Beyond keywords: the new era of search strategy for iGaming brands

Google's new guidance on AI search has SEOs debating whether to change tactics, and this AffPapa Conference Madrid 2026 panel of affiliate and affiliate-network SEO people, agency heads and a consultant gives a mixed answer. It matters most to affiliates whose business depends on organic visibility.

In this episode

• One panelist says Google's update calls techniques sold as GEO, such as llms.txt and chunking content, irrelevant, and cautions against chasing brand mentions; he reads that caution as a sign mentions work (7:40, 8:21).

• He adds that Google's chunking advice may not hold for ChatGPT, Perplexity, Claude or Bing, citing a take that SEO should become "search everywhere optimization" (10:00, 10:20).

• Another panelist urges against rushing to change content or SEO strategy: "watch this space" (12:56).

• Several stick to traditional SEO and E-E-A-T; one says optimizing just for AI is not enough (4:21), another says quality now means differentiated content (6:35).

• On getting a brand into ChatGPT, one says it needs mentions from trusted sources, and that half the time it means a mention on the same sites that cite competitors (30:50, 33:13).

• One panelist expects chatbot personalization to grow, so sites should state clearly who a product is for (23:02, 23:27).

Panel from AffPapa Conference Madrid 2026 by AffPapa Media, published on YouTube.