Fortune Design logoFORTUNE DESIGNSEO PROPOSAL · eBET

Fortune Design × eBet

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A focused six-month SEO programme
Prepared foreBet — Born to win!

Fix the technical barriers.
Build stronger sports pages.

Fortune Design will fix technical SEO issues, strengthen eBet’s sports and competition pages, improve account and payment guidance, pursue relevant editorial coverage and report results over six months.

Prepared by
Fortune Design
Prepared for
Willie Delport
Monthly investment
R26,500
Explore the proposal

Fortune Design × eBet. SEO programme, six months.

LIVEeBet.co.za · website snapshot

The live experience.
Desktop and mobile.

eBet’s public homepage, shown as visual context for the proposed SEO programme.

Desktop screenshot of the eBet homepage with its navigation, promotion banner and sports and games content.
Desktop view1920 × 1080
Mobile-sized screenshot of the eBet homepage showing its compact navigation, promotion banner and stacked content.
Mobile view390 × 844

Homepage screenshots captured 2 November 2026. They show the public-site experience on the capture date.

02Independent SEO audit

Audit findings.
Actions in priority order.

We checked 17 public URLs on 2 November 2026. Each finding below is tied to a page response, HTML observation or metadata check.

Independent public-site review

Repair /sports.
Fix the sitemap responses.

The 17-page review found an HTTP 500 at /sports, HTML instead of XML at both sitemap URLs, generic metadata and heading-template issues. These fixes lead the programme.

Public pages sampled
17
Priority route
500/sports
Review basis
Live checks17 public URLs

Audit coverage: 17 public URLs, server HTML, response codes, host redirects, robots.txt, sitemap endpoints and desktop visual context.

ImmediateRestore the main sports destination/sports returned HTTP 500 during live checks.

Why it matters

The global navigation links to this high-value commercial page. Its server error blocks successful page retrieval for visitors and search crawlers.

Action

Have the platform developer resolve the server-rendering error. Release criteria: HTTP 200 on direct visits and refreshes, useful logged-out content, and a successful Search Console live inspection.

The server returned: “Cannot read properties of undefined (reading ‘getElementById’)”.

HighPublish a functioning XML sitemap/sitemap.xml and /sitemap_index.xml returned HTTP 200 with website HTML, not XML.

Why it matters

Neither public endpoint provides a usable URL inventory, and robots.txt contains no Sitemap declaration.

Action

Publish valid XML containing canonical, indexable, public HTTP 200 pages. Exclude account pages, unnecessary filters and unsuitable expired content. Add the sitemap to robots.txt and submit it in Search Console.

The returned document titles were “SITEMAP.XML” and “SITEMAP INDEX.XML”, consistent with the application serving page HTML at those paths.

HighReplace route-generated search metadataThe homepage title was “HOME PAGE”; its description was “HOME PAGE - EbetCoza”.

Why it matters

Generic labels do not clearly explain the service, South African relevance or reason to choose the result. Sample descriptions were only 14–36 characters long.

Action

Write distinct titles and descriptions for the homepage, sports, live sports, approved categories, help and promotions. Align each page with one search intent, using accurate, approved claims.

Descriptions give searchers a concise summary; accurate titles and page copy reinforce the same intent.

HighDeclare preferred canonical URLsNo rel="canonical" tag was present in the server HTML of the 17 reviewed URLs.

Why it matters

A consistent preferred URL consolidates tracking, filter and alternate URL variants.

Action

Add absolute self-referencing canonicals to stable indexable pages. Set clear handling for filter, sorting and campaign variants; canonicalise equivalent content only.

Apply canonical rules consistently across the shared page templates.

HighClarify the page heading hierarchyThe homepage contained nine H1 elements, including an empty H1 and carousel labels, with no H2s or H3s.

Why it matters

The main topic is not clearly distinguished from modules such as “Hot”, “Providers” and “Recent Big Wins”. Several supporting pages also had an empty H1 above their visible H2.

Action

Use a descriptive page-level H1, H2s for main sections and H3s for subsections. Remove empty headings. Check the rendered live-sports page, whose raw response exposed no meaningful main text.

Slots and crash each exposed an empty H1 alongside the category heading.

HighDevelop useful search landing pagesThe sampled slots and crash pages were mainly filters, provider choices, thumbnails and game names.

Why it matters

Catalogues help existing users browse, but provide limited explanation for a first-time visitor arriving from search.

Action

Build the sports → sport → competition hierarchy first. Add distinct, useful introductions, relevant rules, help and internal links. Expand approved categories only where they answer real user needs.

Avoid keyword-filled footer blocks, near-identical competition pages and mass-generated location pages. Do not substitute content volume for usefulness.

