Research
Research Archive
Every guide, sport brief and tool in one place. Search by keyword, filter by type or sport, and page through the results. Each entry cites its sources with dates.
8 guides, 6 sport briefs and the workbench
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Results
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.
GuideSearch Intent Around Matchday Queries
How sports search intent shifts before, during and after an event (informational, navigational and transactional), which page types fit each phase, how to handle betting-related queries responsibly, and how to test intent with dated SERP observations.
Sport brief · FootballFootball Search Research: Planning Around Matchdays
Season dates for the 2026/27 Premier League and Champions League from official sources, how football search intent shifts across a matchday and a season, how to handle fixture changes, and market notes for the UK, US, Canada and Australia.
- Guide
Interpreting the Google Trends Index for Sports Events
How Google Trends normalizes data (each point divided by total searches for its place and time, then scaled 0 to 100), sampling, noise, zero values, time zones (UTC for 30-day-plus ranges), and a checklist for reporting sports event interest honestly.
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.
GuideSearch Seasonality Explained for Sportsbook Publishers
A method for separating yearly sports search cycles from one-off spikes, using sourced season calendars, multi-year Google Trends exports and Search Console data in Pacific Time, and for turning cycles into a publishing plan.
GuideSports Event SERP Features and How to Record Them
How to observe and record search features around sports events (Top stories and news, live scores, video, snippets, event results), what Google documents about eligibility, and a template for dated, comparable SERP observations.
Sport brief · CricketCricket Search Research for UK and Australian Seasons
Cricket dates for 2026 to 2027 relevant to UK and Australian audiences (BBL|16 Australian fixtures, the World Test Championship final, the 2027 Men's Ashes in England and the 2027 Cricket World Cup), with stage-based intent and market notes.
GuideCompetitor Visibility Methodology for Sports Events
A method for comparing sportsbook search visibility around sports events: fixed keyword sets, market, language, device, date and time zone controls, licensed-only comparisons, Search Console limits and a reporting template that states what was not measured.
- 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.
- Sport brief · Basketball
Basketball Search Research: Season and Playoffs
The 2026-27 NBA calendar from the league (tip-off October 20, NBA Cup championship December 11, All-Star February 19 to 21, regular season end April 11), playoff timing, and how season-level and game-level intent differ, with US and Canadian market notes.
- Sport brief · Tennis
Tennis Search Research: Grand Slam Windows
Grand Slam dates for 2027 with their status (Australian Open and Roland-Garros confirmed; Wimbledon and the US Open provisional), how tennis interest builds through draws and rounds, and how to structure hub, stage and player pages.
- Sport brief · US Sports
US Sports Seasons and State-by-State Rules
US sports calendar for 2026-27 from league sources (NFL season September 9 to January 10, Super Bowl LXI on February 14, 2027 at SoFi Stadium, NHL season September 29 to April 10, MLB World Series from October 23), weekly versus postseason intent, and state-by-state legal and advertising checks.
- Sport brief · Racing
Racing Search Research: Festivals and Big Race Days
Racing dates for 2026 to 2027 (Melbourne Cup November 3, 2026; Cheltenham March 16 to 19, 2027; Kentucky Derby May 1, 2027; Grand National and Royal Ascot provisional), festival-day intent, recurring URLs and market notes for Australia, the UK and the US.
- Tool
Editorial Planning Workbench
A browser-only planning tool built on FixtureLoom's sourced event calendar, with sport, market and date filters, add and remove rows with strict date validation (including leap years), a publishing-window calculator and CSV export protected against spreadsheet formula injection.
About these resources
Guides explain methods; sport briefs apply them to one sport's calendar; the workbench turns the sourced calendar into a plan. Terms are defined in the glossary, and the standards behind every page are in our methodology.