Sports Betting SEO
User-centric approach to SEO based on environmental analysis and internal capability analysis
Project outline
All activities for GOBET aim to increase visibility and traffic on non-branded keywords through onsite optimization, content actions, and building a natural network of external links.
The goal is to choose sports betting SEO actions in a way that improves online visibility while also providing high-quality, up-to-date content for players.
The business goals of the Client:
- Building visibility for non-branded keywords related to the sector
- Creating an active channel for acquiring new players
- Regularly creating blog content
About client
GOBET is a legal Polish bookmaker, holding a license from the Polish Ministry of Finance to accept sports bets. It has been operating online since April 2022. Betting with illegal bookmakers is punishable by law.
About the sports betting SEO project flow
Determining the starting point
To understand which real business goals we can achieve, we needed to identify the starting point (assess the level of SEO optimization of the platform itself and determine which elements can be changed; evaluate the brand’s visibility in the market and analyze competitor activity).
Quick Wins strategy and long-term strategy
We began by focusing on quick wins that rapidly increase the site’s visibility, which also serve as the first step in the long-term strategy.
Action plan
The long-term strategy is divided into monthly sprints, where we set smaller goals that drive the achievement of strategic objectives.
Monthly activities
These always focus on SEO failures, content creation both onsite and offline, with great attention to improving the website's authority and expanding topic silos.
Solution
We have prepared a comparative analysis of our client’s competitors. One analysis was focused on keywords and the visibility of GOBET and several other sites in the industry. This helped us obtain all the phrases our client or their competitors are visible for. Based on this, we are preparing a content plan and are able to precisely target content on the site.
The second analysis concerned competitors’ backlinks – we obtained all the places where our client and their competitors have links to their site. This allows for a more precise link-building and relinking process. We conducted monthly audits to detect technical issues – we managed to solve many problems related to content duplication, incorrect headings or meta tags, oversized resources, and improperly implemented hreflang or canonical tags.
We merged some pages, split others, changed the site’s hierarchy, and prepared new subpages, both business and blog-related, which began to gain additional traffic that was not present before. We expanded some subpages for Schema compatibility by implementing FAQ tags or blog post author’s markup. We enhanced the blog by improving its UX and content quality through the development of topic clusters. We are also working on implementing authors in the blog section – all to be
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