May 29, 2020
It’s back. Wednesday 17th June will mark the return of the Premier League and it’s safe to say we’re absolutely buzzing.
The details are yet to be finalised, but the first game after a 100-day break in the league will commence with Aston Villa vs Sheffield United and Manchester City vs Arsenal.
There are 92 matches remaining in the season, and it looks like every single one of them is going to be broadcast across a mixture of BBC, BT, Amazon and SkySports.
The remainder of the season sets up an opportunity to capture some vital lost traffic and quick thinking SEO tactics will ultimately reward those brave enough to use them. There are some key learnings from the Bundesliga return that we can use to our advantage, alongside some tried and tested rules that just make sense to help battle it out for the top spots.
It took about an hour for the news to peak in the UK.
Breakaway terms included things like:
And also every individual team with the word “Fixtures”.
The “Football Tips” market hasn’t started again yet and lessons from the Bundesliga give us some indication of when the key moments of this will come.
Look away now if you have a weak constitution…
Reports from SEOMONITOR suggest an “Un***&%$£ed” 89% decline in traffic for “Football Tips” and 466 of its closest related topical terms in April.
Search interest in August, as part of the pre-season build-up and excitement for the start of the league peaks at around 419,000 searches for generic terms. But that is on a normal year.
We have been seeing some ridiculous search trends around things people didn’t use to care about so much, so given Football is the nations favourite past-time, we could see something close to the explosion of the traffic volumes experienced by the Hot Tub market.
From 810,000 monthly searches in April last year to 8.7 million monthly searches. An increase of 978% or the equivalent of every 7th person in the UK looking for information about a “Hot Tub” at some point in April.
Hopefully, that stresses the importance of this opportunity. Get this right and it’ll set you up for the rest of the year and with football ongoing till August, it will be worth the investment now to get it right.
The top-ranking sites in this niche have different approaches but the information on the page is the same. Here is how your page should be structured.
H1 – Title
Opening Paragraph – Short with one or multiple internal links
Links to Various Types of Tips
Terms to include throughout:
If you want to take full advantage, then creating structured data opportunities within your content will also help to capture relevant traffic from the various rich snippets. Don’t forget to look for opportunities to optimise for the following:
Hint – None of the top pages has a video on them.
In April, the Blueclaw team created coverage on Yahoo, Eurosport, Reuters and just about every localised news publication in the UK. They did this through data-led, topical press releases.
Here is an example of a few bits of the coverage:
As I am writing this, there are two weeks to create stories from data that are strong enough to outreach with. There are so many places to find relevant data to use in a press release and here are my top ones:
As sports come back and make a return, don’t rely on your existing content pages to make the same level of impact. Customer queries are changing, the information they are searching for is changing so the content and expertise within the content on your site should be changed to reflect this.
It might only be a temporary inclusion, but by increasing the helpfulness and authority of your content in the short-term, will result in more traffic to your website in repeat custom in the longer term.
If you would like to discuss your restart strategy with me, then feel free to contact me on firstname.lastname@example.org.