Horse racing betting presents unique SEO challenges compared to other sports, primarily due to the fact that its main attraction is betting itself.
This opens up opportunities through long-tail keywords related to racecourses, fixtures, and odds, which can be leveraged to acquire new customers or reactivate dormant ones. However, these opportunities require a robust SEO strategy to navigate the complexities involved in ranking for relevant searches.
The Long Tail Challenge: SEO vs. Paid Search
Long-tail keywords, while offering high intent and potential conversions, can be difficult to target effectively through paid search due to competition and cost. However, a well-executed SEO strategy can drive consistent revenue by ranking for these terms organically. This makes SEO a crucial component of any horse racing betting acquisition strategy.
Technical SEO Challenges for Horse Racing Betting Sites
Many betting platforms suffer from structural SEO deficiencies, making it difficult to rank effectively. Some of the most common technical issues include:
- Non-SEO Friendly URLs: Racecard pages often lack clean, structured URLs that aid search engine indexing.
- Missing SEO Tags & On-Page Content: Essential meta descriptions, title tags, and on-page content are often absent, reducing the likelihood of ranking.
- Temporary URLs: Many platforms generate temporary URLs for racecourse name terms, preventing the accumulation of SEO authority over time.
- Client-Side Rendering (CSR) Issues: Betting platforms built on JavaScript frameworks like React often rely on client-side rendering. This creates a major challenge because search engines may not process JavaScript-rendered content in time, especially for short-lived race information(after declarations). Add to this issues with core web vitals.
Horse Racing SEO – Page Hierarchy
Page hierarchy is key to horse racing SEO for betting sites. Using evergreen URLs, along with vanity URLs where appropriate, helps transform meaningless and ever-changing URLs into SEO-friendly, quasi-evergreen URLs—both essential site structure strategies.
The Untapped Potential of Horse Name Odds Searches
One of the biggest missed opportunities in horse racing betting SEO is optimising for horse name odds searches. These searches are highly relevant and can be particularly valuable in ante-post markets. Operators who tap into this niche can drive significant organic traffic from punters actively searching for specific horse odds.
An example of a book/exchange that has this on point is Betfair.
Structured Data for SportsEvent
Usable race descriptionsWhen it comes to Horse Racing pages. You should leverage structured data for SportsEvent. However, inorder to this this you need to have two key items in place.
- A dataLayer
- Usable race descriptions
Example of structured data for SportsEvent:
The Future of SEO for Horse Racing Betting
With the rise of AI-generated content, affiliates may see a decline in their influence. However, sites where bets can be placed directly will benefit significantly. This makes it even more crucial for operators to double down on SEO, ensuring that they capture high-intent traffic directly rather than relying on affiliates.
Addressing Client-Side Rendering Issues
To overcome client-side rendering challenges, operators can adopt one of the following approaches:
- Use Next.js: This framework offers server-side rendering (SSR) capabilities, ensuring that race information is indexed properly by search engines.
- Implement Edge SEO: Leveraging technologies like Cloudflare Workers or other edge computing solutions can help serve pre-rendered content efficiently.
- Build a Static Content Horse Racing Site: Creating a separate static content section (e.g., using odds feeds) attached to the main domain can help logged-out users access SEO-friendly content. This method has been proven to work effectively when SSR is not feasible.
Why Now is the Time to Invest in Horse Racing SEO
Horse racing SEO might not be as trendy as other betting sports or igaming products, but it presents a massive opportunity to build a pipeline of high-value punters. By addressing technical deficiencies and implementing a strategic SEO approach, operators can position their brands effectively for major events like Cheltenham and Royal Ascot, while also capturing frequent bettors year-round.
At tentenseven, we specialise in guiding operators through the intricacies of horse racing SEO. By making SEO a core part of your acquisition strategy, you can gain a competitive edge in the market and drive long-term success.
Get in touch with us today to start optimising your horse racing betting product for sustainable growth.
