How to grow your soccer club through SEO

Avatar
Image credit: PxHere website

Members are the lifeline of any soccer club, but it can be a tricky task to gain more. Fortunately, you can grow your soccer club through SEO, or Search Engine Optimisation, and potentially boost memberships exponentially.

SEO is the process of refining online content to be deemed more favourable by search engine algorithms, therefore placing it higher in search results.

Web goers are far more likely to visit higher search results than lower ones, and thus sites that can consistently place at the top of search results will receive far more web traffic.

For your soccer club, the greater level of web traffic you have, the greater your chance of gaining more memberships.

While the process of SEO may seem large, complicated and ultimately daunting – this guide will provide simple ways to boost your SEO practices.

Understanding your club’s online position 

Before you begin implementing SEO practices, it’s important to acknowledge how your club is tracking online.

If your club has a website, check for an analytics section. Website builders like Wix and WordPress offer analytics information such as the amount of web traffic a site receives, or which pages on a site are accessed the most.

If you do not have a club website or want to improve it, click here for Soccerscene’s club website guide.

If you want to upgrade the level of analytics at your disposal, Google Search Console is an incredibly useful tool available. It allows you to see which search queries are bringing visitors to your site, in addition to far more.

Once you have checked your website’s analytics, make note of the successes and areas for improvements across your website. These notes will help you start your SEO practices.

Targeting the right audiences 

To attract new members, it’s important to target the right people and not just the most amount of people.

As a club, your SEO practices should always prioritise your local area. Your local area is where you are going to find the most likely people to join your club, and also the least competition from other clubs.

To target your local area effectively, create a Google My Business profile and add your club’s address and contact information. Here you can add your club to Google Maps, add photos and much more.

In addition to targeting your local area, consider what type of soccer club you are marketing for. Is it family friendly, social, competitive, or something else?

SEO Tips and Tricks

When you know the audience of your club, you can start implementing SEO practices.

Keywords: Keywords are the words people are using to search for content online. As a club, you want to be using specific keywords to draw in the right visitors, such as “inclusive”, “all-levels welcome”, “professional”, or “competitive”, depending on the audience you’re aiming for.

Keywords should be used multiple times across your website, especially in your title, Web URL, and in the first 100 words of text on a page. You should also include synonyms to your keywords across your content.

Linking: Search engines find sites easier when they are linked elsewhere. There are two types of SEO linking, internal and outbound links. Internal links are links within your website, while outbound links are to other websites.

When internal linking, try linking articles within your site to related content. When outbound linking, always link to trustworthy sites, and to related content. Outbound linking is also an SEO bonus to where you link to, so consider linking to your sponsors or local community directories.

Readability: It may seem obvious, but it is incredibly important to have a readable and navigable site. When visitors quickly click on and leave multiple websites, search engines assume the websites are unhelpful and thus lower the website’s rankings within their algorithms.

To prevent people from rapidly leaving, ensure that information on your site is easily laid out and concise. Bullet points and short paragraphs can assist with this.

Additionally, ensure pages are easy to access and avoid cluttered website designs.

Mobile Optimisation: The majority of searches are performed on mobile phones, so it’s vital to cater to them. Make sure your website design is navigable on a phone. Furthermore, ensure that image or file sizes do not cause lengthy load times on phones.

Chrome Lighthouse can run reports on how successful your mobile site is.

Conclusion 

In the modern footballing world, it is crucial to grow your soccer club through SEO. With so many businesses and clubs flocking towards it, now is the time to jump on board to boost the number of people interested in your club.

If you would like to know more, feel free to contact Football Pro Directory.

Previous ArticleNext Article

Chelsea FC Women Renews Partnership with Škoda UK

Avatar
Image Credit: Chelsea FC website

Chelsea FC Women has revealed its renewal and expansion of its partnership with Škoda UK, naming the automotive brand as the club’s first-ever Official Back of Shirt Partner.

