Before we have written a stock analysis of Catena Media and a recap from the Capital Market Day in Stockholm in November 2018. In this post, we will try to deep dive into the Search Engine Optimisation(SEO) of Catena Medias websites in the US. Many investors buy Catena Media and other gambling-related stocks because of the US potential. For investors that are not so well navigated in the SEO-business, we will try to explain what puts Catena Media in the pole position for the de-regulation of the gambling market in the US. We will make short comments about each website and perform a simple SEO-analysis. For further information, please do not hesitate to ask your questions in the comment field below.
The states that have gone live with online casino and sports betting are New Jersey, Pennsylvania and Nevada. States that have legalised some form of sports betting are West Virginia, Mississippi, New Mexico, Delaware and Rhode Island. The states where Catena Media makes business in today is mainly New Jersey, Delaware, Nevada and West Virginia. These states are only 3,5% of the US population. The main market for Catena Media in the US today is New Jersey. Pennsylvania will probably be the second or most important market in 2019 when new casinos have gone live and cooperating with affiliates like Catena Media to drive traffic. With Pennsylvania going live Catena Media will reach around 7,5% of the US population.
States that are expected to move forward soon are New York, Michigan and Illinois. In 2020-2022 it is not unlikely that states that represent 50% of the US population would have de-regulated gambling in some form.
All National Websites (brands) – sorted by most traffic by ahrefs.com
All National Websites (brands) are the websites that focus on more than one state. Most of the All National Websites have state-specific information on sub-pages, for example, one page about sports betting in New Jersey, one page about online casino in Pennsylvania and so on. Here is the list and some SEO-analysis of the All National Websites.
https://www.playusa.com/ is the website with the most traffic, 60k visitors in organic traffic per month, ranks on 48,908 keywords, 1402 referring domains and 1020 indexed pages on Google.
Important keywords: online gambling, online sports betting, nj sports betting, online sports betting, online betting, online casinos and many more.
On Playusa.com you will find information about online gambling for all legal states as well as upcoming ones.
https://www.legalsportsreport.com/ is a website with 50k visitors in organic traffic per month, ranks on 47693 keywords, 2260 referring domains and 2550 index pages on Google.
Important keywords: sports betting, draftkings promo code, fanduel sportsbook, online sports betting, nj sports betting, daily fantasy sports, new jersey sports betting and mississippi sports betting.
On legalsportsreport.com you will find quite similar content as on PlayUSA. Here you will find a bit more legal information as well as betting on fantasy sports and horse betting.
https://www.onlinepokerreport.com/ is a website with 28k visitors in organic traffic per month, ranks on 23667 keywords, 1240 referring domains and 2030 index pages on Google.
Important keywords: online poker, online poker usa, pa online poker, legal online poker, us online poker, online poker california, online poker new york.
On onlinepokerreport.com you will find information about the legal state of many states as well as information about online poker.
https://www.thelines.com/ is a website with 26k visitors in organic traffic per month, ranks on 25828 keywords, 571 referring domains and 1120 indexed pages on Google.
Important keywords: different “csgo” keywords and a wide range of other keywords.
On thelines.com you will find updated information about sports event and e-sports event. This website differs in the sense that it does not focus on heavy keywords. Instead, it is driving traffic with useful information.
https://www.uspoker.com/ is a website with 18k visitors in organic traffic per month, ranks on 25,036 keywords, 629 referring domains and 1740 indexed pages on Google.
Important keywords: online poker usa, global poker, us poker sites, legal online poker, new York poker, poker rooms.
On uspoker.com you will find information about all legal online poker in the USA and news from the business. As of now, you find information on poker in the states New Jersey, Nevada, Pennsylvania and New York. For example, in New York only Live Poker Rooms are listed so far.
https://www.playpicks.com/ is a website with 11k visitors in organic traffic per month, ranks on 16020 keywords, 82 referring domains and 2140 indexed pages on Google.
