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What the first page of Google misses
Where sites that use a brand's name appear in Google: by position, by device and by country. We checked the first 100 results on computers and phones. 40 igaming and crypto brands, August 3 to October 6, 2026.
of findings that take traffic from a brand were below position 20: beyond the first two pages of Google. 16 brands, August 2026
were below position 50. A check of the first 50 results misses them. 16 brands, August 2026
sites appeared only in phone results. 15 of them came from a search for the brand name alone. 16 brands, August 2026
What a check finds, by depth40 brands
First 1028%
First 2051%
First 5088%
First 100100%
Where these sites stand at best
1,947 sites, best position in any search
| Best position | Sites | Share |
|---|---|---|
| 1–10 | 952 | 49% |
| 11–20 | 372 | 19% |
| 21–50 | 510 | 26% |
| 51–100 | 113 | 6% |
A finding is one site in one search. On all 40 brands through October, 49% of findings were below position 20. On 16 brands in August, it was 57%. The share depends on the brand, but every time it is about half. 51% of the sites never reached page one.
Some sites appear only on phones
- “brand kyc”
- India · phone
- 2026-08-18
- position 13
- brand-lgin.pages.xx“Brand Login™” · on a computer: not in the first 100 results
The page calls itself the login of a crypto exchange. Its address has a typo in the word “login”. 15 of the 20 phone-only sites came from the brand name alone. 3 came from searches for a backup site. On all 40 brands, 142 of 1,947 sites appeared only on phones.
Some sites don't have the brand name in their address
of sites that take a brand's traffic have no brand name in their address: 101 of 577. A filter by name in the address loses all of them.
Hacked sites
A hacked site keeps its own address. The brand name is only in the page text. Often only Google gets this text, and people see the normal site.
Which searches find what
| Search | What it found |
|---|---|
| The brand name alone | 15 of the 20 sites that appeared only on phones. These were clones of the brand. |
| A backup site of the brand | 3 of the 20 phone-only sites. |
| Bonus and promo code | Sites to check in almost every search: only 8% of these searches showed none. |
| “Reviews” and “scam” | Nothing in half of these searches (49%). But 5 sites appeared only here, and 4 of them were hacked sites of normal businesses. |
Search demand does not show where clones appear
Brand not in Google's top 101 brand
300 a month91%
278,000 a month42%
Demand and clones move apart
We compared brand searches per month in each country with the number of clones per search. For three brands, the link was weak: +0.24, +0.36 and +0.37. For the fourth, it was reversed: −0.14. On this scale, 1 means they always move together, and 0 means there is no link.
For one casino, two countries with almost no searches had 4 clones each. The two countries with the most searches had none.
The share of searches without the brand in the top 10 does not predict clones either. So we check every country of your market, not only the big ones.
How we collected the data
Sample
- 40 brands in igaming and crypto, 89 countries.
- 22,095 Google searches with a brand name: 14,177 on desktop and 7,918 on mobile. In each one, we checked the first 100 results.
- A finding is one site in one search. We opened sites from the same country and clicked their buttons.
- We count three groups of sites. They send customers to a competitor, look like a clone, or lead to a domain we did not recognize.
- The August numbers are from our review of all 16 brands we had on August 19, 2026.
- This is a snapshot as of the dates we checked. Google changes its results every day.
What is not included
- We could not get the results of 2,334 searches. They are not in the count, and we do not count them as “clean”.
- Russia is not included: our tool does not cover it.
- For some brands, we checked phones only for the brand name and backup-site searches. One brand had no phone results. So there may be more phone-only sites.
- Sites we have not opened yet are “not checked”, not “clean”.
- We do not name brands or sites.
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