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Liam O’Brien on the future of gaming SEO
“The most striking realization was the enduring value of face-to-face interactions,” O’Brien began. “Even in our digital-first industry, genuine conversations over a drink often spark the most innovative ideas and partnerships.” He emphasised the importance of human connection in fostering collaboration and trust, elements that are sometimes lost in virtual meetings.
A recurring theme during the gathering in Malta was the industry’s shift towards sustainable growth strategies. “Operators and affiliates are seeking reliable channels for growth,” O’Brien noted. “They’re tired of chasing fleeting spikes and want strategies that offer lasting results.” This sentiment reflects a broader industry trend towards long-term planning and stability.
Looking ahead, O’Brien identified several trends expected to shape the gaming industry in the coming year. “Companies are shifting focus from mere sign-ups to enhancing lifetime value. Retention is now as critical as acquisition,” he explained. Additionally, tightening regulations are prompting companies to adopt safer, more compliant growth strategies. “With tightening regulations, there’s a concerted effort to adopt safer, more compliant growth strategies,” O’Brien observed. Furthermore, the convergence of iGaming with sectors like fintech and crypto is necessitating more agile and adaptable SEO strategies. “The convergence of iGaming with sectors like fintech and crypto is evident. This fusion necessitates more agile and adaptable SEO strategies,” he noted.
One of the more surprising discussions revolved around the frustrations executives have experienced with slow SEO results. “I was taken aback by how many executives expressed frustration with slow SEO results,” O’Brien admitted. “They’ve invested time and resources without seeing tangible outcomes. This feedback reinforces our commitment to demonstrating that SEO can deliver momentum in days, not months.” This insight has influenced Instalinko’s approach, focusing on delivering quicker, measurable results for clients.
Aphex’s SEO strategy stands in contrast to traditional methods. “Traditional agencies often follow a checklist: optimize the site, build links, and wait. At Instalinko, we take a proactive stance,” O’Brien explained. “Through Instalinko, we build authority via genuine placements. With Instarankers, we send strong signals prompting Google to reassess rankings swiftly. Our managed service integrates these elements, ensuring clients receive a comprehensive campaign that delivers rapid and tangible results.”
Balancing content creation for both search engines and gaming audiences is another area where Instalinko excels. “Content must serve dual purposes: ranking well with search engines and engaging the audience,” O’Brien stated. “This involves crafting content that is both authoritative and compelling, ensuring it resonates with players while satisfying SEO criteria.”
Maintaining topical authority while integrating promotional content requires a strategic approach. “Establishing a foundation of educational and evergreen content is crucial,” O’Brien advised. “This demonstrates depth and expertise. Supplementing this with timely updates ensures relevance. Promotional pages should not stand alone but be woven into a broader content strategy, building trust with both Google and the audience.”
Recovering SEO performance after a penalty from search engines necessitates a structured process. “Recovery isn’t passive; it’s about actively demonstrating to Google that the site deserves reinstatement,” O’Brien concluded. “By conducting a comprehensive audit, addressing issues, rebuilding and enhancing, and accelerating re-indexing, companies can expedite their recovery and return to optimal performance.”
As the gaming industry continues to evolve, O’Brien’s insights highlight the importance of adaptability and proactive strategies for SEO. His reflections from provide a roadmap for companies seeking to find a solution to the complexities of the digital landscape and achieve sustained growth in an increasingly competitive market.
Game Lounge spoke with Liam O’Brien, who is Chief Growth Officer at Aphex Media, specialising in driving client growth and market performance through strategic marketing and advanced SEO. Liam graduated from the University of Bedfordshire in Accounting and Finance with expertise in digital marketing and revenue optimization.
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