Google has raised the bar for websites in high-stakes niches. For online casino affiliates, E-E-A-T is a structural requirement. The QMRA Quality Mark gives you a compliance-backed way to meet it.
What E-E-A-T Means for Online Casino Affiliates
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses it to assess whether a website is credible and useful. Gambling sites fall under the YMYL category, Your Money or Your Life.
YMYL sites face stricter scrutiny than general content websites. Google’s quality raters check whether your site shows real experience. They assess whether experts produce your content. They look for recognition from other established sources. Most importantly, they evaluate whether users and search engines can trust you.
Trustworthiness is the hardest pillar to demonstrate without external validation. Good content alone is not enough. You need verifiable signals that confirm you operate responsibly and within the law.
Why Compliance Is the Foundation of Trustworthiness
Every regulated iGaming market imposes legal obligations on affiliates. Markets like the UK, Germany, Spain, the Netherlands, and Italy all have specific rules. These govern how you promote gambling products. They set requirements for responsible gambling information. They also define what disclosures you must include.
Operators must verify that their affiliate partners comply with these rules. Self-declaration carries limited weight in that process. A legal team that conducts a documented compliance check and issues a formal report carries far more. QMRA provides exactly that.
How the QMRA Quality Mark Signals Authority to Search Engines
QMRA awards compliant affiliates permission to display the QMRA logo on their website. The logo comes with a hyperlink back to qmra.eu. This gives you a contextual backlink from a legally grounded, independently operated compliance organisation.
SEMrush tracks QMRA’s domain across all key metrics, such as:
- Authority Score,
- referring domains,
- backlinks,
- and organic keyword coverage.
The domain also gains traction in AI systems, with a growing number of cited pages and AI-generated mentions.
A backlink from a specialist compliance domain carries authority that generic directory links cannot match. It signals to search engines that an independent third party has reviewed and confirmed your operating standards.
GEO: How AI Systems Evaluate Affiliate Credibility
Generative Engine Optimisation is becoming as important as traditional SEO. AI systems like Google’s AI Overview, AI Mode, ChatGPT, and Gemini use third-party validation to decide which sources to cite. Verified, compliant content is more likely to appear in AI-generated summaries.
The QMRA Quality Mark acts as a third-party validation signal. It connects your site to a compliance-verified organisation that AI systems already cite. This strengthens your visibility in both search results and AI-generated responses.
The Network Effect: Collective Credibility Across 19 Markets
QMRA operates across 19 active markets at the moment. These include Spain, Denmark, Germany, Norway, Sweden, the UK, the Netherlands, the US, Estonia, Poland, Belgium, Ontario (Canada), Italy, Greece, Australia, Brazil, Hungary, Argentina, and Romania. The founding team also built KVA, the Dutch affiliate quality mark. KVA has grown exponentially and is recognised by multiple operators. It even has an official cooperation with the Dutch gambling authority the Kansspelautoriteit.
Joining this network adds collective credibility to your site. Operators recognise the QMRA mark as a verified compliance signal. Other member sites reinforce its standing. This cross-market authority strengthens the Authoritativeness pillar of your E-E-A-T profile.
A Practical Step Towards Long-Term E-E-A-T
Building E-E-A-T takes time. No single action resolves it overnight. Getting assessed by an independent legal team is a concrete step. Receiving a formal compliance report adds weight. Carrying a recognised quality mark with a specialist backlink moves the needle further.
QMRA does not issue its mark based on how a website looks. It issues the mark after a documented legal compliance check. The process is based on the applicable legislation in your market. That is what gives the mark its value, to operators verifying partnerships and to search systems determining your organic visibility.
To find out whether your market is covered and to begin the application process, visit qmra.eu/become-member.
FAQ: Online Casino Affiliate Quality Mark QMRA strengthening E-E-A-T
What is E-E-A-T and why does it matter for casino affiliates?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses it to evaluate content quality. Casino affiliate sites fall under the YMYL category. This means Google scrutinises them more strictly than general websites. Affiliates that cannot demonstrate E-E-A-T lose ground in organic search rankings.
How does the QMRA Quality Mark improve E-E-A-T?
QMRA’s legal team checks your affiliate site against applicable gambling legislation. You receive a written compliance report. When you pass, you get the QMRA logo with a hyperlink to qmra.eu. That backlink is a verifiable trust signal from a specialist compliance domain. It directly supports your Trustworthiness and Authoritativeness scores.
In which markets does QMRA operate?
QMRA covers 19 markets: Spain, Denmark, Germany, Norway, Sweden, the UK, the Netherlands, the US, Estonia, Poland, Belgium, Ontario, Italy, Greece, Australia, Brazil, Hungary, Argentina, and Romania. The organisation adds new markets regularly. Dutch affiliates apply through KVA at kva.nl, run by the same team.
What does the compliance check involve?
QMRA’s legal specialists review your site against local gambling legislation. They send you a written report with clear feedback. You address the points, then they conduct a second check. If everything is in order, you receive the Quality Mark for 12 months.
Does the QMRA Quality Mark also help with GEO (Generative Engine Optimisation)?
Yes. AI systems like Google’s AI Overview, AI Mode, ChatGPT, and Gemini rely on third-party validation. They use it to decide which sources to surface and cite. QMRA is already cited in AI systems across multiple pages. A backlink from qmra.eu connects your site to a credible, compliance-verified domain. This boosts your visibility in both search and AI-generated responses.
