It’s no secret that marketing a local sports team can be an uphill battle. Although sports fans are abundant in any locale, many of them devote their attention exclusively to national-level franchises. However, in many cases, this isn’t a matter of fans not caring about your team – they simply don’t know it exists. Because of their seemingly-inexhaustible promotional budgets, national teams are better at getting the word out than smaller-scale franchises. National-level sports coverage dominates every entertainment medium under the sun, while local-level coverage is completely off the media’s radar. Fortunately, thanks to the advent of search engine optimization (SEO), there are numerous steps your team can take to gain the recognition it deserves.
Pepper Your Content with Keywords
Keyword integration is among the most popular methods of search engine optimization. The fact that it’s also among the most effective doesn’t hurt, either. The basic concept is simple: incorporating words and phrases into your web content in the hopes of attracting the attention of Google and other prominent search engines. However, it’s imperative that the keywords you select pertain directly to your team. If you use unrelated keywords and Google catches wind of what you’re doing, your team’s website will plummet in the search rankings. So if you’re trying to promote a Phoenix-based roller hockey team, you might consider something along the lines of “best roller hockey team in Phoenix” or “local Phoenix roller hockey team.”
Start Link Building
When deciding which sites to give preference to, Google takes a number of factors into account – one of which is the number of links to your site are floating around the Internet. With this in mind, try to work out a link building arrangement with other local sports teams and businesses. In exchange for hosting links your site on their respective sites, you’ll host links to their sites on yours. In addition to boosting your search engine rankings, this will enable your team to help small businesses and bolster its reputation within the community. A jump is visitor stats and positive word of mouth are the inevitable results of such an exercise.
Update, Update, Update
Regularly updating the content on your team’s site will also help you grab the attention of Google, which shows preference to sites with consistent updates. This essentially enables you to kill two birds with one stone: just plug effective keywords into your site’s articles and blog posts, and you’ll be pulling double duty in the SEO department. When producing content of this type, you’ll need to organically plug keywords into your headings, as well as the body of the text. Unceremoniously wedging them in will draw the ire of popular search engines and make you appear desperate in the eyes of fans.
For years, naysayers have foretold the collapse of SEO marketing. Over a decade later, however, search engine optimization is still going strong and continues to grow in popularity. Search Engine Land even describes it as “crucial part of any marketing effort.” By this point, it’s been well-proven that SEO can effectively promote any type of business – and local sports teams are no exception.