While Kelly admits there is still ambiguity surrounding how Florida 2 will affect SEO, she believes Google is placing significant focus on quality content.

As such, the ActiveWins Media Director has warned against pushing content out "for the sake of it" and insists online casino copy must change.

Kelly told Gambling Insider: "Don’t give in to temptation by falling into a comfortable content routine. People love to consume quality content so don’t push something out for the sake of it. Players won’t be impressed; neither will Google’s algorithms.

"An objective look at your existing content may well be overdue. Is it adding value or just repeating the same old thing as every other operator? Is there a unique perspective? How much of it is quality, long-form content?

"While you’re at it, have a look at your tone of voice. Is your content as dry as a cracker? It’s okay: a lot of online casino copy is a bit bland. But this needs to change, especially for a dynamic industry like gambling."

Kelly was speaking exclusively for the July/August edition of Gambling Insider magazine. Register for free here to read the full article when published.