Casino Content Quality Framework
Twelve checks in four groups, a 0 to 2 scale, four blocking checks and a free scorer you can run on any draft.
Research guide · Editorial Quality
How to Conduct an iGaming Editorial Quality Audit
An iGaming editorial audit reviews every page against a fixed standard and ends with a decision for each one: keep, fix, merge or retire. Build an inventory, score pages with a written rubric, check the evidence behind regulated claims, and prioritize fixes by risk to readers and the license before traffic.
The audit in six steps
- Build the inventory. Every indexable URL, with template, market, author or owner, published and updated dates, and traffic from your analytics and Search Console.
- Group by template and cluster. Audit patterns as well as pages: one fix to a template can correct hundreds of URLs.
- Score a sample, then extend. Score a representative sample of each template with the content quality framework, then score every page in high-risk templates.
- Check the evidence. For every rule, bonus term and statistic, confirm the primary source and record it in an evidence register.
- Decide per page: keep, fix, merge or retire.
- Fix in priority order and schedule the next refresh.
Prioritize by risk
| Priority | Issue | Why first |
|---|---|---|
| 1 | Outdated or wrong rules, bonus terms, licensing claims | Can mislead players and breach advertising rules |
| 2 | Missing or outdated responsible gambling information and helplines | Required in several markets; safety information |
| 3 | Undisclosed affiliate or commercial relationships | Trust, and Google's link guidance |
| 4 | Near-duplicate pages for keyword variants | Google's spam policies on doorway and scaled content |
| 5 | Thin evergreen pages, weak structure, missing authors | Quality, but lower risk |
Affiliate content belongs in the audit even when another business publishes it. In Great Britain, license condition SR 1.1.2 says "Licensees are responsible for the actions of third parties with whom they contract for the provision of any aspect of the licensee's business related to the licensed activities."
Keep, fix, merge or retire
- Keep: scores 20 or more, no blocking failures, evidence current.
- Fix: sound purpose, but gaps in evidence, compliance or craft.
- Merge: another page serves the same task; combine and redirect with a permanent redirect.
- Retire: no reader task, or the content cannot be made lawful in its market. Remove it and return 404 or 410, or redirect to a genuinely relevant page.
Sample audit result (invented site, 420 pages)Template "bonus pages" (86 URLs): 31 described wagering above 10 times for GB players after January 2026, fix or retire; 12 near-duplicate "best bonus" pages, merge into 3. Template "game guides" (190 URLs): average 17 out of 24; most lost points on original contribution.
After the audit
Update the visible "updated" date only on pages whose content changed substantially. Google's helpful content guidance lists "changing the date of pages to make them seem fresh when the content has not substantially changed" as a warning sign. Record every check, changed or not, in the evidence register.
Questions
How often should an iGaming site run a full content audit?
We suggest a full audit once a year, with monthly checks of high-risk pages such as bonus terms and rules, and an immediate check when a regulator announces a change.
Should low-traffic casino pages be deleted?
Not because of traffic alone. Delete or merge pages that serve no reader task or duplicate another page. A low-traffic page that answers a real safety or rules question may be worth keeping.
Sources
- Google: Creating helpful, reliable, people-first content updated October 5, 2026
- Google: Spam policies for Google web search updated August 28, 2026
- Gambling Commission: LCCP SR 1.1.2, responsibility for third parties
- Google: Byline dates updated December 10, 2025
Checked October 25, 2026. Rules and documentation change; the official source prevails over this summary.
Corrections. None since publication. Spotted an error? Write to hello@wagerink.online.