/Sweepstakes casino bans: what operators and affiliates faced/Stake sponsorship case: Everton, UFC, F1 and Kick/Sportsbook marketing: what DraftKings and FanDuel spend/SaaS Affiliate Programs: A Blogger's $680K Semrush Case/Robux gambling ruling: why affiliates are exposed/PrizePicks: how DFS pick'em became a $2.5bn US business/Popunder Ads Case: $30K in MENA, 1,536 iGaming FTDs/Player lifetime value case: $9,125 in CPA, $61,376 GGR
Technical SEO at Stake's scale, with Head of SEO Peter Macinković
Stake's Head of SEO Peter Macinković explains 170 sitemaps, indexability tracking, short-lived fixture pages, brand strength and why he sees no evidence Core Web Vitals matter.
Episode from Odys Podcast: The High Stakes Growth Show. Summarised by the AffHouse newsroom from the full episode. How we work →
Aired Published Updated
Stake runs one of the largest online casino and sportsbook sites, with thousands of games and short-lived match pages. At SBC Lisbon, Head of SEO Peter Macinković tells the Odys podcast how his team keeps it crawlable, how it measures indexation, and why he argues that Core Web Vitals have not affected its rankings.
In this episode
Macinković says there is an overwhelming bias towards brand: Premier League and Formula 1 sponsorships help Stake outrank rivals globally, even in markets where it does not operate (2:01, 2:30).
Stake keeps about 170 sitemaps across 15 languages, one per page type, and he says adding priority values to short-lived pages improved indexing despite Google's guidance (3:04, 3:30, 4:00).
A Screaming Frog script pulls indexation per sitemap; the English casino sitemap sits near 98 percent, and weak sections show which pages to deoptimise (5:01, 5:30, 6:00).
He avoids noindex, using the unavailable_after robots directive so Google drops fixtures on a set date instead of waiting for another crawl (8:01, 8:31, 9:01).
He found no proof that Core Web Vitals affect ranking; Stake ranks first for online casino in the US despite poor scores, and user behaviour matters more (30:31, 31:31, 32:00).
For live events he says around 65 percent of searches for a match happen within four hours, so fixture pages are indexed fast and expire quickly (36:00, 36:31).
Interview from Odys Podcast: The High Stakes Growth Show by Odys, published on YouTube.
