Why Esports should care about SEO

Legacy Post: Caps has moved from FNATIC to G2 from the time of writing this content. 

Search Engine Optimization (SEO) helps make Esports teams more visible on search engines. This’ll substantially bring more users (while being higher quality), onto their sites/webassets. The results allow stronger sponsorships/partnerships whilst increasing revenue to the organisation via merchandise.

What evidence is their to prove that SEO provides higher quality users?

Search engines provide business/website with users who have already determined their intent. Search based users know what they are looking for or are in the process of looking for it. These higher quality users can’t be found anywhere else, and they look for the best search result possible.

SEO helps businesses achieve first page results for queries relating to it’s business.

  • 91% of all search traffic is generated from the first page.

The objective with SEO is to help businesses not only get onto the first page of results, but become the best result possible.

  • 83% of search traffic is generated from the first four results.
  • Within those four results, over 60% of that organic traffic elect to use the first result.
  • 1+ billion people use Google every month.

A lot of people are searching for answers online and they’re using Search Engines, specifically Google, to find them. There’s simply no other method currently available to find such results and Google provides the best answers to those users.

Where is the evidence to prove that SEO can provide more revenue for businesses?

Using statistics gathered by Search Engine Journal, 60+ Search Engine Stats; 

  • Over 40% of all revenue is generated from organic search traffic.
  • 39% of purchasers, were initially influenced by a search engine result.

When someone searches for something with buying intent, 1/3 people are going to buy something because of a search result they’ve provided. If you can’t be found within a search result, you are clearly losing out to possibles sales. If someone wants to buy something from you as an esports organisation, make it extremely easy for them to find it. Users know what they are searching for. Provide them the ability to find you. We’ve established they’re high quality users.

Why should Esports care about SEO?

Given you can make more money because high quality users in the masses use search engines, that in itself is a great reason. The other reason is because esports organisations haven’t taken full advantage of search engines. The current search results for many gaming/esports queries are not very good. This allows for esports teams to create webpages/content which better cater for the search masses. SEO is a means to the goal so here is what to expect by applying SEO to your business.

  • Content is more compelling to consume.
    • Reddit traffic will improve.
    • Social media submitted content is shared more.
    • Higher engagement rates.
  • Website experience is improved and builds reoccurring fans.
    •  Users know how to navigate your website more effectively.
    • Webpages are fully ready to be consumed (Bwipo page: not ready for use).
    • Users will navigate to more content which relates to the initial query.
  • Reputation is improved and authority within the space grows.
    • Building good content which is enjoyed, will lead people to recommend you.
    • People start to expect your opinion within the field.
    • Google respects sites which follow the E-A-T (Expertise, Authoritative and Trustworthy) format.

How would an Esports organisation perform better in organic search results?

Esports organisations should build an SEO methodology and integrate it within the business. Integrating SEO methodology is simply catering to the user in the best way possible. In other words, be nice to the users and consider them all the time. You should be looking to do the following as like I am with this page.

  • You look for webpages which could be improved.
    • Evaluate every page on your website and see if it can be improved. This part of the page is an amendment after publishing.
  • The intent of all content is understood and is evaluated before publishing.
    • The content needs to have purpose. That purpose needs to be answered before publishing.
  • Questions which your users/fans are asking is answered.
    • Find out what exactly you’re users are thinking about and make amazing webpages/content to answer those questions. Don’t let questions wonder.
  • Evaluating user analytics within your website/webassets is a constant to better their experience.
    • Use an analytics tool to find out how users are coming onto your web assets and evaluate if they’re enjoying to time consuming content you’ve made.
  • You question the contents viability.
    • If you feel the content isn’t good enough anymore, check if you can better it. If you can’t, remove it.

It’s far better having an SEO methodology than it is a manual SEO best practises list. Rather than having the intent for the user, a best practice manual for SEO takes away from that user intent and instead focuses on what Google/Search Engines want.

Example: FNATIC’s League of Legends Mid Laner, Caps.

In this quick example, we’re going to see if their’s a direct page about Caps by inputting, mid laner fnatic lol as the search query.

Search result for mid laner fnatic lol

We find results for FNATIC’s League of Legends team, but we’re not finding a straight result for Caps. Honestly, it wouldn’t be hard to find out with a couple more clicks who Caps was, but this shouldn’t be a requirement. A person should be able to find it immediately or FNATIC risks the user being put off continuing their search. If this is the case, the following searches could also be at risk;

  1. LCS FNATIC mid laner
  2. EU LCS mid laners
  3. Mid laners Europe
  4. LCS league of legends mid laners.
  5. FNATIC mid laner lol 2018

These search queries are long-tail keywords. The idea is the user’s intent entails the need for more description. These searches don’t go back to FNATIC’s webpage nor on a Wiki page. There’s no substantial information about Caps in these results. FNATIC should look to resolve this.

There is no doubt that FNATIC could improve on Cap’s page, contribute more to the Wiki’s and contact Lolesports to better the open bio for FNATIC. These are extremely simple steps but this is just one search query which could affect others. It’s up to FNATIC to look further.

Why should esports teams care about improving these small pages?

While Caps’s information page on FNATIC does help sell merchandise, these small efforts to answer questions for the users/fans, helps FNATIC foster a relationship with the user. You give them the opportunity to learn more about your esports team and the more time they take, the better their relationship and soon enough, fanship with that team. As like marketing, it takes a longtime before a sale is ever made. That doesn’t make the role of marketing pointless. It just means it takes a lot of work. SEO helps to create that relationship to the point the user feels they want to be part of that organisation as a fan and from there, it becomes a lot easier to sell things to them.

SEO helps by making your esports team more visible on search engines. In the same time, because of the requirements of search engines, adopting an SEO methodology helps the process of creating a better business for your users. Those users reap the rewards for your extra work whilst you reap the rewards of them becoming fans. SEO isn’t simply about ranking better on Search Engines but is also the process of helping build a better user relationship with your brand.