World Cup 2018: Search Traffic Winners and Losers - IGB Event Amsterdam

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This is a retrospective of the 2018 world cup from the view of SEO. We analyse 5 top sportsbooks and look at what they do regarding their technical seo, landing pages, content marketing, link building strategies and PR in order to optimise for the world cup. What you'll learn: 1. What the biggest operators do to maximise their SEO during the biggest sporting event in the world 2. What methods worked best

Marketing

WORLD CUP
2018
SEARCH TRAFFIC
WINNERS AND LOSERS
Alexandra Tachalova

FiFA World Cup 2018,
after Nigeria vs. Argentina match

Nigeria vs. Argentina match
Nigeria Argentina
1 2

In SEO you never know
when Google starts
singing “it’s not coming
home”
#seocup

WORLD CUP SEARCH
TRAFFIC CHAMPIONSHIP
AMONG THE SPORTS
BETTING SITES IN THE UK
WINNERS AND
LOSERS

What I’ll share today:
World Cup traffic champions in the UK (getting
the most search traffic and visibility in Google)
across:
 Top 5 sports betting sites
 Sports betting niche
SEO strategies that the top performing sites
had been using to reach outstanding results

ONLINE SPORTS
BETTING INDUSTRY
IN THE UK

Share of respondents interested in online
gambling in the UK, by type of activity

EACH 4TH
ONLINE
GAMBLER PUT
A BET ON THE
WORLD CUP

Top 5 Sports Betting Sites:
WORLD CUP TRAFFIC
ANALYSIS

Top 5 Sports betting sites
Monthly Visitors
26,34M 19,77M 11,58M 7,6M 4,81M

Share of traffic owned by each of the top 5
sports betting sites

Total search visits generated by keywords
related to World Cup

Bet365.com
SEO strategy
isn’t just a
lucky penalty-
kick.

FACT 1
BET365 RECEIVES
THE BIGGEST
NUMBER OF SEARCH
VISITS

Search visits across the top 5 sports betting
sites

FACT 2
BET365 GETS TONS
OF MOBILE TRAFFIC

Bet365 share of mobile traffic
reaches 92%:
Bet365 search traffic comes from mobile
devices (6,8M) vs. desktop (476,6k)
In sports betting, the average share of mobile
traffic exceeds 80%, and for Bet365 this
number reaches 92%

FACT 3
BET365 HAS THE
BIGGEST SHARE OF
PURE SEARCH
TRAFFIC

Search traffic generated by branded vs.
non-branded keywords

Search visits generated by non-branded
keywords related to World Cup

SPORTS BETTING NICHE:
WORLD CUP TRAFFIC
ANALYSIS

Methodology:
Took a set of 250 keywords related to the
World Cup and betting with a total monthly
volume of 156,5k based on the SEMrush
data
Used SimilarWeb Keyword Analysis tool

SPORTS BETTING NICHE:
WORLD CUP SERP
ANALYSIS

Methodology:
Took a set of 250 keywords related to the
World Cup and betting with a total monthly
volume of 156,5k based on the SEMrush
data
Used SEMrush Position Tracking tool

The most visible sites in both desktop and
mobile SERPs
Desktop
Mobile

TRANSACTIONAL
KEYWORDS BRING
TRAFFIC ONLY TO
THE TOP 3 RESULTS

Oddschecker.com SEO
strategy:
1. Optimizing the same URL for both mobile
and desktop SERPs
2. Keeping the same URL since 2013
3. Using interactive content
4. Generating links from top notch sites
5. Supporting pages with internal links with
the right anchor texts (site-wide links in
navigation)

101greatgoals.com SEO
strategy:
1. Creating multiple content pages
that are sharing World Cup news,
make predictions and give betting
tips
2. Focusing on the analytical pieces
3. Using AMP

Sportytrader.com SEO
strategy:
1. Creating content that is
delivered in the form of
betting tips
2. Using infographics heavily
3. Optimizing their search
snippets

Want to deliver a similar
research?
1. SimilarWeb
2. SEMrush/SpyFu/Searchmetrics
3. Ahrefs/Majestic
4. SEOquake plugin

bit.ly/alex-linkedin
@AlexTachalova
alextachalova@gmail.com
Alextachalova.com / DigitalOlympus.net
Thank you!

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