As any digital marketing aficionado will tell you, search engine optimization is the way of future. For nearly a decade, naysayers falsely predicted SEO’s downfall. However, in recent years, many of those detractors have come to acknowledge that search engine optimization is here to stay. Sports franchises looking for effective ways to use SEO to their advantage are urged to try their hand at keyword integration. As the name suggests, this practice involves plugging keywords and phrases into your blog posts and feature articles that will boost your site’s ranking on Google and its contemporaries. Although keyword integration can prove useful in stepping up your team’s search engine ranking, it’s important not to overdo it. The consequences of keyword stuffing can be far-reaching and prove detrimental to the success of your team’s website.
You’ll Lose Credibility with Fans
At the end of the day, getting fans to visit your team’s website isn’t enough; you’ll also need to keep them engaged once they get there. If someone doesn’t have a favorable impression of the site, chances are they’re not going to become a repeat visitor. Needless to say, clunky, keyword-stuffed content is not going to endear your team’s website to first-time visitors. Blog posts and articles that feature copious amounts of keywords are of little use to your fans – and said fans will quickly realize this. Grabbing Google’s attention should be among your content creation goals, but doing so should never come at the expense of disappointing the very audience your team is trying to reach. As SEMrush’s Oleg Shchegolev points out, overall quality should be your foremost concern when crafting content; keyword integration should be secondary.
Your Team’s Site Will Receive Negative Feedback
Sports fans generally aren’t the type of people to keep disappointment with their favorite teams bottled up. If the content on your team’s site serves no purpose but to boost your search engine ranking, you can be sure that the fans will voice their discontent – both online and in-person. Thanks to social media, it’s become easier than ever for sports fans to make their opinions known. If your team’s supporters are dissatisfied with the quality – or lack thereof – of your web content, they won’t hesitate to share their disappointment across Facebook, Twitter and other social media staples.
Your Search Engine Ranking Will Fall
Google is many things – and “stupid” is not one of them. The world’s most popular search engine has tools in place to sniff out sites that engage in wanton keyword stuffing, and if your site is found to be engaged in such activity, its Google ranking will take a nosedive. Once this happens, salvaging your site’s reputation and search ranking in the eyes of Google can be an uphill battle. Even if you manage to improve its ranking, you can bet that your site will remain under heavy scrutiny.
There’s little wonder as to why keyword integration is arguably the most popular method of search engine optimization. It’s a simple strategy to put into practice, and frankly, it gets results. However, the web’s most popular search engines aren’t quite as malleable as certain content creators think. In order to see your keyword integration efforts flourish, you’ll need to exercise restraint, finesse and an aptitude for engaging wordplay.