As global esports revenues grew 10% year on year for 2019, esports teams/brands should look at all marketing avenues to grow their fanbase. I’ll look at esports teams websites and analyse how well they’re currently doing with their esports SEO. For those with little time on their hands, here are the key takeaways from this post;

  • Teams aren’t leveraging on their website assets to grow their brand/fans.
  • Most esports teams control their SERP branded terms.
  • Sites that control rank one for non-branded related terms, will link to popular esports teams websites assets (Leaguepedia, ESPN, theScore esports)
  • Esports teams should aim to optimise their website properties to meet business goals.
  • Most esports sites are not SEO optimised, therefore not user optimised.
  • Only two sites are SEO optimized enough inline for esports, to meet user needs at the lowest acceptable level.
  • Lack of marketing/engagement strategy to attract users.
  • No tailored user experience to motivate users to return back onto the site.
  • Little utilization of roster and player pages.
  • High production content left out from homepage/frontpage and hid within non-prominent areas of the site.
  • Some sites are non-indexable. Other sites should 301 redirect to their shops as that’s the main motivation for the site.
  • Most websites are slow, decreasing conversation rates.
  • All teams would benefit well from more SEO/CRO and a revised marketing/branding strategy as many elements are missed out on the website.

Esports teams websites matter as they can help produce avid fans, create unique experiences, increase merchandise sales and absorb sponsorship placement. SEO, CRO and UX will become more important to esports teams as they realise their websites matter.

Esports SEO Websites Analysis

For this analysis, I’ll use the twenty teams within the LEC and LCS to see what they’ve done to their websites. Most brands within the LEC or LCS could be around for years so it’s something I can look on in the future. The factors I’ll use for this post are as follows.

As a general esports SEO, I feel I have a good understanding of what defines page quality and what good user experience is. 

LEC: Excel / S04 / FNATIC / G2 / MAD / MSF / ORIGEN / ROGUE / SK / VITALITY
LCS: 100 / C9 / CLG / DIG / EG / FQ / GG / IMMORTALS / LIQUID / TSM

LEC: League European Championship

1) Excel Esports

  • Website Quality: Neutral
  • Freshness: No
  • Mobile Friendliness: Good
  • Page Speed: D 67%
  • YSlow Score: B 82%
  • Google Lighthouse Performance: 65/100
  • User Experience: None
  • Verdict: The site’s purpose is to give you little information about the team. There is no real content/engagement plan for the website. A content page, expansion on the Excel’s High-Performance production and generally more content ideas. 

Excel Esports uses Squarespace, a moderately bloated website builder which isn’t too bad but still comes with some of its unused code bloat. Excel’s website is clean and simple with very clear typography but unfortunately, no content strategy has been thoroughly applied to the website. With no website experiences bar the health performance posts and business/roster additions, this site offers nothing which social media couldn’t offer which is a shame. Excel’s website is mobile friendly but that comes from having a bloated website and the speeds are influenced heavily by Squarespace’s bloat. Excel does little to give its users an experience and it feels like it’s there via formality rather than anything else.

Excel should aim to move away from Squarespace and create a website asset strategy which allows Excel to learn what is the reason for the website other than corporative information. As of right now, there is little reason for me to use Excel’s site. The site works for the purposes Excel wants it for and I can respect that.

2) FC Schalke 04

  • Website Quality: Neutral
  • Freshness: No
  • Mobile Friendliness: Good
  • Page Speed: B 86%
  • YSlow Score: B 86%
  • Google Lighthouse Performance: 75/100 
  • User Experience: None
  • Site Verdict: Looks good and feels good but doesn’t have much content/engagement with the user. The website has promise but it’ll take work. 

The design is in line with the colour palette used by S04 and it’s well optimised for mobile usage. WordPress is used and WP-Rocket is enabled, however there are some speed optimisations which could really help the site. As a team experience, S04 does an okay job but it wouldn’t last for long. There isn’t enough information being made and some of the quotes are out of date. The division of information for League of Legends worked well but it’s made very clear that S04 wishes to use the site for team information purposes only and nothing else, impairing its ability for any user experience for now. 

S04 proves with its football division that it can create a great experience to learn about its football team and heritage. S04 Esports has much to improve on including adding basic information for its roster and allowing users to navigate through social content or even its news. S04 starts well and could easily improve itself as the website code already exists. A lack of accessing esports merchandise easily will lead to empty shopping carts.

