How Stake's Head of SEO Built a Schema System That Dominates Every SERP | Peter Macinković
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How Stake's Head of SEO Built a Schema System That Dominates Every SERP | Peter Macinković
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概要
Stake consistently holds the #1 position for "online gambling" across algorithm updates, and the term doesn't appear in a single page title on their site. The ranking is driven entirely by schema architecture and entity association.
Peter Macinković, Head of SEO at Stake, explains how he designed schema templates for 12+ page types that automatically produce site links on Google results, why most SEOs destroy their commercial intent by chasing FAQ schema, and the specific property ("subjectOf") that builds brand-entity connections strong enough to rank for keywords you never targeted. He also walks through how his team generates 50 manual schema enhancements in 90 minutes.
Peter has managed SEO for a platform running 40,000+ games and 1,500+ live sporting events at any time, and he's tested this system across eight years in e-commerce and iGaming. If you're running a site with more than a few hundred pages, this conversation changes how you think about structured data.