iGaming PBN: The truth about PBNs, CTR Manipulation and Viral Traffic

We all talk about “good links”, but not about what happens when you inherit bad ones. In this episode of The Squared Table, Victor sits down with Daniel Lux to look at the side of SEO most people never share in public: PBN footprints, fake guest posts, negative SEO and traffic-based boosts. Daniel explains what PBNs really look like in 2025, why so many agencies sell them without saying so, and how he decides when to leave links alone, when to disavow, and when to rebuild authority instead. They dig into user signals, the real risk of CTR manipulation, why viral boosting often has a better ROI, and how Google’s NAF-based traffic layer ties it all together. Finally, Daniel shares how he’s thinking about AI search and LLM answers, from Bing to AI Overviews, and what casino and affiliate teams should do now rather than panic later.

Victor and Daniel Lux unpack the “grey” side of iGaming SEO: how PBNs show up today, how to tell if you’re being sold junk links, what to do with a risky backlink profile, and when viral boosting or CTR tests actually help. They also touch on negative SEO, the limits of click manipulation, and how to prepare your brand for AI-driven search results.