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MotoGP SEO Content Strategy – Presentation Script Slide 1 Today I’m going to walk through a three-month SEO content strategy focused on growing DAZN’s organic presence within MotoGP. The strategy focuses on capturing search demand around race weekends, building evergreen MotoGP content, and guiding users towards DAZN’s viewing platform. Slide 2 Before building the content strategy, it’s important to understand the size and direction of the MotoGP audience, because that tells us whether there is a meaningful SEO opportunity. MotoGP already has a large global fanbase — around 632 million fans worldwide, according to BlackBook Motorsport. The championship is also growing. The 2025 season saw over 3.6 million fans attend races, and global broadcast audiences increased by around 9% per race, again reported by BlackBook Motorsport. One of the biggest drivers of engagement has been the introduction of sprint races, which increased audiences by around 26%, according to Crash.net. From an SEO perspective, these trends are important because they suggest two things. First, there is already a large existing audience actively searching for MotoGP content online, which creates opportunities for deeper content around race coverage, statistics, and technical analysis. Second, the growth driven by sprint races indicates new fans entering the sport, which increases demand for beginner content explaining how MotoGP works. For DAZN, this matters because organic search provides a way to capture both groups — existing fans following the championship and newer fans discovering the sport — and guide them into the DAZN platform to watch races and engage with MotoGP coverage. Slide 3 With that audience context in mind, the objective of this SEO strategy is to capture MotoGP search demand and convert that traffic into engagement within the DAZN ecosystem. DAZN already has a strong position within MotoGP broadcasting. Since acquiring the MotoGP rights in Spain, unique viewers following the championship on DAZN increased by more than 60%, according to BlackBook Motorsport. That growth shows there is already strong demand for MotoGP content on the platform. From an SEO perspective, the opportunity is to capture users earlier in their journey — when they are searching for information about races, riders, or the sport itself — and bring them into the DAZN ecosystem through organic search. The strategy supports three key outcomes for DAZN. First, directing fans towards watching MotoGP live on DAZN, particularly through race schedules, previews, and viewing guides. Second, keeping fans engaged through editorial content such as rider analysis, race coverage, and technical explainers. And third, where relevant, creating pathways from predictive content — such as race previews or championship predictions — towards DAZN Bet. The goal, in my mind, would be to generate more than just traffic, and instead create a wider DAZN ecosystem with numerous financial outcomes from that broader ecosystem. Slide 4 1) Race Weekend Fans The first group are fans following race weekends. These users search for things like race schedules, Grand Prix previews, qualifying times, and race results. From an SEO point of view, these are important because they are high-intent, time-sensitive searches. Search demand spikes around race weekends, so if DAZN publishes that content early enough, it has a chance to rank while interest is peaking. Technically, this means prioritising fast-turnaround content, strong headline targeting around event-based keywords, and making sure those pages are internally linked from broader MotoGP hub pages so they can be discovered and indexed quickly. Why do we care? Because these users are often very close to watching the race. So if DAZN captures those searches, the business outcome is clear — we can drive users from organic search into watching MotoGP live on DAZN. 2) New Fans The second group are newer fans entering the sport. Similar to what happened with Formula One and Drive to Survive, new audiences don’t just want updates — they want the sport explained to them. These fans search for things like How does a MotoGP sprint race work?, how the points system works, or who new riders are — for example Who is Toprak Razgatlıoğlu? From an SEO perspective, this is important because these are evergreen informational searches. They may not spike as sharply as race-result searches, but they create longer-term search value because people ask these questions throughout the season. Technically, this is where DAZN can build topical authority by covering the core educational queries around MotoGP in a structured way, using clear H1s and H2s, FAQ-style sections, and internal linking between related explainer pages. Why do we care? Because this content helps DAZN bring new fans into the ecosystem, educate them, and move them closer to becoming regular viewers. The business outcome here is audience growth and a larger pool of fans that DAZN can then convert into viewers over time. 3) Hardcore Fans The third group are more hardcore MotoGP fans. These are users already deeply engaged with the championship, and they search for more specialised content such as technical explanations, rule changes, regulation updates, and historical analysis. This is where content around things like ride height devices, the MotoGP concession system, or frozen engine specifications for the 2026 season becomes valuable. From an SEO point of view, this matters because niche content helps DAZN expand its keyword footprint into more specialised areas of MotoGP search. It also strengthens topical depth, which supports broader authority across the whole MotoGP content section. Technically, this kind of content gives DAZN a chance to own long-tail queries that may be less competitive but highly relevant, while also strengthening internal linking across the MotoGP hub. Why do we care? Because this audience is already engaged and valuable. Capturing these searches helps DAZN retain the market it already has, keep fans within the DAZN content ecosystem, and reinforce the platform as a serious destination for MotoGP coverage. 