The following presentation is for the purpose of demonstrating success in SEO performance from an actual sports betting test campaign. Unlike Casino, Poker and other short tail industries. Sport is similar to travel in the volume and diversity of time sensitive, event driven queries. This introduces challenges in reporting success in particular where we’ve been exposed to a campaign for such a limited period. The following presentation uses a methodology we’ve developed to demonstrate success is such instances particularly sports betting affiliates / odds comparison sites. This example uses actual data from a major international odds comparison site Additionally included is the insight's used to observe algorithmic changes which preceded Panda 4.0 Presented on behalf of Paul Reilly, by Judith Lewis.

1. A skunkworks is a group of people whom, in order to achieve unusual results, work on a project
in a way that is outside the usual rules. A skunkworks is often a small team that assumes or is
given responsibility for developing something in a short time with minimal management
constraints. Typically, a skunkworks has a small number of members in order to reduce
communications overhead. A skunkworks is sometimes used to spearhead a product design that
thereafter will be developed according to the usual process. A skunkworks project may be secret
- Urban Dictionary.
Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP 1

2. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
• The following presentation is for the purpose of demonstrating success in SEO performance
from an actual sports betting test campaign.
• Unlike Casino, Poker and other short tail industries. Sport is similar to travel in the volume
and diversity of time sensitive, event driven queries.
• This introduces challenges in reporting success in particular where we’ve been exposed to a
campaign for such a limited period.
• The following presentation uses a methodology we’ve developed to demonstrate success is
such instances particularly sports betting affiliates / odds comparison sites.
• This example uses actual data from a major international odds comparison site
Special Report to Demonstrate the Success Of Our Test

3. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Authority&Trust
Date
Actual Time-line of Link Deployment inc Quality Metrics
Domain Authority
Trust Flow
Citation Flow
Campaign Test Period ~30 days – Note: Links take approximately 1 month to take effect

4. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Authority&Trust
Date
Actual Time-line of Link Deployment inc Quality Metrics
Domain Authority
Trust Flow
Citation Flow
5 links in 2 days as part of a
citation cascade (using an
inverse exponential decay)
Campaign Test Period ~30 days – Note: Links take approximately 1 month to take effect

5. -40
-20
0
20
40
60
80
Comparison DE and GB
ί DE ί GB
Final Link Live Weekly Vol. of KW Change Up / Down
Partial Effect
From Initial
Placements

6. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
-60
-40
-20
0
20
40
60
80
100
Comparison DE and GB
ί DE ί GB
Final Link Live
~30 days since 1st link
Weekly Vol. of KW Change Up / Down
Full
Effect

7. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
-400
-200
0
200
400
600
800
1000
1200
Comparison DE and GB
∑χ DE ∑χ GB
Final Link Live
30 days since 1st link
Total # Of Positions Gained/Lost
Partial
Effect

8. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
-600
-400
-200
0
200
400
600
800
1000
1200
Comparison DE and GB
∑χ DE ∑χ GB
Final Link Live
30 days since 1st link
Full
Effect
Total # Of Positions Gained/Lost

9. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
-600
-400
-200
0
200
400
600
800
1000
1200
Comparison DE and GB
∑χ DE ∑χ GB
DE links impact UK positional
gains due to the UK’s greater
capability to perform in SEO
Final Link Live
30 days since 1st link
Total # Of Positions Gained/Lost

10. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
• Queries and impressions are skewed by where the bias
toward brand, informational queries, teams, operators
& fixtures, offering limited (at best) continuity.
• Sports bettings lacks of continuity, compared to for
example Casino, where the golden phrases are limited
to “casino” and “online casino” requires unique
techniques to evidence success especially when running
a 30 day test.
• UK search visibility dwarfs that of German visibility
despite DE targeted links having being applied
• Cross-linking between the multi-lingual site sections has
enabled multi-lingual benefits where the site has strong
capabilities to perform.
Meaningless Data (Event Driven Fixtures, Teams etc)

11. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Partial
Effect
Full
Effect
CTR & Clicks Provide True Indication
• Removing queries and impressions reveals the true
indication of success for *******’s Search Engine
visibility
• From 10th March the link equity can be clearly observed
to have pushed DE traffic growth well above that of the
UK growth.
• Another non-seasonally biased metric: “CTR” indicates `
drastic increase in long tail phrases as the DE content
rapidly responds to link equity within anticipated
timescales.
• Increased CTR (when all other factors remain equal) is a
common symptom of increased position for both long
or short tail non- branded phrases – which convert
FTDs.

12. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Reporting Module Available Soon….
my.reach.ai
Currently invite only….

13. Why wait till Matt makes an announcement
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP

14. 14
Timeline based reports may be overlaid with algorithm fluctuations
Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
Yeah Matt…. We already know..
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP

15. We’ve been monitoring you testing the final Panda 4.0
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP

16. ….and we know who it impacted and how much it’s cost them
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP

17. Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
“This other shit, we already nailed!
… and much more” Paul Reilly
my.reach.ai
Currently invite only….

18. Media Skunk Works Ltd. IT Centre, Innovation Way, York Science Park. University of York. YO105NP
“….I’ve allocated 30 my.reach.ai invitations – thank you Judith!”
http://my.reach.ai/u/judith
“Special thank you Judith for
stepping in for me last minute….
Once again. xxx” – Paul Reilly
Media Skunk Works. IT Centre, Innovation Way, York Science Park. University of York. YO105NP