Many geographically-challenged football fans would be left scratching their heads at the former Tottenham defender Justin Edinburgh’s Musselburgh nickname. However, lying six miles east of the Scottish capital city’s centre, Musselburgh is of course just in Edinburgh.
His was just one of over a dozen players I covered in a pretty innocuous blog post for a bookmakers titled The Best Football Nicknames of All Time.
Fitz Hall was in there, brilliantly nicknamed “One Size” by Oldham Athletic fans. Congolese-born Kiki Musampa had plenty of presence on Manchester City’s left-wing so Yule not be surprised to hear he was dubbed “Chris” by team-mates.
Once published, I forgot all about it and moved onto the next 1000-word article. Then, five years later I got an email from one of the bookmakers’ content team, querying if I’d shared the long-forgotten blog post. I hadn’t but it had suddenly – out of nowhere – attracted hundreds, if not thousands of visitors on a football-free June Saturday afternoon. It transpired that, sadly, Justin Edinburgh had passed away that day at the young age of 49. And near the top of the search rankings when football fans Googled his name was that bygone article.
The above is a crude, perhaps macabre, example of how blog posts can significantly enhance a website’s SEO performance over the long-term. One of the primary benefits of regularly publishing high-quality blog content is the increase in organic traffic.
Moreover, blog posts enhance user engagement, which is a crucial factor for SEO. Engaging content encourages visitors to spend more time on a site, reducing bounce rates and signalling to search engines that the site is valuable. When potential customers find valuable content that addresses their needs or interests, they are more likely to convert into paying customers. Well-crafted content can lead users to sign up for promotions, take advantage of bonuses, or explore other betting options offered by the bookmaker.
Content marketing is an increasingly essential tool for bookmakers and gambling websites looking to prosper in a competitive industry. By creating valuable, engaging, and informative content, these businesses can build trust, enhance visibility, and drive conversions. As the digital landscape continues to evolve, those who invest in effective content marketing strategies will not only attract new customers but also foster loyalty among existing ones. Embracing this approach will position bookmakers as leaders in the market, ultimately contributing to long-term success and growth.
Content marketing allows bookmakers to engage with their audience on a deeper level. Through blogs, newsletters, and social media posts, they can foster a community of bettors who feel connected to the brand. Engagement can take the form of polls, quizzes, or indeed articles on footballers’ nicknames, making users feel valued and heard.
It may seem hard work and a thankless task, but you never know what potential customers will be searching for that leads to your site. In some cases, years later.
