Novig

• AI-referred site traffic up 27x in six months
• AI visibility up from 0% to 21% across 1,500+ tracked prompts
• Organic traffic up 35x and direct traffic up 10x
• Went from unranked to the #1 most-cited sportsbook operator domain in AI answers

Problem

Novig, a trader-first sports prediction market with no house margin, was essentially absent from AI answers across 1,500+ unbranded prompts on day one. LLMs defaulted to incumbents on queries like “best sportsbook to use”, described Novig inaccurately as a traditional sportsbook with stale features, and wrongly flagged it as unavailable in legal states.

Solution

Petra Labs deployed a multi-platform content strategy: owned media on Novig's blog and site, a trustworthy branded presence on social platforms and industry forums, and earned coverage on high-authority press. Interventions were reverse-engineered from AI citation data, prioritising depth over volume with human-written, deeply researched content.