SERP research
Sportsbook SERP Research
Results pages around a sports event change by market, device and hour. These guides set out how to observe them fairly, what intent each phase carries, and how to compare visibility without hiding the method.
Guides
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.
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.
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.
One-page observation protocol
| Field | Example |
|---|---|
| Query | A fixed query from your keyword set |
| Country and language | Australia, English |
| Device and state | Mobile, signed out |
| Date, time and time zone | 2026-11-03 09:00 AEDT |
| Event phase | Hours before |
| Features in order | News, video, organic |
| Top ten results with page type | Official, news, publisher, operator |
| Evidence file | Screenshot named with the settings |
Questions
Why record the time of a SERP check?
Results around events change within hours. Without the time and phase, two observations cannot be compared.
Does FixtureLoom publish rankings?
No. It publishes methods and a sourced calendar. Rankings depend on the settings and time of each check.
Which competitors should a visibility study include?
Brands licensed in the market you measure, chosen before data collection starts.