iGB Intelligence reports - Page 9

Table 3 - Brands ranking for the term ‘bingo’ at the end of 2015 No Brand Rank +/Influencing Backlinks Ranking Links vs Total Links Site Technical Score MOZ Root Domain Authority /100 Social Share Count Home URL 1 Foxy Bingo 1000-1500 1.18% 54% 54 1,700 2 Cheeky Bingo 250-500 5.45% 62% 38 64 3 Sky Bingo 250-500 0.01% 53% 36 81 4 Booty Bingo 0-100 0.81% 73% 21 92 5 New Look Bingo 250-500 5.95% 65% 38 28 6 Ladbrokes Bingo 250-500 0.01% 71% 68 58 7 Winner Bingo 100-250 0.01% 78% 54 554 8 Coral Bingo 0-100 0.04% 49% 57 5 9 BGO Bingo 0-100 0.07% 54% 33 743 10 Game Village Bingo 0-100 1.88% 75% 39 0 11 Mirror Bingo 0-100 0.02% 68% 35 53 12 Sun Bingo 100-250 7.31% 62% 29 222 13 Paddy Power Bingo 250-500 0.01% 74% 71 586 14 Costa Bingo 250-500 2.05% 53% 40 2,177 15 Lucky Pants Bingo 0-100 1.54% 59% 16 688 ‘Bingo’ search results As already stated, the search term ‘bingo’ is unsurprisingly the highest searched non-brand term in the sector. Google claims to provide answers to what people are searching for and has a view that it can provide the most relevant results to such queries using a variety of signals. In table 3 above we offer some insight into some of these signals and how online bingo brands are working to rank for the term ‘bingo’. “In relation to TV ad spend in 2015, Winner Bingo spent c.£4.8m on TV advertising yet fails to make the top 15 searched brand terms.” Key • Rank - Where a brand ranks on Google for the search query ‘bingo’. • Rank-Influencing Backlinks - Number of backlinks that pass ‘rank- enhancing’ link equity - Source Ahrefs and MOZ. • Ranking Links vs Total Links - The percentage of rank-passing links vs the total amount of all inbound links - Source Ahrefs and MOZ. • Site Technical Score - A generic score based on website design and architecture - Source SEMrush. • MOZ Domain Authority - A metric based on MOZ scoring system. • Social Share Count - How often a site URL has been linked to on social media, shared, tweeted etc - Source Ahrefs and MOZ. WhichBingo Online Bingo Annual Report 2016 9