Author: Alan Gernon

“Regrets, I’ve had a few, but then again, too few to mention.” You and me both, Frank. 

None more so than not backing my own judgement. Over the course of the past 12 years, I’ve written hundreds of soccer match betting tips articles for bookmakers across the globe. A quick look back through them suggests I would be sitting on a beach, cocktail in hand, had I backed my own predictions. 

One, plucked at random, from May 2019 previewed Newcastle United v Liverpool as The Reds chased a first Premier League title. The final paragraph read, “In the famous words of a certain former captain, Liverpool can’t let this slip. They simply must win to avoid an anti-climatic finale to what’s been a terrific season. There have been some cracking ties between these two sides over the years and this could well be another one. It may not be another 4-3 classic, but a 3-2 win for Liverpool may be worth a speculative punt at a best price of 33/1.”

Divock Origi left it late but the Belgian’s 86th minute winner ensured the Premier League title race went to the last game. Final score? Newcastle United 2-3 Liverpool.

Of course, the majority of these articles like the one mentioned above were written for SEO and content management purposes. Such articles or blogs play a crucial role in enhancing the SEO performance of bookmakers’ websites. Relevant content on high-profile upcoming sports events is a cornerstone of effective SEO. Search engines prioritise websites that offer valuable information to users. Furthermore, incorporating sports betting tips enhances keyword optimisation. By strategically using keywords related to sports betting, bookmakers can improve their chances of ranking higher in organic search results. This keyword-rich content is critical in targeting specific user queries, making it easier to potential customers to find the bookmaker’s site. When users consistently find relevant and useful information, they are more likely to return, fostering brand loyalty. 

Betting tips can also keep content fresh, which is another important factor for SEO. Search engines favour websites that regularly update their content, as this indicates the site is active and relevant. 

As such, looking ahead to the weekend’s Premier League action Manchester United’s visit to Tottenham looks most intriguing. Dues to the inconsistency of both sides, there’s possibly not much value in match betting with Spurs at 11/8, United at 13/8 and a draw standing out at 11/4. With each side’s managers stubbornly sticking to their principles, despite results on the pitch, this has all the makings of a goal fest. Indeed, the sides have shared fourteen goals in their last three meetings.

Ange Postecoglou’s team have conceded more than the likes of Everton in the top flight this season but, incredibly, only Liverpool and Arsenal have scored more. Meanwhile, despite winning six of their last eight games in all competitions, Ruben Amorim’s charges have conceded first in nine of their last eleven games. Spurs to score first looks a shoo-in at around 10/11, while the hosts to lead at half-time looks a decent punt at 15/8. When United do find the back of the net, they often leave it late – seven of their last nine goals in the Premier League have come in the last 15 minutes. For in play betting, it may be worth backing the visitors to score next as the match approaches the 80th minute mark.

Will I be backing any of the above myself, you ask? Well, I just might regret it if I don’t. 

Many geographically-challenged football fans would be left scratching their heads at the former Tottenham defender Justin Edinburgh’s Musselburgh nickname. However, lying six miles east of the Scottish capital city’s centre, Musselburgh is of course just in Edinburgh.

His was just one of over a dozen players I covered in a pretty innocuous blog post for a bookmakers titled The Best Football Nicknames of All Time. 

Fitz Hall was in there, brilliantly nicknamed “One Size” by Oldham Athletic fans. Congolese-born Kiki Musampa had plenty of presence on Manchester City’s left-wing so Yule not be surprised to hear he was dubbed “Chris” by team-mates.

Once published, I forgot all about it and moved onto the next 1000-word article. Then, five years later I got an email from one of the bookmakers’ content team, querying if I’d shared the long-forgotten blog post. I hadn’t but it had suddenly – out of nowhere – attracted hundreds, if not thousands of visitors on a football-free June Saturday afternoon. It transpired that, sadly, Justin Edinburgh had passed away that day at the young age of 49. And near the top of the search rankings when football fans Googled his name was that bygone article.

The above is a crude, perhaps macabre, example of how blog posts can significantly enhance a website’s SEO performance over the long-term. One of the primary benefits of regularly publishing high-quality blog content is the increase in organic traffic. 

