Nowadays, if people cannot find your company online, it’s like your company doesn’t exist. That’s why businesses from all industries, including the equestrian industry, an investing a lot of money into SEO.
But what is SEO, and why is it so important?
Well, SEO (search engine optimization) is a strategy that will allow your website to be registered by search engines like Google and show in the top results. Why? Well, the top results get hundreds of thousands of basically free traffic, so think of it like a free promotion.
With the competition getting higher in the equestrian industry, they are not focusing on all digital marketing methods, and SEO is one of their priorities. The question is: How are they incorporating SEO strategies to boost their visibility?
Let’s find out.
Keyword Strategies
There is no SEO without targeting the right keywords. That’s why every SEO strategy starts with a keyword (a word or a phrase that horse enthusiasts usually type into search engines).
So, they first identify their target keyword, or the keyword they want to rank for. For example, there is no point for a horse betting website to rank for horse training services, right? Therefore, you should identify your target keyword before implementing any SEO strategies.
Once you find out your target terms, such as:
- “Dressage saddles”
- “Horse boarding near me”
- “Racehorse training”
- “Horse veterinarian”
The next step is to look at all the different variants that your target keyword produces. In other words, how people use to type the same phrase with different words. Once you have that, it is time to publish content and target those specific keywords.
Most equine companies that are just starting out target low-volume keywords at first to build up some domain authority to compete with the big boys. How to get domain authority? Well, that’s the most time-consuming and important step in every SEO strategy, and the best way to do that is to add links from your website to other high-authority domain names from the same niche.
But let’s focus on finding the right keywords for your business first.
The trick? Research your audience’s lingo—riders, trainers, or bettors—and weave those terms naturally into product pages, blogs, and meta tags. Misstep here, and you’re off the podium.
Keywords align your site with what riders are searching for, putting your brand at the starting gate of Google’s first page.
Local SEO
For equestrian businesses like boarding stables or farriers, local SEO is the secret to owning regional searches. In 2025, 46% of Google searches are location-based, so optimizing Google Business Profiles with details like address, hours, and photos is key.
A Virginia stable might target “horse boarding Richmond VA,” using location citations on directories like Yelp to boost rankings. Area-specific keywords, such as “Ocala horse training,” help Florida trainers dominate searches in horse country.
Reviews matter too—positive Google reviews increase click-through rates by 20%. For racing events, local SEO promotes tracks like Saratoga with terms like “upstate NY horse racing,” driving ticket sales. So, keep profiles updated—stale info can turn customers away faster than a spooked pony.
Local SEO puts your business on the map (literally), drawing nearby riders and fans to your door or event.
Content Marketing
Content is the hay that feeds SEO, and equestrian brands are churning out blogs, videos, and guides to engage riders. In 2025, high-quality content boosts search rankings by 30%, as Google rewards sites that answer user questions.
A saddle retailer might publish “How to Fit a Dressage Saddle” or “Top 5 Trail Riding Tips,” using keywords to rank for searches.
Horse racing promoters create “Beginner’s Guide to Betting at Ascot” to attract new fans. Videos, like a farrier’s YouTube tutorial on hoof care, drive 50% more engagement than text.
Internal linking—pointing from a blog to a product page—keeps visitors on-site longer, improving rankings. Content builds trust, answers queries, and lifts your site’s SEO, making your brand a go-to for equine enthusiasts.
Technical Optimization
A slick website is great for riders, but if Google can’t navigate it, your SEO’s stuck in the mud. Technical SEO ensures your site is fast, mobile-friendly, and crawlable.
In 2025, 60% of equine searches happen on mobile, so responsive designs are non-negotiable. Page load times under 2 seconds boost rankings, and tools like Google PageSpeed Insights help stables or tack shops optimize.
Secure sites (HTTPS) are favored, with 90% of top-ranking equine sites using SSL. XML sitemaps and clean URL structures, like “/saddles/western,” make it easy for Google to index pages.
For racing sites, schema markup (e.g., event details for race dates) enhances rich snippets, increasing clicks by 15%. Technical tweaks may sound nerdy, but they’re the grooming that makes your site shine.
Technical SEO ensures search engines love your site as much as your customers, paving the way for higher rankings.
Social Media Integration
SEO doesn’t stop at your website—social media amplifies it like a megaphone at a horse show. In 2025, 70% of equestrian brands use platforms like Instagram and TikTok to drive traffic.
Why? Well, there is a recent trend that is happening called “optimizing for social media” instead of SEO. Did you know that many people search on social media? Yes, instead of typing a question on Google, they open up their TikTok app and try to look for a straightforward video that will answer their question immediately.
That’s why social media is also important. Equine companies are making videos and optimizing them with keywords just to get some organic social media traffic, but not just from the algorithm showing up the video to random people, but also for those ones that search the target phrase.
SEO is a big and complex strategy that requires time and consistency in order to work. But since most of the equine businesses are already doing it, you should get on this fast-moving train too.
James is the head of marketing at Tamoco