Approval gateApply eBet’s product and content approvalsThe public navigation includes slots, crash and table categories alongside sports. Operator, licence and responsible-gambling details are present in the footer.

Why it matters

Product eligibility and compliant wording determine which game-related terms, pages and promotions enter the SEO programme.

Action

Use eBet’s approved product, licence, terminology, promotion and disclosure guidance as the release standard for game-related search content.

eBet’s compliance team owns product and licence approval; Fortune Design applies the approved scope to search content.

NextKeep promotion pages clear and currentDedicated offer URLs exist, but their metadata is generic and listing dates span November 2025 to February 2026.

Why it matters

Offer dates need clear labels so users can distinguish a publication date from a start or expiry date.

Action

Label each date as published, starts or expires. Keep eligibility, applicable products, status, full terms and page metadata aligned; retire expired offers cleanly.

The sampled double-deposit and free-bet detail pages had an empty H1, with the offer name and terms as H2s.

BuildAdd structured data to shared templatesNo JSON-LD blocks appeared in server HTML for the reviewed pages.

Why it matters

The business and its editorial pages lack structured descriptions in the initial page response.

Action

Validate rendered markup in Rich Results Test and add accurate Organization, WebSite, BreadcrumbList and Article data where it matches visible content.

Keep all structured data aligned with visible page information and approved business details.

NextComplete image, language and sharing detailsEight of roughly 160 homepage image elements lacked alt attributes. The root HTML had no lang attribute; checked social tags were limited to og:title and og:description.

Why it matters

These are accessibility, semantic and sharing improvements, below the route, sitemap and metadata priorities.

Action

Use descriptive alt text for meaningful linked images and empty alt for decoration; declare the document language. Add accurate social URL/type, hosted preview imagery and card metadata.

Many game and provider images already had useful names. Avoid repeating unnecessary icon text inside labelled controls.

Page-by-page evidence 17 sampled URLs
Server-response observations · 2 November 2026
Page pathHTTPTitleMeta description
/200HOME PAGEHOME PAGE - EbetCoza
/sports500Server errorUnavailable during direct checks
/live-sports200Live SportsLive Sports - EbetCoza
/games/slots200SLOTSSLOTS - EbetCoza
/games/crash200CRASHCRASH - EbetCoza
/games/live-table200LIVE TABLELIVE TABLE - EbetCoza
/games/instant200INSTANTINSTANT - EbetCoza
/games/arcade200ARCADEARCADE - EbetCoza
/promotions200PROMOTIONSPROMOTIONS - EbetCoza
/promotions/double-deposit200PROMOTIONS DOUBLE DEPOSITPROMOTIONS DOUBLE DEPOSIT - EbetCoza
/promotions/free-bet200PROMOTIONS FREE BETPROMOTIONS FREE BET - EbetCoza
/faq200FAQFAQ - EbetCoza
/responsible-gaming200RESPONSIBLE GAMINGRESPONSIBLE GAMING - EbetCoza
/terms-conditions200TERMS CONDITIONSTERMS CONDITIONS - EbetCoza
/privacy-policy200PRIVACY POLICYPRIVACY POLICY - EbetCoza
/betting-rules-and-tips200BETTING RULES AND TIPSBETTING RULES AND TIPS - EbetCoza
/contact-us200CONTACT USCONTACT US - EbetCoza

Foundations already in place

  • HTTPS works; HTTP and www variants redirect to https://ebet.co.za/.
  • Most sampled public pages return HTTP 200 and substantial HTML content.
  • Main categories are linked in navigation; offers have dedicated detail URLs.
  • Brotli compression was present on the homepage and slots response.
  • Footer operator/licensing details, 18+ messaging and responsible-gambling resources are visible.
  • Terms, privacy, FAQ and contact pages are publicly linked.

Robots.txt allows general crawling and signals search=yes. Google Search remains crawl-enabled.

Measurement & performance priorities

Uncompressed HTML measured approximately 1.10 MB for the homepage, 0.94 MB for slots and 0.41 MB for crash. Brotli compression is active. Month one measures mobile LCP, INP, CLS, JavaScript execution, images and third-party scripts using field data and repeatable lab tests.

Earlier automated audit & supplied measurements

The supplied technical crawl covered 10 URLs and recorded 51 issue types across 388 page-level occurrences. Repeated issues are grouped into the actions in the independent review above.

Supplied audit snapshot

Supplied audit scores and measurements

Report generated 2 November 2026 · 11:01 UTC

Supplied snapshot
Overall grade
D
17 action items
On-Page SEO
A-
Links
A-
Usability
F
Performance
A
Social
A+

These grades belong to the supplied automated crawl. Search Console and GA4 track organic performance during the programme.

