Publishing
Editorial Publishing Operations
Good event coverage is mostly operations: a sourced calendar, clear owners, pages that are ready before interest rises, and rules for updating, retiring and promoting responsibly. These guides cover each step.
Guides
GuideHow to Build an Event-Driven Sportsbook SEO Calendar
How to build an event-driven sportsbook SEO calendar: required data fields (event, sport, dates, time zone, place, official source, last checked, status), publishing windows, owners, refresh triggers and handling of postponed or rescheduled events.
GuideEvergreen vs Event-Led Sports Content
How to decide between evergreen and event-led pages for sports content: permanent URLs for recurring events, honest dateModified and lastmod use, when to retire pages, and how to avoid Google's doorway and scaled content policies with templated fixture pages.
- Guide
Responsible Sportsbook Publishing
Rules that shape sportsbook publishing in four markets: UK CAP Code section 16 and operator responsibility for affiliates, Ontario's athlete and celebrity ad ban, the AGA Responsible Marketing Code in the US, and Australia's prohibited services, BetStop and credit card ban, with help lines.
A weekly operating rhythm
| Day | Task |
|---|---|
| Monday | Recheck dates for events in the next 30 days against official sources |
| Tuesday | Brief previews for the weekend; assign owners |
| Wednesday to Thursday | Publish previews; compliance check for any betting content |
| Event days | Refresh with line-ups or runners; publish recaps the day after |
| Friday | Review what changed in search features and update the observation log |
Questions
How often should event dates be rechecked?
Weekly for the coming month, and again on the day a dated page goes live. Fixtures move, especially for broadcast.
Who should approve betting-related content?
The operator's compliance team, against the license and the market's advertising rules.
When should a page's updated date change?
Only when the content changed meaningfully. Google warns against changing dates to make pages seem fresh.