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Sportsbook SEO


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SEO talk in Las Vegas

SEO talk in Las Vegas

The online gam­bling and online sports­book ver­ti­cal is con­sid­ered by many to be one of the most com­pet­i­tive mar­kets from both an SEO and Inter­net Mar­ket­ing per­spec­tive. Not only is it highly com­pet­i­tive with odds pro­vided by major news out­lets, there are thou­sands of saavy affil­i­ates in direct com­pe­ti­tion with the Sports­book providers themselves.

I’ve been per­son­ally involved in Sports­book mar­ket­ing for seven years.  Below I’ve pro­vided a brief overview of my expe­ri­ence in the Sports­book space includ­ing some high­lights and rankings.

I should also rein­force that beyond sim­ply pro­vid­ing SEO tac­tics, I have devel­oped a num­ber of long term Inter­net Mar­ket­ing Strate­gic plans which go far beyond SEO but encom­pass other tac­ti­cal mar­ket­ing tools such as:

  1. Social Media Strategy.
  2. Paid Search.
  3. Affil­i­ate Mar­ket­ing.
  4. Email Mar­ket­ing.
  5. Web Ana­lyt­ics.
  6. Con­ver­sion Rate Optimization.
  7. Cam­paign strat­egy and execution.
  8. Google News Optimization.
  9. Online PR.
  10. Online Brand­ing.
  11. Video Opti­miza­tion.
  12. Pod­cast­ing Strat­egy and Distribution.
  13. Land­ing Page Optimization.

SEO is only the begin­ning of the process and one tac­tic in an arse­nal of Inter­net Mar­ket­ing Strate­gies which lead to an increase in online sales (oth­er­wise known as the Joined and Deposit­ing customer).

More SEO Speaking Engagements

More SEO Speak­ing Engagements

Sports­books have a dis­tinct ben­e­fit over other forms of online gam­bling such as Casino, Poker and Race­book. In one word: con­tent.

Sports and Sports­books in gen­eral have a near end­less sup­ply of con­tent for their sites. This is dis­tinctly dif­fer­ent than Poker (arguably Poker has a much stronger user com­mu­nity which can be a dou­ble edged sword) and vastly dif­fer­ent than Casino.

Of the four chan­nels: Sports­book, Casino, Poker and Horse Rac­ing — the sports­book has the best oppor­tu­nity to cre­ate an author­ity site which can acquire a new cus­tomer via content.

After seven years I have the scars to prove my time in the world of Sports­book and Gam­bling SEO. As I men­tioned ear­lier I will list some high­lights here. For more infor­ma­tion you can visit Hon­ey­pot Mar­ket­ing, check out my LinkedIn pro­file or view my detailed pro­file page here.

Bodog Sports­book

  1. First in house SEO for Bodog, later made “Web Man­ager” and a mem­ber of the Senior Man­age­ment Team,
  2. Over­saw the devel­op­ment of the Inter­net Mar­ket­ing Team includ­ing all hir­ing, team struc­ture and bud­getary issues.
  3. Pro­vided 2 years of Strate­gic Plan­ning and SEO execution.
  4. Key stake­holder in a major over­haul of the Bodog Sports­book Website.
  5. Cre­ated an SEO strat­egy which sat­u­rated the Search Engines and pro­vided Bodog with over 100 top 3 rank­ings across 3 search engines.
  6. Impl­mented Web Ana­lyt­ics and Omni­ture Site Catalyst.

BetUS Sports­book

  1. Cre­ated their entire SEO Strat­egy and built their Inter­net Mar­ket­ing Team.
  2. Cre­ate 2 years of Strate­gic Inter­net Mar­ket­ing Plans.
  3. Key stake­holder in a major redesign of their website.
  4. Key stake­holder in Cam­paigns through­out the sports season.
  5. Imple­mented a highly suc­cess­ful pod­cast­ing strategy.
  6. Hired and men­tored a young team which con­tin­ues in place today (very suc­cess­fully I have to add).
  7. Top Terms: Sports­book #2 — when I started with BetUS they were ranked #76
  8. Top Terms: “sports bet­ting” #1 (cur­rently #4)
  9. Top Terms: Foot­ball Bet­ting #1 Google US
  10. Top Term: Base­ball Bet­ting #1 Google US
  11. Top Term: Bas­ket­ball Bet­ting #1 Google US

Sports Inter­ac­tion

  1. Worked with them in a lim­ited con­sult­ing capacity.
  2. Pro­vided strate­gic SEO and site struc­ture direction.
  3. Pro­vided tech­ni­cal SEO con­sul­ta­tion for their cus­tom build Cold­Fu­sion bet­ting engine and CMS.

Bel­mont Sportsbook

  1. Cre­ated a por­tal and sub­do­main strategy.
  2. Imple­mented con­tent and link­ing guidelines.
  3. Suc­cess­fully cap­tured niche mar­kets for an oth­er­wise small operation.

That’s the brief run down of my Sports­book expe­ri­ence — as I men­tioned these are sim­ply high­lights of my gam­ing mar­ket­ing expe­ri­ence. If you’d like fur­ther detail, sim­ply con­tact me and we can dis­cuss in fur­ther detail.

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6 Responses to “Sportsbook SEO”

  1. Carl on December 11th, 2009 7:32 pm

    Quite impres­sive. Would love to hear your opin­ion or what you have to say on white label turnkey solu­tions like “Bet­More”, The later “player2player” now part of playtech and the likes with your his­tory of expe­ri­ence and professionalism.

  2. Mike on December 20th, 2009 2:51 am

    very cool, always won­dered how peo­ple take on the sports­book affil­i­ates and make money off them. I had set up with betUs and Bodog but found I was just wast­ing ban­ner space as nobody ever signed up or click on them for that mat­ter. Instead I took on the fan­tasy foot­ball niche but wish sports­books weren’t so frowned apon with them

  3. SEO Edinburgh on January 18th, 2010 2:10 pm

    Hi

    You pretty much cover the lot with that list there. Although I have expe­ri­ence with search engine opti­mi­sa­tion I am increas­ingly drawn at learn­ing new mar­ket­ing techniques/tactics/schemes.

    The next on my list to study is going to be email mar­ket­ing. I know i need to get it right the first time oth­er­wise I will be labelled a spam­mer so will defi­antly take is slow.

    Cheers

  4. Belajar SEO on March 11th, 2010 4:17 am

    I think you have quite impres­sive expe­ri­ence in SEO­ing the theme (Sports­book).
    Also, your mar­ket­ing strate­gic plan really goes beyond SEO. I believe it took a rock solid team to accom­plish all that.
    Wish I have one.

  5. SEO Freelancer on April 9th, 2010 1:41 pm

    I agree! SEO is just the begin­ning of the whole inter­net mar­ket­ing process.
    Those inter­net mar­ket­ing strate­gies are sure com­pre­hen­sive and fright­en­ing to look at for a beginner.

    And fur­ther­more, each of these long term strate­gies men­tioned even have their own respec­tive sub-strategies under them. No won­der, more than 90% never really pur­sue this path. How­ever, it’s very reward­ing for the few who mas­ter inter­net mar­ket­ing really.

  6. Neil the Web Designer on April 26th, 2010 4:01 pm

    I think that affil­i­ate mar­ket­ing for the gam­bling indus­try is light years ahead of other indus­tries. SEO should is fun­da­men­tal to suc­cess, but your strat­egy should not stop there, only begin there. Great post and a solid list of tools.

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