The online sport betting industry is rightly considered as one of the most competitive when it comes to reaching the summit of the search engine results. This is true both when it comes to organic search results as well as paid search results.
Not only are there a vast amount of large bookmakers promoting their sportsbook online, there’s also many affiliates trying to rank highly for key search terms. There is also competition for certain keywords (especially when it comes to organic search results) from public companies, government organizations and major news outlets.
PPC in online sports betting
When it comes to pay-per-click marketing in any industry, it’s all about how you create and manage your campaigns. When looking into PPC marketing it’s important to partake in the necessary research before starting to spend any money; this is even more true when looking at online sport betting due to the competitive nature of the market.
There’s no doubt about it that all of the major bookmakers will be running PPC campaigns for any major sports betting market. And why wouldn’t they? Providing your willing to commit to the spend and have a degree of PPC knowledge, you can virtually guarantee that your ad will be seen by your target audience.
From January to June 2014, advertisers spent a total of £783 million on paid ads, with the majority of spend being with Google AdWords. Amongst the top 10 spenders on this list there were 4 major bookmakers; William Hill (3), Ladbrokes (6), Betfair (8), Paddy Power (9).
Despite the fact that the PPC market for online sports betting is inevitably dominated by the major bookmakers there is still opportunities to drive quality traffic via this avenue; providing you’re smart about it.
SEO in online sports betting
In such a competitive market, gaining a place in the organic rankings comes down to two major factors, quality and strategy. Yes, creating great content is crucial when attracting visitors, but making sure you’re attracting the right kind of visitors is key. The type of visitors you want to attract is totally dependent on what you want them to do once they reach your site.
For example, if you’re an affiliate your aim will be to push traffic to your vendors sites. Baring this in mind the content you create should offer help; this is why you see so many ‘gambling tips’, ‘betting tips’ pieces.
The nature of the search engines means that organic search results will naturally appear below the best performing paid ads. However, the advantage you have with content creation and ranking organically is that your page title can essentially promote any message you want it to; whereas with paid ads, the message your ad promotes is somewhat constrained by Google (or your chosen engine).
How they compare
So, what is the best strategy to take when it comes to promoting online sports betting? SEO or PPC? At the end of the day it comes down to a matter of opinion. The best thing to do if you’re really serious about making a success of an online sports betting business is to effectively implement both PPC and SEO. By doing this you can ensure that you hold a good share in the market place (online).