What the New Google’s April iGaming Update Means for SEO and How to Respond

The iGaming industry has been abuzz recently with the news spreading inside the community like wildfire about Google’s most recent algorithm update (April 2025) hitting iGaming hard. This information is so far still largely ignored by the media, so we have decided to shed some light upon it. 

Serpzilla has customers who belong to the iGaming industry. We regularly attend industry events and speak with SEO specialists who work for gambling and casino businesses.

For instance, this issue was discussed in iGaming Voice Chat with 200+ participants. Apparently this topic is very acute right now in the iGaming community.

Since the subject matter of this article received near-zero coverage, we have decided to get first-hand information from SEO practitioners who dealt with the issue themselves. We have collected reports from several SEO experts in iGaming Voice Chat, all of them experiencing the fallout from the most recent update. Some of these experts lead SEO teams of 60+ members. 

We would like to share our findings, insights and analysis with our blog followers in this article. Our findings show that the issue indeed is impacting SERPs in iGaming, but it is also something that can be dealt with. We speak of several solutions below. 

In this article, we would like to share some insights about how to meet the new developments fully prepared. We will also share some tips that will even allow iGaming businesses to take advantage of the situation and gain a competitive edge. 

What Exactly Happened? 

The recent Google update has certainly shaken things up for iGaming, but in truth, it’s nothing that seasoned SEO professionals haven’t seen before. Algorithm changes are a regular part of the job and with proper analysis and timely strategy adjustments, rankings can recover and even improve.

Google’s algorithm updates may often fall under the Black Swan concept, mainly because the math behind the algorithm is still unknown to the general public and the update effects are hard to predict. The key is not to panic, but to adapt and that’s exactly what we’re here to help with.

Around the end of March, SEO specialists working in the iGaming industry started noticing alarming volatility spikes in search rankings. 

For example, take a look at this Semrush Sensor SERP volatility graph for the Gaming category in the US location in April.

Clearly visible are two spikes, around April 9th and 25th. The SEO experts reported noticing volatility in rankings on the same dates. Another spike was registered on May 8th and is winding down now. 

Multiple iGaming businesses report traffic and conversion drops, dramatic changes to Google Discover traffic. The word ‘rollercoaster’ is often mentioned to describe the situation. 

Yet, there’s been no official report from Google about the algorithm change. Some experts are theorizing that Google may be testing a new algorithm update before the official rollout. Some also believe that it actually may be a bug, but the phenomenon is too widespread in the iGaming industry and has also been confirmed by all major SEO tools and data providers. 

So, what could it be behind this SERP volatility? 

What’s Behind the Volatility Spikes?

Some SEO experts think that Google may be testing a new algorithmic update which could be a part of or aligned with Helpful Content Update. This update prioritizes the promotion of websites which follow the ‘content created by people, for people’ principle. 

However, it also looks that whatever update is being tested, it is industry-specific. Apparently other domains were mostly unaffected. In iGaming category, however, the change is obvious:

• Experts notice that the first 10 top results may remain the same. 
• While at the same time, SERPs below 10 changed dramatically, with news and informational sites taking positions 10 to 20.

Most of the SEO professionals we discussed the issue with agree that whatever is happening, changes are designed to reward iGaming sites that offer valuable, informative content while penalizing those that fail to meet Google’s content standards. 

This development is logical and aligns closely with Google’s ranking policies over recent years. 

What’s new is that so far there hasn’t been any official update announcement or Google explaining its stand on the iGaming SERP changes.

As we can see, the curated content concept is far from new, but this time, it looks like the iGaming industry is specifically targeted?  Is there a new, more nuanced approach to content ranking in place?

Winners and Losers in the iGaming Category

If we take a look at Semrush Sensor for the Gaming category in the US, we clearly see that not all iGaming sites were hit. Data from Semrush Sensor shows several shifts the latest changes introduced.

