Local sports sites 'should look to SEO'

22/07/2008

Locally-focused sports websites would do well to make extensive use of search engine optimisation (SEO) to increase their reach, according to a new report.

A study conducted by JupiterResearch found that serious sports fans spend significantly more time online than other internet users, with local websites comprising one particular online focus for these fans.

Websites could take advantage of the finding that local TV, radio and newspapers are among sports fans' most favoured sources of news by utilising social media and video clips, as well as local blogging, spin-off websites and local promotions, the company said.

"To fully tap into this lucrative audience, local sites must make a commitment to SEO and search engine marketing," added Bobby Tulsiani, JupiterResearch analyst and lead author of the report.

Almost two in five European internet users visit sports sites, according to recent research by the European Interactive Advertising Association.