Understanding Google’s E-E-A-T Update and What It Means for Casino Affiliates
In the competitive world of iGaming and casino affiliates, staying ahead of Google’s algorithm changes is not just a smart move—it’s essential. One of the most important updates to pay attention to is the evolution of E-A-T into E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness. Introduced as part of Google’s Search Quality Rater Guidelines, E-E-A-T reflects how Google evaluates content quality. But the newest emphasis? First-hand experience.
So, what does that mean for affiliates in the online casino space?
Experience as a Ranking Signal
Google is making it clear: content created by people who have actually used the product, service, or platform they’re writing about is going to rank better. For casino affiliates, this means simply regurgitating bonus offers or rewriting operator press releases won’t cut it anymore.
If you’re promoting an online casino or game, your content needs to reflect genuine interaction. Have you tried the slots or live dealer games yourself? Have you gone through the registration and payment process? Can you offer feedback on the user experience, withdrawal speeds, or customer support?
This shift rewards affiliates who take the time to engage with what they’re promoting and penalizes those relying purely on aggregated or AI-generated content with no personal insight.
What Casino Affiliates Should Do Now
- Create Content That Shows Real Use
Reviews should go beyond generic summaries. Include screenshots, unique gameplay observations, and comparisons based on your actual experiences. Talk about RTPs you’ve tested, promotions you’ve claimed, and how user-friendly the interface is. - Use Author Bios
Enhance the credibility of your content by including bios for writers. If your team has years of experience in iGaming, highlight it even better if a contributor has worked at a casino or has firsthand industry insight. - Videos and Personal Commentary
Incorporating video walkthroughs, gameplay recordings, or even short reviews with your voice or face builds authenticity. It’s hard to fake first-hand knowledge when you’re talking through your experience directly. - Transparency About Testing
Be open about how you reviewed the casino or game. Did you test it for a week? Were there any issues or wins? Let your audience know what your process looks like—this builds trust and satisfies the “Experience” signal. - Avoid Thin or Generic Content
Google’s quality raters are trained to spot content that lacks depth or sounds like it came from someone who’s never actually visited the platform. Make sure each page adds value beyond what’s already available online.
The Takeaway for Affiliates
In an industry where reputation, trust, and visibility are everything, Google’s push for first-hand experience through the E-E-A-T framework should not be ignored. Casino affiliate sites that evolve to include more experiential content will have a competitive advantage, both in SERPs and in user engagement.
It’s no longer just about who has the best bonus listed—it’s about who actually played, tested, and experienced the casino they’re promoting. And in Google’s eyes, that kind of authenticity is what wins.