EU referendum and brexit betting: who’s winning in organic search?
With the referendum on Britain’s membership of the EU arising this week, there has clearly been a variety of debate on-line.
It has additionally turn into a serious on-line playing occasion, with the worth of bets set to exceed the earlier largest political occasion, the 2012 US election, in line with a current press launch from on-line betting change Betfair.
In reality, it has now exceeded that mark, with greater than £forty three million in bets matched on the trade. There’s additionally loads of betting on the monetary markets too, however we’ll stick with the bookmakers for this text.
While the polls predict an in depth end result, the bookies are extra sure that a brexit vote is unlikely. Odds of A/B for a depart vote appear very beneficiant when some opinion polls put the 2 sides neck and neck.
One fascinating facet with a comparatively distinctive betting occasion like that is the chance for brand spanking new buyer acquisition. It’s more likely to appeal to clients who wouldn’t usually guess, and ought to be seen as a chance for the betting websites.
So which betting websites are rating for brexit betting?
Here’s the info from Google Trends, displaying the spike in search curiosity for phrases round EU referendum betting.
We can see the spike in curiosity, which clearly presents a chance for visitors and buyer acquisition for the betting websites.
Unlike seasonal web optimization occasions like Christmas or main sports activities championships, this referendum is a one-off (hopefully) so technique needs to be geared in the direction of this single occasion.
In the case of the EU referendum, the betting websites have had round a yr to organize for the occasion, although we will see that curiosity in betting has solely actually taken within the final two to 3 months.
According to PI Datametics, the time period ‘EU referendum odds’ was searched on common B,000 occasions in November 2015 and is now being searched forty,500 occasions a month.
We don’t have the info for June but, however I assume it’s protected to imagine that we’ll be in six figures, because the spike on the chart above suggests.
Top natural search performers
The prime performers (from the playing sector) are:
- Odds Checker
- Paddy Power
- Ladbrokes
All three websites rank extremely for the time period, and persistently too. Just examine their efficiency to that of their rivals:
This factors to a scarcity of a coherent technique round EU referendum betting. For instance, Betfair has has 10 separate pages performing for this time period, hindering its capacity to hit a excessive search place.
Again, a lot of that is about efficient inner linking and creation of single touchdown pages for top worth and excessive visitors search phrases.
Clearly, with £43m matched on the change alone, Betfair has finished properly, however might it have finished higher with the proper search engine optimization technique?
A missed PPC alternative?
One ultimate aspect level right here – have the betting websites missed a PPC alternative round referendum betting?
There is only one website shopping for advertisements at the moment on the time period. Given the spike we will see from Google Trends, and the excessive value of buyer acquisition for on-line betting, it appears unusual that extra websites aren’t utilizing PPC to realize immediate visibility right here.
