So, you are in SEO in 2024? I feel your pain. Constant algorithmic changes, not having much info on what’s working and what’s not, and a total chaos in the industry where people are let go. This might be the worst time in history to be an SEO specialist due to unforgiving Google Updates that changed the entire game.
But like it or not, SEO is crucial when it comes to acquiring organic traffic. This means that we have to keep trying, even when nothing is working.
When it comes to SEO, the most important thing is your niche or the type of keywords that you are trying to rank for. Some have lower competition, and some are impossible to target due to big site dominance.
With horse racing growing in popularity, we see a lot of action happening in the online space, where special events are deploying SEO strategies to share brand awareness and gain more traffic. So, what are they doing? And how do they manage to create SEO strategies that actually work?
Well, there are a few categories that horse racing events focus on, and it seems to be working.
Keyword Research
I hate to start with an obvious one, but I think it is most important, and not many people understand how to do proper keyword research. Some people are pushing high-quality content; they rank well, but they don’t get any traffic. Why? Well, the keyword they are targeting probably doesn’t get a lot of searches.
On the other hand, some people are targeting top keywords, but their content is AI-generated and doesn’t have any value to the user.
So, keyword research is part of the story. Finding a good keyword with low competition and high search volume doesn’t guarantee results. You need to worry about quality, speed, value, and many other things.
When it comes to horse racing events, their keyword targeting is quite easy since there is not much competition in the industry. But sometimes, it is still difficult to rank.
Pro tip: Try to include a mix of short-tail (broad terms) and long-tail keywords (specific phrases) in your strategy. For instance, “horse racing results” might be too broad, but something like “Breeders’ Cup Results” will capture more targeted search traffic.
Content is Still King
I cannot stress more the importance of creating rich and high-quality content. We live in the era of AI, where websites have turned into chatbots pumping out generic content to the max. So, this is a good thing.
How? Well, I think it is much easier to get organic traffic if you write your own content instead of copy/pasting from ChatGPT.
When it comes to content, the situation is different. You could either aim for content that helps viewers or share some important information. That’s why horse racing events rarely write about their own events. They usually cover other stories like how to bet on horse racing, top picks, how expensive it is to become a racehorse owner, etc.
Remember, most of the updates that Google released were aimed at helpful content, which means the better your content is, the higher you’ll rank.
The Importance of Local SEO
When it comes to horse racing events, they have one important advantage: they can deploy a local SEO strategy to get attention. This significantly drops the competition, which enables them to get instant results.
Yes, there may be fewer searches, but at least the ones that come are genuine and can be turned into customers since they are local people.
This strategy doesn’t work for a horse racing blog, for example. It might, but that’s not the point. This strategy is aimed more at businesses and horse racing events.
Optimize for Mobile
Did you know that around 60% of all internet searches are done on mobile devices? That’s a hefty slice of the pie! Horse racing fans will often search for live updates, bet placements, or race schedules while they’re out and about. Make sure your website loads quickly and is mobile-friendly so users don’t bounce faster than a horse out of the starting gate.
Backlinking For Authority
Search engines love websites with high-quality backlinks. It shows them that they are dealing with a high-authority website.
That’s why many horse racing events spend a lot of money building their backlinks.
One way to do this is by getting featured on established horse racing blogs, news websites, or even partnering with local sponsors. Attend events, create event wrap-up articles, or work with influencers who can link back to your site.
For instance, some major horse racing events like Royal Ascot and Epsom Derby have solid online communities. Building relationships with those in the space can help you tap into powerful backlinking opportunities.
Use The Power of Social Media
Social media isn’t just for pretty pictures of horses (although that helps, too!). Promoting your event through platforms like Facebook, X, and Instagram can bring in serious traffic.
While social media itself isn’t a direct ranking factor for SEO, the traffic it generates is. Create shareable content, like videos, infographics, or even memes (because why not bring some humor to the track?), to engage fans and drive them back to your website.