Promoting Parimatch as a Successful Example of Implementing SEO Strategy in the Betting Industry

The world of sports betting is rapidly evolving, and betting companies are competing for the attention of customers. In this competitive environment, SEO plays a crucial role in driving traffic and ensuring success.

In this case study, we want to share an effective approach to SEO promotion implemented for Parimatch – a betting company known worldwide. Its target audience consists of active fans who not only want to watch matches but also add extra excitement by placing bets.

SEO in the betting industry has a number of unique features that need to be considered when developing a promotion strategy:

Next, we will look at these features in more detail and demonstrate how Luxeo, considering the specifics of the niche and the dynamics of search results, managed to achieve outstanding results for Parimatch.

The Beginning of Cooperation, or Comprehensive Analysis

Before starting large-scale SEO promotion work, we conducted a thorough analysis of the current state of the Parimatch website.

Stage 1: Search Engine Rankings
We determined the positions of the Parimatch website for key queries relevant to the target audience.			We tracked changes in the website’s positions over a certain period to identify trends and patterns.
Stage 2: Competitor Analysis
We identified Parimatch’s main competitors in the sports betting industry.	We studied the promotion methods used by the competitors.			We determined the level of competition in the niche and identified opportunities to outperform the competitors.
Stage 3: Technical and Semantic Audit
We identified technical errors on the site that negatively affect indexing and ranking.		We analyzed the semantic core, content quality, and keyword optimization.

The result of the analysis was a comprehensive report that formed the basis of the subsequent SEO strategy.

Implementing Our Approach

Parimatch’s journey to success in SEO promotion was challenging but fruitful. In short, the sequence of the promotion strategy was approximately as follows:

During our cooperation, we resolved a number of issues and outlined the main stages of work, which we will discuss in more detail below.

Stage 1: Resolving Brand Traffic Cannibalization Issues

The Parimatch website had several landing pages that ranked for the same query. This led to fragmented traffic, which negatively impacted not only search rankings but also the analysis of its effectiveness.

To avoid the consequences, it was decided to:

• Combine the landing pages under one main query using redirects and canonical tags.
• Develop a strategy for search results for the brand query.
• Create a series of satellite sites that promoted the brand query and linked to the main site.

Stage 2: Dynamic Content Provision Based on Forecasts

At this stage, the goal was to provide users with up-to-date information about sporting events and optimize the site for search engines. 

To achieve this, our team advised:

• Developing an event outcome prediction algorithm.
• Setting up automatic URL generation for landing pages of upcoming matches.
• Implementing dynamic page updates depending on the event status.

All of this ultimately impacts the target KPIs, increases traffic, and improves rankings. To achieve this, the following main areas of work were defined:

The sequential implementation of all these areas allowed Parimatch to become a leading informational platform in the field of sports predictions and dynamic content provision.

Stage 3: Optimizing URL Usage for Past Events

The goal of this stage was to provide users with up-to-date information and convenient navigation after events, as well as to maximize the potential of URLs for SEO. 

To achieve this, we:

• Developed a process for redirecting or updating URLs after events.
• Provided recommendations for long-term URL usage.

Primarily, this improves the user experience, and secondly, but no less importantly, enhances the site’s SEO performance and increases user conversion.

By the way, speaking of SEO, its metrics skyrocketed by XX%, and user conversion increased by a “secret %”. Yes, we’ll keep the figures confidential, but the results truly helped elevate the site to new heights in search engine rankings.

Stage 4: Reaching High-Frequency Slots in the TOP

High-frequency slots, or high-frequency queries, are search queries that users enter most frequently. 

At this stage, we conducted comprehensive work that included:

1. Semantic research. We analyzed queries that people use to find information about bookmakers and sports betting. Based on the data, we optimized the content to match relevant queries.
2. Keyword optimization. We incorporated keywords into page titles, meta descriptions, texts, and other important site elements.

Shared technical recommendations to improve loading speed and user experience.

Stage 5: Positioning Multiple Sites in the TOP-10 for a Single Query

The multisite strategy of dominating the first page of Google’s search results is no easy task. However, we managed to achieve this ambitious goal. By developing a comprehensive strategy for positioning multiple sites in the TOP-10 for a single query and using various types of content and formats to increase site visibility, we succeeded in this challenging endeavor.

Stage 6: Traffic Optimization

At the traffic optimization stage, we faced two key issues.

The first issue was the low conversion rate of visitors from landing pages in search results to registration in the Parimatch app. The cause was an imbalance between traffic and long-term value (LTV). 

To address this, we analyzed user behavior and conversion metrics and provided recommendations for balancing traffic to increase profitability.

The second issue was the overall increase in traffic. To resolve this, we proposed methods to realistically increase user engagement and reduce bounce rates. When compiling the list, we considered both external (SEO, advertising, social media, influencers) and internal (usability, content) factors.

Attracting Referral Traffic

As part of this task, we decided to place thematic collections and listings on authoritative resources.

