Sports Betting SEO – How to Rank Higher in 2024

Sports Betting SEO Guide

In today’s digital world, establishing an online presence is crucial, especially when we are talking about a sports betting business. This is a business model where customers will add their credit card information and personal details, so having a trustworthy website and domain authority is a must. 

So, how can you build domain authority as a new kid on the block?

Well, thankfully, you can use some SEO strategies that will not only help you establish your brand online but also boost your traffic and potential customers.

The competition in the world of online sports betting is fierce. So, deploying SEO techniques that will help you outrank your competitors and give you a chance to compete for a position in the SERPs is very important.


This is the starting point for every SEO campaign. After all, the goal is to rank in the search results, and the only way to do that is to target specific keywords.

Keywords play a really important role in the world of SEO for a few different reasons. First and foremost, keywords allow you to showcase your business to the right people. 

We’re talking about terms like “best odds for NBA finals”, “football betting tips” or “current Preakness Stakes odds”, stuff that gets bettors buzzing. 

The goal here is to look for keywords with decent search volume that are not overly crowded with other sports betting websites. Yeah, I know that is hard to find such keywords, but this is a long-term process, and researching is key to success.

Additionally, keywords are good for defining a topic for your website. Search engines like Google are starting to shift towards “expert” opinions, and are starting to rank sites that talk about certain topics higher than those that talk about many different categories.

Content Strategy

Content is king and your SEO strategy wouldn’t mean a thing if you don’t provide your viewers with valuable content.

So, what content would a sports betting website publish? Well, it’s simple. The best-performing content is the content that solves a problem.

Therefore, try to get in the mind of your ideal customer. What problems do they face? For example, how to bet on certain sports or how to understand fractional odds.

This content will educate your viewers about betting, and it will help your business rank better in the SERPs. 

Think of content as the stories you share with your fans. Blogs, videos, and infographics can be your MVPs. They’re not just about scores and odds but also about sharing insights, strategy tips, and the latest buzz from the sports world. Keep it engaging, informative, and fun!

Fast and Furious: Website Speed Matters

In the digital race, speed is everything. A slow website is like a lagging team—you don’t want that! Tools like Google PageSpeed Insights can help you speed up your site for a smoother user experience, whether they’re on a laptop or mobile device.

Mobile Matters

With mobile devices ruling the game, your site must be mobile-friendly. It’s like ensuring every fan gets a front-row seat, no matter what device they’re using. Responsive design is your goal here, making sure your site looks great and works flawlessly on smartphones and tablets.

Making Friends with Search Engines: Metadata and More

Metadata Magic: Titles and Descriptions That Shine

Metadata is like your site’s introduction to search engines. Make it catchy, informative, and relevant. Think of it as your chance to shout out, “Hey, we’ve got the best betting action in town!”

Structured Success: Using Schema Markup

Ever noticed those rich snippets in search results? That’s thanks to schema markup. It’s like giving search engines a cheat sheet on what your site is all about—betting odds, sports events, promotions, you name it!

Building Your Online Reputation

Backlink Strategy

This is one of the most important SEO strategies, especially for an online betting platform. As we’ve seen with recent Google updates, they are starting to penalize low-quality websites that don’t have as much domain authority.

When it comes to domain authority, the best way to increase it is through links. If other websites add links to your website, search engines are looking at your website as a viable and trustworthy source of information, which boosts your domain authority.

Therefore, focus on getting quality links from reputable sites in the sports and betting world. It’s like getting a nod from the pros, boosting your site’s authority and visibility.

Social Media

Social media isn’t just for memes and cat videos (although those are great too!). It’s your stage to engage with fans, share content, and drive traffic. Plus, those social shares can work wonders for your SEO mojo.

Metrics for Success

You wouldn’t play a game without keeping score, right? The same goes for SEO. Track metrics like organic traffic, keyword rankings, and conversion rates. It’s like knowing which plays are scoring big for your business. Remember, SEO is changing all the time, so tracking your results is crucial for success.

ROI – Calculating Your SEO Wins

At the end of the day, it’s all about the ROI (Return on Investment). Calculate the value of your SEO efforts—how much you’re investing versus the revenue you’re generating. It’s like tallying up your wins and celebrating those touchdowns!