Strategically Communicating

In my opinion, Golfweek has some work to do in order to improve its search engine optimization strategy.  Competitors GolfWorld and Golf Digest, as well as many other websites, appear well before Golfweek when performing a Google search of “golf magazine.”  Refining the search to “golf news magazine” is very effective, moving Golfweek to third overall.  However, this is very specific, and not a likely search by an average golf consumer.   General searches are the best way to generate traffic, since they are usually what people seek first.  For example, when searching “golf,” Golfweek was nowhere to be found, at least in the first four pages.  Golfweek needs to improve its search performance, especially for more general search terms.

In order to become the #1 golf news publication in the world, Golfweek must be able to grab the attention of captive web audiences.  Thus, it must “hook” the golf fan who does not yet subscribe to a golf publication.  Especially as Golfweek expands and improves its digital offering, it must make sure it can actually deliver this content to golf fans and industry professionals.  The best way to do this is to be front and center.  Golfweek should do everything it can to get those individuals to its website first, and SEO is the best place to start.