 Here’s what was done:

Stage 7: Building a PBN Network

At this stage of the project, we implemented a large-scale strategy for building a network of PBN sites to strengthen Parimatch’s positions in search engines. We used a multifaceted approach:

• Searched for, purchased, and restored thematic, news sites with significant PageRank and Author Rank metrics.
• Searched for and purchased dropped sites of fan clubs of defunct teams.
• Invested in developing recently registered domains or accounts.

These are just some of the methods we used; however, we’ll keep the others a secret.

Stage 8: Setting Up Indexing for New Pages

In the dynamic niche of betting, where speed of response is crucial, prompt indexing of new pages became a cornerstone of our SEO strategy. 

The solution was Indexing API. With this tool, we signaled Google about the appearance of new important pages.

As a result, we achieved instant indexing of new pages in Google, maximum reach of the target audience, and leading positions for hot queries.

Stage 9: Creating Effective Internal Linking

During the initial analysis, we identified issues with internal linking on category and specific event pages across different GEOs. This negatively affected indexing, usability, and link equity distribution.

To address this as quickly as possible, we:

1. Developed a detailed specification for linking on pages to similar categories, similar events, upcoming events, popular events, GEO pages, etc.
2. Created an HTML sitemap to facilitate the crawling of priority pages.

As a result, the site became more “search engine friendly,” user-friendly, and authoritative.

Stage 10: Correct Configuration of Filtering and Sorting

At this stage, the following work was carried out:

• Defined filtering and sorting criteria based on user behavior.
• Added filters for relevant criteria.
• Configured sorting by various parameters.

As the site evolves and user needs change, it will be necessary to add new filters and sorting parameters and adjust existing ones.

Stage 11: Setting Up Language Versions

Understanding that users come from different countries, we carried out comprehensive work to optimize the site’s language versions. The steps included:

• Identifying target markets for which language versions need to be created or optimized.
• Creating a specification to address technical errors and optimize content for the pages.

Stage 12: Analysis and Specification for Technical Improvements

During the technical audit, we identified:

• Page duplicates.
• 404/301 errors.
• Low loading speed and other issues.

To resolve these problems, we created a detailed specification describing the errors, solutions, deadlines, and expected outcomes.

Stage 13: Expanding the Site Structure with New Page Types and Enhancements

At this stage, a thorough analysis of missed semantics was conducted, revealing new thematic clusters relevant to the site’s target audience.

This allowed us to add new sections and pages that matched queries for which the site had not previously ranked.

Stage 14: Working with Low-Information Pages

At this stage, our specialists conducted a comprehensive review and optimization of pages with outdated or irrelevant content.

We discovered numerous empty pages and several pages with duplicate content but related to different time frames of the same event (e.g., prediction, live stream, match result for Dynamo vs. Shakhtar). Overall, this negatively impacted the site’s ranking.

We advised removing the empty pages and consolidating pages dedicated to the same event.

Stage 15: Creating Pages for Upcoming Events

At this stage, we implemented a strategy for creating pages dedicated to events planned a year, two years, or more in advance. This allowed us to cover events such as Euro 2025, Euro 2026, and others that are highly popular among sports enthusiasts.

This strategy proved effective, as many events recur with known regularity. Such URLs ranked well, and by the time the event started, they were already in the top search results.

Thus, we were able to diversify the traffic to the site. With pages about future events, the site began attracting not only users interested in current events but also those who plan their time in advance.

Other Important Stages Worth Noting

As you can see, there were numerous SEO activities carried out for the Parimatch site. However, to understand the complexity of the work, here are additional stages we went through:

Note that all these stages are crucial for SEO. In this case, we did not delve into them in detail, as the focus was on more specific aspects of promotion related to sports betting.

Recommendations for Brand and Locational Presence

Brand and Locational Presence is a powerful SEO tool that enhances Parimatch’s visibility and attracts targeted traffic from various regions.

 The more frequently users see the name Parimatch in search results, the more likely they are to remember it. Adding locational queries (countries, cities) helps attract users seeking information about sports betting in specific regions.

How to Utilize Brand and Locational Presence?

• Include the Parimatch brand name in keywords.
• Add queries with the names of countries and cities where Parimatch operates.
• Use various keyword variations (e.g., “sports betting Parimatch,” “football betting Parimatch Ukraine”).

SEO Promotion Results

The implementation of a comprehensive SEO strategy led to significant improvements in Parimatch’s site metrics. For convenience, we will summarize the main results in two key sections.

Section 1. Dynamics of Target KPIsSteady growth in organic traffic.Increase in the number of visitors coming to the site from search engines.Improvement in the site’s ranking for key queries.Growth in the number of users performing target actions (registration, account deposits, bets).

Section 2. Quality ImprovementsElimination of content duplication.Enhancement of indexing.Optimization of site content for user queries.Creation of specifications for writing relevant and useful content.

Well, the SEO strategy for Parimatch worked 100%. The site became more attractive to both search engines and users, leading to increased traffic, conversions, and revenue.

Want to replicate Parimatch’s success in SEO promotion? We can help!

The Luxeo team has extensive experience in applying effective SEO methods that have already led to success in various niches. We offer a personalized approach to each client, carefully studying their business objectives, target audience, and market specifics.

Contact us today, and we’ll help you achieve the success you desire!