UK Online Betting Companies - Digital Marketing Benchmark Report, Q2 2023

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The Q2 2023 benchmarking report for UK online betting companies has just been published. Learn how the top 12 UK online betting companies perform across the digital space. 

The latest Q2 2023 benchmarking report for UK Online betting companies has just been published. It covers the largest 12 national online betting companies, including Paddy Power, William Hill, 888 Sport, Coral, Bet365, BetVictor, Boyle Sports, Betfair, Betfred, Betway, Sky Bet and Ladbrokes.

Online Betting Logos

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other online betting companies to increase brand awareness, generate online bets, and secure digital growth. The report highlights year-on-year digital performance, plus winner and loser comparisons across 20+ online performance metrics and quantifies the gaps, risks and missed opportunities for online betting companies.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a callUK Online Betting Companies - Digital Marketing Benchmark Report, Q2 2023

What The Industry Research Report Covers

The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Trust is essential for online betting companies, so a well-performing website that doesn't lead customers down dead ends is essential for giving a positive experience with the brand at every touchpoint.

As in our last report, we noted that most of our online betting companies remain strong when it comes to their technical website compliance. Previously, we noted that Boyle Sports and William Hill were the only brands falling behind on technical performance, returning 395 and 392 4xx error codes respectively. While Boyle Sports has remained at a similar level of errors, William Hill are now returning 11,147 4xx errors - a significant volume which indicates real problems for the brand's site.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with ensuring users are not led to 4xx errors and prevented from reaching key pages, online betting companies will want to ensure their sites are fast and accessible, in order to minimise frustration with users.

Betway remain the only online betting company surpassing the benchmark score of 50, securing a mobile page speed score of 53. The remaining eleven brands must ensure that none of their site elements are negatively impacting user experience, particularly Paddy Power who have achieved a score of only 2

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads.

Domain authority is considered average between 40 and 50, good between 50 and 60, and excellent above 60. ‘Good’ DA score depends on the competition level of the industry. However, a ‘good’ DA really comes down to how your competitors are performing. Online betting company domain authorities remain high, with Betway still leading the way with a DA of 85. Though the lowest DA still reaches 70, online betting companies should still be looking at digital PR strategies in order to gain valuable referral traffic, in addition to keeping their backlink profiles maintained.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. We've seen traffic fall across many of the sectors that we specialise in, as consumers are cutting back on treats and luxuries during the cost of living crisis. However, with betting companies potentially being a secondary source of income for lucky, or strategic, punters, online betting companies may buck this trend.

In Q2, all but two of our online betting companies are achieving year-on-year traffic growth. In our last report, we noted that 888 Sports had seen a 66% drop in mobile traffic, though they have now secured new growth, with an 8% increase compared to 2022. After securing a huge 818% growth in mobile traffic in our last report, Ladbrokes are now securing a more modest (but still commendable) 17% increase in organic traffic.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. As trust is key for online betting companies looking to win new punters, 'reviews' are a smart way of quickly building recognition and faith in their brand. However, results such as 'image pack', used with images of sports fixtures, may be more attention-grabbing from the SERP.

While in our last report, 'image pack' was the most widely used universal search result, most brands are now appearing more frequently for 'people also ask' results. Paddy Power are leading the way on these, with a total of 4,800 appearances. 'People also ask' results are an opportunity to answer queries potential customers may have and usually indicates a strong performance on longtail keywords too.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Online betting companies should look to target their most profitable longtail keywords, indicating a strong will to bet on upcoming sports fixtures or other events.

Paddy Power are ranking for the most longtail keywords overall, as well as ranking for the highest volume in the top twenty positions. With only 237 appearances for longtail keywords in the top three, BetVictor still have the most urgent need for improvement, and should be looking to their 854 keywords ranked in positions 4-10 as the quickest way to optimise for and improve overall longtail keyword performance.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Online betting companies can use Facebook ads to drive brand awareness around big sporting events and other betting-opportunities, reminding users of the opportunity to place a bet, or advertise special rates and offers.

Below, we've included examples of BetVictor's recent Facebook ads. BetVictor have used colourful creative to funnel Facebook users to their casino-style games, providing an incentive to sign up with free spins available. Using the same copy across two of the creatives also gives the opportunity to A/B test different visuals and ensure the best performing creative is in play.

BetVictor Facebook Ads June 23

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Online betting companies can look to creating content around sporting events in order to increase brand exposure - even sharing non-betting related content that links to events users can place bets on will increase content shareability.

Looking at the favoured platform for online betting companies, Meta is the preferred platform for almost all companies in our report. However, 888Sport are most prevalent on Reddit, indicating users are having conversations and interacting on a deeper level than you'd typically see on typical social media platforms

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere.

In our last report, we noted that Coral were seeing 333 alerts across their site. Coral have now reduced this figure to just 2, showing a significant effort has been made to improve their site's accessibility. We're now seeing the highest volume of accessibility alerts come from William Hill, who have returned 364 in our audit

Q2 2023 Winners Leaderboard

For a glance into just 6 of the metrics we evaluated these top 12 online betting companies on, check out our quick-look table below; 

OnlineBetting W&L June23-1

Get the full 79-page Q2 2023 report

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi

Photo by Inês Ferreira on Unsplash

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