### Sportsbook Rankings: A Competitive Landscape
Recently, the race among top sportsbook brands intensified, with William Hill closing in on the long-time leaders, oddschecker and Paddy Power. This development comes after William Hill experienced a notable 55% surge in traffic, shaking the dominance held by the frontrunners in search results.
Although the leaders, oddschecker and Paddy Power, remain closely matched, oddschecker has considerably expanded its lead—growing from a slim margin of 1,109 clicks in September 2023 to a substantial 8,697 clicks.
The dynamics between these two brands have shifted slightly due to oddschecker witnessing a modest traffic increase and Paddy Power encountering a decrease. Despite this widening gap, shifts in search rankings for a few critical keywords could easily alter the current standings.
#### Current Rankings and Future Prospects
While William Hill joins the main competition, AceOdds stands as the fourth most prominent brand. Meanwhile, brands ranked fifth through tenth remain tightly grouped, separated by only 2,842 monthly clicks. This competitive cluster could see significant changes in visibility, much like those observed over the past year.
**Oddschecker vs. Paddy Power**
Oddschecker has managed to stretch its lead over Paddy Power by enhancing its average ranking position, moving from 15.8 to 12.4. Despite ranking for 25 fewer keywords than a year prior, the brand still witnessed a rise in monthly clicks by 2,006. This is particularly impressive given the 4.9% decline in monthly searches across the sector.
Conversely, Paddy Power’s traffic dropped by 6.9%, reflecting a slight underperformance. This decline resulted from a lower average ranking position and fewer keywords occupying the top spot—89 compared to last year’s 138. However, improvements in certain keywords, such as rising to the second position for “betting,” have provided renewed optimism for the brand.
**William Hill’s Strategic Push**
William Hill’s tremendous 55% increase in search traffic demonstrates a successful breach into the gap previously separating them from the top two. Ranking first for “betting” now contributes an additional 7,177 monthly clicks, primarily from enhanced rankings across its keyword profile. Its average ranking has improved from 20.9 to 18 due to attaining 16 new top positions.
Time will tell if William Hill can sustain this growth to pose a consistent challenge to the established leaders, potentially altering the sector’s landscape.
**Movements Among Contenders**
Beyond the forefront contenders, AceOdds remains strong, generating considerable traffic from fewer keywords. However, significant reshuffling is evident, with some brands losing organic traffic and others entering the coveted top 10. Notably, Sky Bet has experienced a setback, dropping from fifth to tenth and suffering a 32% drop in monthly traffic—from 35,635 to 24,322 clicks.
In contrast, The Jockey Club has successfully entered the top 10, primarily due to increased searches for “Cheltenham races,” where it holds the top position. Although this lifts its average ranking, its visibility will likely fluctuate based on seasonal interest in this key term.
#### Key Insights for Strategy Optimization
The sportsbook sector offers critical lessons:
– **Strategic Refinement**: Dominant brands can be challenged. Enhancing SEO and targeting relevant keywords can significantly boost organic visibility.
– **Comprehensive Metrics**: Examining broader performance metrics is crucial. Rankings may improve, yet reduced searches for high-traffic keywords can substantially impact results.
– **Relevancy Triumphs**: While single keywords can drive traffic, the best strategy focuses on improving positions across a broad spectrum of relevant terms.
To further explore enhancing your brand’s organic growth in the sportsbook market, contact William Conboy, Director of iGaming at Stickyeyes, at [William.conboy@stickyeyes.com](mailto:William.conboy@stickyeyes.com).
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This article was initially featured on [EGR Intel](https://www.egr.global/intel).