In this episode of E-Coffee with Experts, Austin Willman sits down with Justinas Becius, CEO at Fortis Media, to unpack what it really takes to scale SEO and performance marketing in heavily regulated industries like iGaming.
With over a decade of experience in online gaming and digital marketing, Justinas shares why most agencies fail in regulated markets, and how trust, communication, and defensive SEO strategies separate long-term winners from short-term operators.
You’ll learn how Fortis Media approaches risk management in SEO and paid media, why cutting corners often leads to blocked ad accounts and lost rankings, and how modern agencies must evolve beyond traffic reports to real business metrics. The conversation dives deep into GA4, attribution modeling, MarTech stacks, and how to tell meaningful data stories clients actually care about.
Justinas also explains how AI overviews and LLMs are redistributing, not destroying, search value, why niche relevance now beats raw authority in link building, and how agencies can adapt their strategies to stay competitive in the post-AI SEO era.
If you’re a founder, agency leader, or marketer working in SEO, iGaming, affiliate marketing, or high-risk verticals, this episode delivers practical insights you can apply immediately.
Takeaways:
- Trust and value delivery are the foundation of every long-term client relationship.
- Regulated markets like iGaming require defensive marketing strategies.
- Most agencies fail by prioritizing speed over compliance.
- Clear, proactive communication is the biggest driver of client trust.
- Modern SEO success depends on MarTech and analytics.
- Agencies retain clients by acting as strategic advisors.
- Defensive SEO means protecting high-value commercial pages first.
- Link quality is now driven by niche relevance and trust signals.
- AI overviews haven’t killed SEO, they’ve redistributed value.