Google

XLMedia confident of Google rankings recovery

XLMedia has continued to pursue a ‘multi-track approach’ to recovering its casino rankings after a number of its websites were penalised by Google during the first half of 2020 trading.

Publishing a trading update, the London AIM-listed affiliate marketing network informed investors that it expects to deliver group revenues of approximately $54.5 million.

Excluding business transformation costs and share-based payments, XLMedia projected that its adjusted EBITDA will be maintained at $11.5 million.

XLMedia management detailed that its Google recovery process is being carried out in conjunction with a ‘fundamental rationalisation’ of the firm’s portfolio of assets.

The key objective remains in reducing XLMedia’s overall number of websites, whilst upgrading the quality and functionality of its remaining inventory.

With regards to its penalised casino inventory, XLMedia stated that it has submitted websites to Google for reconsideration following redevelopment by its in-house teams.

Further strategic options have seen XLMedia develop entirely new sites, whilst de-indexing or disposing of websites which have a negative impact on its authority or no longer fit with the firm’s business strategy.

The company detailed early success in its strategy, with Google removing ranking penalties from the sites of Casino.pt, Casino.gr and CasinoKiwi.co.nz – with learnings applied across its network.

XLMedia will provide a further update on its ‘casino recovery process’ alongside the presentation of its full-year 2020 results on Tuesday 13 April.

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