sportsbook keyphrase advice

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I hope that someone will be kind enough to help me.
I have me asked to do some work on a firends sportsbook/casino site.
I am desperately trying to find keyphrases for him so that we can put
some meta tags in and generate some traffic.

2 questions.

1) all the keyphrases are VERY popular and have dreadful KEI, can
anyone please give me pointers?

2) I am British, their audience is mainly American, do Americans use
the words
Gamble, Bet or Wager more often? Odds or lines?

Hope someone can help me as I am just trying to fo a friend a favour
to help them get off the ground.



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