iGaming SEO in LATAM: How to Plan Expansion Properly

LATAM is on every iGaming roadmap, but most brands underestimate what “expansion” really means. In this episode of The Squared Table, Victor sits down with Álvaro Lozano (The Head of SEO) to break down how casinos and sportsbooks should approach Spanish-speaking markets with SEO. They cover how to choose countries first, how to plan URL structure across markets, when “one Spanish” is enough versus when you need country-specific pages, and why authority, speed, and technical SEO still decide who wins. Álvaro also explains when it makes sense to acquire an existing site instead of starting from scratch, why relevance matters when buying domains, and how Digital PR fits once your foundations are in place. They finish with a clear view on where AI search is going, why Google still matters, and what teams should do now to stay visible in the next wave of search.

• How to choose your first LATAM markets, and why Mexico, Colombia, and Argentina are already getting as competitive as Spain;
• When to use one Spanish version for multiple countries, and when you must localize by country, rules, and currency;
• The biggest SEO foundations for LATAM: technical health, content, and authority, and why speed can hold back even strong sites;
• Why starting from scratch is slow, and when buying an existing site can be the smarter path;
• The #1 mistake teams make when acquiring domains, and how “authority abuse” can trigger penalties if the topic is not relevant;
• Where Digital PR helps, when it’s too early, and why you should build a solid base before chasing coverage;
• AI and search trends: why LLM usage is growing, how Google is pushing AI-first, and why traditional search visibility still feeds AI results.