Tudor Lodge have been approached by challenging bookmaker Dickie Bet, to help launch their website and SEO in time for the world cup in Russia. The young company sees the world cup as a great opportunity to kickstart their business, capitalising on the public’s interest for football and sports betting.
Our brief was to help drive as much traffic to the site as possible and ultimately help faciliate betting for world cup odds. The idea is that Dickie Bet can build up a customer base of players, which over time creates a ‘player book’ and leads to residual income as more and more users bet over time. Whilst sports betting has been the initial focus, the client plans to bring in other products too over time including slot games, online arcade games, bingo and more.
Website Design
During the design stages of the website, we emphasized the importance of making the site friendly for mobile, in fact treating the site as ‘mobile first’ as per Google’s pending SEO algorithm. Plus, we consider that a lot of users in this space may be watching a game live on TV and only have access to their mobile.
To make the site user friendly, we include features such as keeping the key content above the fold, reducing CSS to increase loading times and using accelerated mobile pages (AMP) to make the pages load faster (cutting out html when it loads).
Use of Content
Landing pages – we created dozens of landing pages specifically for the world cup, to targets hundreds of potential phrases. This includes a landing page for every team nation that is competing as well as outright winner odds and golden boot winners – whilst also promoting things like GambleAware.
Blog content – through the blog section, we wanted to write about very niche topics that would instantly rank well on Google and help get the site some traction. This meant looking at what things people might be searching for and also referring to some very specific moments in world cup history – where people could find information and a useful resource. Some of the most successful content topics to date have been whether or not a specific player will be selected for their home nation, with some ineresting upsets along the way.
Ongoing Search Engine Optimisation
To maintain strong SEO going forward, we have continued to optimise meta-data, images and internal links across the website. We have ensured the site can be fully indexed with a strong sitemap and no broken pages or crawl errors. We continue our outreach programme to achieve high quality links, using a combination of sports-specific websites and also news sites to build up the trust and authority.