3) FNATIC

  • Website Quality: Good
  • Freshness: No
  • Mobile Friendliness: Good
  • Page Speed: B 84%
  • YSlow Score: C 71%
  • Google Lighthouse Performance: 97/100 
  • User Experience: None
  • Site Verdict: It’s very business/corporative without much substance other than it’s press releases. There’s no user/engagement strategy at all. Build a team portal within the site so users can at least find out information about the team while improving player pages. 

FNATIC’s logo rebrand came with a complete website rebrand. While I appreciate the minimalist feel of the site and it’s absolutely clean setup, it is a corporate website without an ounce of user care. The idea of this site is to get a person to buy from FNATIC Gear or it’s shop as fast as possible and to give little information for the sake of design. This will work for the short term but as soon as other esports sites start looking at esports sites as a means for creating avid fans via experiences, this site will need to be redone. 

I like the design a lot and the speed of the site is bliss. GTmetric’s ranking is strange so I used Google Lighthouse for the test and it seems reflective. The lack of information about the players, what’s going on with each team, how to interact with events or when the next time a match will be happening, makes this site literally useless but for buying something. For that, I could use a Google search and forgo the use of the site. A rethink by its marketing staff will have to be conducted.

4) G2 Esports

  • Website Quality: Good
  • Freshness: Yes
  • Mobile Friendliness: Good
  • Page Speed: C 76%
  • YSlow Score: A 91%
  • Google Lighthouse Performance: 83/100 
  • User Experience: Some
  • Site Verdict: One of the better esports sites within this analysis. It gives me a lot of information, content and has good a good design. It’s just a shame the website is currently non-indexable.  49% of traffic for G2 comes from search engines, which they have currently disabled and are losing out to, alongside potential merchandise sales. Minimal is needed for G2 to improve its user’s experience of the site.

The first real esports site within this list, I get to learn what G2 is about, their achievements, the fun content they’re making and news about the team. The merch is fairly placed in case I am interested in buying something. Apart from the speed optimisations, this site is great. When you go into the categories/sections of this WordPress site, you start to notice the decrease in user experience which is a shame but easily rectified.

Adding functionality to match information, show the most recent content on social media relating to each game, the events which are going on and more information about the player profiles and this site could be set to have lots of user content and experience. I could see myself coming back on each week to learn more about G2 but in relation to each specific team or even specific players/creators/management, not so much. A website content strategy needs further working with optimisations to its website image and cache properties. This is the best site so far. This feels like a true esport site. It’s just too bad it’s non-indexable and therefore the website can’t be found on search engines, meaning they are losing out to the 49% of people who access G2’s website via search engine traffic. Hopefully, they fix that soon.

5) MAD Lions

  • Website Quality: Bad
  • Freshness: No
  • Mobile Friendliness: Bad
  • Page Speed: F 34%
  • YSlow Score: D 66%
  • Google Lighthouse Performance: 22/100 
  • User Experience: None
  • Verdict: Madlions needs to get a redesign of this site sorted as soon as possible. The design is a huge hindrance which makes everything else feel less enjoyable. 

I am fairly sure this will be the worst site I see for a good while. While MAD Lions colours are gold and white, this is blinding. The lack of a good homepage, terrible right side video navigation, terrible masonry-style news setup and an unpopulated match section, leading to no reason for a fan to want to use this site. It’s a terrible first impression. Coupled with it being a slow site, MAD Lions won’t be given a chance. It’s a shame because they have good content and social team but this website does nothing to help build from it. Given the importance of merchandise sales to esports teams, it’s perplexing why MAD Lions do not even link their shop??

This site needs completely redesigned with a proper aim and focus. The marketing, website and managerial team need to decide the focus for the website (which should be to create a better experience for users). The site is slow, mismanaged without a true reason for its existence, allows me to understand why this site is set to not be indexable. However given there’s work being done on this site, it’s actually possible the website team don’t know that madlions.com isn’t searchable on Google. It’s probably a good idea to keep it down until its refurbished. 

6) Misfits

  • Website Quality: Bad
  • Freshness: Yes
  • Mobile Friendliness: Moderate (Homepage issue exists)
  • Page Speed: D 69%
  • YSlow Score: B 84%
  • Google Lighthouse Performance: 97/100
  • User Experience: None
  • Verdict: There’s not enough information coming onto the site. Constant fresh content from social media needs to be coming onto the site while expanding on it using the website. The design stunts Misfits any hope of good user interaction. 

