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ESPN Scores Big Traffic Win With World Cup Clips Integrated Into Google Search
ESPN is getting prime position at the top of Google’s search results for World Cup-related searches, thanks to a new deal that will list ESPN video highlights alongside scores and other match information.
Here’s how it works. Google is showing special boxes at the top of its search results for queries about the World Cup and related information, like this:
Searchers who go into the timeline for a particular match will see video clips showing up:
Clicking on the clips takes searchers off Google and over to the ESPN FC website where the video is hosted:
The deal will surely drive a substantial amount of traffic to ESPN’s website, giving ESPN prominent placement within Google’s World Cup search results. However, according to a Recode report, there’s no money exchanging hands for the placement, nor are Google and ESPN splitting any ad revenues generated by the searches.