SEO: iGB and Blueclaw assess Eurovision search

20 May 2015

We know, you've been waiting for the Eurovision song contest with as much anticipation as we have, the musical innovation on show something to behold, truly.

The semi-finals are taking place this week, with the final on Saturday evening in Vienna; and iGB and Blueclaw have assessed operators' and affiliates' search presence for one of the biggest novelty betting markets of the year.

And for all the cheese-fest that the event represents, the Eurovision is a truly European-wide event. In addition, with the voting system set up so that countries allocate a certain number of points to other countries (in many cases their neighbours), the permutations are endless.

Sweden, Italy and Russia are current favourites, and with Australia also included in the contest as a wild card and fourth favourite on Oddschecker, the market could be unpredictable this year. 

William Hill told iGaming Business it had already taken £100,000 on the Eurovision and expects to take £500,000 in total. Israel is best-backed at 33-1 and would be the worst result for the UK bookmaker. 

The United Kingdom is an outsider at 33/1 and a £1000 single bet has been staked on it; Hills would have to pay out on it as the biggest winning bet (£33,000). Although if history is any guide, the UK should end up with its customary nul points.   

Jon Ivan-Duke from William Hill commented: “Eurovision is one of the biggest novelty betting markets in the world and our compilers spend hours watching and, crucially, listening, to all of the contestants. With the controversial inclusion of Australia this year, it could well be the biggest Eurovision of all time.”

Michael Gabriel, account manager at Blueclaw, added: "Oddschecker is leading the SERPs in this market with 88 rankings in the top 10 and an average position of 2; that's more rankings than the official Eurovision site: eurovision.tv.

"Paddy Power as usual is strong on the novelty betting market and is performing well, with 83 rankings in the top 10 and an average position of 5. It's encouraging to see that there are a number of affiliates capitalising on this micro-niche.

"Nicerodds.co.uk is doing well, with 56 rankings and an average position of 7, and eurovisionodds.com is performing well also, notably with just 59 indexed pages. Our reference domain, whollwin.com, has just eight rankings in the top 10 and an average position of 8.

"What is interesting is that the site only has 24 referring domains and a trust flow of 2 and is competing with some of the big players within the industry for a piece of this market."

Top Level Visibility
The graph below highlights the top level visibility and competitors for whollwin.com.

Key Metrics
Data from key metrics such as Trust Flow and number of referring domains were used to benchmark whollwin.com against the market leader. The red line marker in each segment indicates the average performance for the respective metric.

Visibility vs Competitors
The graph below highlights the top 10 rankings, average position score and number of indexed pages of whollwin.com and its competitors.

Trust Flow
Below compares the trust flow, the number of referring domains and .edu and .gov references of the domain and that of its competitors within the market. This provides an analytical overview of each domains backlink profile performance.

Topical Equity
The topical equity table provides an insight into the domain's performance in terms of how industry tools place them into the most relevant niches based on a number of factors.

Opportunity
Below gives an overview of impressions that whollwin.com has acquired vs its competitors.

Social media
The graph below shows social media activity for the site under analysis vs its competitors.

Conclusions
The ‘traffic light’ findings below have been created from an accumulation of performance-related factors in individual areas. Whollwin.com is rated red, orange or green based on areas that show strength and areas that show weakness.

Key phrases
The below shows details of all the key phrases used for any key-word related analysis within the whollwin.com report.