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 October brought fireworks.
Headline Story: Footyaccumulators’ Surge, Freesupertips’ Slide
This month, Footyaccumulators stormed the field with a 68% surge in commercial traffic, climbing to top positions for “football tips” and “acca tips”.
Meanwhile, Freesupertips endured the month’s biggest drop – down 27% – slipping out of prime positions for “football betting tips” and “football tips today.” That swing alone cost an estimated £24,103 in traffic value.
The Winners Circle
- Footyaccumulators.com: +7,362 searches gained
- Key win: “football tips” (#6→#1)
- Oddschecker.com: +4,833 searches gained
- Key win: “next everton manager odds” (#4→#1)
- Bettinglounge.co.uk: +3,165 searches gained
- Key win: “next wolves manager odds” (#6→#1)
A Mixed Month
- Freesupertips.com: -6,966 searches lost
- Key loss: “football betting tips” (#1→#2)
- Paddypower.com: -676 searches lost
- Key loss: “football betting” (#1→#2)
- Betgoodwin.co.uk: -610 searches lost
- Key loss: Multiple position drops across keywords
The League Table (Top 10 for Commercial Traffic)
Rank | Brand | Traffic | Change | Traffic Value |
1 | Paddypower.com | 12,065 | -14% | £41,744 |
2 | OLBG.com | 11,607 | -19% | £40,161 |
3 | Footyaccumulators.com | 11,551 | +161% | £39,967 |
4 | Oddschecker.com | 10,966 | 0% | £37,944 |
5 | Freesupertips.com | 8,936 | -22% | £30,919 |
6 | Sports.williamhill.com | 6,308 | +28% | £21,826 |
7 | Predictz.com | 5,200 | +14% | £17,991 |
8 | Skybet.com | 5,074 | +3% | £17,555 |
9 | Footballpredictions.com | 4,677 | +70% | £16,182 |
10 | Racingpost.com | 3,150 | -1% | £10,898 |
Who Owns What in Football Betting Land?
Football Odds
57 keywords, 1,247,390 searches
- Oddschecker.com – 25,157 searches (+26%)
- Paddypower.com – 12,192 searches (+6%)
- Skybet.com – 8,714 searches (+12%)
Under pressure: Bettingodds.com – 2,798 searches (-9%)
Football Betting
28 keywords, 847,523 searches
- OLBG.com – 6,135 searches (+11%)
- Paddypower.com – 4,249 searches (-25%)
- Freesupertips.com – 3,706 searches (-33%)
Under pressure: Oddschecker.com – 2,244 searches (-12%)
Football Tips
31 keywords, 523,847 searches
- OLBG.com – 18,960 searches (+11%)
- Footyaccumulators.com – 15,688 searches (+90%)
- Freesupertips.com – 15,567 searches (-33%)
Under pressure: Andysbetclub.co.uk – 4,709 searches (-6%)
Accumulators
14 keywords, 89,745 searches
- Footyaccumulators.com – 6,029 searches (+6%)
- Freesupertips.com – 4,178 searches (-10%)
- Andysbetclub.co.uk – 1,128 searches (0%)
Under pressure: Racingpost.com – 886 searches (-31%)
Specialist Football Markets
Premier League terms (27 keywords, 393,048 total volume)
Winner: Oddschecker.com leads the way, attracting 9,572 site visits for Premier League terms in October, (+7%)
Under pressure: Paddypower.com struggled, attracting 6,047 site visits for Premier League terms in October, (-15%)
Analysts Corner
"October's data shows a dramatic reshuffling of the football tips landscape. Footyaccumulators' aggressive positioning on high-value tip queries paid dividends, while Freesupertips lost ground across critical commercial keywords. The tips category remains the highest-volume battleground, with 90% traffic swings demonstrating the volatility of these positions. On the flip side, Paddypower's decline across betting terms signals increased competition from aggregators. The commercial traffic consolidation around the top 5 brands shows the market maturing, with smaller players struggling to maintain visibility against established domains."
Takeaways for Marketers
For CMOs: The potential revenue impact is significant – Footyaccumulators’ surge represents approximately £27,500 in additional monthly customer value. Market share has shifted dramatically in the tips sector, with aggregators now controlling 67% of commercial traffic. The ROI opportunity in targeting manager odds keywords has proven substantial, with position improvements yielding 200%+ traffic increases.
For Marketing Managers: Focus on football tips and accumulator keywords – these categories showed the highest volatility and opportunity. Content combining odds comparison with betting tips is performing strongly. The gap in Premier League-specific content remains exploitable, with only 3 brands dominating 50% of traffic. Competitors are investing heavily in managerial speculation content.
For SEO Executives: Keywords like “next manager odds” variations are showing extreme volatility with 300%+ swings. Position drops from #1 to #2 cost an average of 2,000 searches monthly on high-volume terms. Football tips keywords require daily monitoring – positions shifted dramatically mid-month. The accumulator category shows opportunity with lower competition density.
Coming Next Month
Will Footyaccumulators’ surge continue? Can Freesupertips bounce back? And which challenger brand will break into the Top 10?
Stay tuned for November’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.
