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KEY FINDINGSFROM STICKYEYES’ SPORTS BETTING VISIBILITY REPORTAUTUMN 2017
WE LOOKED AT THE ORGANIC SEARCH VISIBILITY OF BRANDS IN THE UK SPORTS BETTING MARKET.
WE WANTED TO SEE WHO WAS MOST VISIBLE, WHO WAS GENERATING TRAFFIC FROM ORGANIC SEARCH, AND WHY.
WE LOOKED AT
989NON-BRAND KEYWORDS
741KSEARCH VOLUME
179KMAXIMUM
POTENTIAL TRAFFIC
THESE ARE THE TOP FIVE FINDINGS FROM OUR REPORT.
ODDSCHECKERIS THE MOST VISIBLE BRAND ACROSS THE SPORTS BETTING SERP.
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
ODDSCHECKER RANKS FOR 92% OF
KEYWORDS IN OUR SAMPLE – MORE THAN
ANY OTHER BRAND.
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
THE BRAND RANKS FOR: 98% OF FOOTBALL
KEYWORDS, 96% OF RACING KEYWORDS AND 100% OF GOLF, BOXING AND TENNIS
KEYWORDS
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
WE ESTIMATE THAT THE BRAND DRIVES 57,273
MONTHLY CLICKS FROM NON-BRAND ORGANIC
SEARCH.
A “BIG THREE”OF PADDY POWER, WILLIAM HILL AND SKYBET IS CHASING ODDSCHECKER.
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
PADDY POWER, WILLIAM HILL AND
SKYBET ALL RANK FOR OVER 89% OF THE
KEYWORD SET.
LADBROKES IS BEHIND THEM WITH 87%
KEYWORD COVERAGE.
oddschecker.com
paddypower.com
skybet.com
free-bet-calculator.co.uk
williamhill.com
aceodds.com
ladbrokes.com
bet365.com
freebets.co.uk
thejockeyclub.co.uk
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0 200 400 600 800 1,000 1,200
Est.
Mo
nth
ly C
licks
# Ranking Keywords
All Keywords
THIS RESULTS IN SOMETHING OF A “BIG THREE” OF
BOOKMAKERS WHEN WE LOOK AT SPECIFIC
SPORTS, PARTICULARLY FOOTBALL AND GOLF.
LADBROKES DOES CHALLENGE IN CERTAIN MARKETS, BUT A LOW AVERAGE RANKING IN
FOOTBALL KEYWORDS HARMS ITS VISIBILITY.
THE BRAND HAS JUST 99 TOP FIVE RANKINGS,
AND ONLY SIX FOR HIGH-VOLUME KEYWORDS.
AFFILIATESARE FINDING IT HARDER TO GAIN VISIBILITY IN ORGANIC SEARCH.
WITH THE EXCEPTION OF ODDSCHECKER, THERE IS A NOTABLE ABSENCE OF AFFILIATE WEBSITES AMONGST THE MOST VISIBLE BRANDS.
WHILST SOME AFFILIATES, SUCH AS ACEODDS.COM, FREEBETS.COM AND FREESUPERTIPS.COM DO APPEAR, THIS IS USUALLY BASED ON HIGH RANKINGS FOR A VERY SMALL NUMBER OF HIGH-VOLUME TERMS.
HISTORICALLY, AFFILIATES HAVE BEEN MUCH MORE PROMINENT, AND THESE FINDINGS SUGGEST THAT SEO STRATEGIES BASED ON RANKINGS FOR A SMALL NUMBER OF KEYWORDS MAY NO LONGER BE SUSTAINABLE IN THE LONG TERM.
EVENTSARE THE BIGGEST OPPORTUNITY FOR BRANDS TO GROW VISIBILITY.
GENERIC KEYWORDS ARE IMPORTANT, BUT THEY ARE JUST A SMALL PART OF THE SPORTS BETTING MARKET.
“BETTING” IS THE ONLY KEYWORD WITH A SEARCH VOLUME OVER 100,000, AND IT ACCOUNTS FOR 18% OF TOTAL SEARCH VOLUME.
OVER 57% OF KEYWORDS HAVE A SEARCH VOLUME OF LESS THAN 100.
28% OF THE SEARCH VOLUME COMES FROM KEYWORDS WITH A SEARCH VOLUME BETWEEN 500 AND 5,000.
32% OF THE KEYWORDS IN THE SPORTS BETTING SECTOR RELATE TO FOOTBALL TERMS.
105 KEYWORDS RELATE TO HORSE RACING, WITH CHELTENHAM, ROYAL ASCOT & THE GRAND NATIONAL DRIVING MOST VOLUME.
IS SPORTSBOOKFOLLOWING THE SAME TREND THAT WE SAW IN FINANCIAL SERVICES?
FINANCIAL SERVICES (AND OTHER SECTORS, SUCH AS TRAVEL) HAVE BECOME DOMINATED BY PRICE COMPARISON WEBSITES.
THEIR STRONG PROPOSITION, AUTHORITY AND TRUSTED CONTENT ARE KEY FACTORS IN ACHIEVING STRONG ORGANIC SEARCH RANKINGS.
ODDSCHECKER HAS MANAGED TO SECURE NUMBER ONE POSITIONS IN SPORTS BETTING BY FOLLOWINGSIMILAR TACTICS TO FINANCIAL SERVICES COMPARISON WEBSITES...
… SUCH AS BROAD KEYWORD COVERAGE, STRONG CONTENT AND A REPUTABLE PROPOSITION.
THE CHALLENGE FOR BOOKMAKING BRANDS IS TO FIND A WAY TO OVERCOME THE DOMINACE OF PRICE COMPARISON WEBSITES, AND ENSURE THAT THEY AREN’T PAYING FOR TRAFFIC VIA AFFILIATES DUE TO POOR ORGANIC RANKINGS.
WANT TO FIND OUT MORE? GET THE FULL REPORT AT STICKYEYES.COM/SPORTSREPORT
