BetMGM Organic Growth Opportunities

Create dedicated, pre-game pages for every player prop market to capture high-intent searches from bettors looking for specific odds. This play scales across every major sport and player, creating a massive footprint of transactional content that funnels users directly to a betslip.

Example Keywords

• “lebron james points prop tonight”
• “patrick mahomes passing yards prop”
• “julio rodriguez home run odds today”
• “[Player] [Stat] prop vs [Opponent]”

Rationale

BetMGM currently misses the enormous volume of searches for individual player props, a bottom-of-the-funnel keyword category. Owning these SERPs will capture traffic from affiliates and competitors, driving direct bet ticket generation and increasing market share in the fastest-growing betting segment.

Topical Authority

As the sportsbook setting the odds, BetMGM is the ultimate authority. Surfacing these odds on dedicated SEO pages, enriched with historical player stats, establishes unparalleled topical authority that tipster sites cannot match.

Internal Data Sources

Utilize the real-time pricing feed for each prop market, historical player performance data against specific opponents, and internal betting splits (public vs. sharp money) to create differentiated, data-rich analysis for each page.

Estimated Number of Pages

100,000+

Develop a library of pre-game content pages outlining popular Same-Game Parlay (SGP) combinations for every major matchup. These pages act as 'blueprints,' giving users data-driven ideas and linking directly into a pre-filled betslip.

Example Keywords

• “cowboys eagles same game parlay ideas”
• “lakers warriors parlay builder”
• “mlb same game parlay trends”
• “best sgp legs for [matchup]”

Rationale

Same-Game Parlays are incredibly popular, and users actively search for ideas and inspiration before building their bets. By creating a dedicated page for every game, BetMGM can intercept this high-intent traffic, moving users from search to a placed bet in a single click.

Topical Authority

BetMGM possesses proprietary data on which SGP legs are most frequently combined by users and their historical hit rates. Publishing this 'insider' data establishes BetMGM as the go-to source for SGP strategy, a claim no affiliate or competitor can make.

Internal Data Sources

Leverage anonymized, aggregated data showing the top 10 most-booked SGP leg combinations per game, historical payout data for similar parlays, and real-time odds to generate unique, compelling content.

Estimated Number of Pages

60,000+

Create a comprehensive index of evergreen pages detailing the statistical betting trends for every referee and umpire in major sports. This unique content addresses a niche but obsessive interest among sharp bettors and provides a powerful, data-driven resource.

Example Keywords

• “scott foster ats record”
• “nfl referee over under trends”
• “mlb umpire run line stats”
• “[Official Name] betting stats”

Rationale

Advanced bettors constantly seek an edge, and officiating trends are a huge topic of discussion on forums and social media, yet no sportsbook systematically covers it. Creating an authoritative database on this topic will attract a valuable user segment and generate significant backlinks from sports media.

Topical Authority

BetMGM's internal data contains the official officiating crew for every game wagered on. By analyzing this vast, proprietary dataset of against-the-spread (ATS) and Over/Under results, BetMGM can publish unique, definitive reports that establish an unassailable data moat.

Internal Data Sources

Use the historical, ticket-level database that tags every game's result with the assigned referee/umpire. Analyze this data to generate reports on officials' records regarding spreads, totals, penalties, and other game-flow statistics.

Estimated Number of Pages

4,000+

Build a comprehensive library of review pages for every individual slot game available on the platform. Each page will detail the game's theme, features, and, most importantly, its official Return to Player (RTP) percentage.

Example Keywords

• “cash machine slot rtp”
• “gonzo’s quest megaways review”
• “what is the rtp of [slot name]”
• “best sites to play [slot name] real money”

Rationale

Players search for specific slot games to find rules, strategies, and the best payout rates (RTP) before playing for real money. BetMGM currently has minimal coverage here, leaving a massive opportunity to capture high-intent casino traffic from affiliate review sites.

Topical Authority

As a licensed casino operator, BetMGM has direct, verified access to the exact RTP, volatility, and jackpot data from game manufacturers. Publishing this proprietary data makes BetMGM the most authoritative and trustworthy source, outranking affiliates who often use estimated or incorrect figures.

Internal Data Sources

Utilize the internal game catalog containing official titles, studios, RTP percentages, volatility ratings, and min/max bet info. This can be enhanced with real-time progressive jackpot values pulled from an internal API to create dynamic, highly accurate content.

Estimated Number of Pages

4,000+

Create a unique content hub of historical pages that visualize the live odds and win probability swings from famous games and comebacks. This play turns historical data into compelling narratives that attract evergreen traffic and links.

Example Keywords

• “patriots falcons live odds history”
• “2016 cubs world series win probability graph”
• “biggest nba odds comeback ever”
• “win probability chart game 7 [team]”

Rationale

Sports fans and bettors are fascinated by the drama of historic comebacks, and the odds movement tells that story in a quantifiable way. This content is highly shareable and serves as an evergreen link-building asset, attracting citations from sports blogs, forums, and Wikipedia.

Topical Authority

BetMGM possesses a unique, proprietary archive of second-by-second in-play pricing data that has never been indexed by search engines. By publishing this data, BetMGM creates a completely new and authoritative content category that no competitor or media outlet can replicate.

Internal Data Sources

Leverage the historical, tick-level in-game pricing feed for moneyline, spreads, and totals. This data can be paired with timestamped play-by-play information to create a rich, chronological narrative of how the odds reacted to key moments in the game.

Estimated Number of Pages

15,000+

Improvements Summary

Consolidate and optimize the PGA Tour prize money content cluster by introducing a pillar page, updating on-page SEO elements, and adding structured data and internal links. Expand content with historical tables, keyword-rich FAQs, and timely updates to capture annual search demand.

Improvements Details

Key tasks include rewriting titles and H1s with primary keywords and year, adding sortable tables and historical data, publishing purse figures quickly after release, and embedding FAQ schema. Create a comprehensive pillar guide for all 2025 PGA Tour purses, link related articles, and add a side-rail module for related posts. Target keywords such as 'Masters prize money breakdown', 'FedEx Cup winner’s share', and 'PGA Tour purse list 2025'.

Improvements Rationale

These improvements address under-optimized on-page elements and weak internal authority, which are limiting rankings despite moderate search volume and low competition. By structuring content around a central hub, improving keyword targeting, and adding schema, the cluster can move from Page 2 to Page 1, increase CTR, and drive more qualified traffic and conversions. Timely updates and strong internal linking will also future-proof the content for upcoming seasons.