I’m fairly surprised at Google’s Lighthouse speed given my own connection load times to the site. The site has no social media feeds and fails to expand further upon any content from those channels. There are minimal sections for each player which links off to twitter as a means to remove Misfits from having to develop it any further. Large parts of Misfits’ site are redirected to different social platforms, removing any signs of user engagement/experience. 

It is clear from the design and how Misfits are posting, there is little interest to use the site as effectively as they can. This website they’ve used would stunt them in any ability to create a positive user experience as the designs greatest advantage is it’s WordPress posting features. At this point, Misfits, like Mad Lions, have the luxury of a complete website overhaul. There are no signs of any interest to cater to the user here, it’s purpose appears to be just a  placeholder for the team, enabling people to know of some minor information which they push onto the site just to make sure it’s populated from time to time. The marketing strategy for Misfits.gg is non-existent.

7) Origen

  • Website Quality: Good
  • Freshness: Yes
  • Mobile Friendliness: Good
  • Page Speed: E 50%
  • YSlow Score: B 86%
  • Google Lighthouse Performance: 86/100
  • User Experience: Moderate
  • Verdict: Great design and colour palette. The news section is well done and the post template looks great. Add more social media content onto the site, specific information for future events, an about page and more information about the players. Look at page speed also. 

This site has a great design and has the makings to become a great website. I’m assuming without the use of WordPress, there’s a web development team looking to maintain the site. The speed of the site seems fast but the tests I’m using would tell me otherwise. There is some website-specific content which its hugely positive, however, it’s simply not enough. 

One of the things which I find lacking here is the number of things I can do on this site. The most interactive thing I can do is just read the news and that itself is okay, but it’s not nearly enough. It’s a good start that they show interest to users and I’m hopeful that in time Origen will portray their brand, their development structure, how each player is undertaking it and far more. The website lacks creativity, however, this is not a problem unique to Origen.

8) Rogue

  • Website Quality: Neutral
  • Freshness: Yes
  • Mobile Friendliness: Good
  • Page Speed: B 82%
  • YSlow Score: B 84%
  • Google Lighthouse Performance: 68/100
  • User Experience: None
    • Verdict: The page design needs to be looked at and there is a lack of content, from social media or otherwise, there’s not much to do on this website site beyond which social media could achieve alone. A new design and content strategy would be advantageous.

This might be a personal preference, but I do not like the design of this site. The colours are quite dark but it plays true to their branding. Again personal choice but I am not a fan of the left bar navigation. The featured videos make the site feel old as they aren’t recent. Rogue succeeds in making textual content, talking about what they’re doing, but with such bad text size and boring styles, it feels like a requirement rather than a push from marketing. The site feels fairly slow and you don’t get much of an experience when the page eventually does load. 

Without any placement of merch apart from being the homepage and left side navigation, there is little to no reason to use Rogue’s website and Rogue’s management isn’t worried about that. There is little unique content which couldn’t be found on another esports news site about the team or on their social media. I can’t even find out when their next matches would have been on as their events page spans back to 2018. This site appears to be an afterthought and their main focus seems to be the colour palette. 

9) SK-Gaming

  • Website Quality: Good
  • Freshness: Yes
  • Mobile Friendliness: Good
  • Page Speed: F 0%
  • YSlow Score: C 76%
  • Google Lighthouse Performance: 95/100
  • User Experience: Moderate
  • Verdict: The website has promise. SK have proven they can make good news sections, are interested in the stats and have a fairly good way to divide content for the site. I hope to see better team sections, roster pages, and a schedule for the site, howeveer again the general marketing strategy is in question. Working on the page speed would also be a plus.  

SK Gaming used to be a staple site for esports, however with the emergence of social media, the need to innovate on their website declined rather than accelerated. This is still a pretty good website where I am constantly updated with information about the whole team. SK only shares the video content on the site but without it being filtered by team, the news is the only dynamic information you get about the team. At the start of 2020 there was a push for high-quality news, but this seems to have been neglected recently.

SK Gaming has made a good attempt at the site but it’s a sports news site which doesn’t work for the fans of today. SK could learn from what G2 has done with its website, making it a hub for all content but extending upon it further. The stats, unfortunately, are fairly useless but this could be extended to show key factors about the game. Apart from the colours, SK Gaming’s brand is not showcased on the site however it’s history can be found. From a quick observation, the content marketing strategy and social media strategy need some work. Without a good content strategy in place, SK Gaming cannot hope to develop experiences interesting enough to attract users onto the site.

