Livescore Bet is an ambitious challenger brand in the gaming space. They came to Salience with one clear vision: Establish organic search footprint by tripling organic visibility. A huge undertaking given the presence of long-standing behemoths in the sector.
Our strategy was targeted to create awareness with bettors through less competitive long-tail search. Clear planning & strategy was emphasised across teams to achieve the client’s vision.
Achieving growth from such a limited presence was tricky. However, organic click and impression increases showcase how SEO supported brand growth.
Livescore Bet teamed up with Salience to kick off a daring mission: to boost their online presence by leaps and bounds, scoring an 88% organic visibility with ardent betting fans, surpassing the big wigs in live betting, and ramping up their top 10 keywords by a whopping 11%.
Their core audience is betting enthusiasts between the ages of 18-40. Male bettors were targeted in this campaign that have no prior brand loyalty.
As an industry dominated by big players, we needed a creative approach, identifying low-competition yet high-intent keywords, i.e. niche sports and live betting terms.
Q1 of our campaign involved:
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We required a creative approach to work within limitations such as the inability to create networks of supplementary content. To tackle this, we developed a content module for betting pages and added relevant content directly to betting pages.
We optimised for live betting based on the sports optimised in Q1, developing that network of information and creating topical authority
We reworked underperforming pages and continued to expand content and signals across live betting pages. Alongside key betting pages, we also started to define how we could approach wider networks of information through editorial and began to plan our approach for general betting terms.
Ambitious targets to dominate the market on a set of low-performing terms achieved.
Growth from no relevant position 1 keywords, outside of brand, to a pleasing set in P1 and the wider spectrum of page 1 and page 2.
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