After doing the SEO websites analysis for Esports Teams, May 2020, it became obvious that at least one of the following could be applied to all of the teams in relation to their website property;

  • It only exists to serve as a shop portal.
  • They believe that esports fans no longer visit team websites anymore.
  • The website serves as a placeholder for pieces of information.
  • Other websites provide more information on the team, and the organisation doesn’t feel the need to repeat them. 

These problems ultimately stem from a misunderstanding of how valuable websites are and in this case, how many fans/users are actually coming onto their websites. This seems to be a general opinion, as after talking to some of the LEC/LCS marketing managers, their websites were created more as a formality, rather than as a marketing asset. 

In this article, I’ll look at 31 professional esports team websites to determine the validity of their websites and if they are being visited or not. 

The amount of traffic coming onto esports team websites

I’m going to be using SEMrush to get this data. Insights will be found below. These numbers are good estimations, however, if you are an esports team and allow me access to your Google Analytics, I’ll be more than happy to amend the numbers and throw in some advice. 

TeamTotal VisitorsSearch ReferralSocial Referral
Excel3,0001,000 (47%)200 (18%)
FNATIC423,000165,000 (39%)30,000 (7.15%)
G2301,000142,000 (47%)54,000 (18%)
MAD Lions1,70071 (4.15%)1,600 (95%)
Misfits28,00020,000 (70%)1,200 (4%)
Origen5,4002,300 (42%)1,800 (32%)
Rogue11,0006,900 (62%)3,300 (30%)
SK-Gaming67,00060,000 (89%)2,800 (4.21%)
Vitality83,00063,000 (77%)610 (0.74%)
100 Thieves226,000151,000 (66%)32,000 (14%)
Cloud9310,000139,000 (44%)46,700 (15%)
CLG16,90015,700 (92%)452 (2.6%)
Dignitas*400,000348,000 (88%)4,000 (1%)
Evil Genius42,00019,600 (47%)5,100 (12%)
FlyQuest7,3006,300 (86%)500 (7%)
Golden Guardians90007,500 (84%)0 (0%)
Immortals2,0001,300 (67%)0 (0%)
Liquid*419,000214,000 (51%)43,000 (10.4%)
Team Solomid*300,000180,000 (60%)74,000 (25%)
Astralis62,00037,400 (60%)9,200 (14.7%)
MIBR1,300570 (44%)100 (8%)
Natus Vincere884,000343,000 (40%)22,000 (2.57%)
mousesports9,2003,500 (38%)2,700 (29%)
Faze557,000216,000 (38%)23,000 (4.22%)
NIP90,00031,000 (34%)23,000 (25%)
Gen.G18,40013,700 (74%)190 (1%)
OG108,00038,000 (35%)34,000 (31%)
Complexity96,00061,000 (62%)600 (0.6%) 
Godsent7,7004,400 (58%)0 (0%)
BIG17,40010,000 (57%)1,000K (5.6%)
VP64.7K47,000 (73%)230 (0.36%)

[percentages show the amount of traffic coming in from those sources]

*Esports team that have two domains pointing to the same website content. Numbers represent the larger of the two websites.

Facts revealed by the esports websites traffic analysis:

  • Every team, except MAD Lions, had more search traffic visitors than social visitors coming onto the website. MAD Lion’s site is currently non-indexable therefore it’s expected.
  • 22 Teams had more than 10,000 users come onto their website this month
  • 16 teams have more than 50,000 users come onto their website this month
  • 10 teams have more than 100,000 users come onto their website this month
  • 5 teams have more than 400,000 users come onto their website this month.
  • Search traffic outpaced social traffic 5.6:1, with 2,348,241 users coming onto esports teams websites via search while 417,282 came in via social. 

There should be no doubt any more that esports team websites generate quality traffic. Coming into this post, I was expecting only two websites to be getting more than 100,000 visitors per month and even then, only when these teams were being mentioned topically. What the evidence shows is that large volumes of users are actively seeking out information about these esports teams through search engines, which is great. Other users are directed onto esports team websites because of their efforts in game-related content. This is especially true with Dignitas. As mentioned in my Dignitas portion of the esports teams website analysis, the site does need an overhaul but users are still visiting, even with only very limited user experience. That is a testament to how high quality these users are. 

If esports team management/owners need evidence to prove users are coming onto their site for good reason, this post provides evidence that;

  • Large volumes of users are coming onto most esports team websites.
  • They’re mostly using branded terms to find the teams they want.
  • They’re generally wanting to find information about the team which can’t be found on socials and to buy merchandise.

Teams need Esports SEO

We have established evidence that esports teams website are generating organic traffic. The next step is maximising that potential traffic. Given that esports teams are already doing a decent job with their social media (more on that in the future), the most logical and beneficial marketing objective, with a low cost and high reward, would be for teams to work on esports SEO.

Here are some case studies of SEO being heavily effective:

Fans, players and consumers are using search engines to find and visit esports team websites, but teams have done nothing to optimise themselves for search engines.
Social media marketing often takes precedence over other marketing forms in esports, and this is evident with esports SEO, where there is a large scope for improvement for minimal cost. For teams looking to increase merchandise sales and grow their followers, esports SEO is the smart choice.  

Conclusion

For sites that don’t perform well, you need only google their website and enter to learn why nobody wants to come onto their team website. They can be made assured via comparative numbers within this post, that people would come onto their site if they actually provided an experience and answered questions.  

Teams can provide so much more to fans with better websites, giving them the information they are looking for. When they don’t provide this information, they are giving control of user/fan experiences to other companies websites, they lose the chance to continue marketing to this visitor, transforming them into a fan and creating conversions that financially benefit the team.

Last words

I’d like to thank Marta who helped me understand esports teams digital marketing priorities more effectively. Marta is a social marketing manager for the Win.gg network.

Thanks to Chris Walker for proofing the work. He helps makes sense of the thoughts and research I do. 

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.

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