Pi Reports Yearly Leaderboard Report Sportsbook US | Page 13

Appendix 1
What data features in this report?
Methodology
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Data analysed:
Sector: Sportsbook
Search engine: Google US
Categories:
• American • Horse racing
football
• Ice hockey
• Baseball
• Motor sports
• Basketball • Other sports
• Cycling
• Soccer
• General
• Tennis
• Golf
Search terms: 4,555 of
the most commercially
valuable terms
Search volume: 31.3m (Dec
2017 - Nov 2018)
pi-datametrics.com
Share of voice and Organic
Value explained:
We’ve applied Pi Datametrics proprietary
Organic Value Score to showcase
Organic Value over time and share of
voice across 50,000+ websites.
Share of voice
• Every returning site in Google US...
• For every search term...
(i.e. Horse race tips)
• Within every search theme…
(i.e. General)
Organic Value score
• Pi’s Organic Value Score is a
proprietary equation developed by
our data scientists to help you assign
value to visibility.
• OVS averages out key conversion
metrics, enabling you to focus on the
content that will deliver equal shares
of visibility, popularity and value.
• From this bucket of commercially
competitive terms, you can cherry-
pick your most relevant search
themes to inform a data-driven
content strategy.
• Across every category
(i.e. Horse racing)
Leaderboard Report | US | Sportsbook
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