Important keywords: nba linesups, fan duel, dfs report, nba tonight,
On playpicks.com you will find quite similar information as on thelines.com. It has updated and useful information about different sports events. Instead of a focus on keywords that are competitive it ranks on manylow-competitions keywords and by that getting traffic.
https://www.bonusseeker.com/ is a website with 8,5k visitors in organic traffic per month, ranks on 8276 keywords, 363 referring domains and 1270 indexed pages on Google.
Important keywords: nj online casino, online casino nj, mgm online casino, sugarhouse online, nj sports betting, nj online casinos, chumba, harrahs online casino
On bonusseeker.com you can find a website with a high-conversion rate. Visitors that comes to this site has in general one goal, to find a casino bonus and start playing. You will find both online casino and sports betting for all legal states at this website.
New Jersey Websites (brands) – sorted by most traffic by ahrefs.com
The New Jersey Websites (brands) are the websites that are focus entirely on the state of New Jersey. In general, we prefer the All National Websites because it will be easier to expand them into new states. But state-specific websites has advantages as well. It probably has better conversion rates, is a bit easier to rank on and with more websites, you can have more positions on Google and focus on variations of keywords to cover more search terms.
https://www.njgamblingsites.com/ is a website with 11k visitors in organic traffic per month, ranks on 15,470 keywords, 588 referring domains and 1020 indexed pages on Google.
Important keywords: nj sports betting, sports betting nj as well as many casino brand keywords.
On njgamblingsites.com you will find information mainly about gambling sites and sports betting in New Jersey. The reviews are very comprehensive and there is news everyday.
https://www.playnj.com/ is a website with 8.1k visitors in organic traffic per month, ranks on 14.241 keywords, 918 referring domains and 1820 indexed pages on Google.
Important keywords: online casino nj, nj online casino, nj sports betting as well as many casino brand keywords.
On playnj.com you will find information regarding the New Jersey gambling market, nj online casinos and sports books.
https://www.njgamblingwebsites.com/ is a website with 5.3k visitors in organic traffic per month, ranks on 10,589 keywords, 134 referring domains and 442 indexed pages on Google.
Important keywords: nj online casino, online casino nj, nj online casinos, nj sports betting as well as many casino brand keywords.
On njgamblingwebsites.com you will find information about casinos and sports betting.
Pennsylvania Websites (brands) – sorted by most traffic by ahrefs.com
Similar to the New Jersey Websites the Pennsylvania Websites focus on keywords and visitors specifically aimed for the people living in the state.
https://www.playpennsylvania.com/ is a website with 8,9k visitors in organic traffic per month, ranks on 15,263 keywords, 426 referring domains and 717 indexed pages on Google.
Important keywords: casinos in pa, pa online poker, pa casinos, Pennsylvania online poker, pa online gambling, pa sports betting, pensylvania casinos, pa online casino
On playpennsylvania.com you will find specific information about gambling in Pennsylvania. As of now they are not promoting any casinos but is expected to do so in Q1 or Q2 2019.
Others in Pennsylvania
https://pennsylvaniaonlinecasinos.com/ – not much traffic but increasing for each day
https://www.pennsportsbooks.com/ – not much traffic but increasing for each day
Other States Websites (brands)
https://www.playnevada.com/ – Websites with a focus on Nevada, 6,1k visitors a month and increasing for each day
https://www.playwv.com/ – Website with a focus on West Virginia, 150 visitors a month and increasing for each day
https://www.wvonlinesportsbetting.com/ – Website with a focus on West Virginia, not much traffic but increasing for each day
https://www.wvsportsbooks.com/ – Website with a focus on West Virginia, not much traffic but increasing for each day
https://www.playny.com/ -Website with a focus on New York, 1,6k visitors a month and increasing for each day
https://www.playmichigan.com/ – Website with a focus on Michigan, 1,4k visitors a month and increasing for each day
https://www.playca.com/ – Website with a focus on California, 900 visitors a month and increasing for each day
https://njbetting.com/ – Website with a focus on New Jersey, not much traffic but increasing for each day
https://www.playma.com/ – Website with a focus on Massachusetts, 400 visitors a month and increasing for each day
Which websites are most profitable?
