Mexico iGaming SEO after the World Cup and the 50% tax, with Nestor Vazquez

Nestor Vazquez of iGaming SEO Consulting spoke at the first SiGMA North America in Mexico City about search in the Mexican market. He says he has done SEO for maybe 15 years, started operating in Europe, and now works in Mexico, which he calls home.

In this episode

• Vazquez says Google is moving toward brands, so a churn and burn exact match project may rank for one or two months and then drop after the next algorithm update (4:17).

• He sees the World Cup as a brand awareness moment, with FTDs improving in the meantime, and says the main pillar should be sports betting (7:53).

• He advises bringing in someone with sports magazine experience in Mexico, so a team can focus on three or four of the 30 teams (10:44).

• Asked about taking a Spain-oriented site to Mexico, he says to test subfolder, subdomain or a fresh com.mx domain, and he has seen very nice results with other TLDs (18:59).

• For brands, he starts with a dashboard of all keyword variations around the brand, since one or two keywords may bring all the FTDs (13:01).

• For affiliates, he says he loves exact and partial match domains, a tactic used for more than 10 years that is still working (13:27).

Episode from Where Is My Money, the Peaky Ads podcast, published on YouTube.