Football Betting Power Rankings: November 2025
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 November brought fireworks.
Headline story: Free Super Tips’ surge, OLBG’s slide
This month, Free Super Tips stormed the field with a 107% surge in commercial traffic, climbing to top positions for “football tips” and “football betting tips”.
Meanwhile, OLBG endured the month’s biggest relative drop — down 16% — slipping out of prime positions for “football tips today” and “free football tips”. That swing alone cost an estimated £12,968 in potential traffic value.
The winners’ circle
- Free Super Tips: +19,700 searches gained Key win: “football tips” (#3→#1)
- Oddschecker: +7,362 searches gained Key win: “premier league odds” (#9→#1)
- Paddy Power: +4,083 searches gained Key win: “football betting” (#2→#1)
Under pressure
- OLBG: -3,748 searches lost Key loss: “football tips today” (#1→#2)
- Footy Accumulators: -2,425 searches lost Key loss: “football tips” (#1→#7)
- Betting Lounge: -691 searches lost Key loss: “next wolves manager odds” (#1→out of top 10)
The league table (Top 10 for Commercial Traffic)
In November these brands attracted the largest share of non-brand commercial traffic in football betting:
Rank | Brand | Traffic | Change | Traffic Value |
1 | Free Super Tips | 38,124 | +107% | £131,909 |
2 | Oddschecker | 33,607 | +28% | £116,280 |
3 | Paddy Power | 20,128 | +25% | £69,643 |
4 | OLBG | 19,218 | -16% | £66,494 |
5 | Footy Accumulators | 15,810 | -13% | £54,703 |
6 | Sky Bet | 10,400 | +6% | £35,984 |
7 | Predictz | 8,558 | +31% | £29,611 |
8 | Racing Post | 8,336 | +71% | £28,843 |
9 | William Hill | 7,099 | +5% | £24,563 |
10 | Andy’s Bet Club | 5,427 | +12% | £18,777 |
Who owns what in football betting land?
Note: This section analyses both informational and commercial non-brand keywords in each category, to provide a wider view of the market.
Football Odds
97 keywords, 1,209,404 searches
- Oddschecker — 28,470 searches (+26%)
- Paddy Power — 10,945 searches (+4%)
- Sky Bet — 8,729 searches (+12%)
Under pressure: OLBG — 1,050 searches (-52%)
Football Betting
42 keywords, 569,450 searches
- Paddy Power — 8,266 searches (+77%)
- Oddschecker — 3,806 searches (+64%)
- William Hill — 3,549 searches (-6%)
Under pressure: Ladbrokes — 675 searches (-48%)
Football Tips
27 keywords, 1,743,067 searches
- Free Super Tips — 34,861 searches (+135%)
- OLBG — 15,802 searches (-14%)
- Footy Accumulators — 12,957 searches (-17%)
Under pressure: Footy Accumulators — 12,957 searches (-17%)
Accumulators
15 keywords, 180,000 searches
- Footy Accumulators — 9,958 searches (+36%)
- Free Super Tips — 3,120 searches (+18%)
- Racing Post — 1,293 searches (+96%)
Under pressure: Sporting Life — 602 searches (-22%)
Specialist football markets
Premier League Terms (45 keywords, 35,000+ total volume)
Winner: Oddschecker leads the way, attracting 15,891 site visits for Premier League terms in November (+52%)
Under pressure: Paddy Power struggled, attracting 8,452 site visits for Premier League terms in November (-12%)
Analyst’s corner — Tim Room, SEO Manager
“November’s data shows a significant shift in the Tips category, with Free Super Tips capturing over 135% more traffic than October. This surge came largely from dominating “football tips” (#1 from #3) and related queries. The Tips category grew 42% overall, making it the highest-value battleground this month.
On the flip side, OLBG’s decline across multiple categories — particularly in Odds (-52%) — shows the cost of losing prime positions. Meanwhile, Oddschecker’s systematic gains across Premier League terms demonstrate the value of targeted category dominance.”
Takeaways for Marketers
For CMOs:
- The top 10 brands represent £576,806 in potential monthly customer value (at 1% conversion × £346 LTV)
- Free Super Tips gained £68,162 in potential value this month from ranking improvements alone
- Aggregators (Oddschecker, OLBG) control significant market share, but operators (Paddy Power, Sky Bet) are gaining ground
For Marketing Managers:
- “Football tips” saw the biggest traffic movement — targeting this term is critical
- Premier League terms are growing (+25% volume) — content around PL betting should be prioritised
- Racing Post’s +71% surge shows tipster content is highly valued by searchers
For SEO Executives:
- Volatile keywords: “football tips” (multiple position changes), “premier league odds” (Oddschecker jumped #9→#1)
- Footy Accumulators lost #1 for “football tips” — a position now held by Free Super Tips. Reclaiming this should be priority #1
- The Tips category (+42% volume) represents the biggest growth opportunity
Coming next month
Will Free Super Tips’ surge continue? Can OLBG bounce back? And which challenger brand will break into the Top 10?
Stay tuned for December’s Football Betting Power Rankings.
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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.
