How Google March 2025 Update Transformed iGaming SEO

Every year, Google runs its core updates that influence search results. And in March 2025, Google rolled out one of its biggest updates ever that has changed the SEO approach, including when promoting casino sites. For many gambling websites, it was a real problem: AI content and outdated link building gone in days.

But not everyone lost. A smaller group of sites not only survived, they grew their traffic by being transparent, expert, and smart with their content.

In this article, we will tell you about the influence of the Google’s March 2025 core update on iGaming websites. Also, we will provide you with several advices on how to optimize your site nowadays.

Key Changes

Rollout of the update began on March 13, 2025. Nevertheless, SEO tools began to record fluctuations in search results from the very beginning of March. And according to data from tools like SEMrush, some websites saw their traffic swing by 30–40% practically overnight.

It took 2 weeks for all the updates. Insignificant but important SERP adjustments were immediately noticed by experts. Here they are:

• This update has affected the visibility of sites that have a lot of pages with low content quality;
• The update also had a strong impact on retail sites, forums, government resources, and publisher sites;
• The current update continues Google’s earlier efforts, which are aimed at increasing the diversity of search results, as well as reducing the amount of useless content in search results.

Thus, many websites have noticed a decrease in visibility in search results. At the same time, forums such as Reddit continued to rank highly in Google search.

iGaming Websites: What Changed after the March 2025 Core Update? 

The update introduced stricter criteria for gambling and finance content, requiring:

• Transparent author credentials;
• Verifiable experience (e.g., transaction evidence, gameplay testing);
• Fact-checked data with clear citations.

Let’s see what SEO professional admit compared to previous updates.

Which Gambling Websites Climbed to the Top?

As we’ve already mentioned, some sites adapted to the latest core update and boomed:

1. In-Depth Guides

Long form and original content (usually over 5,000 words) became the new standard. For example, such topics as “A Complete Breakdown of Pragmatic Play Slot RTPs in 2025” or “How to Start an Online Casino in 2025 Step-by-Step Guide”. These articles work because they have such crucial points for SEO as:

• Screenshots of deposits and withdrawals;
• Video explanations of strategies;
• Regularly updated stats based on real play data;
• How-to queries;
• Clear information;
• Frequently Asked Questions section.

Google update specifically rewarded freshness, depth, and first-hand experience.

2. UGC Platforms (Forums and Reviews)

User generated content became a trust signal. Top communities invested in:

• Verified reviews (to prove deposits);
• Transparent community moderation;
• Live discussion threads with continuous user input.

This matches Google’s emphasis on authentic voices and decentralized expertise.

3. Exclusive News and Investigations

Sites producing original news did well. The most successful published:

• Interviews with casino executives (e.g. “Changes in Curaçao Gaming License”);
• Investigative reports on payment processing, fraud and regulatory gaps.

These signals of authority and originality drove the growth.

What Works in SEO for Gambling Sites?

The March update killed most cheap link building tactics. But some still work:

1. Media mentions in trusted sources: Commenting on trending articles in respected publications, podcasts with timestamped links;
2. Editorial links from active communities: Reddit threads with 10,000+ upvotes, specialized crypto and gambling forums with real user interaction.

What No Longer Works:

• Paid guest posts from link marketplaces;
• PBNs with identical anchor text patterns.

Technical Requirements for iGaming Websites in 2025

Google also tightened performance standards to improve user experience:

If you don’t know what it is, we recommend reading about Core Web Vitals 2.0 in the Google documentation. These are key points in 2025:

What to Do with Your iGaming Site in 2025

All the winners had one thing in common: they got search intent. Google has got much better at working out what people really mean when they search for something, and the March update took that to a whole new level. It’s now much better at serving up results that match what users are looking for.

There are also key points that you need to fix if you want to reach high results after Google core update:

1. Delete most AI content, prioritize expert analysis and real data instead;
2. Invest in user-generated content and transparent community features;
3. Earn authoritative links like media coverage, podcasts, active forums;
4. Upgrade technical SEO: fast loading, structured data, author credibility.

As you can understand, algorithm change. Authenticity, expertise, and performance are the future. If you haven’t made changes yet, now is the time.

The June algorithm update has already begun, and in the near future SEO community will see a change in the position of gambling sites again.

What to do? Just keep the following SEO strategy: work on content that meets user expectations and demonstrates E-E-A-T. And also avoid unnecessary adjustments. Keep in mind that ratings can change several times before they stabilize. So, constantly check Google Search Console, but don’t take any serious action yet.