I'm Charlotte, a senior SEO strategist based in Malta with over a decade of experience in iGaming and affiliate marketing. I've held Head of SEO roles at some of Europe's most competitive operators, worked across multiple international markets, and spent a lot of time thinking seriously about how the web actually works, not just how to rank in it.
iGaming SEO is uniquely brutal. You're operating in a YMYL environment under heavy regulatory scrutiny, competing against some of the largest affiliate networks in the world, and navigating market-specific rules that change constantly. It's taught me to be precise, commercial, and fast.
Over the course of my career I've led SEO at operator level and worked within larger group structures. That dual perspective, owning the strategy versus contributing to it, gives me a clear-eyed view of what actually moves metrics versus what just looks good in a report.
More recently I've been building AI-driven content workflows and automation systems, and writing about the digital ecosystem at a systems level, how platforms make decisions, how attention gets monetised, how behavioural data shapes the environment every marketer operates inside. It's where SEO and broader web literacy start to overlap.
I'm based in Malta, which puts me at the centre of the European iGaming industry geographically and professionally. I've worked across Swedish, UK, US states, Canadian, African, and Japanese markets and understand the nuances that make each one distinct, from regulatory tone to user intent to what actually converts.
Outside of search I'm interested in music, film, and the internet as a cultural and commercial object, which probably explains both the passion projects and the writing on this site. Good content isn't just optimised. It's specific, considered, and worth reading.
I run a number of sites as passion projects, several of which are deep dives into arts and culture. Among others:
The Emotion Pictures
Film discovery organised by feeling, not rating
Lorics
Album lore, easter eggs, and production secrets
Il Pentimento
Art and music paired in a curatorial format
...among others.
Head of SEO level experience at major online casino operators in the European market. Responsibilities included owning the full SEO function, building content systems at scale, delivering seasonal campaign strategies, and driving cross-market search visibility.
Senior SEO management across large iGaming affiliate portfolios. Work included content quality overhauls that delivered significant traffic growth, link strategy, technical audits, and multi-market execution across regulated environments.
End-to-end link acquisition across competitive iGaming verticals. Experienced in building and managing site networks across both new domains and dropped domains with existing authority, with full network deployment achievable within a day where needed.
Hands-on experience across Swedish, UK, US states, Canadian, African, and Japanese markets. Each with its own regulatory tone, user intent patterns, and compliance requirements around content and promotion.
Designing and building AI-assisted content workflows, prompt engineering frameworks, and automation systems. Focused on helping teams produce at volume without losing editorial quality or search signal.
Headed the integration of an HRIS system across international offices within a group structure, coordinating across teams and managing delivery from scoping through to rollout. Broader project management experience across digital teams and cross-functional initiatives.
Let's talk about what you're trying to achieve and whether I'm the right person to help.
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