEO shaped around you, built for now and designed to grow.

The post Why Your Website Needs to Be Ready for AI Overviews appeared first on Stack Digital.

In order to answer this question comprehensively, first we have to establish what kind of content Google deems as being “Helpful”.

Our Take:

The good folks over at Google have stated that they want to present searchers with more useful information that contributes to a better experience.

The purpose of this is to stop spammers from creating 1000’s of pages of Ai-driven content that adds little to no value to the end-user.

For years now SEO’s and Webmasters have been spamming the Google SERP’s, placing unhelpful content onto previously expired domains and buying a whole bunch of backlinks from PBN’s.

The advancement of using tools like Chat GPT has created even wider problems with the sheer availability of low quality spammy content created by SEO‘s to then push out in a hit and hope manner.

So to fight back, Google has now set-up new and improved spam protocols to make sure that the poorest quality content is kept out of their SERPs, while factoring this in to their Core algorithm.

What is Helpful Content?

Its been known for many years now that Google prioritises websites and webpages that offer uniquely written, original, and very insightful information that take the user on a journey through their website to answer the kind of questions users are asking every day.

Different types of content serve different purposes, therefore it can be pretty challenging to establish whether or not your marketing team / agency are creating the best possible content that Google will a) Crawl b) Index and c) Rank.

Helpful content is unique content that has been created for a specific audience, that aligns with the needs of the keyword search conducted, that is credible, and finally that carries E-E-A-T (Experience > Expertise > Authoritativeness > Trustworthiness).

Helpful content should be credible, well-researched, and have no factual errors or spelling mistakes.

How Can I create Helpful Content on my Website?

Audience Targeting:

Who are you creating content for?

Take the time to understand your target persona and create unique and valuable content that allows then to carry out the interactions that they have visited your website to achieve.

This could be a product purchase, or to ask a question, to search for something or to read a specific piece of information.

Search Intent:

In order for your website to achieve this content utopia, first you need to establish what are the search intents that your target customers trigger when they carry out their search on Google. e.g. see below:

• Informational = “I would like to know some background information”
• Navigational = “I would like to discover more on the subject”
• Commercial = “I would like to know more details before I make a purchase/conversion action”
• Transactional = “I would like to make a purchase/conversion action”

Keyword Targeting:

Next up, draw up a keyword matrix based on the above search intent levels and align this with keywords that you want to target for your website.

Your keyword matrix should also be aligned in a natural way with your on-site metadata document covering the Title Tag, Description Tag, and H1-H6 tags.

Content Strategy and Creation:

Then you can plan out the type of content that you want to create and align this with your target keywords and your audiences search intent. This way your organic search engine optimisation strategy is focussed and structured around the goals of your business.

The post Why have my website rankings dropped since Google’s Helpful Content Update? appeared first on Stack Digital.

As a leading Online Betting SEO Agency in the UK, Stack’s team will take the time out during our discovery with our clients to discuss which key metrics are most important to them. This can include but is by no means limited to:

• Increasing Targeted Website Visits / Traffic
• Player Registration / Login Requests
• Player Deposits / Gameplay
• Other Contact Form Requests
• Improving Brand Awareness / Game Engagement
• Growing Profitable Revenue via the Website / Platform including Net Gaming Revenue

How Do We Measure it?

First, in order to establish SEO campaign KPI’s we need to nail down what your business goals are based on examples like the above. For example, you might have introduced a range of new online slot games for your online casino platform, and you’re looking to really promote these to drive new player traffic and in turn, revenue from these slot games. How do we achieve these both on and off-site?

Secondly, we establish your budget for search engine optimisation tactics based on the overall importance of the business goals discussed. This will vary based on the scale / size of your operation, whether you’re a start-up or a large global player.

A great man (or perhaps woman) once said “Before you know where you’re heading you must know where you’ve been”. This is why we use analysis tools like Google Analytics and SEM Rush; to grab detailed data on how your website is performing for you right now and during the past days/weeks/months/years. Unless of course you are a start-up retailers/online casino, in which case we have a clean slate to work from.

Want to know more about how Search Engine Optimisation can help to grow your retail business or online casino? Then contact info@stackdigital.co.uk for a free SEO audit/consultation.

The post How do you know if your seo campaign has been a success? appeared first on Stack Digital.

An organic search engine optimisation plan, when delivered well, can result in huge uplift in targeted search traffic, dramatically reducing cost per player acquired and increasing Gross Gaming Revenue.

