What are the top five findings from the Stickyeyes Sports Betting Visibility Report? We take a look at what is happening in the sports betting search market, the SEO strategies behind it, and what brands can do about it.

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.

3. WE LOOKED AT
989
NON-BRAND
KEYWORDS
741K
SEARCH
VOLUME
179K
MAXIMUM
POTENTIAL
TRAFFIC

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