CMSEO2025 Peter Macinkovic.pdf
本地来源：seo-llm/raw/seo知识库/TXT整理/PPT/John喜欢和引用的那些海外演讲嘉宾PPTs/CMSEO2025-Peter-Macinkovic.pdf.txt
The Affiliate Apocalypse
Who Survived and Why
(From the Casino That Won)
Peter Macinkovic
SEO Lead
Easygo Gaming
Chiang Mai SEO Conference - November 2025
Who's Speaking & Why It Matters
Hi, I’m Peter Macinkovic
➔ SEO Lead at Easygo Gaming
◆
Behind Stake.com
(largest online casino)
◆
Kick (live-streaming platform)
◆
Winner: Global Search Awards
(Best Search Campaign: Gaming)
◆
15+ years Tech & SEO across
Australia's biggest brands
Why I Think the Way I Do
➔ Remember your first job?
◆
Early days grinding metas
◆
2013: Search Quality Evaluator for
Bing
◆
Took way too long just doing SEO
◆
Frames my SEO philosophy today
From Our Perspective
➔ From the platform side,
we see
◆
Who sends us traffic
◆
Who sends us quality users
◆
Who survived the bloodbath
◆
Who got obliterated
➔ The Reality of SEO
➔ Anyone Can Build a Website
➔ What We Saw
01
The Bloodbath
What is happening in the SERPs
Reality of SEO
Everything is in constant motion
Churn & Burn
Embrace volatility as opportunity
Take what the SERPs give you
Treat SERP positions like campaigns
Churn & Burn
Parasites
Speed > Perfection
→ Assets → Domains
Volume > Quality
Cash flow > Value
Brand Building
Own the real estate
Target the stable positions
Build something that exists beyond Google
Brand Building Approach
Profiles
Stability > Speed
→
Mentions
Quality > Volume
→ Legitimacy
Value > Short Term Gains
Anyone Can Build a Website
5 Minutes. Zero Barrier
WordPress + AI content + Hosting = Done
What's Actually Hard
🚧 Custom engineering
◆
🏆
Legitimacy
◆
🎊
Signals real team
Verified accounts,
author profiles, entities
Brand search
◆
Survival Signal
➔ Diversification
➔ Authority is Priority
➔ Watch the Winners
➔ The ‘Gut’ Check
02
How the Survivors Thrived
What Actually Worked
Diversity Overcomes Adversity
Not Optional - It’s Survival
Link Strategies
Target Pages
Anchor Variety
●
Go broad from day one
●
Exact match saturation
●
Distribute link equity
●
Mix-up needle movers
●
Natural variety = safety
●
Homepage + $$$ + info
●
Support & Scale
●
Branded = harder to hit
●
Spread lessens footprint
Authority is Priority
99% from EXTERNAL signals
Other websites talking about you. Not your site, content, or on-page
Where Authority Comes From
➔
➔
Authority Sources
◆
Wikipedia = #1 entity source
◆
LinkedIn = Top tier for names
◆
Social profiles = Fortress
Build links TO your socials
◆
Create web of legitimacy
Writing in Triples
➔
Subject. Predicate. Profit.
◆
[Brand] is a [thing]
[Thing] has a [feature]
◆
“Stake has over 4000 games
and is a leader in online
casinos”
◆
Helps Google parse
commercial context & USPs
Advanced Authority Techniques
Reaction Content
Strong Signaling
●
Coverage in shoulder niches
●
Brand mention + link proximity
●
Look legit by association
●
Control brand search results:
site + socials + press
●
Newsworthy Context
Watch the Winners
Reverse engineer overperformers
Weak DR + Low-quality backlinks BUT consistent growth
Three Diagnostic Questions
What Makes a Winner
Secret Intent?
Unique USP?
Long-tail Intent?
Think like underdog. Don't copy - understand WHY they're winning
The ‘Gut’ Check
Would this site exist if
Google didn’t tomorrow?
◆
2013: Search quality evaluator
for Bing
◆
Query Scope: Narrow vs Broad
◆
Intent matching +
Trustworthiness
What Google Evaluates
➔ Links With Traffic Matter
➔ Aged Domains & PBNs
➔ Parasites & Click Signals
➔ Skyscrapers, Link Velocity
03
What Battle-Tested Affiliates Do
What They Actually Do When Nobody's Watching
What Killed Sites in 2024/2025
Websites didn’t get penalised. Their backlinks did.
