Top performers: SiGMA Market report SEO benchmarking analysis

In the latest market report published by SiGMA World, the focus is on marketing strategies that are driving the industry forward, with particular emphasis on social media engagement, search engine optimisation (SEO), and affiliate marketing in the Asia-Pacific region.

In this second of a three-part article series presenting the data and analyses in the report (first article here) , the focus is on a detailed SEO benchmarking analysis of which online gambling operators are excelling across the Asia-Pacific Region, specifically the Philippines, India, Japan, and Australia.

The SEO benchmarking analysis is a critical component of the report as it determines the effectiveness of operators in ranking for betting and casino-related keywords. The methodology applied involved analysing the top 50 Google organic search results for approximately 20-30 country-specific keywords. Operators were awarded “SEO points” based on their rankings, with the highest-scoring brand receiving an SEO score of 100, and other websites’ scores calculated proportionally.

Results

In the Philippines, Rivalry is leading the SEO betting ranking across all 46 betting-related keywords, ranking first for 14% of the analysed keywords. The runners-up in the betting category were Betway and Paddy Power. For casino-related keywords, 888casino leads followed by Casino Plus and Paddy Power.

In India’s SEO landscape, Parimatch leads the rankings for both betting and casino-related keywords. Parimatch secured the first rank for 39% of the casino-related keywords analysed, followed by Betway and 888casino.

The report also reveals the top-ranked affiliate websites, which play a significant role in the online gambling ecosystem. In India, Goal.com and Mybettingsites.com achieved the highest SEO score for betting-related keywords, while Casino.org and Gambling.com topped the casino segment. Similarly, in the Philippines, Sportsbettingdime.com and Odds.ph were the leading affiliates for betting-related keywords, with Casino.org and Gambling.com again scoring highest for casino-related keywords.

Why SEO benchmarking?

The findings from the SEO benchmarking analysis are crucial for operators and affiliates as they provide insights into which brands are most visible to potential customers searching for online gaming services. The report underscores the importance of a strong SEO strategy in the highly competitive online gambling industry. The SiGMA Market Report not only offers a snapshot of the current SEO standings but also serves as a guide for operators and affiliates looking to improve their online presence and performance. As the industry continues to grow, particularly in the dynamic Asian market, these insights become invaluable for maintaining a competitive edge.

The current SiGMA Market Report release this week aligns with the upcoming SiGMA Asia Summit, happening in Manila from the 2 to 5 June.

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