March 2, 2012 by dannybishopcreative
Wikipedia is truly amazing. It’s got information about virtually everything you could imagine, and many things you can’t.
But it’s also a massive problem. For sporting clubs the biggest problem is how do you make sure when someone is searching for information on your players they end up visiting you rather than wikipedia.
The desire to outrank Wikipedia isn’t just vanity. Player profile pages are a goldmine for sporting clubs.
Consider these stats for one of our big sporting club clients:
Home page average time on page: 1 minute 45 seconds
Player profile average time on page: 2 minutes 56 seconds
That’s a significant uplift in time on page! That sort of number improves the average time on site, which in turn makes your online property worth more to advertisers.
The second thing that’s important about getting your ranking as high as possible for players is the sheer volume of traffic it can deliver. No surprises there! How? It’s actually pretty simple. The reason that Wikipedia ranks above you (I’m assuming) right now is the sheer volume of links that come back to it. So fight back! Every time a player’s name appears in a news story link it back to their player profile. And don’t stop doing it. Every story, every time. Do a site search to find the place each player appears in content on your site and turn each of those into links. Over time your ranking for players will rise. It won’t happen overnight, but without this sort of effort, it won’t happen at all.
The third thing that getting a higher ranking delivers is directly related to the first two. Getting your ranking right and knowing that fans are highly engaged when they arrive can lead to significant revenue!
If your club isn’t selling player badges, posters, jumpers with their number & name or auction items directly relating to the player then you’re completely missing the goldrush. [edit: I recently revealed the data on who in the AFL are the Most Valuable Players for their clubs in online revenue]
Of course, you can’t just have the page be a shop. It needs to be engaging. It needs to be informative. You need to build pages that your fans link to from the forums and blogs they are writing in currently.
How you be creative is completely up to you. I can’t tell you how to be creative.
To get the juices flowing, here’s one of the things I did for Essendon’s player profile pages back in 2008. Motion tracking and visual effects for each player ‘drawing’ their player number on the screen. Players had a A3 sized number that was printed back-the-front that was held up behind the camera for the them to ‘trace’ in the air, helping to make sure the numbers turned out the way they should!
Have you seen any really interesting player profile pages? I’d be interested to know, so let me know in the comments box below.