SEO: OUR BASIS FOR FINDING KEY NEW INSIGHTS

SEO is the basis for all our work, as understanding how you are (or not) being found online informs every aspect of a business. Combining the internal data of sports and media companies with the wider search ecosystem to find bottom line insights is what we think sets us apart. As AI use increases, the way our information is being sourced, verified and surfaced is changing fast. This is why we remain fascinated by the mechanics of SEO and also why it will only become increasingly more important in the coming months and years..

RIGHTS CLASSIFICATION: ESTABLISH UNDER VALUED SPORTS RIGHTS

We help sports broadcasters establish and target sports rights that will disproportionately complement their service more than any other, either in terms of subscriber acquisition or churn reduction. By understanding the search traffic and interest overlaps of sports franchises, players and teams, we can offer new insight in to the type of effect a new set of rights is likely to have on the service.

AUDIENCE SIGNALLING: WHAT TV CONTENT TO AIR & COMMISSION?

Commissioning new content for broadcast and media is expensive and increasingly difficult. Our service offers reports on shows that have not been made yet, or remain unused in the archive, signalling the likehood of an existing underserved audience for the content and/or format. Based on search traffic and intent, these reports offer your team an extra reference point to help them make tricky decisions with a more information and clarity.

DATA ENGINEERING: THE GATEWAY TO UNTAPPED VALUE IN YOUR ANALTYICS

When people talk about AI, they are, in most cases, talking about data science, or more specifically, a data science model that will be a suitable fit for the project at hand. However, the data science can only be as good as the data engineering that comes before it. Meaning, how the data is sourced, consolidated checked, compiled, archived and accessed is vital in finding value that exists in your data set(s).

AUDIENCE REACH: UTILISE INTEREST IN SHOWS, PLAYERS, LEAGUES & TEAMS

The search demand for popular TV shows, cast, sports figures and events online is huge and vastly under optimised by the rights holders. By presenting this content, whether on a streaming service or website in an SEO efficient way, the gains in organic traffic would in many cases, equate to millions of more visits a year.

WEBSITES & PLATFORMS: STRUCTURE COMES FIRST

The digital platforms by which organisations present themselves and showcase their offerings are already the life blood of these companies. As new platforms get developed and modified, the structure of them take on an ever more significant role. Everything from the page set up to url naming conventions to youtube channel integration should be assessed from an SEO perspective first.

CONTACT
our address
Palmeira Avenue Mansions, 19 Church Road, Hove, East Sussex, BN3 2FA
e-mail
stefan@hypersetgroup.com
opening hours
Mon - Fri: 9 AM - 7 PM
Sat: 9 AM - 2 PM

FAQs

1How can you help content commissioning and acquisition teams? Do you use language models?
Our use of language models for this work is limited for both technical and privacy reasons. We base most of our work on an SEO workflow, meaning we can be clear about how it works and what we can deliver.
2How effective is SEO in reaching audiences in broadcast and sports?
Generally very effective but over a period of months, not weeks. One of the main reasons for this is that broadcast and sports organisations tend to have a high domain authority, meaning they can pick up momentum quite quickly on any keyword arewas they choose to focus on.
3Do you build and deliver OTT systems?
In certain cases we can do this however generally, we would put more emphasis on creating a good RFI/RFP process as this will be key in getting the service you require in the long term. Also, in many cases we would recommend using more than one vendor across the OTT system.
4Do you use machine learning?
The short answer is occassionally. Machine Learning is a sub set of data science that we use in certain cases where it is warranted.
5Do you specialise in particular territories for assessing growth opportunities?
Our experience covers multiple territories where, language, culture and UX practices differ such as Japan, India, Germany, The US, Brazil and Singapore.
6What is the difference between your service dedicated to sports and a general customer acquisition service?
While there are overlaps with commerce CRM systems and general customer acquisition services, sports sites have a range of nuances including the end goal of a customer journey, the volume of traffic and segmentation that exists with the audience set. There are also key questions around the users relationship with other sports franchises and content that will shape their engagement.
7Will all sport franchises end up going DTC at some point?
While there is more scope for live sports, however niche, to do this than general programming, it is highly unlikely this would make sense in terms of ROI. However, as this technology becaomes more and more accessable, there will be many territories where this becomes viable for a range of sports - we are seeing the tipping point for many right now.