Former UK school website tops Google search results for best casino sites

A former UK school is the victim of a new phenomenon: Parasite SEO with the aim of directing users to offshore gambling platforms that are not included in the country’s self-exclusion system.

New method: Parasite SEO

Parasite SEO is a technique where suspicious companies use the authority of external websites to rank their own content higher in Google. Their intention is to profit from the existing traffic and reputation of a particular website, blog, or platform.

One of the victims of this new method is a former UK School. Their expired domain ranks at the top of Google when searching for “best casino sites.” This isn’t an isolated incident, but a sign of this broader trend called Parasite SEO. It’s a method that’s become more common to elevate unrelated casino content to top search rankings. 

Domains being exploited due to Google’s Algorithm

SEO consultant Martin McGarry highlighted this issue on LinkedIn. The growing use of such expired domains is being exploited to promote gambling content. The case of the former UK school leading users to offshore casinos that bypass the Gamstop self-exclusion network is one of the most remarkable examples. 

Abandoned domains such as educational institutions, local media or office websites are often targeted and injected with affiliate content because Google’s algorithm continues to reward these domains based on strong backlink profiles and credibility that have been built, without taking into account the irrelevant and often deceptive nature of the new content.

iGaming Express spoke with him, and he believes that this situation must not be ignored and Google needs to be observant for so-called spam:

“It’s fair game to promote good content on good sites, when it’s balanced. That’s what the internet was built for. But Google got distracted with AI chat tools and seems to have forgotten to monitor spam.

One day back in 2024 I saw 10 local media sites with brand new parasite content outranking household UK betting portals – brands in their own right gazumped by a list of mid-tier casinos masquerading as a news article about THE BEST UK CASINOS.

One or two would have been fair game, but classically affiliates hit the self-destruct buttons themselves and it imploded. These folks weren’t there for the sport of betting or the excitement of the casino world. It was to get in, rinse as many punters as possible and get out.”

User safety at risk

McGarry states that it is widespread and easy to apply. These sites become therefore dangerous for vulnerable users. He claims that not only are you advertising to problem gamblers, but you’re also directing them to websites where player protection is virtually non-existent.

Companies are using this “loophole” for their own benefits. This strategy, while not illegal, is increasingly being used without any concern for long-term consequences.

The financial incentives are clear: Early adopters profit before search engines or regulators act. McGarry points out that, despite lacking traffic data, filings from UK Companies House show that agencies engaging in this are generating profit.  involved are making money.

“I don’t know what the traffic is like to the non-Gamstop sites. I can see UK Companies House filings of those agencies that are believed to be promoting this content and they’re certainly profiting. But for them, this is just the latest tactic.

I’ve also spoken to the Gambling Commission in the past and the scale of offshore gambling sites trying to hit the UK market is often beyond our comprehension. They enact thousands of takedowns per year.”

Legitimate operators face a real challenge competing with parasite SEO

Licensed UK gambling companies following strict advertising standards face growing challenges from parasite SEO. Legitimate operators therefore face a real challenge competing with this “Spam SEO”, which might be a more accurate description.

Because all the effort that legitimate operators put into sustainable marketing is undone by this. Parasite SEO nullifies the effect of enduring strategies and brand value.

McGarry:

“I think this question leans more towards spam SEO rather than parasite SEO, which has such a broad spectrum. Spam SEO is a problem, because the risk-reward balance is slightly in the spammer’s favour at the minute. If you picked a white hat strategy, you’re governed by sets of rules that can limit the amount of risk you can take. You might have staff, a customer base or long-term service contracts that make you a responsible business owner.”

He points out that it’s challenging to accept Google’s disregard for spam, especially when you’ve committed to responsible practices. If you follow a white-hat approach, you must stay committed and defend it professionally, as it’s a long term strategy. Without such a plan, he warns, you’ll struggle to compete with spam.

Google needs to become more aware of this threat

The UK Gambling Commission primarily regulates licensed operators and their affiliates, but has limited authority over offshore advertising. McGarry notes that promoters of illegal sites are unlikely to follow UK advertising rules. He emphasizes that while operators are responsible for monitoring their affiliates, those advertising illegal sites are not likely to comply with UKGC regulations, even if such rules were in place.

McGarry believes Google has fallen behind and typically only takes action after abuse becomes widespread. He points out that those behind these sites know that Google will eventually have to make changes once the issue becomes a viral SEO problem and the search results are overwhelmed. McGarry thinks this will eventually self-destruct, like previous exploits, as more latecomers get involved, making the situation unsustainable.

Parasite SEO may be unnoticed but has a significant impact, leading players to unlicensed sites without protection and damaging the gambling sector’s reputation. The issue is exacerbated by affiliates who, despite using offshore tactics, are welcomed at major gambling conferences. If regulators and platforms don’t address this, this becomes a huge threat to the industry’s credibility and player trust.

The Belgian Gaming Commission wants to alert people

This parasite is also present in Belgium, where it has already claimed multiple victims. Schools, much like elsewhere, are a common target. However, schools are far from the only victims, other businesses are also targeted.

The Gaming Commission is very much aware of these problems. When they discover such a case, they immediately notify the owner of the hacked site. Then they scrutinize the gaming site. If it turns out to be illegal, it gets blacklisted.

But they’re fighting a losing battle. Those illegal sites keep changing their name, location and appearance.

Spokesperson Gaming Commission:

“You block one, and the next day there are two new ones. It’s like digital whack-a-mole.”

Alerting people how dangerous these websites are becomes a necessary mission. Creating awareness makes it possible to let people know that they are not only losing money. They are other risks as well such as stealing data or infecting computers of those who visit these websites.