There are plenty of ranking points up for grabs these next two weeks among the world’s tennis elite at Wimbledon, but also plenty of opportunities for sports betting sites to cash in on the most glamorous of the Grand Slams. Here’s how…

To the casual tennis fan, Wimbledon is grass court tennis, all-white clothes, patrons sipping champagne and munching strawberries from the expensive seats, in between polite applause for a well-executed shot and the odd bit of sunburn as the world’s best look to win what is still probably the most-prized trophy in the sport.

But aside from the romantic side of things, from both a sporting and glamour perspective, Wimbledon is also big business for sports betting and online sportsbooks alike and presents a fantastic opportunity to make the casual Wimbledon follower your next high-value customer.

Why Wimbledon is a once-in-a-year-chance to convert players

There are hundreds of high-profile sporting events taking place over the course of the year across dozens of different sports. So what makes Wimbledon in particular worthy of your attention, time and money when it comes to promoting it? Here are just a few reasons.

• Punters love tennis. Across most European Sportsbooks, tennis is likely to be among the Top 3 most popular sports alongside the likes of football, horse racing and golf, so you already have a big potential pool of players to target. Some great content could be the difference between them taking an interest in Wimbledon and actually opening an account and placing bets on it.
• The biggest prize in the sport. Sounds obvious, but the biggest events in a particular sport are not just the ones that the biggest stars of the sport want to win, they’re also the ones that punters most want to bet on. Think Cheltenham Festival for horse racing, the Olympics for the likes of runners, swimmers, surfers and skateboarders(!), the US Open in golf or the World Cup in football. If you’re going to convert punters who don’t normally wager on tennis to bet on it, the most prestigious and glamorous of the four Grand Slams is probably the one that’s going to do the trick.
• Hype helps, and the timings are perfect. If your target market is the UK one, then the good news is that the UK media do a great job of promoting Wimbledon for you. So the initial interest will already be there.
  If you live in the UK, you might think it’s the only tennis tournament in the world, given how hyped up it is compared to all the other ones!
  The other thing that helps your cause in terms of interest is the timings, with Wimbledon matches generally played between 11 am and 8 pm UK time, which is bang in the middle of the day for European punters who, unsurprisingly, like to watch their bets unfold.
  Yet another advantage is that of all tennis tournaments, Wimbledon is the one that’s most broadcast on terrestrial TV channels around the world, so punters have easy access to the action.

What content works and why?

It’s all well and good talking all day about ‘content’. But what content exactly are we talking about? Here are some examples of types of content that’s interesting, relevant, will rank well on Google and of course, is content that we can produce for you here at All-in Global.

• Betting Tips. Providing Wimbledon betting tips is one of the more obvious types of content, but also one of the most effective. Well-researched, good-value tips provided by writers or tipsters with a good reputation and track record are probably the easiest way to get customers to open an account with the bookie. If the reader already has an account there, they’re also a good way of getting the customer to place bets based on the tips.
• Player Profiles. Spoiler alert: a player profile of say Carlos Alcaraz, Novak Djokovic or Iga Swiatek on your site is unlikely to outrank player profiles on the sites of say the ATP, WTA or even Wimbledon. But a good player profile on your site with interesting info and details not many know about of a slightly lesser-known player may rank well. And if they’re playing against a well-known player, you can bet there will be some searches for the outsider by bettors interested in knowing a bit more about them. If your profile of that under-the-radar player is a good one, with all the relevant SEO checks, readers may well end up on your page.
• Educational content. One of the major advantages of educational content is that it’s evergreen, so it’s unlikely to go out of date. Guides to playing a particular market, an explanation of market rules such as what happens if a player retires injured, a list of tennis betting terms, or proven tennis betting strategies, are just the sort of helpful content that tennis betting novices search for.
  If you’re the site ranking best for them and the one where readers end up on, chances are you’re the affiliate site or bookie that is going to get their business.

Talking tennis: Words for Wimbledon

It’s worth repeating once again. Generic, banal content written by non-tennis experts or worse still, an AI tool, will get the results it deserves: mediocre ones. The true expert when it comes to sports betting content writing will know all the expert terms specific to Wimbledon and the better a game the writer talks, the more trust your readers will have in what you have to sell. Here are some specific Wimbledon terms to be aware of before it gets under way.

Bagel – The bread version of the word is likely to be consumed in huge quantities when the upcoming US Open comes along by hungry spectators at Flushing Meadows, but no tennis player in the world wants one while on court. It means you’ve just lost a set 6-0. The word bagel is originally Yiddish.

All-courter – In the past, Wimbledon was dominated by serve-volleyers like Bjorn Borg and Pete Sampras who fired down huge serves and followed them up with dashes to the net to finish off the point with a volley or smash, also eager to get to the net as soon as possible when returning serve.

But with slower courts these days and a shift away from the old-school serve/volley style of tennis, you’re going to need to be an all-courter these days if you have aspirations of winning Wimbledon.

