Maros Gasparik: "Most of our content is available in 17 languages"

Inside Casino Guru’s Multilingual Content Strategy: Interview with Head of Content Maros Gasparik

Role Overview:
Maros Gasparik leads content creation at Casino Guru and manages a large team of writers, translators, and content publishers to ensure the site’s content is accurate, factual, and high quality across 17 languages.

Operating in 17 Languages: What Does It Mean?

Not every page is translated into all 17 languages.
Most editorial content is written in English first and then localized into selected languages based on demand.
User-generated content (reviews, forums, complaints) is translated automatically using tools like Google Translate, which they trust to sufficiently convey meaning.
Content like country-specific casino lists is localized only in relevant languages.
Educational content in the Guide section is translated broadly to support users globally regardless of commercial value.

Content Development and Translation Process

Content is primarily created in English to ensure quality and consistency.
After editorial review and publication in English, content is assigned to specialized translators for localization.
Translators are carefully vetted gambling industry experts who work in pairs to review each other’s translations.
External market experts occasionally review content for accuracy and local relevancy.
A detailed translation guideline prioritizes truthful information and local adaptation while maintaining Casino Guru’s values.

Deciding What Content to Localize

Keyword analysis drives translation decisions to meet search demand in specific languages.
Core content, educational guides, and essential site elements are translated regardless of search volume to ensure usability.
The balance of demand-driven and core content ensures both SEO success and user satisfaction.

Ensuring Accuracy Across Languages

Trust is placed on long-term translators and a robust vetting and review system.
Localization specialists’ skills are tested to ensure accurate and culturally relevant translations.
Content is reviewed internally and externally to maintain truthfulness and consistency.

Challenges in Multilingual Content Creation

AI-Generated Content: Difficulty in verifying human authorship, which complicates quality control.
Content Style: Difficulty finding writers aligned with Casino Guru’s principle of factual, non-promotional content amid an industry often focused on marketing spin.
Retraining new writers to prioritize truthful and educational content over sales-driven copy.

Publishing Workflow and Content Updates

Publishing original English content is complex due to a custom-made CMS tailored to Casino Guru’s needs.
Publishing translations is streamlined, requiring only minimal clicks once content is localized.
Updates and revisions are prioritized based on content importance and business impact.
Significant changes trigger full re-localization, while minor edits may be selectively translated.
The translation memory system helps optimize update processes but there is room for improvement.

SEO Best Practices and Content Strategy

Content strictly follows Casino Guru’s values of truthfulness and user education, which supports Google’s EEAT (Expertise, Authoritativeness, Trustworthiness) standards.
Keyword research guides content creation and localization decisions.
A dedicated SEO team oversees structural, technical, and content quality to maintain search engine performance.
Google algorithm updates (including the Helpful Content update) reinforce the strategy to prioritize valuable, user-focused content.
Casino Guru has seen mostly positive results from maintaining this consistent, quality-first approach.

Final Thoughts

Maros emphasizes that Casino Guru’s content strategy is about offering truthful, well-researched, and locally relevant information, rather than promotional or sales-oriented material. This commitment helps them maintain authority and trust across languages and markets.

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