Posted 09/01/2021 in Category 1

Growing Your Online Presence | Promoting Your Sports Business

Growing Your Online Presence | Promoting Your Sports Business

If you run a practice, sport injury clinic, sports-related business or work as a sports practitioner, then being visible and found easily on the web is important. With over 40,000 google searches per second having an online presence is crucial for advertising, boosting your reputation and gaining clients. 

Many people who are looking for sports businesses (e.g., sports products, sport injury clinics), or sports-experts (e.g., sports therapists, sports physios, sport psychologists) will not know who to turn to, or who to ask, so will search on Google, or other search engines. For example, commonly searched for terms on Google, in order of magnitude, are:

  • Personal Trainer Near Me
  • Sports Massage Near Me
  • Sports Physio Near Me
  • Sports Therapist Near Me
  • Sports Injury Clinic Near Me
  • Sports Nutritionist Near Me
  • Running Coach Near Me
  • Sports Chiropractor Near Me

We established My Sports Map to help connect local practitioners, clinics and businesses with the public who require their services. And we do this for the members who advertise on our site by making sure we are returned highly in Google searches for key search terms. We have outlined why it is worth joining My Sports Map in a recent blog.  However, in addition to having a profile page on our site many of our members also maintain a webpage of their own – and this twin approach can pay dividends in increasing online presence. We have learned a lot in establishing our website and supporting the individuals and businesses who list with us from all around the UK. And in this blog we just want to outline some key things to consider in boosting your online presence, to describe some of the products we have that can help in that regard, and also what helpful free resources are available.  

This is a basic introduction, and we are definitely still learning! But we are delighted to be (at the time of writing!) ranked on the first page of google searches for lots of important keywords like 'sports physio near me', 'sports chiropractor near me' and 'sports osteopath near me' and many more. We do know as well that there is so much more to boosting your online presence than we outline here and indeed there is lots we do not know! However, being able to promote your sports business website through identifying keywords, and understanding some of the key basics is crucial to getting a great online presence. 

Understanding Your Current Online Presence

To improve your online presence it is crucial to get a good baseline understanding of how your site is getting found. Key questions to answer include: How does your site rank? How do you compare to your competitors? What are the key search terms in your industry or profession. Gathering information to understand your website’s performance and that of your competitors is a key aspect of improving your online presence.  

One way to do this is though our comprehensive organic research report. Our Organic Research report will tell you what keywords your sport business site ranks highly in, who your main competitors are - and how you compare. You will get information on your website's performance over the last 12 months including:

  • Your organic search performance by country
  • Detailed organic search performance for for both desktop and mobile devices across the UK. 
  • Find out who your main competitors are - and how you compare
  • Traffic information for you site.
  • How your site has changed over the last 12 moths with information on new keywords,

You can also get a lot of this information free through Google. Two things to do here. First set up Google Analytics which will enable you to see:

  • The traffic you are getting from search engines.
  • The pages which are getting the most organic traffic.
  • Organic traffic bounce rate.

You can also set up Google Search Console which is provided free by Google to website owners. It can provide a great deal of useful information about your performance on search engine rankings, including:

  • The keywords and pages give you the most clicks.
  • Get keyword ideas and check your rankings.
  • Submit a sitemap or ask for recrawls.

You can also get information from Google Search Console about:

  • Manual penalties.
  • Website errors (mobile-friendliness etc).

Understanding the performance of your website is an important first step in developing your SEO strategy. SEO is mentioned a great deal in relation to website development and it simply means Search Engine Optimization. This simply means improving the quantity, and quality traffic to your website from search engines (organic searches). As such SEO targets unpaid traffic rather than direct traffic (e.g., where you link to your website from a post on social media) or paid traffic (e.g., using Google Adwords). 

Understanding The Digital Sport Business World

There are many aspects to developing an SEO strategy and a crucial part of this is identifting what keywords you are specifically targeting. There is lots of good free help and advice out there. But again we can help with this through our SEO content template. We can help you identify your keywords and then building on that provide guidance on what types of words you should include in your text, and  how much text you should include, and how that should be written. 

Using our bespoke report you can choose up to three target key words and get information on what to include to be returned in searches for those keywords. We can help you arrive at the keywords you wish to include and that is all part of the service. In developing an on page SEO-Checklist it is really about making sure that search engines understand your content so you get returned in the right keyword searches for your business or specialism expertise and promote yourself to a wider audience.  

You can also choose where you would like your SEO content to be focused. For example, are you aiming to return high in national rankings or do you want to focus on understanding Google searches return in your locality (e.g., town or county).

You will get the following information in each report:

  • Key words to include in your text.
  • Recommended text length.
  • Suggested sites to acquire backlinks from.
  • Analysis of your top-10 rivals for each keywords and the text they have used to rank so highly.
  • Readability level of your text.

SEO is a complicated business and there are lots of other factors to consider. For example, whether the keywords your are aiming for are popular (search volume), and how difficult are they going to be to rank highly in (keyword difficulty). For example, while ‘sports injury physio’ is a more popular keyword than ‘physio and sports injury clinic’ , it is easier to rank higher in ‘physio and sports injury clinic’. So you may get more visitors from targeting key words that are easier to rank more highly in, even if fewer people search for them. 

The advice we give our members is that how much you write also matters. To illustrate, we have advised all our members who have set up their profiles on our site it is important to include a reasonable amount of content. We suggest a minimum of 250 words to describe your expertise but ideally more than 500 words is great, and the same holds true for webpages. Content, (in terms of frequency, quality and amount) is good!

It is also important to make sure the readability of your page is good with short sentences instead of long paragraphs (we often struggle at that!) and to make good use of sub headings and where possible include media (e.g., video, images). If possible try to link to authoritative sources too. In that sprit some great free resources related to on page SEO checklists can be found here and here

We hope you have enjoyed this brief overview of some of the things we have learned in our time establishing My Sports Map. If you have any questions or queries please do contact us. And if you want support from us then please do not forget to check out our great range of digital products for sports clinics, business and individual specialists, that we have already mentioned.

If you are would like to join My Sports Map please see our great range of membership packages and join our community!

You can also use our local sports directory to search for a specialist, clinic or sports business near you.