Why UX-Led Affiliates Are Outperforming SEO-First Platforms in a Crowded Market

Sebastian Jarosch is one of the most notable names in the iGaming industry. He is the founder of Mithrillium Media Ltd. During his time with the company Jarosch changed the way affiliate programs tackle their content. He steered the industry towards a UX-oriented approach, rather than an SEO-centric one. Mr. Jarosch’s credentials speak for themselves.

But if some remain unconvinced they only need to look at his background and numerous achievements. During his time, Jarosch has won half-a-dozen awards for Partner Program of the Year, including the EGR Award and the AffPapa Award. There is no better person to answer questions on the topic of User Experience maximization.

Interview Questions:

Why is user experience (UX) becoming a more important differentiator for affiliate platforms than traditional SEO tactics?

SEO is still necessary to generate traffic, but UX helps make your visitors engage with your content and convert into FTDs. SEO is important when competing for keywords, but Google also rewards signals that come from user experience. Having a superior UX can give you the extra push needed for top positions.

Have you seen a measurable difference in retention or revenue after shifting your focus from SEO-heavy content to UX-focused design?

UX-focused sites tend to see longer session times, more returning visitors, and higher conversion rates. Players who find content easy to navigate are also more likely to trust recommendations. SEO is still important, but UX can make the real difference when players have to choose between two sites.

How do modern affiliates ensure that mobile performance, speed, and navigation are optimized for today’s user expectations?

Websites like Casino Groups are optimized for mobile, desktop, and tablet users. Lightweight architecture, compressed media, cache optimization, and intuitive navigation make sites faster and easier to use across different devices. Regular testing on multiple screen sizes and networks ensures an optimal experience for all user groups.

Do you believe Google’s algorithm is evolving to reward better UX as much as it rewards keywords and backlinks?

Google rewards a superior UX with better rankings in the SERPs. Search engines take note of various elements on a website and have made it clear that usability matters. A site with strong UX not only ranks better but also sends positive user signals to search engines.

What are some practical UX improvements affiliates can implement to stand out in a saturated review and comparison market?

The most important part is understanding the players and catering to their search intent. Adding comparison tables, personalization, and expert reviews provides real value to your visitors. Focusing on what really matters while leaving out the clutter creates a clear and intuitive experience.

How do modern affiliates ensure that mobile performance, speed, and navigation are optimized for today’s user expectations?

A clean, professional design immediately communicates credibility. Trust signals such as transparent scoring formulas, expert reviews, responsible gaming links, and player feedback help build trust with your audience. Simplified layouts make navigation enjoyable and help users quickly find what they are looking for.

What metrics do you track to evaluate whether your UX improvements are working, beyond just traffic?

We look at metrics such as time on site, pages per session, and repeat visits to evaluate the performance of our sites. Conversion rate, bounce rate, and scroll depth also show how well the content is received. We also listen to feedback through our contact forms and from our partners to improve the visitor experience.

Are there trade-offs between UX and monetization (e.g., ad placements, CTAs), and how do you manage those conflicts?

Too many banners and aggressive CTAs can be counterproductive for UX. It’s important to strike the right balance between user experience and monetization to create a natural flow. Long-term value comes from building trust with your audience, not forcing sales on them.

Looking ahead, do you see UX-led strategies becoming the standard for high-performing affiliates, or will SEO-first platforms remain dominant?

It is important to focus on both SEO and UX. UX-led strategies will become more important than ever as affiliates look for ways to differentiate from the competition. SEO may still drive traffic, but without strong UX it will be difficult to retain it. The affiliates that come out on top will be those who treat SEO and UX as equally important strategies.

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