The renewed agreement will carry through the 2025/26 season and beyond, strengthening a collaboration that first took shape in January 2024. It underscores Škoda’s ongoing commitment to investing in women’s sport.

Under the new sponsorship deal, Škoda’s logo will appear prominently on the back of all Chelsea FC Women matchday kits, beginning with the closing fixtures of the 2024/25 season. The branding launch will align with Chelsea’s historic celebration of a sixth consecutive Barclays Women’s Super League title — a moment of major visibility for both the club and the brand.

Strategic Sponsorship in a Champion Setting

The timing of the extended agreement comes as Chelsea FC Women continues its commanding presence in English football — boasting eight league titles to date and eyeing a domestic treble. Škoda branding will also feature during the Adobe Women’s FA Cup Final at Wembley on 18 May, providing a high-profile platform for national exposure.

Commercial Director at Chelsea FC Women, Giulia Mazzia, highlighted the brand’s alignment with Chelsea FC Women and its broader values.

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model.

“Škoda helps us connect with fans locally and globally through both matchday presence and digital content,” she said via press release.

Beyond the Shirt: Mobility, Media and Matchday Moments

Škoda’s joint venture with Chelsea FC Women extends well beyond shirt branding, underscoring a shared commitment to innovation, performance and progress in women’s sport.

As part of the renewed deal, Chelsea Women’s players and staff — including the Women’s Academy — will be supported with vehicles from Škoda’s all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This seamless integration into the team’s day-to-day operations reflects both the practical and symbolic strength of the partnership.

Škoda will also:

  • Continue as title sponsor of the “We Are Chelsea” podcast
  • Deliver exclusive digital content across Chelsea FC Women and Škoda UK channels
  • Drive a Škoda vehicle ahead of the team bus into Stamford Bridge on select matchdays — a symbolic “arrival” moment that adds visual impact and storytelling potential

Amplifying Brand Values Through Women’s Sport

Škoda has long supported women’s sport, particularly through its established ties to professional cycling — including the Tour de France Femmes and the Škoda Cycling Academy. Its growing investment in women’s football through Chelsea FC Women reflects a broader strategy centred on mobility, inclusion and elite performance.

Head of Marketing at Škoda UK, Kirsten Stagg, underscored the shared values at the heart of the collaboration.

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community,” she said via press release.

The brand has also welcomed five Chelsea players as official ambassadors, who will feature across digital content, grassroots and community programs, and Škoda’s internal brand initiatives.

Commercial Significance and Industry Context

Škoda’s continued investment in Chelsea FC Women reflects key trends in the evolving sports marketing landscape. With growing fan engagement, the rising value of sponsorship on women’s kits, and brands aligning with purpose-driven clubs, the partnership showcases the shift towards purpose-led collaborations.

Digital-first engagement through podcasts, player content, and matchday activations is central to long-term sponsorship success. Women’s football is quickly becoming a powerful platform for brand storytelling and global visibility.

Next CEO of Football Australia steps into the hot seat

Avatar
Whoever the new Football Australia CEO is. They will face tough challenges.
Image Credit: Pxhere

Last Thursday James Johnson announced his resignation as CEO of Football Australia (FA) after five and a half years at the helm.

James Johnson over his tenure has presented over much activity in Australian football.

He’s overseen Australia’s co-hosting the 2023 FIFA Women’s World Cup with New Zealand.

This event produced a record influx of girls and women to all levels of the game and highlighted that the current footballing system didn’t have the capabilities to sustain this increase.

He was partied to the A-Leagues break from the FA into the Australian Professional Leagues (APL) in 2020 in the midst of the COVID-19 crisis.

Only recently he was instrumental in the FA’s creation of the National Second Division (NSD) to develop the footballing pyramid.

Many of these initiatives had and continue to have a significant impact.

Yet the complexity and work for these undertakings continue.

Though who is going to be the successor?

Heather Garriock, ex Matilda, has been confirmed as Interim CEO.

She has had experience in this type of role serving as CEO of Australian Taekwondo and as a director on the FA Board since 2021.

