Paddy Power and oddschecker visibility drops as World Cup searches surge

Search visibility across football betting queries has shifted significantly following a rise in World Cup-related searches, according to analysis from digital marketing agency Stickyeyes reported by EGR.

Paddy Power and oddschecker have each lost 34% of their visibility compared with the first half of 2026, the analysis found, marking a notable drop for two of the sector's most established betting and comparison brands.

At the same time, specialist football site Squawka has moved into the top 10 for relevant search terms, a rise Stickyeyes attributes to consistently strong rankings for club-specific betting queries.

The findings point to a broader change in how search traffic is distributed across the football betting market as interest in the World Cup builds, with generalist betting and comparison brands facing competition from more narrowly focused football content sites.

EGR's report frames the shift as evidence of a condensing market, where visibility is concentrating around sites that rank well for specific, high-intent queries tied to clubs and competitions rather than broader betting terms.

The data illustrates how search engine optimisation strategy can move quickly during periods of heightened interest such as a major international tournament, with operators and affiliates needing to adjust content and keyword targeting to maintain positions built up earlier in the year.

Further detail on the full ranking changes and methodology behind the Stickyeyes analysis sits behind EGR Intel's subscriber access.