‘All-courters’ like Djokovic or Alcaraz can mix and match their strategies based on the opponent they’re facing, the stage of the match, their energy levels and other factors, without displaying any obvious weakness in their game. One minute they might be charging for the net, the next they may play a delicious drop-shot out of nowhere at the end of a long point.

Banana shot – Our second food-related term in our tennis glossary was best mastered by the great and now-retired Rafael Nadal. And it’s a shot you’re more likely to see at Wimbledon than at one of the other Slams. That’s because players try to get to the net more on grass than on other surfaces, so the potential for passing shots is far greater.

A banana shot is a forehand passing shot down the line whose initial trajectory would suggest the ball is heading out. But as a result of the spin imparted on it, it curves in the air and just about lands inside the court. Vamos Rafa!

Code violation/Disqualification

The days of the bad-boy player like John McEnroe or even Nick Kyrgios and their cocktail of histrionics, foul-mouthed abuse and bad temper are mostly over.

A change in attitude regarding on-court behaviour, the emergence of social media highlighting every last misdemeanour and costly fines have mostly put an end to all that.

But no player is made of stone and in the midst of battle, broken rackets, abuse towards linespeople and umpires or other ungentlemanly behaviour isn’t going to go unnoticed. And it may well result in a code violation from the Umpire.

The first one gets you a ticking off, a second sees you lose a point and each one after that will result in you being deducted a whole game, which could be fateful.

But the Umpire has the authority to skip the whole code violation stage and disqualify a player outright, if the offence is serious enough.

This happened at Wimbledon in 1995 and to the most unlikely player of all. In a doubles match alongside Jeremy Bates in 1995, young local hero Tim Henman, normally a very mild-mannered man, swiped at a loose tennis ball and hit a ball girl on the ear, leading to Henman and Bates being instantly disqualified. Despite Henman’s apology, his explanation that it was accidental and the dismay of the crowd at the possibility that their beloved home player was heading for an early shower.

Curiously, one of his opponents that day was American Jeff Tarango. Curiously, because just a few days later in a singles match at the same edition of Wimbledon, it was Tarango who was twice issued with code violations.

Firstly, for using obscene language, and then for abusing the Umpire for giving him the first code violation! He didn’t wait around for a third because he packed his bags, fired a few last parting obscenities at the Umpire and walked off the court.

For good measure, Tarango’s wife left her seat in the stands to go and slap the Umpire in the face as she made her own feelings about the whole affair perfectly clear!

Tarango was fined and suspended for three weeks.

Build it and they will come…or more likely, grow it and they will come: The importance of SEO

The 1979 film ‘Being There’, starring the inimitable Peter Sellers in one of his best roles as a kind but simple-minded gardener, is a fine metaphor for both the process and strategy that goes into SEO. The film is over 45 years old, but it’s chillingly remarkable how some of what he says about the seeding, watering and caring of plants and flowers is so relevant to a well-planned and executed SEO content strategy in 2025.

Sellers’ character didn’t make any comments about the best way of going about treating Wimbledon’s famously beautifully manicured lawns in order to get them in prime condition for the third of the year’s Grand Slams in the film. But he was certainly right about one thing: nurturing growing things has to be done with care, expertise, knowledge and love.

Not wanting to take the metaphor too far but…so does your content, which in a way is a growing thing. And not many things grow overnight, so planning and patience are everything. As the famous Benjamin Franklin quote goes: by failing to prepare, you’re preparing to fail.

The well-prepared early SEO bird catches the worm

While co-building a website a few years ago, an SEO expert mystically, ambiguously and somewhat unhelpfully revealed to me that ‘SEO isn’t a science, it’s an art’.

Reading between the lines – SEO experts have a tendency to avoid making sure, bold statements – I think what he meant was that SEO is more similar to making a rich, delicious stew, than say baking.

The latter requires exact measures, ingredients and timings or else you’re heading for burnt biscuits and catastrophic cakes; the former calls for a surefire starting recipe to work off but one that can be adequately tinkered with subtle changes that the experienced and canny chef can use to produce the perfect steaming hot, gravy-laden, mouth-watering delicious stew.

The world of SEO remains a mysterious one and one that’s constantly evolving- not year by year but month by month – so what’s true today may not necessarily still be the case this time next month.

But if you’re a Sportsbook or affiliate website and Wimbledon is a few months away and you’re keen to maximise your business potential around it, the following SEO principles will always remain true and relevant.