10) Team Vitality

    • Website Quality: Neutral
    • Freshness: No
    • Mobile Friendliness: Moderate (Shortcode issues)
    • Page Speed: B 86%
    • YSlow Score: B 86%
  • Google Lighthouse Performance: 95/100
  • User Experience: Moderate
  • Verdict: The website is French focused and because of it, automatic translation services by Chrome can break parts of the site. The site is well designed, looks good, can feel good but again there’s very little substance. With very little to offer to the users, it’s a one-time thing to come onto the site unless they want to go onto the store. 

Real-world usage would showcase this site loaded slower because of the lack of image scaling but it does its job after the assets are loaded. The site is well designed, has the right colours and/but it’s tailored to the french audience. If there was an English section, I would have been fine with this as I still understand the branding is French focused and it’s not for me. There are not many experiences I can get from this website other than the showcasing of historical content that pushes you onto other platforms such as YouTube and away from the site. It’s better than nothing though but there is much room for improvement.

There are simple things that Vitality could do to make the site load faster and some simple errors which they need to take care of. The production of quality content pushing users onto Vitality’s Hive and the Shop are goals Vitality should focus on. There must be an English version of the website also, as translation software will break parts of the site, making navigation harder, decreasing user experience and driving some users away. Team pages appear to be placeholders with little additional information about the players, which is what users want. Vitality shows off the content they have but because there’s little of it, the user experience is easily lost after the first visit. There’s little reason to expect anything more after a second visit, killing off-website visitor returns. 

LCS: League Championship Series

11) 100 Thieves

    • Website Quality: Good
    • Freshness: No
    • Mobile Friendliness: Good
    • Page Speed: A 97%
    • YSlow Score: A 94%
  • Google Lighthouse Performance: 99/100
  • User Experience: None
  • Verdict: As one of the best sites within this analysis, the website loads quickly, feels good and does what it was made to do. Information I’ve gathered shows users want a little more from the site and 100 Thieves would be clever to work on navigational structures which allow users to experience new content/events whilst advertising merch to them. Better roster pages, team pages and game pages could be achieved whilst keeping the homepage intact.

One of the fastest sites that I’ve used, 100 Thieves operates primarily as a lifestyle business which so happens to have an esports team. They use their social media to push consumers onto the site and this is the one exception within this analysis where the lack of content within the front page will be okay. They have made it clear what they are and they’re using gaming content/content marketing as a driver to the site. However, they hold a 49% bounce rate, which is high, suggesting the website is not meeting viewer expectations.  

The website is very quick as it utilises very little resources. The images are scaled well. The design is simple and minimalistic and clean. There is some contrast issues with text being overlaid over images becoming hard to read, but it’s overall a good website. I’m very surprised how fast this site operates and commend the development team on their work. Given the issue with the bounce rate, I’m assuming users are checking the site for certain information which could be game related towards the gaming brand. The website primarily caters to users interested in buying merch, but for gaming fans, this is a poorer experience. This could be fixed via the navigation, showcasing the merch but easily navigating to more gaming-specific content elsewhere on the site. 

12) Cloud9

  • Website Quality: Good
  • Freshness: Neutral
  • Mobile Friendliness: Good
  • Page Speed: D 63%
  • YSlow Score: C 77%
  • Google Lighthouse Performance: 91/100
  • User Experience: Moderate
  • Verdict: It’s an okay site but that’s it. It has all the sections I’d want but it doesn’t excel at any of the sections. Minimal roster pages, basic information about players, no added info about the matches and fun/social content is missing. There is no added value to the website that would keep users engaged, directing them to the shop. Further, improve page speeds and establish a clearer purpose for the site. 

Cloud9 operates as a normal esports team. They’ve got enough news, you can find out enough about them on their website, you can know when they’re going to be playing and you certainly know they’re the best team in NA. Apart from the front page though, there’s little to do on the site. I felt some promise on the schedule page where I thought i could find out more details about the games but there was no additional information outside of timings. Cloud9 does a good job promoting the shop throughout the website but there’s little reason for a person to come onto the site anyway bar wanting to go to the shop. I feel people could put C9 Shop into google and accomplish what they want that way as the website is offering no additional value to fans outside of news. 

