FanDuel Organic Growth Opportunities

This play creates a dedicated page for every active player in major sports leagues, updated daily with their prop lines and historical performance data. It aims to capture high-intent bettors searching for specific player wagers and close the content gap with competitors.

Example Keywords

• "jaylen waddle receiving yards line"
• "stephen curry 3-pointer prop"
• "shohei ohtani strikeout prop history"
• "cale makar shots on goal odds"

Rationale

FanDuel does not currently rank for individual player-prop keywords at scale, despite possessing unmatched proprietary data from its sportsbook and NumberFire projection engine. With competitors like DraftKings outranking them on these SERPs with thinner content, there is a clear and significant opportunity to establish dominance by providing richer, data-driven player pages.

Topical Authority

By programmatically publishing pages that integrate live odds, historical hit-rates, and expert projections for every player, FanDuel can become the definitive source of truth for player prop betting research. This leverages their existing authority in sports betting and fantasy sports to capture a new, highly valuable segment of organic search traffic.

Internal Data Sources

This strategy will utilize FanDuel's live odds feed from its Sportsbook API, a historical closing-line database to show trends, and the NumberFire projection endpoint to provide predictive analytics. This combination of internal data creates a uniquely valuable and defensible content asset.

Estimated Number of Pages

20,000–25,000 (Covering all starters and prominent bench players across the NFL, NBA, MLB, and NHL)

This play establishes evergreen pages for every horse racing track and generates new, templated pages for each live race day. It's designed to compete directly with specialized racing media by leveraging FanDuel's unique assets to become an authority in horse racing content.

Example Keywords

• "gulfstream park picks friday"
• "belmont at the big a race 7 odds"
• "del mar track bias statistics"
• "how to bet woodbine exactor"

Rationale

Currently, daily race-card SERPs are dominated by specialized outlets like DRF and Equibase, while FanDuel's racing site has limited content. By creating data-rich pages for every race, FanDuel can capture a massive volume of daily, high-intent searches from horseplayers looking for information right before they wager.

Topical Authority

FanDuel already possesses significant authority through its wagering platform (Racing.fanduel.com) and ownership of live video rights via FanDuel TV. This play extends that authority into the content space, positioning FanDuel as a comprehensive resource for both betting and handicapping, thereby increasing user trust and time on site.

Internal Data Sources

The content will be powered by the racing odds feed for over 150 tracks, the FanDuel TV historical database for unique pace and bias metrics, and Getty Images for high-quality track and horse imagery. These sources provide a deep, proprietary data moat.

Estimated Number of Pages

~45,180 annually (180 track overview pages + ~45,000 daily card pages)

This play generates a match-specific microsite for every outdoor game, combining real-time weather data with historical betting outcomes under similar conditions. The goal is to create a predictive tool that gives bettors a unique, data-driven edge and establishes FanDuel as an innovator in sports analytics.

Example Keywords

• "lambeau field wind betting impact"
• "wrigley field weather totals"
• "nfl rain game over under stats"
• "coors field air density effect on home runs"

Rationale

While bettors often discuss weather, no major sportsbook provides a systematic, data-backed analysis of its impact on betting lines. This play fills that gap, capturing a niche but highly engaged audience and creating a shareable, link-worthy asset that differentiates FanDuel from all competitors.

Topical Authority

By creating a proprietary 'Weather Edge Score,' FanDuel can build authority in a new vertical of sports betting analytics. This demonstrates a commitment to empowering bettors with advanced tools, enhancing brand perception and attracting a more sophisticated user base.

Internal Data Sources

This strategy will integrate a third-party meteorological feed (e.g., OpenWeather) with FanDuel's internal database of stadium geolocations and its vast historical odds and results warehouse. This fusion of public and proprietary data is the core of the play's unique value.

Estimated Number of Pages

~34,000 per season (Covering all outdoor pro and major college football and baseball games)

This play creates thousands of pages featuring pre-built, thematic Same-Game Parlay (SGP) blueprints for every major matchup. It makes FanDuel's most popular betting product discoverable via organic search, capturing users looking for parlay ideas and inspiration.

Example Keywords

• "same game parlay ideas lakers celtics"
• "best chiefs vs ravens sgp legs"
• "longshot parlay template nfl week 4"
• "how to build a correlated parlay"

Rationale

FanDuel owns the 'SGP' trademark and is the market leader for this product, yet most of its SGP content is confined to the app and is not indexed by search engines. This play bridges that gap, scaling FanDuel's product authority onto the open web to attract and convert a huge audience actively searching for parlay strategies.

Topical Authority

By publishing a 'Recipe Book' of parlays, FanDuel reinforces its canonical authority on the topic of SGPs. Providing historical hit-rate data and strategic explanations for each recipe also builds trust and educates the user base, transforming a transactional product into an engaging content experience.

Internal Data Sources

The core of this play is FanDuel's proprietary SGP correlation matrix, which is already used for pricing. This will be combined with a historical parlay settlement database to show past performance and a Responsible Gaming API to ensure suggestions align with safe play principles.

Estimated Number of Pages

~15,000 annually (Based on multiple archetypes for thousands of high-interest games)

This play generates weekly reports for every key player, quantifying the difference between their fantasy projection and their implied sportsbook line. It creates a powerful, data-driven tool that identifies betting value and serves as a cross-sell bridge from DFS to Sportsbook.

Example Keywords

• "fantasy vs vegas lines christian mccaffrey"
• "player prop value gap tool nfl"
• "dfs salary inefficiency week 12"
• "betting against fantasy projections"

Rationale

No competitor can easily or legally replicate this content because FanDuel is uniquely positioned as a market leader in both Daily Fantasy Sports (DFS) and Sportsbook wagering. This creates a powerful, defensible moat, attracting a sophisticated audience of fantasy players and sports bettors looking for an analytical edge.

Topical Authority

By systematically highlighting discrepancies between its own products, FanDuel establishes ultimate authority and transparency. It positions the brand as a comprehensive platform for sports gaming analysis, appealing to users who frequent both DFS and betting markets.

Internal Data Sources

This strategy will fuse three key internal data sources: the NumberFire fantasy projections API, the live DFS salary feed, and the live prop odds API from the sportsbook. This combination provides a unique insight that is impossible for content affiliates to create.

Estimated Number of Pages

~10,000 per season (Covering all relevant players across NFL, NBA, and other major sports)

Improvements Summary

Add 300-500 words of static, keyword-rich copy, FAQs with schema, and optimized titles/meta to each futures odds page. Strengthen internal linking with breadcrumbs, sidebar widgets, and contextual links from supporting content.

Improvements Details

Rewrite titles and H1s to include exact-match keywords like 'Super Bowl Odds' and 'NBA Finals Odds'. Add evergreen explanatory content, recent line movement updates, and a visible 'last updated' timestamp below the odds grid. Implement FAQ sections marked up with schema, compress JS for server-side rendering, and build out supporting guides and monthly line movement reports that link back to main pages. Improve internal linking with breadcrumbs, sidebar cross-links, and anchor text from /research/ articles.

Improvements Rationale

These changes address thin content and lack of context, which currently limit rankings and traffic. Adding crawlable, relevant copy and structured data aligns with what top-ranking competitors do, helping Google better understand and rank the pages. Improved internal linking and supporting content will distribute authority, increase relevance for target keywords, and drive more qualified organic traffic to high-value futures markets.