T RAF F I C
M E XICO
While Mexico is experiencing huge growth,
particularly as a sportsbook market, there are a few
quirks that should be kept in mind by those looking
to expand in the country.
Betting might be legal but many in the sector would
agree that it only really started to professionalise in
line with regulation in the past decade.
In terms of the market opportunity, there
are a number of factors at play. While internet
connectivity is increasing all the time and mobile
penetration has topped 90%, with smartphone
adoption expected to hit 75% by 2020, this does lag
behind other Latin American nations. Internet use is
on the rise, particularly via mobile devices, but there
has been slow take-up of broadband subscriptions,
with single-digit annual growth being common.
Mexico had an estimated 81 million mobile phone
users in 2016. Opportunity in this sports-mad nation,
therefore, is in capitalising on the mobile moment.
A significant portion of the homegrown betting
sector is focused on serving foreigners with higher
disposable income, while a large number of Mexican
fans chose to bet on international sites. It’s easy to see
why: the popularity of the Spanish language, wide
acceptance of Mexican players and potentially bigger
wins due to lack of regulation all have a part to play.
As the market grows and matures, we expect to
see more firms – both homegrown and international
– targeting Mexican players.
BETTING CONTENDERS COMPARED
Three of the top sites visited by Mexican users are
Bumbet.com, Caliente.mx and Ganabet.mx, all
focused primarily on football betting.
From an SEO authority perspective, they don’t
have jaw-dropping statistics.
For context, Sky Bet in the UK has a citation flow
of 61 and a trust flow of 58, while William Hill has
a citation flow of 49 and a trust flow of 44.
While Bumbet has a large amount of inbound
links, Caliente actually has links from more than
double the number of unique domains. Caliente also
has the most page-one rankings for the terms apuestas
deportivas México (sports betting Mexico) and fútbol
apuestas México (football betting Mexico).
In terms of visibility – a calculation made by
taking into account the number of keywords ranked
for, as well as the traffic associated with these
keywords – Caliente again comes out in front.
We tend to take SEMrush traffic projections with
a pinch of salt but the monthly suggested figures
shown in the table above again show Caliente doing
very well in terms of monthly traffic drawn from
Mexican users.
MEXICO: SEO AUTHORITY OF LEADING SITES
Root domain TLD Domain
Majestic
citation flow Domain
Majestic
trust flow Domain
Majestic ext
back links Domain
Majestic
ref domains
Bumbet.com com 44 31 360,758 321
Caliente.mx mx 36 29 114,254 789
Ganabet.mx mx 25 10 4,546 52
MEXICO: KEYWORD RANK, TRAFFIC AND VISIBILITY OF LEADING SITES
Root domain SEMrush
organic
keywords Search metrics
visibility
(desktop) Search metrics
visibility
(mobile) Domain
Majestic
ref domains
Bumbet.com 84 93 7 6
Caliente.mx 1,140 252,182 2,048 1,890
Ganabet.mx 107 4,689 100 71
iGB Affiliate Issue 69 JUN/JUL 2018
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