Supplied field metrics · updated in month one

Field: LCP10.3 secEarlier supplied field report
Field: INP485 msEarlier supplied field report
Field: CLS0.30Earlier supplied field report
Page download15.13 MB12.67 MB images · supplied report

The supplied report labels these as field metrics. Month one will record a current, comparable mobile-performance baseline alongside Search Console and GA4.

03Strategy

Five workstreams.
Built around the audit.

Fix technical barriers, improve priority pages, publish approved content, pursue relevant coverage and report organic outcomes each month.

01

Technical SEO

SEO programme workstream

Restore the /sports response, publish a valid sitemap, set canonical URLs and improve rendered headings, metadata and mobile performance. Work with eBet’s developers to control duplicate filters, tracking URLs and thin market combinations.

02

On-page SEO

SEO programme workstream

Map each important search intent to one useful landing page. Improve titles, descriptions, headings, internal links and commercial-page information to reduce overlap between competing pages.

03

Content development

SEO programme workstream

Build sportsbook, sport and competition hubs, original guides and account/payment help. eBet compliance approves every game and promotion page before publication. Avoid mass-generated city pages and thin templates.

04

Authority building

SEO programme workstream

Audit the backlink profile, then pursue relevant editorial coverage and partnerships. Assess placements by topical fit, editorial standards and audience. Get written approval and disclose paid placements. Reject bulk packages and private link networks.

05

Conversion measurement

SEO programme workstream

Report non-brand search and the organic journey from visit to registration, verification and first deposit using eBet-approved attribution.

Product and content approval

eBet’s compliance team approves eligible products, licence references, 18+ notices and responsible-gambling wording before related content is published.

Useful local pages

Publish a location page only when it offers distinct local value. Keep duplicate filters and market combinations from creating thin, competing pages.

Benchmark the page structure.

Betway’s public soccer and editorial pages provide page-level references for eBet’s content and internal-link planning.

Betway soccer betting Betway blog

Search mapFocus keywords

The search terms we’ll build around.

Each primary phrase maps to a distinct destination. Month-one research will prioritise targets by demand, competition and eBet’s approved markets.

01

Homepage

eBet homepage

Primary focusonline betting South Africa
eBet South AfricaSouth African betting siteonline bettingbetting site South Africaonline sportsbook South AfricaSouth African online bookmaker

Homepage title for implementation: “eBet | Sports Betting in South Africa”.

02

Sports hub

Sports section · /sports

Primary focussports betting South Africa
online sports betting South Africasports betting odds South Africasports betting marketssports bookmaker South Africasports fixtures and oddsbet on sports online

Use /sports for sports-market searches.

03

Soccer & competitions

Soccer, PSL and Premier League destinations

Soccersoccer betting South Africa
football betting South Africasoccer odds South Africasoccer match bettingfootball odds South Africabet on soccer onlineSouth African soccer fixtures
PSLPSL betting South Africa
PSL oddsPremier Soccer League bettingPSL match bettingPSL fixturesPSL football oddsbet on PSL games
Premier LeaguePremier League betting South Africa
EPL betting South AfricaPremier League oddsEnglish Premier League bettingEPL odds South AfricaPremier League match bettingbet on Premier League games

Give each offered competition its own page and search intent.

04

Rugby & cricket

Separate sport and competition pages

Rugbyrugby betting South Africa
rugby odds South AfricaSpringboks bettingSpringboks oddsrugby match bettingbet on rugby onlineSouth African rugby fixtures
Cricketcricket betting South Africa
cricket odds South AfricaT20 betting South AfricaSA20 bettingSA20 oddscricket match bettingbet on cricket online

Use separate pages for each sport and eBet-approved competition.

05

Live sports

Live Sports section

Primary focuslive betting South Africa
in-play betting South Africalive sports bettinglive betting oddsin-play sports bettinglive soccer betting South Africalive cricket betting South Africa

List active in-play markets and explain their rules.

06

Approved game categories

Approval required

Slots, Crash, Table and Instant pages

Slotsonline slots South Africa
slot games South Africaonline slot games South Africaslot games onlineeBet slotsslots onlineslot game rules
Crashcrash games South Africa
online crash games South Africacrash betting gameseBet crash gamescrash games onlinecrash game ruleshow to play crash games
Tableonline table games South Africa
online roulette South Africaonline blackjack South Africaonline baccarat South Africaroulette games onlineblackjack games onlinebaccarat games online
Instantinstant games South Africa
instant betting gamesonline instant gameseBet instant gamesinstant games online South Africainstant game ruleshow to play instant games

eBet compliance approves each product category before optimisation.