Due to the highly competitive nature of iGaming, this has given rise to many SEO’s delivering black hat search engine optimisation tactics that may achieve a quick ranking uplift, but that may ultimately get you a Google ban =  lost position, traffic and gaming revenue.

Below are a list of SEO mistakes and tactics that should really be avoided at all costs this year:

1. Keyword Stuffing your META Data and Content

A number of years ago this could work well for you, but Google has become much more intelligent, and simply trying to fit in as many Casino/gambling related terms as possible won’t win you any favours.

Keep your on-page content and META tags (Title/Description/H1-H6 etc) natural and don’t keep repeating the same words/phrases, because good META data helps your players experience by guiding them to the most suitable webpages on your site/platform.

Make sure that you content is professionally written and detailed, then you will start to rank for this content, when aligned with your keyword strategy.

In addition, many Online Casino website platforms have quite challenging CMS structures that can be very limiting when it comes to the creation of things like Game-level content for example.

2. Building Low Quality Backlinks

Google was founded back in 1998 on the foundation that if more websites link to yours, the more authoritative your website becomes, and you’ll rank better, pretty simple huh!

The problem was that many people caught on to this and started to buy links with poor quality content from toxic directories, spammy websites and link farms. Google started to then monitor the websites who paid for these spammy/toxic links and would simply ‘mark your website down’; in Googles view, you weren’t adding genuine value to your audience, you were simply manipulating the SERP’s and ranking falsely.

The way around this problem is to create a content marketing and outreach plan through writing unique and well-considered content for your target audience, that encourage engagement and high-quality backlinks. Then Google will reward your website accordingly and your casino / sportsbook will start to generate significant levels of interest, traffic, and players.

3. Overlooking Technical SEO Activities

When you run a large online casino and are generating good levels of traffic and player revenue, one area that can easily become overlooked is Technical Search. This is the practice of ensuring that your site/platform does not have any major errors that directly impact a) the User Experience and b) Google’s ability to discover your content and links.

Technical SEO includes things like Page Load Speed, Desktop and Mobile User Experience, META Data, Internal Site Structure, Navigation, and many more factors that directly impact your position in the SERP’s.

We have had clients experience significant ranking and traffic uplift simply by changing some META tags and speeding their website up. Granted, most others Online Casinos require a lot more work!

By early identification of Technical SEO issues and implementing these changes, this forms the foundations of your iGaming SEO campaign’s success.

4. Putting too much emphasis on generic Casino Keywords

The iGaming sector covers many thousands of search terms, some generic (“Online Casino”), many brand-based (“Betway Casino”), some long-tail searches (Play Rainbow Riches Slot Game) and so on.

It’s very easy to get caught up in simply targeting the high volume ‘Vanity keywords’ like “Online Casino”. But be careful here, because in doing so, you could miss out on the keywords that convert further down the player funnel, e.g. “Play Slot Games”.

We always recommend upon our initial keyword research/analysis, that you group your keywords together into categories then subcategories. This makes them much easier to target. Then you can set-up specific KPI’s based around 1) Ranking Uplift / Visibility, 2) Traffic and 3) Player Conversions. Then tailor your content and outreach campaign around these keyword sets.

A Final Thought…

Now for the good news… With a little bit of strategic planning, you can implement an iGaming SEO campaign that not only results in page-1 organic visibility, but significant new player traffic, and gross gaming revenue uplift, without breaking Google’s rules. This is achieved with great Technical SEO, the creation of great unique Content, and by encouraging high-quality inbound links from reputable websites.

Many SEO agencies will tell you “Content is King” blah blah whatever… Well that’s fair enough, but I double-dare you to build a terribly designed website with an 8 second+ load speed, hardly any internal links, poor outreach/low quality toxic backlinks, challenging navigation and sloppy mobile user experience, packed full of rambling duplicate content; let’s see where you rank. Feel free to prove me wrong!

The post Online Casino SEO – Tactics that you shouldn’t use in 2020… appeared first on Stack Digital.

Ecommerce websites are instantly at a disadvantage compared to simple brand websites and blogs because there will naturally be a high number of product pages consistently appearing and disappearing as stock levels and product ranges vary. The good news is that ecommerce SEO experts have the knowledge to identify a variety of issues before they start to affect a business in terms of organic ranking.

So, to give you an idea as to what you should be looking out for, here are four of the most frequently seen errors.

