TRAFFIC
SEARCH TRENDS:
SPORTING EVENTS
2016 has been a major year for sports event-related betting. Data-driven SEO platform provider
Pi Datametrics analyses the most valuable terms and top operator performers in the year to date.
SPORTS EVENT GAMBLING is a
Event gambling
growing part of the UK online gambling
2016 has been a major year for betting
market, the latter set to surpass the £4bn
around sports events, with the Rio
mark in GGR in 2016.
Olympics, Paralympics and the Euros, as
Mobile development and apps have
well as the usual annual opportunities:
made online betting much more accessible,
with the online gambling population in the
UK now estimated at 2.1 million.
Betting on the UK’s most famous horse
racing event The Grand National was
estimated to have exceeded £150m this year.
With sustainable growth across the whole
industry, sports event gambling still presents
a great opportunity for bookmakers to
capitalise on.
The Tour de France, The Open (golf),
The Grand National, The English
Premier League, The Ryder Cup, US
Open Tennis, The Champions League,
Wimbledon, The Cheltenham Festival
and The Six Nations Championship
Major sporting events present a high
volume opportunity for the gambling sector
in terms of traffic, sales and ROI. We
analysed hundreds of sporting event-related
gambling terms to see who’s performing
best and profiting throughout the year.
Figure 1 shows the highest value search
terms for sports event gambling in the UK
in 2016, taken from our Pi Datametrics
Gamma report. The Pi Datametrics
Organic Value Score includes, but is not
limited to: search volume x competition
value x CPC bid.
By our analysis, ‘Euro 2016 betting’ is
the most valuable search term, based on
taking the following search term groups
into consideration: Olympics, Football,
Grand National, Ryder Cup, Tennis US
open and Tour De France.
Figure 1: Highest value ‘sports event gambling’ search terms
RANK
KEYWORD
GROUPS
SEARCH VOLUME
COMPETITION
CPC BID
ORGANIC VALUE
01
euro 2016 betting
02
football betting
Football
33,100
Football
18,100
21.52
0.78
555,603
0.82
22.06
03
euro 2016 odds
Football
327,415
165,000
2.09
0.50
172,425
04
football accumulators
05
betting on football
Football
1,900
0.83
20.67
32,597
Football
1,600
0.81
24.62
06
31,908
tennis betting
Tennis US Open
1,900
0.74
20.43
28.725
07
golf betting
Ryder Cup
6,600
0.66
5.34
23,261
08
us open betting
Tennis US Open
1,600
0.73
3.27
3,819
09
tour de france betting
Tour de France
720
7.19
0.73
3,779
10
golf betting tips
Ryder Cup
6,600
0.17
2.47
2,771
11
premier league betting
Football
1,300
0.40
4.82
2,506
12
olympics betting
Olympics / Paralympics
320
0.65
8.16
1,697
13
championship betting
Football
590
0.64
4.08
1,541
14
us open 2016 betting
Tennis US Open
390
0.79
4.41
1,359
15
us open betting odds
Tennis US Open
1,600
0.43
1.72
1,183
16
live golf betting
Ryder Cup
260
0.70
5.86
1,067
17
us open odds
Tennis US Open
3,600
0.28
0.89
897
18
tennis betting odds
Tennis US Open
390
0.42
4.90
803
19
champions league bet
Football
260
0.49
5.54
706
20
golf betting odds
Ryder Cup
1,000
0.20
2.57
514
Source: Pi Datametrics Gamma Report
iGB Affiliate Issue 59 OCT/NOV 2016
13