While the March 2025 core update was rolled out early last month, its impact was seen throughout April. Ranking volatility persisted and affected a wide range of industries, including iGaming.
However, rather than viewing this as a one-off shakeup, we see it as part of a wider trend: Google is raising the bar on quality. Moreover, updates like this reinforce the need for meaningful, user-first content.
Let’s take a closer look at how the March core update affected brands. But first, what was it?
What changed in the core update
The March 2025 core update wasn’t as disruptive as some others in the past, but it was still brutal for certain brands.
But one thing we know for certain, Google’s focus has remained consistent: improve search results by rewarding content that truly helps users. This update doubled down on the following:
- Helpful, original content: Thin, templated, or low-value pages saw a loss in visibility. On the other hand, unique and experience-led content saw improved rankings..
- Site-reputation abuse: Google continues to target Parasite SEO, a controversial SEO strategy in which brands post on high-authority domains without providing any editorial value. This crackdown made hosting content on expired or unrelated domains a risky play.
- E-E-A-T and trust signals: Experience, Expertise, Authoritativeness, and Trustworthiness continue to be reinforced and are especially critical in high-stakes industries like iGaming.
What this means for iGaming brands
For iGaming brands specifically, this update has redrawn the competitive landscape in the field. Here are three key areas that demand your attention:
1. Affiliate & review pages
The traditional affiliate model needs to evolve. Content built on genuine user value consistently outranks pages built on recycled structures or thin content. This means nuanced gameplay commentary, strategic betting advice, and clear regulatory context will be rewarded.
2. Thin “bonus” content
In iGaming, “Bonus” pages created purely for keyword targeting are being increasingly devalued if they lack substance. Users (and Google) want to see depth. Consider focusing on the following questions:
- What makes a bonus worth it?
- What to watch out for?
- How to use it effectively?
- Does the bonus have an expiry date or terms of use?
3. Hosted content & link building
If you still rely heavily on low-quality guest posts or hosted placements for links, now’s the time to shift focus. Google’s clearer stance against site reputation abuse means real editorial partnerships matter more than ever. Brands need to focus on holistic Digital PR rather than low-value link placements.
How to future-proof your SEO strategy
If you ask us, the question isn’t “How do we survive this update?”.
Instead, it’s “How do we shift focus to effectively positioning your brand to thrive in future search updates?”.
Here’s what effective future-proofing looks like:
- Prioritise depth over volume: Consolidate underperforming content and invest resources in pages that genuinely drive value.
- Refresh strategically: Keep key pages current with bonus changes, gameplay updates, and evolving user needs.
- Focus on E-E-A-T: Implement comprehensive structured data and make trust signals both visible and authentic. Include safe gambling disclaimers and resources throughout your site.
- Strengthen your backlink strategy: Focus on relevance, authority, and editorial merit over sheer volume or convenience.
If you’d like to delve deeper into how to build a resilient iGaming brand, you can have a look at our blog here.
Final thoughts
With core updates becoming more frequent, it’s important to consider them as routine maintenance rather than disruptions. Whether or not your brand was affected in this one, the focus should be on your long-term growth.
According to Google, as long as brands continue to create “satisfying content that is meant for people,” there’s nothing to worry about. Ultimately, SEO success belongs to those who lead with value, not shortcuts.
At Receptional, we help iGaming brands build forward-thinking search strategies.
Want to see how your content stacks up in this new landscape? Get in touch and let us show you how to turn core updates into long-term wins.