4) Link to the Wider DAZN Ecosystem Across all three groups, the SEO goal is not just rankings for the sake of rankings. The reason DAZN should care is that each search type supports a different business outcome. Race weekend content can drive users towards watching live on DAZN. Beginner explainers help grow the audience and introduce new fans to the platform. Hardcore content helps retain and engage existing MotoGP fans. And where relevant, predictive or preview-led content can also create pathways into DAZN Bet, giving the content strategy an additional commercial angle. Slide 5 Based on how MotoGP fans search, the strategy is structured around four main content pillars. The first pillar is Race Weekend Coverage, which targets high-intent searches around each Grand Prix. These searches spike around race weekends, making them particularly valuable for directing users towards watching MotoGP live on DAZN. The second pillar is Beginner Guides, which answer the most common questions from new fans entering the sport. From an SEO perspective, these are evergreen informational queries that can attract consistent search traffic throughout the season. The third pillar focuses on Technical and Expert Analysis, which targets the more engaged MotoGP audience searching for deeper insights into regulations, bike technology, or upcoming rule changes, such as the 2027 regulations or the move to Pirelli tyres. The fourth pillar is Opinion and Analysis, which captures narrative-driven searches around championship storylines. Articles such as rider rankings or MotoGP silly season predictions help generate engagement across the fanbase and also create natural opportunities to link to DAZN Bet content. Together, these pillars allow DAZN to capture search traffic from new fans discovering the sport, engaged viewers following race weekends, and hardcore MotoGP fans looking for deeper analysis. Slide 6 The keyword strategy focuses on targeting realistic search queries that MotoGP fans are already typing into Google. Rather than focusing on single-word keywords, the goal is to target specific search phrases that reflect user intent. The first group of keywords targets race weekend searches, such as “MotoGP schedule” or “MotoGP results today”. These searches spike around Grand Prix weekends and represent high-intent traffic from fans preparing to watch or follow the race. The second group targets beginner queries, which help capture new fans entering the sport. Searches such as “MotoGP sprint race rules” or “MotoGP points system explained” are evergreen questions that consistently bring new audiences into MotoGP content. An example here would be searches around riders joining the championship, such as “Who is Toprak Razgatlıoğlu?”, which capture fans learning about the MotoGP grid. The third group focuses on technical and expert searches, including topics like ride height devices or upcoming regulation changes such as the 2027 MotoGP rules and the move to Pirelli tyres. These long-tail searches help build topical authority around MotoGP coverage. Finally, the strategy targets narrative-driven searches, such as rider rankings or championship predictions. These searches generate engagement across the fanbase and also create natural opportunities to connect predictive content with DAZN Bet. Slide 7 Because MotoGP search demand is highly event-driven, the content calendar is structured around key moments in the lead-up to the season and the opening races. One important point is that all four content pillars remain active throughout the calendar. Race weekend coverage, beginner guides, technical analysis, and opinion pieces all run continuously, which helps build topical authority around MotoGP content from an SEO perspective. What changes across the three months is simply which pillar becomes the main focus at different moments in the season. Month 1 – Pre-Season Testing The first month focuses on pre-season testing, beginning with the Sepang Shakedown on 29 January and continuing through the official tests. During this period there is strong search demand around rookies, new bikes, and technical development. That creates opportunities for content explaining new riders such as Toprak Razgatlıoğlu and Diogo Moreira, analysing testing performance, and showcasing the full 2026 MotoGP bikes revealed during team launches. Month 2 – Season Opener The second phase focuses on the season opener in Thailand, when search demand increases significantly around race previews, viewing information, and championship predictions. This also creates opportunities for beginner content such as spotter’s guides to the MotoGP grid, which help new fans understand the teams, bikes, and rider numbers. Month 3 – Early Season Narratives The final phase focuses on early