FootyGrounds
Product marketing and programmatic SEO
How do you make a large data set into an acquisition channel?
Give the data one ownable metric so every page has a reason to exist and a reason to be linked to, then structure the site around what people actually type — 'football near me', away days, ground plus pubs and parking — rather than the entity names in your database.
At a glance
- Client
- FootyGrounds
- Sector
- Consumer / media · Launch
- Engagement
- Product marketing and programmatic SEO
- Owned metric
- FootyGrounds Away Day Score
- Scope
- Product marketing, SEO architecture
What was actually in the way
Every engagement starts with a commercial problem rather than a channel problem.
Challenge
A consumer football platform with an enormous data set and no acquisition model. Every ground guide, pub and fixture was a page nobody would ever search for by name.
Approach
Gave the product one ownable metric — the FootyGrounds Away Day Score — so every ground page has a reason to exist and a reason to be linked to. Then built the search structure around what fans actually type: 'football near me', 'away day', the ground name plus pubs and parking, with fixtures and rankings as the return-visit hooks.
What changed commercially
Published client facts and agreed scope markers, read as marketing outcomes. No modelled or estimated figures.
- grounds and clubs made findable
- 16k+grounds and clubs made findableEvery page tied to what fans actually type.
- ownable metric the football press can cite
- 1ownable metric the football press can citeThe FootyGrounds Away Day Score.
- reasons to come back after the first visit
- 2reasons to come back after the first visitFixtures and rankings, not one-off guide traffic.
A launch with thousands of indexable, genuinely useful pages tied to real search demand, and a proprietary score that gives the brand something to be quoted on.
The calls that changed the outcome
Not a task list — the small number of decisions the rest of the work followed from.
- 01
Invent the metric you want to be quoted on
The FootyGrounds Away Day Score gave every ground page a headline, gave the football press something to reference, and gave the brand a claim no competitor could copy.
- 02
Build pages for queries, not records
Nobody searches a ground by its full official name. The structure targets away-day, near-me and ground-plus-amenity intent, which is where the volume genuinely is.
- 03
Design the return visit
Fixtures and rankings give a reason to come back, which is what turns a large indexed footprint into an audience rather than a traffic spike.
Programmatic SEO fails when pages exist because rows exist. It works when every page carries something only you can publish.
FootyGrounds on the work
“We had the data for every ground in the country and no idea how anyone would find it. The Away Day Score gave us a hook the football press understood and gave every page a reason to be indexed.”
Recommended next steps
This engagement was built out of the services below. Each page explains the scope, the deliverables and how it is priced.
- Step 01
Launch go-to-market
Sequence the launch: one audience, one market, one reason to act, then widen.
Read the scope - Step 02
SEO and content architecture
Structure the site around how people actually search, not how the business is organised.
Read the scope - Step 03
Proposition and positioning
Decide what the business claims and who it claims it for, before a penny goes into a channel.
Read the scope - Step 04
Book a discovery call
One hour, no pitch. We work out whether your constraint is the same one this project had.
Read the scope
Other engagements
Related work, plus the proptech and marketplaces hub if that is closer to your situation.
- PropTech / SaaS
Logical Planning
Launch positioning, pricing and acquisition
- Professional services
Part 1 Claims
Go-to-market and enquiry funnel
- Chartered surveying
McGarrigle and Co
Positioning and guide-led SEO
FootyGrounds: common questions
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
Related services
- All servicesEvery marketing leadership, strategy and growth service on one page.
- Marketing strategyPositioning, audience priorities and a plan your team can execute.
- Website design & buildA full rebuild for a site that no longer sells what you do.
- Book a discovery callA 30-minute call to size up the opportunity.
Same problem, different business?
Book a one-hour discovery call. I will tell you which part of this applies to you, and which part does not, before you spend anything.