As of now, we believe playusa.com, legalsportsreport.com, onlinepokerreport.com, bonusseeker.com, playnj.com, njgamblingsites.com, njgamblingwebsites.com has the most value. Some websites are better at converting players than others. For example, thelines.com and playpicks.com are probably not that great for converting visitors to depositing players. However, they can be used for many other things and will, of course, bring some depositing players. When new states are opening up the All National Websites such asplayusa.com, legalsportsreport.com, onlinepokerreport.com, bonusseeker.com will become increasingly important to Catena Media. The websites are built with a high amount of quality content and organic links which make the websites extremely robust and we see no reason for them to be getting a Google penalty.
Bonuseeker.com is likely to be the website with the best conversion rates from visitor to depositing player.
The websites in New Jersey are complimenting each other quite well because some of them are focusing on slightly different naming for the different keywords which allow them to rank on almost everything.
One big strength of Catena Media websites is that the All National Websites such as playusa.com, legalsportsreport.com and onlinepokerreport.com rank keywords such as “nj sports betting” and “nj online casino”. When new states are opening up for betting there nation-wide websites will rank well fast. We have seen this in Europe when websites opening up in a new language and a new market they quickly gain top positions. This could be a threat to Catena Media when competitors that already have trustworthy websites in Europe create sub-pages with US-related content. The good thing is that Catena Media owns the most trustworthy websites such as AskGamblers.com.
Future brands in the USA
There are some state-specific websites that Catena Media can create whenever a state comes close to legalisation. In the meantime, the All National Websites and the state-specific websites that are already there ranks very well. When checking a random state X for the search terms “X sports betting” and “X online casino”, Catena Media holds at least 3 of the top 10 positions, often more. Catena Media also mention on their Market Capital day that brands such as Askgamblers.com, GamblingMetropolis.com, JohnSlots.com and BettingPro.com will be launched on the US-market.
Will Catena Media be able to keep their position?
No, they will not be able to keep the current rankings that they have in different states. As of now the estimation from GM USA Michael Daly Catena Media have 70% of the affiliate market in the US. There will be more competition going forward. However, the pole position that they have now will allow them to be the market leader for at least a couple of years and most likely longer if they continue to develop their business in the same manner as the last couple of years. They have built the business in an impressive way with creating a high volume of quality content that attracts visitors that are looking for information. They are active in different social media, podcast and other platforms. The link building is organic and I could not see any reason for the sites to get a penalty.
Buy Catena Media stocks on the US Potential
Many people that invest in Catena Media today do so because of the potential in the US. It will be a bumpy road will all the regulations. For example, on the 15 of January, the US Department of Justice said that the Wire act would be applicable to all kind of gambling. This would mean that there could be no gambling between states. This could affect poker (playing against each other from different states), bingo, casino jackpot pools and the lottery segment. This is already regulated for sports betting and would not affect regular slots machines and other casino games. The political risk in the USA is the biggest risk at the moment. However, if the deregulation of the gambling market continues the goal of 100 MEUR EBITDA in 2020 is within reach. Remember that only a few % of the US population are allowed to gamble online today. According to the CEO, Per Hellberg it will be enough with one acquisition or one new state (after Pensylvania) opening up and with 10% organic growth for Catena Media to reach the goal of 100 MEUR EBITDA in 2020. If you believe the US gambling market will continue to open up, it is a golden opportunity to buy a company with a pole position that with the result of fast growth with high margins.
If you believe the CEO of Catena Media the choice is easy. We will end this analysis of Catena Media US Websites by reminding you how Per Hellberg ended the Catena Market Capital Day just two months ago:
“Will Catena Media do more acquisitions, yes they will! Will more states open up, yes it will! Will Catena Media hit the 100 MEUR target, yes they will! Buckle up and enjoy the ride”
IMPORTANT INFORMATION FROM CASINO-BONUS.COM
This SEO-analysis of Catena Media may be freely shared and copied, as long as a clickable link to this website is also included. We recommend the reader of this SEO-analysis to critically analyze and review the company before making an investment.