As SEO experts here at All-in Global, we know this only too well. So when putting together an SEO content strategy for you, we’ll always consider the following:

• Evergreen content keeps on giving. Articles about the history of Wimbledon, past winners, the rules and format of the tournament will mostly be as relevant today as they were five years ago. Content that won’t go out of date anytime soon only needs to be written once, yet will carry on being read for years to come.
• Timing is crucial. Like a middle-distance runner starting his sprint down the stretch too soon, only to find he’s run out of gas over the last few metres, content relevant to a particular event needs to be well-timed and going too soon too early…isn’t always the way to go. If you’re writing Wimbledon betting content specifically ahead of the 2025 edition, doing so in August 2024 runs the risk of being out-of-date, irrelevant and even incorrect by the time next year’s edition comes about.
  But the reverse is also true: leaving it to the last minute and publishing content a day or so before the tournament begins doesn’t give you enough time to benefit from it because readers don’t have enough time to know about it and consume it. Not to mention: over such a short period, Google may not even recognise it and therefore may not rank your article at all. Or at least it won’t put it anywhere near the top of its rankings, which is almost as bad.
  SEO experts, of which we have a few at All-in Global, will be well aware of the ideal timings for the publishing of your Wimbledon content. With some articles, it’s the case of ‘the earlier the better’. For example, the odds on the favourites are unlikely to change much in the weeks leading up to the tournament. So articles mentioning those odds published well in advance will likely rank better than those of other sites that only publish them a day or so before it starts.But with other articles, you’re better off holding fire and only publishing them much nearer the time. Don’t worry: we’ll know which are which!
• Stay on track in terms of relevance. If we all knew how to crack the famous Google algorithm, we’d all be millionaires.
  But that’s not to say we can’t go some way to cracking it. In a nod to running once again, you need to stay on track rather than veering into a fellow runner’s lane. In non-metaphor terms: if you’re writing Sportsbook SEO content about Wimbledon 2025, then stay focused on that. Not what happened recently at the French Open, not what happened at Wimbledon last year, not what might happen at the upcoming US Open.
  Stay focused on the topic at hand, but remember that keyword-stuffing is as 2002 as Gareth Gates and Will Young’s Popstars rivalry, David Brent’s infamous dance in ‘The Office’ and David Beckham’s mohawk.
  These days, you run the risk of keyword stuffing doing more harm than good. Writing ‘naturally’ is the way to go about things, so again, that’s where true SEO experts come to the fore and put your content on the right path.
• Quality is King. Of course, there’s content and then there’s content. Seeing as we’re talking about Wimbledon, an expert clay-courter like Casper Ruud may have all the tools in the bag to go deep in the biggest tournaments on the red dirt, but not the necessary tools to go far on the slick, unpredictable and faster lawns of SW19.
  Same with content.
  An all-round sports writer who secretly prefers golf and NFL to tennis can probably do a decent job of talking up the chances of Carlos Alcaraz or Jannik Sinner, point to a few long-term trends and maybe even pick out a couple of tasty first-round ties to look forward to. And that’s fine. It will get some reads.
  But the true tennis expert, of which we have quite a few here at All-in Global, will pick out details, trivia and insight beyond the obvious.
  That’s the golden content that intrigues the novice and gets the respect of the sophisticated tennis punter. It’s also the content that readers will consume till the end, rather than just reading the first paragraph, content they might share with other tennis enthusiasts via social media and which can become a ‘star article’ that keeps on bringing readers to your site.The best-laid plans of mice and (SEO) men can go awry… if the quality of the content doesn’t back it up.
• AI Writing? Not here. Of course, if your only concern is getting ‘any’ content out there rather than quality content, then choose your favourite AI tool, throw some prompts at it and see what it spits out.
  Good news: it won’t cost you a penny. Bad news: AI-generated content tends to be overly generic, often factually incorrect, and so dry that it’s ‘even money’ as to whether the reader keeps on reading it to the end, or dozes off while reading it.
  Just as you’ll never see players wear anything other than white at Wimbledon, you’ll never find us here at AIG using AI tools to create bespoke content. We prefer trusting the talent and experience of our writers to help you achieve what you’re after rather than relying on machines.

Go all-in with All–in Global

So now you know. Wimbledon provides a fantastic opportunity to use first-class content to help you achieve your business goals: players signing up, players betting more, increased engagement, more site visits, your articles shared on social media, your site ranking well for Wimbledon-related terms or whatever else you’re trying to achieve.

We here at All-in Global will do all the hard work for you, so just get in touch at sales@all-in.global.

Best Wimbledon betting Tip

As ever, we’ll round things off with a good betting tip. Readers of our recent article about the enigmatic game of cricket and the IPL could have more than quadrupled their money by following our advice and backing the Punjab Kings to make the final of the tournament at 5.5. As it happens, they lost the final to Bangalore, but the bet was just on them making it that far, so you would have been in clover, irrespective of what happened on the day. So what were we going for this time round?

It took over five hours to separate Alcaraz and Sinner in the recent final of the French Open, which Alcaraz eventually won. And bookies are finding it hard to separate them in the betting for Wimbledon with both around the 6/4 (2.5) mark.

Good luck picking the winner from those two and it would be no surprise if another encounter between them in the final required five sets again.

But rather than getting involved with those two, you can back British player Jack Draper to make the semi-final, which should be around a 3/1 chance once the market is made available.

He’s one of the most improved players this season, has already won one big tournament this year and will benefit from raucous home support, which can go a long way in this game.

He’ll be seeded, so with a bit of luck will avoid Alcaraz and Sinner until at least the semi-final stage, which is all we need.