The
glossary.

A site that earns commission by referring players to operators — via CPA, revenue share or a hybrid of both.

The clickable words of a link. Its wording tells search engines what the target page is about; over-optimised anchors are a classic penalty trigger.

An AI system such as ChatGPT, Perplexity or Google AI Overviews that answers a question directly and names a handful of sources.

A link from another domain to yours. Still one of the strongest ranking signals — when it comes from a site with real readers and topical fit.

When an answer engine names your brand or links your page as the source of its answer. The GEO equivalent of a top ranking.

The share of visitors who complete a target action, such as registering or making a first deposit.

A broad change to Google’s ranking systems, released several times a year. Affiliate and gambling sites are often hit first and hardest.

Cost per acquisition — a one-off payment per referred player who registers and deposits.

Earning coverage and links in online media and blogs with stories editors want to publish — data, studies, expert commentary.

Experience, expertise, authoritativeness and trust: the quality criteria Google’s raters apply, weighted heavily in money topics like gambling.

A player’s first payment after registering — the milestone most operators and affiliate deals are measured on.

Patterns shared by link sources — hosting, ownership, templates — that let search engines identify networks and devalue them.

Generative engine optimisation: structuring facts and earning trusted mentions so answer engines cite your brand.

A market without a local licensing regime where operators work under foreign licences. Higher volatility, fewer rules, more risk.

Markup that tells search engines which language and country version of a page to show — essential for multi-licence brands.

Know your customer: the identity checks regulated operators must run. A major drop-off point in every registration funnel.

A page built for one traffic source and one action. In iGaming usually tied to a market, an offer or a campaign.

A link attribute asking search engines not to pass authority. Paid placements are supposed to carry it, or the sponsored attribute.

Private blog network: sites built only to link to each other or a money site. Cheap, common in gambling — and a reliable route to a penalty.

Revenue share: the affiliate earns a percentage of the net revenue a referred player generates, for as long as they play.

Return to player: the theoretical share of stakes a slot pays back over time. A frequent search term and a key fact to structure for GEO.

What a searcher actually wants — to compare, learn, register or play. Pages that miss the intent do not rank for long.

How completely a site covers a subject. Built with depth and structure, not by publishing as many pages as possible.