TXODDS – Outrank Top Sports Data Providers In Multiple Markets​

Brief

TXODDS, a leading provider of low latency odds feeds to the sports betting industry, set out to achieve three primary objectives: increase the share of non-brand traffic, outperform competitors in core rankings, and boost conversions from organic search.

+103%​ Total organic sessions​ ​ | +107% ​ New users​

Strategy

The strategy involved extensive research and optimization. This included thorough competitor research, keyword mapping, and optimization of on-site elements such as headings, meta data content, and internal linking. Content expansion was a key focus, with the core services section expanded to include multiple pages targeting different product aspects. High-traffic driving blog articles on relevant topics like AI, machine learning, and sports betting were also created.

Technical improvements played a crucial role in the strategy. The team supported a new site design and template optimization, with a particular emphasis on improving page speed. User experience enhancement was another priority, resulting in improved Google impressions of ‘Good URLs’ from 0% to 100%. Perfect scores across core web vitals were achieved, progressing from 0% in 2022 to 100% by July 2023.

+900%​ Non brand clicks​ ​ | +251%​ Non brand impressions​

Results

The campaign yielded impressive results across multiple areas. There was a substantial increase in organic traffic, with total organic sessions seeing a remarkable 103% increase, while new users grew by 107%. Non-brand performance saw dramatic growth, with non-brand clicks skyrocketing by an astounding 900%, accompanied by a 250% increase in non-brand search impressions.

Search performance improved significantly, successfully outranking top sports data providers in various markets. User experience enhancements led to 100% ‘Good URLs’ impressions, up from 0%. Technical excellence was achieved with perfect scores (100%) across core web vitals by July 2023, a significant improvement from 0% in 2022.

Finally, organic visibility increased substantially. New optimized content ranked for highly relevant and topical phrases, driving a significant portion of non-brand search traffic.