championship narratives, once the first races begin to shape the title fight. At this stage, opinion and analysis content becomes particularly effective, including rider rankings, championship predictions, and rider market rumours such as possible team moves for riders like Fabio Quartararo or Francesco Bagnaia. Slide 8 To demonstrate how the strategy translates into execution, I created a short content brief for an article targeting the keyword “MotoGP sprint race rules.” This keyword targets informational search intent from fans looking to understand how sprint races work within a MotoGP race weekend. The page would be structured with a clear heading hierarchy, beginning with a single H1 containing the primary keyword, which helps signal the main topic of the page to search engines. The article would begin with a short introductory paragraph summarising the sprint race format and naturally incorporating the primary keyword. This helps both users and search engines quickly understand the purpose of the page. The article is then divided into H2 sections that reflect common fan questions, such as what a sprint race is, when it takes place, and how many championship points are awarded. Structuring the article around question-based H2 headings helps target long-tail search queries and increases the likelihood of capturing featured snippets in Google search results. From an on-page SEO perspective, the page would also include internal links to related MotoGP content, such as race schedules, Grand Prix previews, and rider profiles. This helps strengthen topical authority and encourages users to explore more of DAZN’s MotoGP coverage. Structuring the content this way also helps search engines understand the semantic relationship between topics, which supports ranking for related MotoGP queries. This type of evergreen explainer is also valuable because it can be updated each season while continuing to capture consistent search traffic. The article would aim for a word count of around 900 to 1,200 words, which is typically sufficient to comprehensively answer informational queries while remaining easy to read. Finally, the article would include a clear call-to-action directing users to watch MotoGP live on DAZN, ensuring that informational search traffic can still support DAZN’s wider business objectives. Slide 9 To measure the success of this strategy, I’d focus on three main areas. The first is organic visibility, which tells us whether we’re actually capturing MotoGP search demand. That includes things like organic traffic to MotoGP content, improvements in keyword rankings for priority MotoGP searches, and click-through rate from the search results page. However, I wouldn’t just look at raw traffic numbers. For example, if traffic increased in March, that could simply reflect the fact that the MotoGP season has started and interest in the sport naturally increases at that point. So it’s important to look at relative performance, such as whether we’re improving rankings for key queries or increasing our click-through rates over time. I’d also monitor featured snippet or position-zero visibility, where content appears in Google’s answer boxes above the standard search results. Structuring articles around question-based headings increases the likelihood of capturing those positions. The second area is user engagement. Once someone lands on the page, we want to understand whether they’re actually engaging with the content. So I’d look at metrics like time on page, scroll depth, and how often users click through to other MotoGP articles. From an SEO perspective, these signals help indicate that the content is relevant and valuable to readers, and that we’re building a strong internal content ecosystem around MotoGP. The third area focuses on movement into the wider DAZN ecosystem. That includes users clicking through to pages where they can watch MotoGP on DAZN, interacting with DAZN Bet content, or exploring multiple MotoGP articles across the site. While subscriptions themselves are influenced by many different factors, these interaction signals help demonstrate that organic search traffic is successfully bringing MotoGP fans deeper into the DAZN platform. I’d also benchmark performance against key competitors in MotoGP search results. That includes publishers such as MotoGP.com, Autosport, or The Race, but also other broadcasters covering the sport. For example, are we appearing above or alongside broadcasters like TNT Sports in the UK or Movistar in Spain for key MotoGP searches? If DAZN content is consistently ranking alongside or above those competitors for important queries such as race previews, schedules, or rider analysis, that’s a strong signal that we’re increasing DAZN’s share of MotoGP search visibility. Ultimately, the goal here isn’t just traffic growth. It’s about increasing DAZN’s share of MotoGP search visibility, building topical authority around the sport, and using organic search to guide fans into the wider DAZN ecosystem.

1Cover consolidates payments stack with Adyen platform

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Adyen, a global PayTech platform, has expanded its partnership with Australian travel insurer 1Cover to modernise the company’s payments infrastructure across Australia and New...

ING, a global banking group, has become a managing general agent (MGA) as part of a new insurance strategy powered by InsurTech platform Qover.

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