As Google continues to recalibrate what it considers "helpful" and "authoritative" content—especially in YMYL niches like gambling—affiliates are under pressure to pivot. From core updates to affiliate link scrutiny, this session looks at what's working, what's dead, and what's next on navigating penalties, traffic drops, and platform shifts—with concrete examples and recovery playbooks. From tactics for reducing over-reliance on Google through email lists, social traffic, push notifications, and brand development, to practical insights on implementing E-E-A-T effectively: what types of content are safe to automate in iGaming—and what definitely isn't? How affiliates can turn rigorous regulatory expectations into a competitive SEO edge?