1. Missing product descriptions

Search engines value websites that provide their audience with valuable, useful information. If your ecommerce website doesn’t have an integrated product description box on each page, you are very unlikely to secure a top 10 ranking position in search engine results pages (SERPs). Don’t forget, search engines cannot read imagery which is why product descriptions are so important. When creating product copy, it is imperative to:

• Avoid copying directly from other sites (including the manufacturer)
• Focus on writing intent-led high quality unique content that will persuade users to become customers

2. Absence of Product Reviews

As more consumers than ever before actively search for product reviews and social proof before making a purchasing decision, failing to provide review functionality on your ecommerce website will mean that you miss out on engaging with a significant percentage of potential customers.

Customer reviews have a variety of benefits. We’ve already discussed the importance of online content and reviews created by your existing customers are both free and unique sources that will boost your ranking potential. Additionally, consistently encouraging new reviews will ensure that pages are frequently updated, which search engines find particularly appealing.

3. Failure to Optimise for what your customers are searching for…

When writing both SEO META Data and your product descriptions / headlines, it is very important to consider a) User Intent and b) Search Volume, associated with each target keyword. Failing to do this might lead to you promoting a product or category that very few people are searching for when your efforts would be better spent targeting a slightly different keyword. The Search Engine Optimisation process can initially appear quite complex, but it is particularly important to:

• Avoid keyword stuffing
• Always include unique alt tag information for all of your product images
• Use both your product brand names and model numbers in H1 headings and META Tags where appropriate
• Use user friendly url strings that describe each product using the keywords that you want each product to be found for on Google

Also known as ‘speaking URLs’, keyword-friendly URLs have three core benefits. In addition to ensuring that it is easy for the user to understand what they can expect to find when they click through to view the page, important keywords will be displayed if the link is shared on another website. Search engine algorithms actively reward sites with a strong link profile and if anchor text pointing to your site contains relevant keywords, you will likely be rewarded with a stronger ranking position for key search queries.

4. Product canonicalisation

Many e-commerce platforms like Magento / Shopify for example, have a nasty habit of creating duplicate product pages for things like product size, colour etc. and this has a negative impact on that particular page/product’s search engine position.

To resolve this, SEO agency’s should create a canonical tag that references the duplicate product page url. In doing so you are saying to Google “Hey, this page is a duplicate page so don’t crawl it”.

The post Most Common SEO Mistakes of E-commerce websites appeared first on Stack Digital.

For Online Casinos, Sports Betting websites and Affiliates, Search Engine Optimisation (SEO) remains one of the most powerful tools available to get in front of new players. When executed correctly, a strong organic search engine optimisation plan has the potential to drive a range of significant and tangible results, including boosting organic traffic and reducing cost per acquisition far below that of other online advertising channels, like PPC or Social for example.

The importance of a strong SEO strategy cannot be overstated, but whilst getting ahead of the competition may be crucial, it is imperative that you avoid relying on Black Hat SEO tactics that will eventually impede growth, and negatively impact player revenue. To give you an idea as to some of the tactics that are best avoided, here is a selection of the most frequently made search engine optimisation errors:

Do not Overlook technical SEO

Google looks at literally 100’s of ranking factors when evaluating where to put your Online Casino or Sportsbook. Technical SEO should be an integral component of your overall search strategy and, ideally, be an on-going process that allows for consistent identification of new ways to improve your online presence. It is a good idea to conduct a thorough technical audit of your existing website as this information will provide you with a good understanding of the areas that will benefit most from your immediate attention.

Stay away from Spammy / Toxic Backlinks

Google’s Rank Brain Algorithm favours websites with a natural and good quality backlink profile when determining ranking positions in results pages (SERPs). Securing high-quality links from authoritative sources can help you to gain maximum visibility in SERPs for key search terms and phrases. Although it might be tempting to increase your link profile by acquiring as many as possible regardless as to their quality, it is likely to have a negative impact on your ranking position over the long term, largely because low-quality links often attract high levels of spam. This is important if you are to avoid the risk of experiencing a marked drop in rankings or risk being removed from SERPs altogether.

Discounting voice search

Voice search has been growing in popularity for several years and the increase in voice assistant usage means that it has become an important consideration when optimising your site. The key to optimising for voice search is to focus on understanding user intent, which is information that can be used when creating the valuable content your audience wants to see.

Publishing poor quality content

The term ‘content is king’ has become a bit of a cliché but this sentiment is still true today. Investing in high quality content is an integral part of establishing your business as a reputable, leading figure within your niche and out-performing your closest competitors. It is important to provide your audience with information they can’t find anywhere else and to showcase the value of your operation.

A frequent content audit will help you to determine where fresh or replacement content will be most beneficial, which will ensure the content you are investing in is best placed to deliver the information your ideal audience is searching for.

The post Best iGaming SEO Tips appeared first on Stack Digital.