Links With Traffic Matter
The Only Currency is Cool
Stop Obsessing Over
Why It Matters
Real Quality Signal
●
Gameable DA/DR metrics
●
Actual traffic from Google
●
Trust transfers
●
Misleading by proxy
●
Validation built in
●
That trust = your value
2023-2025 Algo Update Patterns
●
Over-optimised anchors devalued
●
Monitor constantly (Ahrefs API)
●
Toxic links severe in certain niches
●
Instant alerts on problematic anchors
●
Bad actors weaponise negative SEO
●
Disavow tool = chemotherapy
(powerful, be careful)
Defense Against Devaluation
Forensic Analysis for your Backlink Profile
After Major Updates
◆
Compare backlinks
pre vs post-update
◆
Check if referring pages
lost traffic
◆
Check if they lost
Top 10 positions
Aged Domains
Not just domains. It’s business
You're acquiring
◆
Existing authority + age
◆
Up to 20x cheaper
than building backlinks
◆
Skip 3-6 month sandbox
Aged Domains
Don’t Buy a Dud Asset
Avoid previously
redirected domains
◆
Siphons link equity
◆
Recovery takes 1+ year
◆
Dead asset
Check domain history before buying
PBNs - Private Blog Networks
Not really "private" if you sell links
Unlimited link equity
Brand protection
Traffic generation
PBNs - Private Blog Networks
Not really "private" if you sell links
How the PROs do it
◆
WHOIS privacy = anonymity
◆
Custom HTML > WordPress
◆
Build quality assets that rank
◆
Economies of scale & control
If your PBN sites can't rank themselves,
their links are worthless
Parasite SEO
Playing Whack-a-mole with the SERPs
Leverage high-authority sites Rank quick with burrowed authority
Parasite SEO
How to Avoid Google Crackdown
Treat Parasites Like Your Own
◆
Be relevant, look natural
◆
Write in first person
("I did this")
◆
No Artificial Freshness
◆
Emphasise winners
Contextual relevance still matters
Skyscraper Insertion
Don’t just insert links. Improve Them
Wait, People Do This?
Better, fresher, more detailed links
Target pages already ranking in long-tail
keywords that lack depth or optimisation
Improve their content, protect your investment
Boost their rankings AND your link value
Pogo-Sticking and Click Signals
The truth nobody (Google) wants to admit
Bad engagement kills pages
◆
User clicks your result and
immediately hits back
◆
Signals to Google that
users hate your site
◆
Recovery is like
climbing a mountain gravity drags you down
Pogo-Sticking and Click Signals
Wage War Against the Back Button
Click Signals are King
◆
Engage users above the fold
immediately
◆
Be fast, or be so slow
(users patiently wait)
◆
Back button state manipulation
◆
Referrer Aware Exit Modals
◆
CTR Manipulation
Your Mileage May Vary
Image Backlinks
Hyperlinked images high in DOM pass context signals similar to anchor text
Your Mileage May Vary
Link Velocity
Sudden spikes = footprints
Steady growth = natural
Not about Tools. Process
Process > Tools Systematise everything
Build repeatable systems
Context Matters
Execution determines success
more than the tactic itself
Anyone can follow a recipe, but understanding
how cooking actually works make food taste great
➔ What Platforms Actually Want
➔ What We See
➔ Examples of Success
04
The Platform Perspective
Why Some Affiliates Get Preferential Treatment
Remember Our Perspective?
➔ From the platform side,
we value affiliates that
◆
Drives new traffic
◆
Sends us quality users
◆
Grows our brand
◆
Deliver FTDs
What Platforms Actually Want
We don't want traffic funnels, we want salespeople
You're not just a traffic vendor
You are:
◆
Authority funnel
◆
Trust funnel
◆
Expert funnel
◆
Salesperson AND marketer
What Platforms Actually Want
What gets you VIP treatment
Your affiliate manager becomes
your best friend if you
◆
Send high-quality users
◆
Not just FTDs high revenue consumers
◆
People who use the product,
are fans , and enjoy
What We See with Kick
Big streamers play our games
Successful affiliates with no websites
Baffling Reality
Media Assets Exist. Use Them.
Most Affiliates
◆
Write generic reviews
◆
Comparison Top X Squeeze
Reviewing a restaurant without photos
Smart Affiliates
◆
Embed: Video Clips, Social Media
Posts, Interactive Elements
Real Example of Real Success
Mr. Banks (betting influencer)
◆
Posts betting slips & tips
◆
1M+ followers
◆
Creates search spikes with tips
Other platforms amplify SEO
The Only Asset You Own is YOU
Use SEO techniques on other channels
Own the Asset
◆
Email list
◆
Community
◆
Database
Everything else = Rented real estate
Platforms change algorithms
You need multiple contact channels
➔ For SEO, It Depends
➔ What It All Means
➔ Finals Thoughts
05
Where to Go from Here?
SEO is Dead - Richard Hoy, 1997
For SEO, It Depends
Google is a Robot. A Stupid One at That
Every Example Has Counter Examples
◆
Crushing it with "dead" tactics
(Scrapebox, xRumer like 2009)
◆
Tanking with "best practices"
What Moves the Needle
◆
Read the SERPs yourself
◆
Scale what works for YOU
◆
While flying high, diversify
What It All Means
Everything we discussed today
◆
External Authority
◆
Legitimacy & Operations
◆
Pattern recognition over rules
They're All The Same Thing
Viewed from different angles
Ask the Question
Would this business survive if Google
disappeared tomorrow?
Never Underestimate the Value of Real
Google doesn't want
to rank your website.
Google wants to rank entities
that deserve to exist.
Be one of those
The Affiliate Apocalypse
Who Survived and Why
(From the Casino That Won)
Peter Macinkovic
SEO Lead
Chiang Mai SEO Conference - November 2025
Easygo Gaming
Questions & Answers
本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-TXT整理-PPT-John喜欢和引用的那些海外演讲嘉宾PPTs-CMSEO2025-Peter--8c07f3.txt（仅本地保留，不入库不部署）