Competitive Analysis and Benchmarking for Raketech

The challenge

Raketech sought to expand into new markets but was unsure which regions would offer the highest return on investment. Their core challenge was threefold:

1. Market Selection:
   Identifying which markets had the highest search traffic potential relative to their population size.
2. Competitive Ecosystem:
   Gaining an understanding of the existing gambling landscape in each market to benchmark against top competitors.
3. Compliance and Paid Media Feasibility:
   Ensuring that legal frameworks in each target market would support both SEO growth and paid media activities.

Without in-depth competitive analysis and accurate benchmarking, Raketech risked investing resources into markets with lower potential for revenue growth.

The approach

MarketingLens, leveraging the expertise of former Google strategists, partnered with Raketech to deliver a comprehensive market expansion strategy. Our approach centred around competitive analysis and benchmarking to uncover the best opportunities.

Target Market Selection:

We analysed 12 high-potential markets and 3 experimental regions using a data-driven approach. By examining:

• Organic Traffic (Sessions) from Search Engines: This metric was a critical indicator of how engaged potential users in each market were with gambling-related queries.
• Current SEO Performance: We compared Raketech’s existing performance in its core markets against these new regions, highlighting areas with untapped potential.

This analysis helped us identify two to three strong markets that showed a promising balance between search demand and population size, leading to targeted investments.

Competitive Benchmarking and Legal Feasibility:

Understanding the competitive landscape and legal frameworks was crucial for Raketech’s market expansion. We conducted a thorough review of top gambling websites, focusing on keyword strategy, SEO strength, and content gaps. This included identifying key keywords, benchmarking domain authority, and finding opportunities to deliver superior content.

We also assessed the legal requirements for gambling advertising to ensure that paid media campaigns could effectively complement the SEO strategy.

This comprehensive analysis provided Raketech with a clear roadmap for optimising SEO, ensuring compliance, and maximising visibility through both organic and paid channels.

The results

With the insights gained from the competitive analysis and benchmarking, Raketech made data-backed decisions that led to significant business growth in new markets. The results included:

• New Top-Earning Market: Raketech’s investment in one of the three recommended markets resulted in this region becoming their top revenue-generating market, surpassing even some of their long-established ones.
• Enhanced SEO Performance: Achieved a 35% increase in organic traffic in new markets through targeted keyword strategies and content optimisation.
• Strategic Market Entry: By focusing on markets with the most potential, Raketech avoided wasting resources on less profitable regions, improving overall ROI and expansion success.
• Conversion Rate Boost: Improved conversion rates by 30% after implementing insights from competitive benchmarking, resulting in more effective marketing campaigns.