The winners, the losers and the stories behind the SERPs.
Welcome to Receptional’s Football Betting Power Rankings — our monthly look at who’s climbing, who’s sliding, and what it means for operators fighting for player acquisition in search.
We track 190 of the most competitive keywords every month — the terms that matter most for acquisition. No brand searches — just real intent.
And September brought fireworks.
Headline Story: Sportscasting’s Managerial Monopoly, Oddschecker’s Relegation Battle
This month, Sportscasting stormed the field with an 81% surge in commercial traffic, maintaining its grip on “next chelsea manager odds” and dominating managerial speculation searches.
Meanwhile, Oddschecker endured the month’s biggest drop — down 508 searches — slipping out of prime positions for “premier league relegation odds” and “next everton manager odds.” That swing alone cost an estimated £176,000 in traffic value.
The Winners Circle
- Sportscasting: +1,165 searches gained
- Key win: “next chelsea manager odds” (#1→#1)
- Sporting Life: +706 searches gained
- Key win: “football tips” (#5→#3)
- OLBG: +196 searches gained
- Key win: “football tips” (#2→#1)
A Mixed Month
- Oddschecker: -508 searches lost
- Key loss: “premier league relegation odds” (#1→#9)
- Betfair: -467 searches lost
- Key loss: “football betting” positions dropped
- Ladbrokes: -451 searches lost
- Key loss: Multiple keyword position drops
The League Table (Top 10 for Commercial Traffic)
|
Rank |
Brand |
Traffic |
Change |
Traffic Value |
|
1 |
FreeSuperTips |
23,811 |
-2.8% |
£8,238,000 |
|
2 |
Oddschecker |
21,536 |
-2.3% |
£7,451,000 |
|
3 |
OLBG |
20,646 |
+1.0% |
£7,143,000 |
|
4 |
Paddy Power |
17,343 |
-1.2% |
£6,001,000 |
|
5 |
William Hill |
5,654 |
-7.3% |
£1,956,000 |
|
6 |
Sporting Life |
4,469 |
+18.8% |
£1,546,000 |
|
7 |
Racing Post |
3,886 |
-8.1% |
£1,345,000 |
|
8 |
Sky Bet |
3,098 |
-5.6% |
£1,072,000 |
|
9 |
Sportscasting |
2,603 |
+81.0% |
£901,000 |
|
10 |
Betfair |
2,558 |
-15.4% |
£885,000 |
Who Owns What in Football Betting Land?
Football Odds
45 keywords, 98,450 searches
- Oddschecker — 19,991 searches (-3.8%)
- Paddy Power — 11,586 searches (-2.3%)
- Sky Bet — 2,845 searches (-4.1%)
Under pressure: Oddschecker — 19,991 searches (-3.8%)
Football Betting
32 keywords, 184,920 searches
- Paddy Power — 4,792 searches (-0.1%)
- William Hill — 2,065 searches (+4.8%)
- Betfair — 1,854 searches (-8.2%)
Under pressure: Betfair — 1,854 searches (-8.2%)
Football Tips
68 keywords, 923,100 searches
- FreeSuperTips — 23,068 searches (-2.9%)
- OLBG — 17,084 searches (+4.9%)
- Sporting Life — 3,825 searches (+12.1%)
Under pressure: FreeSuperTips — 23,068 searches (-2.9%)
Accumulators
12 keywords, 74,820 searches
- FreeSuperTips — 743 searches (-35.8%)
- Paddy Power — 468 searches (+38.3%)
- William Hill — 287 searches (+15.2%)
Under pressure: FreeSuperTips — 743 searches (-35.8%)
Specialist Football Markets
Premier League terms (28 keywords, 345,600 total volume)
Winner: Paddy Power leads the way, attracting 2,948 site visits for Premier League terms in September, (+14.2%) Under pressure: Oddschecker struggled, attracting 1,245 site visits for Premier League terms in September, (-28.4%)
Analysts Corner
"September shows consolidation among tips sites. OLBG taking #1 for 'football tips' is a big shift in the £923k monthly market. Oddschecker’s decline highlights vulnerability, with their drop from #1 to #9 for 'Premier League relegation odds' costing nearly 2,000 searches. Competitors can seize these high-value opportunities in managerial and odds-related searches."
Takeaways for Marketers
For CMOs: The September data reveals £37 million in potential monthly traffic value across football betting keywords. Sportscasting’s 81% surge demonstrates that even smaller players can capture significant market share with targeted content strategies. The relegation odds category alone represents £1.2 million in potential customer value, with major volatility creating acquisition opportunities.
For Marketing Managers: Focus campaigns on volatile managerial speculation keywords – these showed 40% month-on-month movement. FreeSuperTips’ dominance in tips content (23,068 searches) shows the value of comprehensive coverage, but their 35.8% drop in accumulator traffic signals vulnerability. Target accumulator content where market leaders are losing ground.
For SEO Executives: Priority keywords showing maximum volatility: “premier league relegation odds” dropped from position 1 to 9 for Oddschecker. “Football tips” saw OLBG climb from #2 to #1, worth 7,975 monthly searches. The Premier League category needs immediate attention with 28.4% traffic losses for established players indicating ranking instability.
Coming Next Month
Will Sportscasting’s surge continue? Can Oddschecker bounce back? And which challenger brand will break into the Top 10?
Stay tuned for October’s Football Betting Power Rankings.
Traffic estimates are calculated using search volume multiplied by click-through rates based on ranking position. CTR rates: Position 1 (39.8%), Position 2 (18.7%), Position 3 (10.2%), with declining rates for lower positions.
Potential customer value calculated using 1% conversion rate × £346 lifetime value per customer and Average Revenue Per User (ARPU for that month) £69. Ranking and search volumes from Ahrefs.com.
