Indianapolis Motor Speedway Losing the Race For Search Referrals

Indy 500

Image from: Indy 500 Image / Shutterstock

According to their website the Indianapolis Motor Speedway, home to the Indy 500, has “long prevailed as an icon of motorsports excellence.” That may be true, but their online presence has a much less spectacular following. Their site,, usually sees a fairly low number of unique visitors each month, but experiences huge month-over-month increases (590% last year, and 821% the year before) around the time of the Indy 500.

UVs to Indianapolis Motor Speedway

While these increases seem impressive, I think that the Indianapolis Motor Speedway has the potential to see much more traffic, and that their search strategy is a huge missed opportunity for the venue. Below are the daily keyword destinations for “Indy 500.”

Daily Keyword Destinations for Indy 500You’ll see that is the 7th most popular site, coming in behind a central Indiana publication, a mortgage company, and even an obituary site. If the marketers at the Indianapolis Motor Speedway were to re-focus their search strategy, they might be able to take a bite out of the 422,333 referrals that were sent to, potentially doubling their traffic.

About Kendra Bissonnette:
Kendra comes to Compete to work in the Online Marketing department as the social media co-op. Kendra is currently a student at Northeastern studying Communications and Interactive Media. Find Kendra on Twitter @KNBissonnette.