Summer 2024: Affiliate and SEO analysis of US online gambling market

According to the analyses carried out by the Online Gambling Quarterly (OGQ) for summer 2024, DraftKings leads the SEO betting rankings in the US. The operator also leads the betting affiliate ranking and is featured on 93% of the betting-focused affiliate sites in the US. 

Meanwhile, BetMGM leads the ranking in the case of casino affiliates, and Bovada leads for casino-related keywords (SEO casino ranking). To benchmark brand/operator presence on affiliate websites, OGQ looked into the affiliate sites that appear among Google’s US top 50 results for 20-30 betting- and casino-related keywords (see Figs. 1 and 2). 

The OGQ team then analyzed the advertisers/brands (gambling websites) featured on each affiliate site. 

• Betting-specific affiliate benchmarking: The analysis was based on 114 affiliate websites that made it into Google’s local top 50 search results for 20-30 betting-related keywords. DraftKings leads this ranking and is featured on 93% of the betting-focused affiliates. Runners-up are FanDuel and BetMGM. 

• Casino-specific affiliate benchmarking: The analysis was based on 65 affiliate websites that made it into Google’s local top 50 search results for 20-30 casino-related keywords. BetMGM leads this ranking and is featured on 91% of the casino-focused affiliate sites. The podium spots are filled by BetRivers and DraftKings.  

The top-ranked US online gambling operators 

As in most online industries, ranking in search engines is a crucial success factor. Therefore, the OGQ team prepared some analyses to answer the question of which operators are doing the best job in SEO in the US. 

Using the following approach, the team analyzed the top 50 Google organic search results (desktop and mobile) for 20-30 specific keywords (or terms) related to betting or casino (for instance, NFL betting).

They then produced a search result ranking for every keyword and vertical, and gave each website ranked a reciprocal number of ‘SEO points’ regarding its rank (for example, rank one = 50 points, rank two = 49 points, all the way through to rank 50 = one point). 

The OGQ team then associated each website to key online gambling brands. The focus of the analyses is on brands/ websites and not on companies operating these brands.

For the final ranking, the brand/website with the highest number of SEO points received the SEO score of 100. All other websites were given scores based on their SEO points in relation to the score of the top brand. 

In Q2 2024, the SEO analysis for the US market included 37 betting-related keywords and 22 casino-related keywords (the full list is available from OGQ; ideas for keywords to be added to the list are also welcomed).

Betting SEO analysis: DraftKings leads the ranking 

Across all 37 betting-related keywords, DraftKings takes the first rank (see Fig. 3). For 30% of the analyzed keywords, DraftKings was able to take the first rank (30% rank two). Runners-up are FanDuel (16% rank one; 1% rank two) and BetMGM (7% rank one; 8% rank two). 

Casino SEO analysis: Bovada leads the ranking 

Across all 22 casino-related keywords, Bovada takes the first rank (see Fig. 4). For 2% of the analyzed keywords, Bovada was able to secure the first rank  (9% rank two). Runners-up are 888casino and FanDuel. 

Top-ranked affiliates on Google in the US 

So far, only a few affiliates have been able to establish their own brand reputation in the US. Therefore, the Google ranking is of crucial importance for most affiliates.

To prepare the SEO ranking for affiliates, the OGQ team analyzed the top 50 Google organic search results for 20-30 specific keywords (or terms) related to betting or casino (for example, ‘best casino sites’). 

They then produced a search result ranking for every keyword/vertical and gave each affiliate site ranked a reciprocal number of ‘SEO points’ regarding its rank (for instance, rank one = 50 points, rank two = 49 points, all the way through to rank 50 = one point). 

The SEO analysis included 37 betting- related keywords and 22 casino-related keywords: 

• For betting-related keywords (see Fig. 5), Covers.com and VegasInsider.com reached the highest SEO score

• For casino-related keywords (see Fig. 6), Casino.org and Gambling.com achieved the highest SEO score.