Moreover, blog posts enhance user engagement, which is a crucial factor for SEO. Engaging content encourages visitors to spend more time on a site, reducing bounce rates and signalling to search engines that the site is valuable. When potential customers find valuable content that addresses their needs or interests, they are more likely to convert into paying customers. Well-crafted content can lead users to sign up for promotions, take advantage of bonuses, or explore other betting options offered by the bookmaker.

Content marketing is an increasingly essential tool for bookmakers and gambling websites looking to prosper in a competitive industry. By creating valuable, engaging, and informative content, these businesses can build trust, enhance visibility, and drive conversions. As the digital landscape continues to evolve, those who invest in effective content marketing strategies will not only attract new customers but also foster loyalty among existing ones. Embracing this approach will position bookmakers as leaders in the market, ultimately contributing to long-term success and growth.

Content marketing allows bookmakers to engage with their audience on a deeper level. Through blogs, newsletters, and social media posts, they can foster a community of bettors who feel connected to the brand. Engagement can take the form of polls, quizzes, or indeed articles on footballers’ nicknames, making users feel valued and heard.

It may seem hard work and a thankless task, but you never know what potential customers will be searching for that leads to your site. In some cases, years later. 

As part of The Unit’s company restructure, its highly successful in-house marketing division will be launched as an agency serving iGaming and sports betting industries

31 JANUARY, 2025 – The Unit, a leader in product design and development for sports betting and iGaming, has invested €500,000 to launch marketing agency tentenseven. This exciting transformation of The Unit’s in-house marketing division marks the latest step in its growth strategy and expansion roadmap.

Following an expansion in The Unit’s marketing offering, the marketing team will now operate as tentenseven, which will stand as its own entity. On top of paid search and marketing planning, tentenseven will offer SEO, PPC, social media, brand strategy, editorial content, influencer marketing services and social media production among its many areas of expertise.

Feargal Byrne, Director of Strategic Marketing at The Unit, will head up the new phase of growth at tentenseven as Director of iGaming, Ecommerce and Fintech.

In January, The Unit announced a refresh of its visual brand identity, including a new company logo and redesigned website, which reflected the company’s recent growth and ambitious expansion plans. These expansion plans were signified by the recent opening of The Unit’s North American hub in New York City. As part of the brand refresh, the company is focusing on product design and development, with the marketing side of the business now operating as a standalone agency.

Paddy Casey, Co-founder at The Unit, said: “After kicking off 2025 with our brand refresh, we are redefining our structure as a business. With additional funding in place, we think now is the right time for tentenseven to stand in its own right as a marketing leader in the industry. With this investment, tentenseven has the means to grow and maximise its potential in the coming years. We expect to see tentenseven expand in the short and long-term, just as we expect with The Unit.

“In his time with The Unit, Feargal has demonstrated his ability to help clients develop their marketing strategies, establishing channel-level approaches across PPC, social and SEO. Feargal is perfectly positioned to run tentenseven and steward the company into this new and exciting era.”

Feargal Byrne added: “I am delighted to be given the opportunity to lead tentenseven as Director of iGaming, Ecommerce and Fintech.

“This is an exciting period for The Unit as a company, and with this significant investment, tentenseven will have the capability to expand and make further headway in the market. That’s great news not just for us, but also for our clients. I can’t wait to get started on this project with the team and I look forward to putting our plans for tentenseven into action as quickly as possible.”

ABOUT THE UNIT:The Unit is an experienced product design and development company, headquartered in Ireland, Moldova and New York City, which builds innovative products and solutions for the sports betting and iGaming sector. The Unit’s dedication to create world-class, scalable products sets the company apart in key domains of expertise around product design and development, MarTech and innovation for the iGaming industry. The Unit has delivered a wide range of products and services for notable names such as PlayStar Casino, 10star, Low6, Sportingtech, TXOdds, and NorthStar Gaming.

ABOUT TENTENSEVEN:With a team of experienced marketing professionals, tentenseven specialises in a wide range of services, including digital marketing, brand development, content creation, traditional marketing, and social media management. The agency’s mission is to empower businesses to thrive in a competitive environment by leveraging advanced marketing techniques and data-driven insights.