Definitions
iGaming Content and SEO Glossary
Short definitions of the terms used across our research, with a link to the page that explains each one in depth.
- AEO (answer engine optimization)
- Making content easy for answer engines and AI assistants to find, understand and cite accurately. Google says optimizing for its AI features is still SEO. Read more in the guide to AI Overviews and casino content.
- AI Overviews and AI Mode
- Google Search features that generate answers with links to sources. AI Overviews launched in the US on May 14, 2024; AI Mode began rolling out in the US in May 2025.
- Doorway abuse
- In Google's spam policies, pages created to rank for specific, similar search queries, such as near-identical city pages. Read more in the multi-market casino content guide.
- E-E-A-T
- Experience, expertise, authoritativeness and trustworthiness: the qualities Google's guidance describes for helpful content. Google says trust is the most important and that E-E-A-T is not itself a specific ranking factor.
- Evidence grade
- Our A to E rating of a source's reliability, from primary official sources (A) to unsourced assertions (E). See the grade bands in the content quality framework.
- Evidence register
- A log linking each material claim on a page to its source, check date and next review. See the evidence register method.
- Inducement
- A bonus, credit or other offer used to encourage gambling. Ontario prohibits public advertising of inducements. Read more in the Ontario compliance brief.
- Search intent
- What a searcher is trying to achieve. Our taxonomy uses five classes, including policy context. See the iGaming search intent taxonomy.
- Policy-context query
- A search about rules, legality, limits, self-exclusion or help, which calls for support information rather than promotion.
- Scaled content abuse
- In Google's spam policies, generating many pages mainly to manipulate rankings, however they are produced.
- Site reputation policy
- Google's policy on third-party content published on a host site mainly to benefit from its ranking signals. Google's example is a "best casinos" page on a medical site.
- Strong appeal
- The UK advertising test, in force since October 1, 2022, that bans gambling marketing likely to be of strong appeal to under-18s. Read more in the Great Britain compliance brief.
- Topic cluster
- A group of pages serving related reader tasks, with one primary page per task. See the topic cluster governance method.
- Wagering requirement
- The amount a player must bet before bonus winnings can be withdrawn, often expressed as a multiple. In Great Britain it is capped at 10 times since January 19, 2026.
- YMYL
- "Your Money or Your Life": topics that can affect health, financial stability or safety, where Google says its systems give even more weight to strong E-E-A-T.