Intial visits to the website are very slow, however return visits are faster and also poor mobile optimisation. As said there’s little to learn about the players on the website and there’s no information relating to them, or anything to do with their social media content. Cloud9’s site looks like it does something but unfortunately, it does. Given the amount of production that it’s been doing, I’d have hoped they’d come up with some really cool interactive and informative pages which relate to the 9’s production but unfortunately there’s nothing. Cloud9 can do a lot more and should be able to do a lot more but it’s doing okay for now.

13) Counter Logic Gaming (CLG)

  • Website Quality: Good
  • Freshness: Good
  • Mobile Friendliness: Good
  • Page Speed: C 73%
  • YSlow Score: A 93%
  • Google Lighthouse Performance: 66/100
  • User Experience: Moderate
  • Verdict: Surprisingly a good site but a declining brand. CLG Should build a brand page to establish team identity, build better team/roster pages and showcase their extensive history. Bring the content productions onto the front page. 

I was thinking I’d find a husk of a website but this wasn’t too bad. It’s a Squarespace site so it loads rather slowly. After the load though, the front page gave me what I needed. The mobile experience is fine and there’s a good bit of content on the site. I was actually surprised about the CLG Engine series it’s probably something CLG could work harder to push. It’s placed correctly on the site but on the front page, people need to know that the section exists. 

There are some problems on the site. As per like many of the sites I’ve tested, there isn’t much information about each of the lineups, content heated upon each of those lineups matches details or even pages to supplement the CLG productions. Like many sites, it’s there just to sell or give information, but it’s not to give you an experience worth going onto CLG’s website on its own accord, which is a shame because it could be. CLG has a wealth of history which they should express while having an effective esports series which is unique to CLG and would hold interest to it’s fans and beyond. Again I feel lost with the branding CLG wishes to portray and it’s very obvious with the way the website operates. 

14) Team Dignitas

  • Website Quality: Moderate
  • Freshness: Good
  • Mobile Friendliness: Moderate
  • Page Speed: F 34%
  • YSlow Score: E 50%
  • Google Lighthouse Performance: 54/100
  • User Experience: Moderate
  • Verdict: Dignitas have plenty of users coming onto the site for its blog. Move the site away from Esportsify, build better relationships with both marketing and teams and scale fresh game knowledge content. Clean the design a bit. 

There’s too much going on here. Too many choices at startup and nothing being focused on. Dignitas has been known to push out game-based advisory content for years but they lose out to the best resources they currently have and it’s their team. The site isn’t great on mobile and the speed indexes aren’t good news for Dignitas. There’s a lot of information which you can get within that one image itself but there’s no experience. Low-quality content is the problem and it’s populating the whole website. Coupled with bad content design and low standard quality, there are better choices for people to go to. 

If Dignitas want to make this type of quick content, they could at least do it for their team. Make guides for their team, review the games, get your players to talk about what happened within the game and create conversations with it. Dignitas are happy to make information/content which I’m fine with but the quality isn’t high enough. I hope Dignitas aim to make a better site in the future because they’re putting in the effort but it’s not focused correctly. It’s a shame. The website migration needs to happen regardless because of the website load experience.

15) Evil Geniuses

  • Website Quality: Bad
  • Freshness: Bad
  • Mobile Friendliness: Good
  • Page Speed: E 53%
  • YSlow Score: C 75%
  • Google Lighthouse Performance: 64/100
  • User Experience: None
  • Verdict: Build better roster pages, add news to the site, showcase productions/content, improve the about page and explain what EG is actually about. 

I didn’t think we’d get worse than Madlions but we did it. It happened. After 10 seconds on this site, there’s nothing else to give me. No announcements, news, supplementation of social media content or even a proper roster. There’s an about page but given the history and even the rebrand, the site tells me nothing. There was a rebrand of the logo and a video talking about this. There are even the videos talking about what it is to be Evil Geniuses but because of the effect of social media, had I not known about that video, I would not have known about it which is why websites are important.

When we talk about a site which is just there to be there, this will be the example. It does nothing for us which a different site couldn’t do better. The reason for this site is to promote its store and the sad thing is, EG’s store looks far better but that’s only because it’s using Shopify and it’s populated with good quality images. Evil Geniuses meta description says the following, Evil Geniuses the best professional esports team. A legacy of excellence, a future of dominance. View teams, calendar, and community here. It’s sad because this site doesn’t prove they’re dominating, it doesn’t show you anything about the past or future, illustrates nothing about their legacy of excellence. There is no community or calendar to speak of the team pages are woeful. A complete rethink of the website marketing strategy and it’s brand execution is heavily needed. 