Garriock currently serves on the Asian Football Confederation’s Technical Committee and is an exciting fit.

Other than Garriock’s appointment, very little has been spoken on the position.

State Federation CEOs such as Football NSW’s John Tsatsimas and Football Queensland’s Robert Cavallucci are well regarded in the industry.

Would taking them away from their state positions a wise plan or are they even keen to take this huge role anyway?

Maybe from outside the footballing space a CEO of business experience could be valuable.

That being said, caution of people with little ‘football knowledge’ should not be taken lightly.

Football fans know all too well the divisiveness of CEO’s who don’t understand the complexities of the game can be.

What challenges are ahead?

For whoever claims the top spot, they and the FA already face some important hurdles.

First and foremost, they will have to preside over the upcoming start of the NSD in October this year.

A huge occasion in the story of Australian Football and a competition that many clubs, fans and communities are banking on to be a success.

If successful, not only will it bring back into the limelight storied clubs, who’s history have woven the rich tapestry of Australian football, but it’ll open the pathway to a new and improved Australian footballing pyramid, giving clubs the following and support they need to grow and develop.

Things such as funding opportunities, more mainstream media audiences and the chance to stamp their mark into the footballing nucleus.

Though with great expectation comes more chance for disappointment.

The current system for the NSD can be argued to be sufficient, but like all great shifts in football it needs to grow, to expand and importantly to deliver on its goal of a more streamline pyramid.

This push will face funding and support challenges and the NSD, the clubs and the FA will struggle if this new chapter is stagnant.

Which brings us to the next challenge.

The A-League and APL

The A-league is producing an amazing new generation of players for Australia, with increased viewership, fan presence and transfer revenue from home grown talent its producing a record season.

However, under the surface the A-League has struggled since its break from the FA into the APL.

The funding and its recent overhaul paint a bleak picture for the clubs.

On top of this the prospect of future relegation would worry any figures of the clubs, from investors to the club’s lifeblood’s, the academies and fanbases.

Whoever takes up the new role must walk the uncomfortable tight rope of supporting the extensive and growing football scene while not ignoring our highest professional level.

The Women’s Game

The 2026 Women’s Asian Cup is just around the corner, providing an exciting opportunity to further elevate Australia’s women’s football journey and continue its impressive momentum.

On-field and tournament success are only the tip of the iceberg as the continuation of the game’s development is critical.

The positives of this progression far out way the negatives but the FA and its incoming CEO must make smart and well-constructed plans to keep the progress going.

Funding

James Johnson and the FA recently hatched together a plan for $3 Billion worth of Funding from the Government.

Funding through Government sporting grants is the backbone of football, especially the grassroots system, the highest participated sport community in Australia.

Before leaving James Johnson, the FA and the extensive member federations presented their Securing Footballing Future initiative before the 2025 Federal Election decided our new government.

This document 23 major points, spanning all levels of the game outlines where and how this funding should be allocated over 10 years.

Securing Footballing Future is bold and focuses on key aspects that have been present issues for football.

The new CEO should make sure that this initiative is a crucial deal to ratify with the government to stabilise funding for years to come.

The federal governments $200 million “Play Our Way” grants program in 2023 was created in the euphoria of the Women’s World Cup.

Though not centrally football focused and far smaller amount of funding, it’s proof that government funding can be acquired and allocated.

As the Sydney Morning Herald reported this week, the FA will record $8.3 million loss at the next general meeting on May 23, funding will become a fundamental issue.

Now more than ever the FA is calling for Garriock and its next potential CEO to be ambitious, show strong leadership and be open to taking calculated risks.

It’s a monumental task ahead, but for the passionate and invested football fans around Australia, they know that optimism for the future while simultaneously being grounded in the present is part of the beautiful game.

As the saying goes, ‘one game at a time’.

Whoever is appointed as Football Australia CEO, whether Garriock or another candidate, should seize the opportunity and lead with purpose.

Most Popular Topics

Editor Picks

Send this to a friend