The Open Championship: Southport's SEO Gold Rush

Last time The Open came to Royal Birkdale, I watched a Southport restaurant lose £40,000 in potential bookings. Not because they weren't good—they're brilliant. But because when someone in California searched "restaurants near Royal Birkdale," they didn't appear. At all. Page 5. Buried.

Meanwhile, chain restaurants in Manchester—30 miles away—were showing up in position 3.

Here's what nobody tells you about The Open: the economic impact starts 6 months before the first tee time. When the event gets announced, searches for "hotels near Royal Birkdale" spike 2,400%. "Things to do Southport" jumps 800%. And if your business isn't ranking when that search volume hits? You're invisible to the wealthiest sporting crowd on the planet.

I've lived in Southport my whole life. Watched The Open transform this town three times now. And every single time, I see local businesses—the ones actually here, the ones who know Birkdale inside out—get outranked by SEO teams in London optimizing for "every golf event in the UK."

Let's fix that.

The Search Traffic Opportunity

The Open Championship generates enormous search volume. When a venue is announced, searches explode for:

• "The Open Royal Birkdale" / "Open Championship Southport"
• "Hotels near Royal Birkdale"
• "Restaurants Southport" / "Places to eat Birkdale"
• "Things to do in Southport"
• "Parking near The Open"
• "Southport pubs" / "Southport nightlife"
• "Golf shops Southport" / "Golf lessons near Royal Birkdale"

This isn't just local traffic. The Open draws an international audience. Searches come from the United States, Europe, Asia, and beyond. People flying in from overseas need accommodation, transport, dining, and entertainment—and they're planning it all through Google.

Preparing Your Website: Start Early

SEO is not instant. It takes time for Google to index new content, build authority, and start ranking pages. That's why preparation is everything.

6–12 Months Before The Open

• Create a dedicated landing page: "Visiting Southport for The Open" or similar. This becomes your anchor page for all event-related content
• Write supporting content: "Where to eat near Royal Birkdale," "Best pubs in Southport for golf fans," "Getting to Royal Birkdale—transport guide"
• Optimise your Google Business Profile: Ensure every detail is current. Add photos that show proximity to the course or golfing atmosphere
• Check your website speed: Thousands of visitors hitting Southport websites simultaneously will punish slow sites. Make sure your website can handle the traffic

3–6 Months Before

• Build local links: Reach out to Visit Southport, local tourism boards, golf blogs, and travel writers. A link from a relevant golf publication is gold for SEO
• Social media content: Start posting about the event, building anticipation, sharing local knowledge
• Email marketing: If you have past customers, let them know about your Open Championship offerings

The Week of The Open

• Real-time content: Blog posts, social updates, local tips for spectators
• Google Posts: Daily updates on your Google Business Profile
• Special offers: "Open Championship dinner menu" or "Golf fan discount" promotions

The Accommodation Scramble

Accommodation is the most obvious beneficiary of The Open. Hotels and B&Bs within 20 miles of Royal Birkdale can charge premium rates, and they'll fill regardless. But the businesses that maximise the opportunity are the ones that capture direct bookings rather than losing margin to Booking.com or Expedia.

Beyond the Event: Long-Tail Benefits

The Open Championship puts Southport on the global map. That awareness doesn't vanish overnight. People who visit for The Open often return for holidays, consider the area for retirement, or recommend it to friends. The search interest in "Southport" and "Birkdale" remains elevated for months after the event.

Smart businesses capitalise on this by keeping their event content live (updated for the next visit), creating "return visitor" content, and maintaining the relationships built during the tournament week.

Common Questions About Marketing for The Open

Don't Wait for the Announcement

The best time to prepare for The Open is now—regardless of when the next Birkdale edition is scheduled. Evergreen content about golf in Southport, visiting Royal Birkdale, and the local area will rank and attract traffic year-round. When the next Open at Birkdale is confirmed, you'll already be established in Google's index while your competitors scramble to catch up.