16) FlyQuest

  • Website Quality: Bad
  • Freshness: Bad
  • Mobile Friendliness: Good
  • Page Speed:  A 90%
  • YSlow Score: B 84%
  • Google Lighthouse Performance: 68/100
  • User Experience: None
  • Verdict: Work on the full-page design, create TreeQuest page, improve team and roster pages, add vlog and social content. Expand on the about page also. 

One thing which is immediate to me for FlyQuest is their branding and that’s consistent with their merch. I can respect this and their initiative but that’s about it. Unfortunately, FlyQuest uses the website for very minimal use. There isn’t a lot of posting and there isn’t a landing page or a marketing page for its TreeQuest. It’s a WordPress post talking about what they aim to do and how it works and that’s about it. If you’re going to push this sort of initiative which matters so much today, you really should take the effort and make TreeQuest into something amazing. 

FlyQuest’s website, unfortunately, is stunted by its design and the commitment which is put onto it. With little posts, no content strategy and no user experience coupled with slower web experience, it’s telling that FQ has no interest and that’s telling as there’s no meta description on the site. Yoast is an easy tool anyone can use and because FlyQuest uses a WordPress site, it would be a simple fix. Building a brand is important and FQ is doing that well. For such a great idea behind TreeQuest is, they aren’t making the most of it. 

17) Golden Guardians

  • Website Quality: Bad
  • Freshness: Bad
  • Mobile Friendliness: Good
  • Page Speed:  F 38%
  • YSlow Score: C 76%
  • Google Lighthouse Performance: 95/100
  • User Experience: None
  • Verdict: Add social content, work further on-page optimisation, add better roster/team pages while showcasing schedules and news. Add productions by Golden Guardians and add social content to the site. 

This site looks boring. There are two sections to this website which have substance. The News section and Team section. Unless you’re interested with Golden Guardians before you come onto the website, you’re going to leave this site fairly quickly. That or you are already a fan and the only reason you came on was to go to the store, to which end the website was never needed in the first place. There’s no news, no use of social media, I don’t even know when the matches are and the profile page tells me very little. Sure it does better than a lot of other esports sites but that’s a very low bar. This is a very boring site which does little to entice me to stay on.

There’s little to say about this site per like the EG site. The website from a paper standpoint has a lot of okay qualities but none of them are reasons for me to ever come back on this site. I want to know more about the interesting things about this organisation, it’s players and the future the organisation offers. I have no idea what Golden Guardians stand for and it doesn’t want to tell me what it stands for. Without any information to entertain me or help me learn something, this site does nothing at all.

18) Immortals

  • Website Quality: Bad
  • Freshness: Bad
  • Mobile Friendliness: Good
  • Page Speed:  C 77%
  • YSlow Score: D 60%
  • Google Lighthouse Performance: 37/100
  • User Experience: None
  • Verdict: Build a site rather than a landing page. Player/Roster page, Team information page with production/blog page. There’s no community at all found on this website. 

Okay well, they did it. Immortals made an even smaller site than Evil Geniuses. The design is done on Wix so the site is 100% going to load slowly and on top of that, there’s little to nothing on the site so that shouldn’t even be an issue, but Wix makes it an issue. You get to move onto the store easily but that’s it. There’s nothing stopping Immortals taking down the page or pushing a redirect to the store because that’s all it’s there for. There’s nothing for the user to do but to see a video which was used for hype purposes only. It does little now to help. So it would be better to 301 to https://store.immortals.gg/ because this site is useless.

No about-us page to learn about the brand and its history, no page to learn about the players or even a ticker to show all the social media content they’ve made. There is nothing. I get that Immortals want to use a neon past theme but that’s about it. Unless I actually know about this team or take the effort to care about their organisation, Immortals depends upon everyone else to care.

19) Team Liquid

  • Website Quality: Neutral
  • Freshness: Yes
  • Mobile Friendliness: Bad
  • Page Speed: A 92%
  • YSlow Score: B 83%
  • Google Lighthouse Performance: 99/100
  • User Experience: None
  • Verdict: Clean up the design and space things out better. Improve on the assets already made and make full use of pages for the purposes of them being built eg; player profiles. 

