Where there are only a few indoor soccer and sports facilities in a local area, many community members may already know about your business. However, most won't know about the specific programs and services that differentiate your facility from the rest. That’s why Local Business SEO (Search Engine Optimization) is extremely important.
The fundamental concept is that when people conduct a search, they will tend to click what they see first. Therefore, if your website isn’t near the top of the first page of results, your target customers simply won't notice you. On the other hand, if you have a visible presence on the page, you have a much better chance of capturing their attention--and their business.
Google says some 35% of search results will be affected by new "Freshness" criteria, which it introduced in November. This update prioritizes recent and timely results, and it will positively impact businesses whose online content stays current and interesting. While this may seem like a disadvantage to many indoor sports facilities, whose content is relatively static, it can also be a boon for those with dynamic schedulers, homepage feature stories and active social media.
Eric Willin, Vice President of Marketing for EZFacility.com, a facility website and software administration provider and long-time USIndoor member, is in charge of SEO for EZFacility.com. He consults regularly with website customers. He states, "An effective way for USIndoor member facilities to generate "fresh" content for their website is to create a blog and update it on a frequent basis. Short, informative updates about their facility, services and relevant industry news can keep content fresh in the eyes of the search engines."