Guide
Competitor Visibility Methodology for Sports Events
A visibility comparison is only as good as its controls. Fix the keyword set, the market, the device and the date before you look, compare only brands licensed in that market, and report the method with the numbers.
By FixtureLoom Editorial DeskPublished Updated 2 min read
Key points
- Define the keyword set, market, language, device and time window before collecting data, and keep them fixed.
- Compare only brands licensed in the market you measure.
- Search Console shows only your own site, labels days in Pacific Time and omits anonymized queries from its table.
- Report the method alongside the result, including what was not measured.
The controls
| Control | Example | Why it matters |
|---|---|---|
| Keyword set | 40 queries about one event, grouped by phase | Different sets give different winners |
| Market and language | Great Britain, English | Results and licensed brands differ by country |
| Device | Mobile | Layouts and features differ |
| Window and time zone | 14 days before to 2 days after, in UTC | Event interest moves quickly |
| Competitor list | Brands on the market's official register | Unlicensed sites distort the picture and should not be promoted |
Collecting the data
- Write the protocol first: controls, collection times and the tool you use.
- Collect at the same times each day, through the whole window.
- Store raw results with their settings, not only the summary.
- Use Search Console for your own site's clicks and impressions, noting that daily data is in Pacific Time, usually appears after 2 to 3 days, and that the newest data can still change.
Automated querying of Google's results has its own rules and legal questions. Use a rank-tracking provider you have vetted, and follow Google's terms.
Reporting honestly
- State the controls and the collection dates at the top of the report.
- Show the share of the keyword set each brand ranks for, not a single "visibility score" with a hidden formula.
- Say what was not measured: other markets, other devices, traffic, revenue.
- Keep competitor names out of public pages unless the data and its method are published with them.
Questions
How many keywords make a fair comparison?
Enough to cover each phase of the event and the main question types. Fix the set before you look, and use the same set for every brand.
Can Search Console show competitor visibility?
No. It covers only sites you have verified. Use it for your own data and a rank-tracking provider for others.
Should unlicensed sites be in the comparison?
Note them if they appear, but compare and discuss only brands licensed in that market, and never promote unlicensed operators.
Sources
- Search Console Help, Performance report: troubleshooting data discrepancies, no date shown.
- Search Console Help, Performance report (Search results), no date shown.
- Gambling Commission, Public register, last updated November 12, 2024.
- Google Trends Help, FAQ about Google Trends data (data sources and time zones), no date shown.
Found an error? Tell the editors with a link to the source. Corrections are noted on the page they change (corrections policy).