SE Ranking is an all-in-one SEO cloud-based software for agencies, Marketing teams and webmasters that provides a complete set of tools for website auditing, competition analysis, website performance rating, analysis, suggestion and grouping of keywords, supervision of backlinks, creation of professional and automated reports, and much more. We analyzed the first 10 results for this research and built some conclusions. But before that, let's look at the first 10 results for the search. The links produced by the search belong to the following sites:
1) aeapostaesportiva.com
2) sportingbet.com
3) betway.com
4) apostasesportivas.info
5) apostalegal.com
6) netbet.com
7) betfair.com
8) betsul.com
9) betmotion.com
10) codificar.com.br
(These data are correct as of November 3, 2020)
Of the first 10 results:
A “local bookmaker”, in our analysis, is a bookmaker where more than 90% of its organic traffic comes from the same country, in this case from Brazil.
With the difficulties that bookmakers have in advertising in Brazil, especially due to restrictions applied in the main ad platforms, content gains more importance.
In addition, the opportunity for affiliation is decreasing. More bookmakers are entering the country, and the number of potential affiliates is not growing at the same rate.
Does Brazil have many pages related to sport, especially football? Yes. But how many of these pages are able to convey the message of affiliation, and actually bring results to the bookmakers?
Some alternatives for bringing bettors to a betting site
With the current situation, in principle, 3 alternatives remain:
Offline events are now somewhat limited due to the current situation.
Sponsorships and advertising will, sooner or later, reach the point where affiliations are today. It is increasingly difficult to find quality affiliates, with a differentiating proposal, and with the ability to bring bettors consistently to bookmakers.
There is plenty of content that, in our opinion, is an opportunity yet to be explored in Brazil. At the same time, a branding and positioning strategy, as well as a serious attempt to bring bettors into the bookmaker, with a strategy that is cheaper, more scalable, and more predictable than some of the alternatives.
Betsul, NetBet and Betmotion, examples of excellent content work
Along with the great work of Betsul and among the best examples of a good content strategy is NetBet, which brought about 100,000 visits by organic research in October. Organic numbers continue to perform well to bring in new players via search engines.
Betmotion, on the other hand, has potential and here is an opportunity to improve user acquisition organically. It has good positions for the search terms "sports betting", "roulette", "online roulette" and "video bingo". There is room for improvement, but the first step is always the most difficult, and this one Betmotion has already taken.
Conclusion: An opportunity to explore
For other bookmakers in Brazil, there is an opportunity, which should be taken advantage of to apply a serious Content Marketing strategy.
There are more and more limitations, at least theoretical in other forms of growth and promotion, and bookmakers must apply a strategy that allows bettors to be brought in consistently, predictably and with a single objective - to grow.
Martim Roll
Founder of Latam Grow
Latam Grow is an agency specializing in InBound Marketing for software and betting companies in Latin America. It works with some of the best known bookmakers, and with more presence in Brazil. Bet mainly on Content Marketing, and strategies to bring punters consistently, and predictably, to bookmakers.