07

Eligible game guides

Approval required

One useful guide per eligible title

AviatorAviator game South Africa
eBet AviatorAviator game ruleshow to play AviatorAviator game featuresAviator game guideAviator online game
SpacemanSpaceman game South Africa
eBet SpacemanSpaceman game ruleshow to play SpacemanSpaceman game featuresSpaceman game guideSpaceman online game
PlinkoPlinko game South Africa
eBet PlinkoPlinko game ruleshow to play PlinkoPlinko game featuresPlinko game guidePlinko online game

Publish an original guide for each approved title, covering rules, features and how to play.

08

Promotions & offer terms

eBet promotions page

Primary focuseBet promotions
eBet offerseBet bonus termseBet promotions South Africacurrent eBet promotionssports betting promotions South Africasports betting offer terms

Keep offer eligibility, expiry dates and terms current on every page.

04Six-month delivery plan

Six months of work.
Defined by phase.

The sequence starts with crawlability and measurement, then moves through core pages, sports hubs, approved content, refinement and the six-month review.

M1

Technical fixes and search map

Restore /sports to HTTP 200, publish valid XML sitemaps, set canonical rules, connect Search Console and GA4, define conversion tracking and assign one primary intent to each priority page.

M2

Strengthen core pages

Improve the homepage and sports hubs, rewrite priority metadata, correct heading templates and build a strong internal-link structure.

M3

Expand sports & service hubs

Publish competition, rugby and cricket hubs plus payment and verification help; use Search Console data to guide relevant editorial outreach.

M4

Publish guides and pursue coverage

Publish original guides linked to their hubs and pursue relevant editorial coverage and partnership links.

M5

Improve pages and registration flow

Use search data to improve priority pages, review the registration and verification journey, and continue approved content and outreach.

M6

Review results and plan next quarter

Compare results with the month-one baseline, refresh priority pages and expired information, and agree next-quarter priorities.

eBet access, approvals and developer release dates set the implementation sequence.

05Access & information

A client-side
kickoff checklist.

eBet provides named-user access, product approvals and a technical contact for implementation.

01

Google Search Console

Full access to the relevant ebet.co.za property for performance, indexation, sitemap, links and manual-action review.

02

GA4

Analyst access for reporting; Editor access for approved event changes. Confirm the eBet property and registration/payment domains.

03

Google Tag Manager

Read access for tag review; Edit access for approved changes. Name the eBet publishing approver.

04

Website / staging

Individual CMS access for agreed content and SEO changes, plus staging access for release testing.

05

Technical contact

A named developer or platform contact for code, releases, redirects, rendering and performance. Infrastructure changes are performed by an eBet administrator.

06

Conversion information

Registration journey, relevant domains, event definitions, approved aggregate reports and the test process.

07

Previous SEO work

Available audits, keyword reports, backlink exports, any disavow files and migration history.

Use individual invitations, never shared passwords. Keep ownership with eBet and grant only the permissions required for the agreed work.

06Reporting & responsibilities

Monthly delivery
and results.

Each month, Fortune Design reports delivered work, organic results and the next month’s priorities in one review meeting.

  • 01Completed work and URLs
  • 02Organic clicks, impressions and CTR
  • 03Branded vs non-brand performance
  • 0430 tracked queries, including top-10 and top-six counts
  • 05Indexing and performance of approved, evidence-backed landing pages
  • 06Organic visit → registration → verification → first deposit, using approved attribution
  • 07Technical and mobile performance progress
  • 08Outreach, placements and backlink spending
  • 09Priorities for the following month

Fortune Design

Strategy, content, accessible on-page implementation, outreach and reporting.

eBet

Accurate product facts, timely approvals and developer support. Infrastructure changes are performed by an eBet administrator.

Major platform development, rebuilds, paid ads, translations and other third-party costs need separate agreement.

07Investment

A clear monthly
investment.

Monthly fees separate SEO management from the authority and backlink budget. The six-month total covers both components across the programme.

Total monthly investmentSix-month programme
R26,500 / month
SEO managementR17,500 / month
Authority and backlink budgetR9,000 / month
Total monthly investmentR26,500 / month
Six-month total
R105,000 management + R54,000 authority/backlink budgetR159,000

The formal quotation sets out VAT treatment, billing dates, service term and cancellation arrangements.

08Next steps

Agree the scope.
Start the programme.

  1. 01Confirm scope
  2. 02Finalise formal agreement and billing
  3. 03Provide named-user access
  4. 04Kickoff
  5. 05Begin implementation

Ready to begin?

Discuss the Proposal

Audit basis & measurement

Audit basis: direct HTTP, HTML and redirect checks across 17 public eBet URLs on 2 November 2026. Competitor references: Betway soccer betting · Betway blog.