5 key findings from the Stickyeyes Sports Betting Visibility Report
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The Stickyeyes sports betting visibility report for autumn 2017 analyzed the organic search presence of UK sports betting brands, revealing Oddschecker as the most dominant player, ranking for 92% of sampled keywords. The report identified a 'big three' of Paddy Power, William Hill, and Skybet as strong competitors, while highlighting challenges faced by affiliates in gaining visibility. Additionally, it underscored the importance of event-driven strategies and strong SEO tactics to compete against price comparison websites.
5 key findings from the Stickyeyes Sports Betting Visibility Report
- 1. KEY FINDINGS FROM STICKYEYES’ SPORTS BETTING VISIBILITY REPORT AUTUMN 2017
- 2. 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.
- 4. THESE ARE THE TOP FIVE FINDINGS FROM OUR REPORT.
- 5. ODDSCHECKER IS THE MOST VISIBLE BRAND ACROSS THE SPORTS BETTING SERP.
- 6. 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.MonthlyClicks # Ranking Keywords All Keywords
- 7. 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.MonthlyClicks # Ranking Keywords All Keywords ODDSCHECKER RANKS FOR 92% OF KEYWORDS IN OUR SAMPLE – MORE THAN ANY OTHER BRAND.
- 8. 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.MonthlyClicks # Ranking Keywords All Keywords THE BRAND RANKS FOR: 98% OF FOOTBALL KEYWORDS, 96% OF RACING KEYWORDS AND 100% OF GOLF, BOXING AND TENNIS KEYWORDS
- 9. 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.MonthlyClicks # Ranking Keywords All Keywords WE ESTIMATE THAT THE BRAND DRIVES 57,273 MONTHLY CLICKS FROM NON-BRAND ORGANIC SEARCH.
- 10. A “BIG THREE” OF PADDY POWER, WILLIAM HILL AND SKYBET IS CHASING ODDSCHECKER.
- 11. 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.MonthlyClicks # 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.
- 12. 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.MonthlyClicks # Ranking Keywords All Keywords THIS RESULTS IN SOMETHING OF A “BIG THREE” OF BOOKMAKERS WHEN WE LOOK AT SPECIFIC SPORTS, PARTICULARLY FOOTBALL AND GOLF.
- 13. 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.
- 14. AFFILIATES ARE FINDING IT HARDER TO GAIN VISIBILITY IN ORGANIC SEARCH.
- 15. WITH THE EXCEPTION OF ODDSCHECKER, THERE IS A NOTABLE ABSENCE OF AFFILIATE WEBSITES AMONGST THE MOST VISIBLE BRANDS.
- 16. 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.
- 17. 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.
- 18. EVENTS ARE THE BIGGEST OPPORTUNITY FOR BRANDS TO GROW VISIBILITY.
- 19. GENERIC KEYWORDS ARE IMPORTANT, BUT THEY ARE JUST A SMALL PART OF THE SPORTS BETTING MARKET.
- 21. “BETTING” IS THE ONLY KEYWORD WITH A SEARCH VOLUME OVER 100,000, AND IT ACCOUNTS FOR 18% OF TOTAL SEARCH VOLUME.
- 22. 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.
- 23. 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.
- 24. IS SPORTSBOOK FOLLOWING THE SAME TREND THAT WE SAW IN FINANCIAL SERVICES?
- 25. FINANCIAL SERVICES (AND OTHER SECTORS, SUCH AS TRAVEL) HAVE BECOME DOMINATED BY PRICE COMPARISON WEBSITES.
- 26. THEIR STRONG PROPOSITION, AUTHORITY AND TRUSTED CONTENT ARE KEY FACTORS IN ACHIEVING STRONG ORGANIC SEARCH RANKINGS.
- 27. ODDSCHECKER HAS MANAGED TO SECURE NUMBER ONE POSITIONS IN SPORTS BETTING BY FOLLOWING SIMILAR TACTICS TO FINANCIAL SERVICES COMPARISON WEBSITES...
- 28. … SUCH AS BROAD KEYWORD COVERAGE, STRONG CONTENT AND A REPUTABLE PROPOSITION.
- 29. 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.
- 30. WANT TO FIND OUT MORE? GET THE FULL REPORT AT STICKYEYES.COM/SPORTSREPORT