It’s no secret that Google makes casinos and online gambling sites jump through numerous hoops to get listed. This is why many online gambling operators choose search engine optimization (SEO) as their way to drive traffic, users and players.

SEO, however, has gone through changes in the past few years. Google, for example, requires links that are natural and organic, but how can betting and gambling companies make it happen?

Among the topics that will be discussed at the Berlin Affiliate Conference (BAC) on Nov. 1 to 4 at Messe Berlin, is how gambling companies can create great content marketing—from the written word, infographics to data-rich stories and interactive microsites—that will give reputable sites a reason to write about and link to their sites.

Creating quality content marketing assets and getting organic links is a struggle for many marketing teams, particularly for the gaming industry, which is beset with challenges like being refused by new sites, bloggers and influencers.