SEO is an industry standard in a variety of marketing strategies across a multitude of industries. But has anyone found themselves outside the gaming and esports sectors? It is an important factor in new marketing verticals like influencer marketing, despite its enormous potential for impact.
The Gamactica Podcast’s latest edition featured me talking with Michael Ashford (CEO of The Game Awards) about the lack of Esports SEO.
This article will highlight some key insights and highlights that have an impact on the fate of many Esports organisations.
What Esports can learn about other industries and sports
He said that Esports is a pioneering sport, and there are many things it can learn from other industries.
The big controversy is the comparison of Esports and sports gear. It’s a great idea because sports are very good at negotiating distribution and media rights. Sponsorships are crucial to the future and they do well. These two things are interrelated and ensure that everyone is stable. Everyone wins because of them. Esports has been around for a mere ten years. Before then, OpTic gaming was all that was popular. People would simply type “optic” into a search engine to find their website, socials, and everything would be great. Now, there are almost 10,000 companies calling themselves Esports. It’s a completely different problem.
OpTic doesn’t care because OpTic remains a top name and people search for OpTic via Google. OpTic is still a top search result, but it matters to new businesses.
“There are three waves in Esports”
Wave one is the entire team, the TOs and the publishing companies.
Wave 2 is support services. This includes people like us, agencies, creative agencies and sales specialists.
Wave three includes all the supplementary services that are included under that umbrella. That’s where the trickle-down happens with publishers at the top, as well as everyone below who is waiting to be paid. Wave three is crucial. This is why you’ll hear about companies that are trying to enter the market but don’t use proven methods that work outside the market. They try to fit into the existing market. You can’t take on an Esports Awards. We own that domain, that optimization, seven years of experience working with Google, YouTube and Amazon, and even Lexus. Michael Ashford, CEO, The Game Awards, stated that all these brands have given us domain authority that is difficult to buy now.
Domain authority is a huge advantage in Esports
Ashford continues to talk about the competitive advantage that domain authority gives them, particularly as the Esports landscape continues its growth and development.
If you are going to take us on, it’s likely that you won’t do so unless you have a large, realistic budget for search engine optimization to fight us. Marketing is a great way to gain this advantage. You can look at the journey of the consumer and understand their needs.
Ashford spoke about the challenges that new entities such as Esports teams have to overcome when they enter a highly competitive market.
If you’re a new team and want to get a sponsorship, you must be considered by them. If I buy for one of the largest companies in the world, and I have a budget, I search “Esports Teams” or “successful Esports Teams” on Google. He said that if you aren’t on the list, you’re already an outlier from the perspective of consideration because all those brands have long-term domain authority.
“The OpTics and The FaZe have been doing it for years, and they’ll still be the first thing people see.”
Despite all the data, SEO is still a peripheral of Esports and Content Creation industries.
Platforms like Twitch are struggling to scale the monetization for creators and their platforms. However, SEO remains an essential need and critical to conversation that is elusive in these spaces.
The Game Awards takes place in Las Vegas, Nevada on December 11 -13 .
Gamactica’s CEO is Anthony DiMoro. You can find him on Twitter @AnthonyDiMoro.
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Search Engine Watch’s first article was titled Why Esports Organizations are Losing Business Due to Lack of SEO
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