 Here’s what our experts notice:

• The updates clearly prioritize trusted brand domains with multiple pages over keyword-stuffed threads. 
• Pages which cater to general search intent move up
• Tier 1 geo locations move up

Now, let’s try and get down to the bottom of why some sites are affected while others aren’t. 

Historically, iGaming sites have heavily utilized SEO-driven content strategies. And this is very understandable, given that because of various restrictions, SEO is often the only promotion channel available to gambling and casino websites. 

Many of these content strategies involved creating large volumes of pages densely packed with keywords, and they were aimed more at search engines than real user value.

iGaming platforms that previously relied heavily on quickly scalable but superficial content to dominate search results lost their positions in favor of more reputable domains with a proven track record of quality and trustworthiness. Slop finally lost to user-centric content. 

On the contrary, websites that have been investing in brand development, have a recognizable brand voice, a loyal following and have been continuously providing user-centric content have retained their rankings. 

What Can Be Done? Actionable Tips

Whether you are already affected or want to avoid getting deranked in case the updates roll out officially (some experts say there may be a rollback), there are quite a few things that you can do to stay ahead of the changes. 

Over the last few weeks Serpzilla’s team discussed the issue with trusted SEO experts in the iGaming industry who work with these shifts on a day-to-day basis and here’s what they recommend. 

1. Prioritize Established Multi-Page Content with Well-Established Branding

Focus your SEO efforts primarily on projects with authoritative, multi-page websites that have strong brand recognition. Experienced SEO professionals observe that these types of domains are less likely to be negatively impacted by Google’s April iGaming Update. 

Indeed, domains with well-known brands are currently dominating top search results, even for queries containing terms like “best casinos.”

2. Target Broad User-Intent Queries

Concentrate on general search terms and informational intent (e.g., “play casino games”) rather than overly specific, long-tail keyword queries. Sites providing content clearly matching user intent for these broader terms are seeing improved rankings and top positions in SERPs.

3. Shift Your Focus to Tier-1 Geolocations

Geographic markets classified as Tier-1 experienced less volatility from the update and have shown recent upward momentum. You may want to consider re-allocating resources and SEO efforts to these regions. This actually could improve performance and get you more stable rankings.

4. Secure Link Placements Proactively

Now is the time to act quickly and to secure backlinks before competitors saturate new link opportunities.

Platforms such as Serpzilla continually add new domains which you can consider for link placements. It’s important to capitalize on these fresh additions as early as possible. This way you can secure competitive advantages before these domains become overcrowded with competitors’ backlinks.

5. Prioritize Internal Page Link Profiles

Currently, Google ranks well-developed internal pages better than homepages. Prioritize expanding the backlink profiles of internal pages rather than only the homepage to improve overall site rankings and traffic.

6. Maintain Top Positions by Continuous Investment

The top 10 positions in SERPs remain relatively stable, still largely dominated by well-known brands. These brands should continue to invest in SEO, including link building, to solidify their current rankings. 

Below the top 10, however, there has been significant volatility, with informational and news-oriented websites now leading. This is a clear signal that continually and regularly posted content which covers informational search intent can work well for iGaming businesses.

7. Continuous Testing and Algorithm Analysis

Carefully monitor ranking shifts, test various content strategies, and regularly analyze the impact of algorithmic changes. Staying adaptable and informed will help you come up with a response and strategy adjustments, thus mitigating negative impacts from future updates.

8. Invest in Link Building Now

SEO experts advise that the cost of backlinks will likely rise as competition intensifies. Backlinks remain a stable driver of traffic and rankings. Currently, conditions are optimal for investing in backlinks, so you should seize this opportunity before the prices skyrocket.

Conclusion

SEO for iGaming and gambling is already highly challenging, so the new Google algorithm update (April 2025) may understandably add further concerns for professionals in this field.

However, as we can see, it’s too soon to panic. 

Shifting focus to strategic link building and brand authority as well as adjusting your content strategy can save the day and keep your rankings stable or even improve them over time.