Online gambling sites need to boost their social media presence, offer betting odds that follow the news cycle and cut down on the black-hat SEO shenanigans, according to a new report.

UK-based information technology firm SimilarWeb has followed up its recent Sports Betting UK White Paper with an analysis of global online gambling traffic. Breaking the Taboo: How to Become a Leader in the Online Gambling Industry (viewable here) was compiled in conjunction with SEO analysts Ahrefs and digital marketing agency Bizup.

Gambling websites account for 0.44% of global online traffic, which SimilarWeb dubs “an impressive number,” particularly in light of the many countries across the globe that erect digital roadblocks to prevent their citizens from accessing such sites.

In terms of geographic distribution of traffic, the UK’s mature online gambling industry claimed top spot with 9.1%, while Germany ranked third with just under 6%, followed by Poland (4.9%) and Spain (4.2%).