Here we present our SEO audits of Paddy Power & Betfair, which should be read along with our coverage of the proposed merger between the two betting firms.
Our reports provide a detailed analysis of technical and on-page parameters for the domains and subdomains of both paddypower.com and betfair.com.
Our research identifies all the variables that could affect search engine rankings and the customer’s journey, based on:
- Accessibility
- Indexability
- On-page Rankings Factors
Our analysis has focused on a limited number of landing pages and sub-categories, which have been identified through a “top-level navigation” approach that provides a good proxy for the online performances of both Paddy Power & Betfair.
Key Findings
- Betfair has a stronger technical set-up than Paddy Power. The latter requires attention if it aims to preserve its existing market share, particularly in the light of a rather poor technical set-up that determines the duplication of certain key hierarchy parameters, for example.
- Mobile experience is above average for both websites.
- Our depth stats show that the customers face a long journey to reach their targeted website pages.
- The performance of both sites is likely to be affected by poor on-page optimisation and inefficient hierarchy structures.
- In order to gain more authority and boost performance, a technical & on-page review of the domain & subdomain pages of both websites is strongly recommended.
The full audit packages (“Paddy Power Audit” & “Betfair Audit”) can be downloaded at the link below.
