SPEED Channel
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Custom Application Development
Challenge
In 2006 The Speed Channel needed a way to display race results and points standings on their website SPEEDtv.com for the many different professional racing series that they cover on TV. The fact that each series has a different way of collecting and displaying their standings data and update that data at different intervals made tedious work for a person typing in all the data after each race. The database needed to be highly flexible for data entry, but also well structured for display purposes.
Our Solution
We built a customized PHP/MySQL web application that allows administrators to login and create different data layouts for each unique racing series. The entire racing series schedule is entered at the begining of each season and the results and points standings are loaded in (some automated via XML feed, others a simple cut and paste operation) after each race event concludes.
Results
The results database has been in use by SPEED since its creation and currently holds about 3 years worth of historical data. In 2008, the database was updated to include outbound XML feeds allowing a redesigned SPEEDtv.com to import the results directly into their own systems rather than having Allora Media host the results on a sub domain as we had in the past. The XML feed update also gave the site maximum SEO benefit by allowing the results to be searched and tracked by spiders on their domain.
Search Engine Optimization
Challenge
SPEEDtv.com relaunched in the Spring of 2008 with a fresh design and many new pieces of functionality. Speed Channel needed a full assessment of the impact of the relaunch on their existing search engine rankings, as well as consultation on how to modify their site and their editorial process to maximize search optimization efforts going forward.
Our Solution
We produced an audit including analysis of currently indexed site pages, along with title tags, and meta data. A significant amount of webserver set up issues, as well as duplicate content was discovered and remedied as a result of the audit.
Results
Future versions of SPEEDtv.com will comply with most, if not all SEO best practices from a technical foundation perspective, allowing the site's "evergreen" content as well as its breaking news to rank well in the major search eninges, and drive more traffic and ad impressions to the site.
