About Me
My Story
I entered the world of iGaming after moving to Malta in 2015. My first role, as with many, was as an outreach agent and link builder.
After building a few hundred links for several clients in the Dutch and English markets, also for non-iGaming clients, I was given the opportunity to focus more on the quality aspects of link building. Ensuring sites and content met our standards became my daily routine, and it was here that I adopted the motto: “Better Never Stops” – words I still live by to this day.
During my time at PokerStars, it did not take long for me to be promoted to Senior Technical Support Agent. In this role, I played a pivotal part in onboarding new support agents, delivering technical support training to ensure a smooth transition into their roles.
Additionally, I was deeply involved in maintaining and updating the internal knowledge base, ensuring it remained accurate and relevant. Writing blogs about the technical side of online poker was another aspect of my role that allowed me to merge my expertise with my passion for clear, engaging content.
After moving to Spain in 2020, I started freelancing. Initially, I continued with link building, but I gradually transitioned into content writing and editing. This shift was driven by my dissatisfaction with the overall quality of link-building content, much of which irresponsibly portrayed gambling as either a way to make money or as a harmless pastime.
This perspective shaped my decision to focus on content creation, where I now work as a writer, translator, proofreader, and editor, focusing on professionalism and responsibility in every project. My aim has always been to present gambling for what it truly is: a demerit good with inherent risks, which must be enjoyed responsibly. Adhering to Google’s EEAT and YMYL guidelines has become second nature to me.
In addition to my professional work, I created the “Casino Content Creator Course,” which goes beyond the basics of SEO in content creation. The course emphasizes the critical importance of YMYL principles in the gambling industry and how to integrate EEAT to ensure high-quality, trustworthy content. I also launched eerlijkovergokken.nl, a website dedicated to promoting responsible gambling and offering clear, unbiased information for players.
Over the years, I’ve had the privilege of working with several well-known sites, including casino.nl, igamingnuts.com, time2play.com, and betterworldcasinos.com. These collaborations have further deepened my understanding of the iGaming industry and the importance of delivering sustainable content.
To me, SEO is not about manipulating algorithms to secure temporary rankings. Instead, it’s about creating quality content that genuinely serves the customer or reader. By focusing on the audience’s needs and delivering long-term value, you can make the algorithm work for your content. Conversely, prioritizing short-term algorithmic outcomes leads to a never-ending game of “cat and mouse,” requiring constant adjustments. This distinction is at the core of my approach to SEO and content creation.
Today, I have extensive experience with various types of content, both onsite and offsite. My work includes game explanations (such as rules), on-page content focused on responsible gambling, and detailed reviews of slots, games, operators, and game providers. Additionally, I write offsite content, including blogs, guest posts, and other link-building articles, all with a focus on professionalism and responsibility.
Driven by ethics
I believe that business ethics should be the cornerstone of any work in the iGaming industry. It’s easy to prioritize profit above all else, but I’m committed to a more responsible and sustainable approach.
In an ideal world, I’d love to adopt a “pay-what-you-want” (PWYW) pricing model, where clients determine the value of my services based on their impact and quality. Unfortunately, this has proven challenging, as content creation is often undervalued in the industry. Many organizations prioritize cost-cutting over investing in truly impactful content, even in an age where AI can replicate words but not genuine expertise and ethical intent.
While many say, “Quality over Quantity,” few are truly willing to invest in achieving it. For me, quality is non-negotiable—it’s the foundation of meaningful content and lasting success.
Quality over Quantity
Content should always provide genuine value to the reader. Writing solely to push a call to action (CTA) or to manipulate search engine algorithms falls below my standards. High-quality, engaging content is what I strive for in every project.
Client Collaboration
Creating impactful content is a collaborative process, especially when it involves off-page content and third-party platforms. Whether clients or webmasters prefer to take the lead or entrust the entire process to my expertise, I adapt seamlessly to meet their unique needs and expectations.
Consumer-Focused
I’ve always embraced the principle of ‘Keep It Simple, Stupid’ (KISS). Simplicity means prioritizing the reader’s needs. Google’s algorithms continue to evolve, and the next “Unhelpful Content” update is always on the horizon. By focusing on crafting helpful, reader-centric content, we ensure that Google works with us, not against us.