Search engines are an important tool used every day in marketing for their ability to organize and make the vast amount of information available on the web more accessible. Search engines are used in marketing to promote websites by increasing their visibility. Interestingly, this form of marketing also shares similarities with the most entertaining soccer league in the world, the EPL. These similarities include:
Search engines have grown tremendously over the last 15-20 years, in terms of how many searches are conducted on a regular basis. Back in 1998 when Google was founded, it was serving 10,000 searches per day. One year after its launch, this number rose to 3.5 million searches per day. Today, Google handles over 3 billion searches per day, that’s over 1 trillion searches per year. With numbers like these it’s easy to see why search engines are an effective tool in marketing.
Like search engines, the EPL has also grown tremendously, due to a mixture of entertaining soccer and world class players that attract fans from across the world. During the first EPL season in 1992/93, the total attendance was 9.75 million, this number rose to 13.7 million during the 2014/15 season. Today, the EPL is the world’s most watched sports league, it’s viewed in 212 different territories and around 5 billion people each year tune in from their TV sets.
In both search engine marketing and the EPL, you have to spend money to make money. SEM is filled with competitive keywords that can be costly when they rank highly. On Google AdWords, the most expensive keyword is “insurance”, which has a cost per click of around $55.
The EPL generates the highest revenue of any soccer league in the world and third highest in all sports leagues, sitting under the NFL and MLB. Last season they made over $4 billion in revenue. The continual effort to make it the most entertaining soccer league led the EPL to spend over $1 billion during the transfer window last summer.
- Spend Wisely
When optimizing websites for search engines, it’s vital to spend where it’ll make the most difference. Spending wisely means buying the proper keywords that will give you an advantage over your competitor and investing in the right areas. For example, if you have zero links to your site, then investing in link building would be a wise use of money.
EPL teams also have to spend wisely. Throughout the history of the EPL there have been numerous occasions where teams have bought the wrong players and waste tons on money. A perfect example of this was Fernando Torres’ $70 million transfer fee paid by Chelsea. After 4 years at Chelsea, Torres was only able to score 20 league goals. Chelsea basically paid $3.5 million for each goal, an outrageous amount to spend and a complete waste of money.