iGaming Talks: Interview with Gentoo Media’s Darko Ivanoski

Here is another interview from TheGamblest with Gentoo Media’s Head of SEO Darko Ivanoski.

In this interview, Darko will introduce Gentoo Media and its status in the iGaming industry, he will also share with us some of the company’s recent SEO achievements and challenges, and how they overcome those, as well as discuss new SEO trends.

TheGamblest: Thank you Darko for joining us at our iGaming Talks interview. Let’s start it with the short introduction of Gentoo Media and its status in the iGaming industry.

Darko: Gentoo Media is a forward-thinking digital marketing agency specializing in the iGaming industry. We work with some of the most prominent brands to deliver high-quality SEO, content marketing, and performance-driven strategies. Over the years, we’ve established a reputation for innovation and results, driving traffic, engagement, and conversions for our partners. Our status as a leading force in iGaming is thanks to a combination of expertise, cutting-edge technology, and a deep understanding of the market’s unique dynamics.

TheGamblest: You have joined GIG in 2020, was it your first time entering the iGaming industry and did you like it?

Darko: Yes, joining GIG in 2020 was my first step into the iGaming world as a company, I used to work as a freelancer on iGaming websites, and it’s been a fascinating journey. The industry is dynamic, competitive, and fast-paced, which makes it incredibly challenging and rewarding. I was particularly drawn to the strategic depth and creativity required in SEO for iGaming. The ability to innovate and make a tangible impact is something I’ve thoroughly enjoyed.

TheGamblest: It has been 10 months since you are the Head of SEO at Gentoo Media. We have noticed impressive results after your appointment recently, can you share with us some of your recent achievements?

Darko: Certainly! Over the past 10 months, our team has accomplished several milestones. We’ve increased organic traffic for our key brands by 30%, secured top rankings for high-value competitive keywords, and improved our content strategy to align better with user intent in the Nordics and crypto markets. Additionally, we implemented a robust technical SEO, OnPage and Offpage audits process, which significantly enhanced our websites, leading to better rankings and user engagement. A big achievement has also been fostering a data-driven culture within the team to make smarter, faster decisions.

TheGamblest: Darko, what have been the biggest SEO challenges you’ve faced since becoming the Head of SEO at Gentoo Media?

Darko: The biggest challenge has been staying ahead in such a competitive industry where algorithm changes and new competitors are constant. Another challenge was aligning the SEO strategy with broader business objectives, which required close collaboration with multiple departments. Additionally, dealing with content localization for diverse markets and maintaining a balance between quality and scalability posed significant hurdles.

TheGamblest: What are the key performance indicators (KPIs) you rely on to measure Gentoo Media’s SEO success?

Darko: We focus on a mix of technical, content, and business-oriented KPIs. These include organic traffic, keyword rankings, domain authority, and click-through rates (CTR). From a business perspective, we also measure conversions, revenue attributed to organic traffic, and the return on investment (ROI) from our SEO efforts. Tracking bounce rates, average session duration, and user engagement also help us fine-tune our strategy.

TheGamblest: We are interested in how has AI transformed your approach to SEO, in terms of keyword research and content optimization? What AI tools do you find most effective for SEO, and why?

Darko: AI has revolutionized our SEO approach by making processes faster and more precise. For keyword research,competitor and SEO research, AI tools like SurferSEO AI, Ahrefs AI content helper, and ChatGPT provide detailed insights into trends, search intent, and competitive analysis. For content optimization, tools like ChatGPT help us scale content research for better content creation, while ensuring relevance and quality. AI also plays a critical role in predictive analytics and statistics, enabling us to anticipate changes and adapt strategies proactively. It’s a game-changer for streamlining workflows and uncovering new opportunities.

TheGamblest: How do you stay updated with the latest SEO trends and algorithm changes? What would you say are the benefits and drawbacks of joining trends while they’re still in their infancy?

Darko: Staying updated involves a combination of subscribing to industry-leading blogs (like Search Engine Journal, SE round table etc), attending conferences, and networking with key people in a variety of industries. I also test new strategies on smaller projects to understand their practical implications. The benefit of joining trends early is gaining a competitive edge, but the drawback is the risk of investing time and resources into something that may not deliver long-term value. Striking the right balance is crucial and stick to the SEO fundamentals, otherwise you could lose the game.

TheGamblest: What do you think, how important was link building in the past and today? How did the tendency of link building change with time?

Darko: Link building has always been a cornerstone of SEO, but its approach has evolved significantly. In the past, quantity often mattered more than quality. Today, search engines prioritize relevance, authority, and trustworthiness, so acquiring high-quality, contextual backlinks is paramount. The focus has shifted towards building genuine relationships, creating link-worthy content, consistency and leveraging PR strategies where is applicable not on every website that exist, you should choose your markets and brands and make the decision before execute. Link building is still vital but needs to be executed with care and strategy. Disavow still works, just takes longer to be processed by Google, talking from personal experience.

TheGamblest: As one of the most leading companies’ Head of SEO, what advice can you give to other iGaming companies? What do you think they should focus on in 2025?

Darko: For 2025, iGaming companies should focus on creating user-centric content that addresses search intent while ensuring compliance with regulations. Invest in technical SEO, especially for mobile-first indexing and Core Web Vitals. Diversify traffic sources, including leveraging video content and social media for visibility, where is applicable as gambling is a very difficult niche, so not every website can be branded and use other channels besides Organic for traffic. Plan Ahead. Lastly, embrace AI and machine learning to optimize workflows and uncover growth opportunities, but always maintain a human touch to resonate with your audience, don’t rely on AI, it’s just a tool, your brain is the strategy.

TheGamblest: And of course our readers are eager to know what are the hobbies and activities you are interested in and what do you like to do during your weekends?

Darko: On weekends, I love spending time outdoors—swimming, playing futsal or spending time with my daughter,  helps me recharge. I’m also a Hip Hop lover so the music is my hobby and external valve. Balance is key for me, and hobbies provide the mental clarity needed for the fast-paced nature of SEO.