Affiliate Crackdown Begins: Google Penalizes Dozens of Thin Review Sites

Over the past few months, Google has been working harder to ensure that search results are more helpful and trustworthy. One of the main ways they’re doing this is by cracking down on websites that post weak or low-quality reviews just to make money from links.

In this article, we’ll look more closely at Google’s new rules, share real examples of sites that have been affected, and talk about what all this means for people who make money through affiliate links.

Why Google’s Targeting Casino & Sportsbook Review Sites Right Now

Casino and sportsbook review sites are in the YMYL (Your Money or Your Life) category of content, which is defined as content that affects readers’ financial decisions and entertainment choices. That means wrong or unhelpful content can lead to people making wrong decisions.

The constant core updates, especially in 2024, prove that Google is aware of fake top-10 lists, false reviews and rankings that never reflect actual player experiences.

As ex-affiliate strategists, we have approached partners with a financial offer to hide a brand’s negative side. On sites without a player-first approach, the highest-paying partner gets positive reviews, even if they’re false.

By targeting casino and sportsbook review sites, Google is trying to rank accurate and comprehensive content while weeding out thin and incorrect content.

Also, some review sites have been publishing content from a higher-ranking third party to rank higher themselves. This is site reputation abuse, and Google launched a spam policy to combat it. The goal is to have websites with genuinely useful information rank higher.

What Counts as a “Thin” Review And Why It’s a Problem

A thin review is simply a review that lists basic casino info that’s on almost every other affiliate site. It doesn’t answer player questions and has no unique perspective. In Google’s eyes, this is unhelpful content, and the search engine is de-ranking or deindexing such pages.

The Common Tactics That Triggered Penalties (And We’ve Seen Them All)

When Google changed its key ranking factor from keyword density to helpful content, what worked before couldn’t do so anymore. By description, helpful content is information that solves a user’s problem quickly and effectively. It’s factually accurate, easy to follow, and presented in a clear, straightforward manner.

Unhelpful content, on the other hand, tends to be shallow, outdated, inaccurate, overly complicated, or designed purely to manipulate rankings rather than help the user. Any tactic whose result was such content triggered penalties. Below are some examples.

Which Sites Were Hit and What They All Had in Common

Big or small, Google doesn’t spare anyone. Forbes Advisor saw a 60% drop in search visibility for gambling queries. CNN Underscored had a large de-indexing of sportsbook content because it lacked expertise and transparency. Some smaller affiliate blogs had entire domains de-indexed due to the lack of originality.

All these were penalised because their content violated Google’s guidelines, specifically the helpful content policy. Their content was created to match specific search queries, and they didn’t offer any real value to the reader. For the authors, there was no proof that they had prior experience in the gambling industry.

What This Means for Players Searching for Honest Info

Players searching for honest information can expect helpful content on Google’s first page results. Low-value content is not only ranking low but also getting de-indexed entirely. So, expect better and more accurate results for what you’re looking for.

But don’t assume everything on the first page is helpful. Old tactics may not work now, but affiliate strategists are re-strategising and thinking of ways to still manipulate search rankings. They are now focusing on mass link-building, increased pop-ups and clickbait. We’ve worked there, so we know.

Due to these clever ways, you won’t always get the information you need. Our advice is to have a go-to resource for the information you need.

For example, BetterGambling focuses on providing the truth about the gambling industry using knowledge from former casino professionals. You can have us as your source for unfiltered information about casinos and the gambling industry at large.

How Affiliates Are Reacting with Panic and Rewrites

When these core updates began, affiliates went into the damage-control phase, characterised by panic. Some are:

• Deleting entire content sections and starting fresh
• Faking experience-based language without actually playing
• Adding bonus calculator tools to fake interactivity

And while some of these efforts are genuine, many are simply SEO tricks that they think Google won’t notice.

What Real-World Experience Reviews Look Like and Why They Survive

One common trait of surviving and thriving casino and sportsbook affiliate sites is that they have experts who play before they write. These experts have the experience to write comprehensive reviews that correctly explain what a casino offers, break down the value of bonuses, and simplify how certain games are played. Their reviews cover expert analyses, not just facts that are available elsewhere.

Such reviews have:

1. Screenshots of the actual registration and gameplay
2. Bonus explanations with real-time wagering. For example, ‘It took me 40 spins on Book of Dead to clear the x35 wagering requirement and I ended with £10.’
3. Customer support tests with timestamps
4. Regular updates
5. Clear author bios and gambling experience.

They take more time to create, but Google seems to now reward effort. That’s why such review sites survive.

BetterGambling’s Approach: Built to Withstand These Updates

Everyone on the BetterGambling team has worked in the casino industry, so the content you see comes from ex-casino staff, ex-affiliate strategists, ex-compliance managers or ex-dealers. We’ve been on the inside, and our credentials are out there in the open.

Everything is created with a player-first approach. We write content that will help our readers, not just rank. That means every page addresses a pain point and provides clear instructions on what players should do.

Our reviews are comprehensive and include author tips, quick comparisons, and suggestions for alternative options. We don’t sugarcoat, and we don’t talk about a casino we haven’t tested yet.

In the end, we meet our readers’ needs while demonstrating E-E-A-T (Expertise, Experience, Authority, Trust) for better ranking. This makes our content withstand these updates.

Final Word: Why This Isn’t Just About SEO, It’s About Trust

For affiliates, this is a wake-up call. Old tactics are no longer working, and Google is now rewarding trustworthy content. The gambling industry is in the YMYL category, so any information you provide either helps players or puts them at risk.

As a player, Google is providing you with pointers on how to identify unhelpful content. Don’t trust information from someone who hasn’t even played a casino game. Look for true experience, proof that the reviewer actually played in the casino, and clear insights into what you should do.

At BetterGambling, we’ll continue offering honest, experience-based content that puts players first.