I’m not surprised by the design choice here. Liquid are one of the older esports teams so I can let them away with this. There’s too much going on here though and a better first view experience would help.  On the other hand, I get a lot of choices but since there’s so many, I know I’m already going to click the news. There are cleaner ways to go about this. Liquids News again is a bit cluttered and the most important information isn’t in the right place. The website can’t be broken down per game so there’s a lot of information people might not be interested in. The content Liquid makes can also be hard to find where it becomes easier to go onto social media which is a shame. 

Liquid have all the correct sections like rosters and about us, however they fail to make the most of them and the quality is poor. I’m glad Liquid takes it’s news seriously but the TFT Galaxy Qualifiers could be its own section on the site. Either subdomain or extension which allows for people to find the TFT Galaxy information far easier. The Liquid site loads extremely well and I’m not surprised by that given their backend team and experience within it. However, I’m noticing there’s a clear difference between Liquids creative expertise to their content marketing but not to their website marketing. Could I learn more about Jensen and news relating to him and when he streams? Possibly, but all we get is a Twitter feed. The site is, unfortunately, an afterthought.

20) Team Solomid (TSM)

  • Website Quality: Neutral
  • Freshness: Yes
  • Mobile Friendliness: Yes
  • Page Speed: E 56%
  • YSlow Score: B 82%
  • Google Lighthouse Performance: 92/100
  • User Experience: None
  • Verdict: Build a TSM Legends page, improve team/roster page, match history and improved schedule. Include social content and vlogs somewhere on the front page. 301 either TSM.gg or Solomid.net. 

For a team that once had a website designed to help players learn how to play League of Legends and built connections that way, while using social media to allow fans to know more about them, TSM has disappointed me here. Though this is a news only site, they do nothing to give me the best experience about their news or make me excited. It’s purely business. It’s boring. Their player’s pages are boring, not interesting and lacking. The site also runs slowly at first-time visit but otherwise does okay and its mobile experience is done well. 

There are not many good reasons for making a site only for news and the TSM website illustrates this. There’s nothing to talk about and no reason to come onto the site. If I’m coming onto the site, it’ll probably be because there’s a link to the store and that’s probably about it. Maybe a quick news snippet also but that’s it. TSM have their Legends production and are actively a social team. Social media can be used to push people to the site and from there, it’s up to TSM to think of reasons to give value back to fans for being on the site. TSM has a good network of sites under Blitz but because it’s not directly associated with TSM, they have their own entities. They would need to align those products closer to TSM before they could utilize them but that’s a subject for another time. The thing is, TSM knows that a good impression matters because of their Facility sub-domain and this is very well done.

facility.tsm.gg

It’s proof that a normal article on their site would have done nothing to hype people but this? This looks so awesome and the experience resonates with me. I’m excited. This is cool. While the speed of subdomain isn’t great, from an experience point of view, this is what esports SEO is. This is a pure understanding of what people want to see, value and a user experience that people will want to share with others. 

Conclusion

Out of the sites that I tested, G2 and 100 Thieves provide mutually the best user experience and display a clear intended purpose. G2 offers enough content/experiences for its users to return on a weekly basis to come back to the site over and over again while 100 Thieves’ website is designed exactly for what the business was made to do. Both sites still have its challenges which I’ve underlined but they’re pretty solid websites.

With this analysis, every one of these esports teams falls into at least one of these issues;

  • Marketers in charge who don’t believe websites should be a focus because of new marketing methods and trends.
  • Lack of expertise when it comes to managing a website.
  • Poorly understood branding guidelines/values.
  • Little social media/content marketing traction.
  • Lack of website optimisation, fixing speed issues, errors and meta tags
  • Lack of understanding of how much users come onto their website from direct or search traffic.
  • Poorly defined goals for the team, especially with regards to websites.

Last words.

I’m an Esports SEO who can help any of these teams build out a content marketing strategy to better appeal to their user demographics. I’d be able to expand upon that strategy, creating richer user experiences, providing memorable experiences for potential fans, making them want to return to this website continuously. I’m extremely capable with on-page SEO, adhering to SEO best practises and have a very strong grasp on esports itself, dubbing myself an Esports SEO. If you wish to get in contact me, please contact me via the contact page or Twitter profile.

Author

I'm a freelance SEO for 8 years and have operated previously as a League of Legends manager back in Season 3, currently a manager of a development skills team. I like to help people do better in Esports and I hope my posts can help anyone who reads it.

Write A Comment