What Jonny Wilkinson can teach you about meta tags

  • 1
  • October 15, 2007
Patrick Altoft

Patrick Altoft

Director of Strategy

England are through to the Rugby World Cup Final next weekend and Hitwise are reporting record searches not only for rugby but for Jonny Wilkinson as well.

Thanks to a sixfold increase in search volume rugby searches overtook football for the first time in 2 years last weekend.

The most interesting data is as follows:

Jonny Wilkinson is the most popular England player online, and last week there was a 250% increase in searches for the star kicker. 27% of UK Internet users searching for ‘jonny wilkinson’ went to Wikipedia but, surpisingly, the second most popular recipient of traffic from the term was Women Republic.

The fact that Women Republic is the second most popular location is no surprise given that Jonny doesn’t seem to have his own website and they are third in the organic results, the really interesting bit is how they are driving traffic using the sort of meta description every woman in the UK will click on.

The rugby player Jonny Wilkinson – a guide to his looks, his body, his sex life and his rugby career with news, gossip, pictures and a biography.

Even with news results, YouTube videos and major newspapers filling the search results Women Republic is still getting the clicks.

Jonny Wilkinson search results

The lesson to be learned from this is to know your audience. Write meta descriptions that people simply have to click on and your CTR will skyrocket.