Hi, I’m Manuel!

I can help you with your SEO and drive more customers to your online business


I have contributed to or spoken at:


About me

I am a gambling SEO consultant, digital marketer and keynote speaker with more than 8 years of experience in online marketing. Now based in Dallas, TX, I specialize in driving organic traffic to companies operating in the most competitive of industries such as e-sport, iGaming and online gambling. Brands I have helped include PokerStars, 32red, Sky Vegas, BetStars, Full Tilt, and the PokerStars Live poker brands.

Speaking about SEO


Gambling SEO

Building a successful SEO strategy that drives converting traffic in the gambling industry is tough, no doubt

Here is what makes SEO in the gambling niche different than other competitive industries

High value customers

The value of each customer is higher than most industries. Naturally, this means the competition around acquiring these high-value costumers is extreme.

size of online gambling market

According to statista.com the online gambling market will reach 59.79 billion dollards by 2020.

Limited advertisement possibilities

Despite the fact that more than 80 nations have legalized online gambling, advertising in the online gambling space is often limited if not completely banned. Some markets, like the Nordics, have restrictions on marketing activities that promote gambling.

In countries like Sweden, where there is a state-run monopoly on gambling (although this may change), running other campaigns to drive visitors from Google is simply illegal. Thus, PPC is not an option and SEO is really the only way to acquire new registering players from search.

Licensing and operations

There may be challenges around licensing and operations that lead to websites having to change name, move address or consolidate into new business. SEO then becomes trickier than needed and migration can lead to a drop on traffic, among other things that affect SEO performance.

The gaming mindset

Casino players want new games. Punters want the best odds. Poker players want a reliable platform and good customer service.

These verticals thus require different marketing strategies, which, of course, applies to their SEO as well.

Branding and links

Links are still important for SEO but building links to an online casino organically is touch. You CAN do it but there are alternatives that not only make up for the lack of social sharing and organic branding but that also gives a lot of control back to the SEO managers who are tasked with driving ranks trough link building.

I know what it takes to rank in competitive niches

To break into SERPs with high value customers, your business need to be prepared to invest money, time and resource.

Think like a customer

Online casino players want new games and good bonus. Sports betting punters want reliable platforms and better odds. Bingo aficionados like a quick experience. Do you know what your customers really want?  

Cater for mobile and desktop

With more emphasis then ever being put on the mobile experience and a mobile-first Google, iGaming business technology need to cater for a player on the move – regardless of where they are in the purchase funnel

Answer the users intent. Every time!

Ensure the copy and content is reviews and optimized for all the relevant queries potential customers might search for. bonus, RTP, new features, rewards – and make sure Google can see it!

My Take on SEO? Start With The Customer

SEO in 2018 requires a consumer-first strategy that goes beyond building a technically compliant website with “great content”

  • Know Your Customers

    Understand what your potential customers are searching for and the queries they use to find your site

  • Identify Their Search Intent

    Be there for each Micro Moment of the purchase cycle in order to rank for the right searches

  • Deliver Amazing User Experience

    Increase ranks, drive more traffic, and convert potential customers by providing a top-notch User Experience

  • Convert!

    Visitors who find precisely what they want converts better – it’s obvious but not always easy

  • Analyse. Learn. Improve.

    Do more of what works well and vice versa

What others say about me

Testimonial Piers

"I have worked with Manuel in the past and have been very impressed with his SEO knowledge, thirst for keeping up with the latest developments in SEO and especially his off-site approach and content driven strategy. Manuel is a highly driven, very approachable and great at communicating. This leads to very effective management of both his team, his clients and the implementation of robust SEO strategies."

Head of SEO 

Gerry White Just Eat

"I’ve used Manuel a couple of times when I needed some technical analysis, he helped me massively with some insight and consultancy on a backlink audit, I’d happily use him again and recommend him to anyone"

SEO Consultant


"Manuel is one of the greatest colleagues I have had the pleasure to work with. Humble, honest, knowledgeable and down to earth, he is a great professional that will always try to think out of the box. Always realistic with his approaches and strategies, I have to say that I consider him to be a great asset for any company that is lucky enough to have him."

Head of SEO & Content Marketing 
EF English Live