Is SEO Dead and How's Business Going?

Dirk Schembri argues that SEO is far from dead but has evolved significantly. Those who fail to adapt may feel left behind. AI and Google's frequent core updates have made SEO more volatile, but they also present opportunities for those who stay informed and flexible.

"Especially with the introduction of AI, you can tell Google is feeling on edge because of all the drastic core updates. There used to be a handful of updates per year, now it's almost monthly. But with that simplification, knowledge needs to increase as well."

Should More People in iGaming Learn SEO?

Dirk believes that companies with leadership that understands SEO tend to succeed. He emphasizes the importance of education within organizations to maximize SEO's value. SEO is still crucial as search volumes remain high, and companies should diversify their approach beyond just a traditional blog-style website.

"The best companies I've worked with have C-level management that understands SEO. They read about it, test things, and truly grasp its value. Those are the companies that succeed."

Are Newsletters Important for Affiliates?

Yes, Dirk sees newsletters as a valuable tool for retaining traffic and building a more sustainable business. Collecting first-party data is increasingly important for maintaining audience engagement and reducing dependence on Google search traffic alone.

What SEO Tools Are in Your Toolbox?

Dirk prefers a minimal but effective toolset, primarily using Ahrefs, Google Search Console, and custom GPTs to streamline processes. He leverages AI for structuring workflows and quality control rather than just content generation.

"I don’t use AI to generate plain content, but to simplify my process. AI helps create structured SOPs, automates repetitive tasks, and ensures consistency across my workflow."

How is Branding an Important SEO Metric?

Branding is crucial for SEO success. Recognizable brands build trust, and companies need to protect their brand identity from opportunistic competitors. Strong branding also improves organic visibility and user retention.

"You have to build a brand around your product. Whether it's a unique tool, a specific service, or a niche expertise, it has to be recognizable. The best-performing companies protect their brand fiercely."

Do You Think Affiliates Should Cut Back on Tracking Links and Calls to Action?

Dirk recommends reducing the number of excessive calls to action, especially if they are hurting user experience. He suggests tailoring content to focus on the most effective offers rather than overloading pages with too many options.

What Advice Would You Give to Struggling Affiliate Sites?

Sites hit hard by Google updates should take a step back and

How to reach Dirk Schembri