November Horse Racing Rankings: Surges, Slides & Search Dominance

Horse Racing Power Rankings: November 2025 

The winners, the losers and the stories behind the SERPs. 

Welcome to Receptional’s Horse Racing 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 391 of the most competitive horse racing keywords every month – the terms that matter most for acquisition. No brand searches – just real intent. 

And November brought fireworks. 

Headline story: Sporting Life’s surge, Paddy Power’s charge 

This month, Sporting Life stormed the field with a 74% surge in commercial traffic, climbing to the #1 position for “horse racing results” and “horse racing today”. 

Meanwhile, Paddy Power delivered the month’s standout operator performance – up 234% – climbing positions for “horse racing results” (#7→#4) and consolidating their hold on “horse racing betting” at #1. That surge alone added an estimated £278,472 in potential customer value. 

The Winners’ circle 

• Sporting Life: +551,580 searches gained 
• Key win: “horse racing results” (#13→#1) 
• Racing Post: +164,073 searches gained 

• Key win: “horse racing today” (#11→#2) 
• Paddy Power: +80,483 searches gained 

• Key win: “horse racing results” (#7→#4) 
• Timeform: +56,860 searches gained 

• Key win: “horse racing results” (#8→#7) 
• At The Races: +55,624 searches gained 

• Key win: “horse racing tips” (#18→#2) 

Under pressure 

• ROA.co.uk: -4,912 searches lost 
• Key loss: “racecards” (#5→#18) 
• Tote: -3,852 searches lost 

• Key loss: “horse racing results” (dropped out of top 20) 
• Betfair: -3,041 searches lost 

• Key loss: “horse racing results” (dropped out of rankings) 
• Racing Tips: -3,016 searches lost 

• Key loss: Multiple tips keywords (-94%) 
• Ladbrokes: -1,606 searches lost 

• Key loss: “bet on grand national online” (#1→#2) 

The League Table (Top 10 for Commercial Traffic) 

Who owns what in Horse Racing land? 

Note: This section analyses both informational and commercial non-brand keywords in each category, to provide a wider view of the market. 

Results & live racing 

Core searches including “horse racing results”, “horse racing today”, “racing today” 

• Sporting Life → 908,746 searches (+83%) 
• Racing Post → 179,980 searches (+105%) 
• Racing TV → 111,651 searches (+15%) 

Under pressure: Tote → 1,698 searches (-79%) 

Racing tips 

Searches including “horse racing tips”, “racing tips”, “tips today” 

• At The Races → 62,869 searches (+102%) 
• Sporting Life → 46,974 searches (+37%) 
• MyRacing → 30,306 searches (+26%) 

Under pressure: Racing Tips.com → 155 searches (-94%) 

Racecards 

“racecards”, “today’s racecards”, “racecards tomorrow” 

• Sporting Life → 144,725 searches (+55%) 
• Racing Post → 77,760 searches (+110%) 
• At The Races → 42,743 searches (+26%) 

Under pressure: ROA.co.uk → 1,132 searches (-81%) 

Betting & odds 

“horse racing betting”, “horse betting”, “racing odds” 

• Paddy Power → 10,060 searches (-9%) 
• Oddschecker → 9,327 searches (+3%) 
• William Hill → 5,367 searches (+16%) 

Under pressure: Ladbrokes → 503 searches (-69%) 

Operator spotlight: The bookmaker battle 

Rising operators
 

Struggling operators 

Festival focus: Grand National & Cheltenham 

Building anticipation keywords for major events 

Winner: grandnational.org.uk leads the way, attracting 13,055 site visits for Grand National terms in November (+144%) 

Rising: Grand-National-Guide.co.uk surged with 7,664 searches (+158%) 

Under pressure: The Jockey Club → 6,913 searches (-29%) – losing ground on their own event terms 

Analyst’s corner – Tim Room, SEO Manager 

“November’s data shows a dramatic consolidation of power among established racing affiliates. Sporting Life’s 74% traffic surge, driven by their commanding #1 positions for high-volume terms like ‘horse racing results’ and ‘racecards’, represents the single largest monthly gain we’ve tracked in horse racing SEO. 

The operator story is equally compelling – Paddy Power’s 234% surge demonstrates that betting brands can compete for informational queries when they invest in content. Meanwhile, traditional bookmakers like Ladbrokes, Betfair and Tote are losing visibility on core racing terms, ceding ground to specialist affiliates and more aggressive competitors.” 

Takeaways for Marketers 

For CMOs: 

• Revenue opportunity: The top 10 sites captured over £9.5M in potential customer value in November 

• Operator gap: Paddy Power now captures more organic racing traffic than Ladbrokes, Betfair, Tote, and Unibet combined 

• Affiliate dominance: Racing media (Sporting Life, Racing Post, At The Races) control 65% of tracked search traffic 

• Seasonal build: Festival-related searches are ramping up – early content investment will pay dividends 

For Marketing Managers: 

• High-movement keywords: “horse racing results” (1.3M monthly searches) saw massive position changes – critical to monitor 

• Content opportunity: Results and racecard content is driving the biggest traffic gains for affiliates 

• Operator vulnerability: Tote’s 79% drop in results visibility shows established positions aren’t guaranteed 

• Competitor activity: Paddy Power’s surge shows operators can win organic traffic with sustained investment 

For SEO Executives: 

• Volatile terms: “horse racing results”, “horse racing today”, and “racecards” showed the biggest position movements 

• Position premium: Sporting Life’s jump to #1 for “horse racing results” generated 523,743 additional visits from that single keyword 

• Operator wins: BoyleSports’ climb to #7 for “racecards” demonstrates mid-table operators can break through 

• Category gaps: Tips keywords remain highly competitive – At The Races’ #18→#2 jump for “horse racing tips” shows movement is possible 

Coming next month 

Will Paddy Power’s momentum continue? Can Ladbrokes and Betfair bounce back? And which operator will break into the Top 5? 

Stay tuned for December’s Horse Racing 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.