Introduction To SEO
Updated: Oct 19, 2020
Definition: SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results.
Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword
How to know you need SEO.
SEO is a complex topic however a very important one and cannot be ignored. Over the next couple of weeks, we shall look into the basics of SEO and try to figure out a way around it.
Combine this information with some practice and you are well on your way to becoming a savvy SEO
Definition of Terms
Crawling: The process by which search engines discover your web pages.
Indexing: The storing and organizing of content found during crawling.
Organic: Earned placement in search results, as opposed to paid advertisements.
SERP: Stands for “search engine results page” — the page you see after conducting a search.
Traffic: Visits to a website.
Backlinks: Or "inbound links" are links from other websites that point to your website.
Engagement: Data that represents how searchers interact with your site from search results.
Keywords: Keywords are ideas and topics that define what your content is about
So the big question, which is: “How can SEO actually help me as a musician?”
Just because certain SEO strategies work for millions of businesses, doesn’t necessarily mean they’ll work for musicians.
Musicians need a unique SEO strategy with its own unique set of tactics. In this article, we’ll define a strategic framework to start from.
The Fan Journey
It all starts with your fans.
For artists, SEO is all about using search engines to help create a positive experience for your fans.
As you build your fan base, your audience will move through some series of steps to reach whatever goal they had in mind. Throughout those steps, they will have experiences online as they engage with your music.
Some of those experiences will involve search engines. So, what we need to do first is understand where search engines get involved.
Let’s break it down by phase.
In marketing, this step is usually called “Awareness” and it’s where SEO comes to play.
Here’s an example: you want to listen to music so you go to Google and type in “free mp3 music”. There, you’ll find Mdundo. Now you’re aware of our company. And that’s very important to us.
Exploration happens after a fan discovers you, likes what they hear, and wants to hear more.
This is where search engines start to really matter for most musicians.
One of the first things they might do is Google your brand name, song name, or lyrics.
It’s your opportunity to show your new fans everything you’ve got. You want to make sure that when they search for your music, you’ve got all the information they need to use.
Help them out by making sure they can easily find things like:
Your website, so they can learn about you
Your social profiles, so they can see what kind of things you say
Music to download/stream, so they can sample your sound and decide whether they like it
Videos and images, so they can get a feel for what you look like
Interviews and reviews, so they can get a sense for who you are and what others say about you
The Purchase phase of the Fan Journey is important for any artist who wants to build a long-lasting career. Like any business, you need to make money to keep going.
Search engines can help you here.
The key is making it quick and easy for fans to spend their money on you when they’re ready. So you want to make sure your fans can easily find the following;
Tour date information and concert tickets
Somewhere to buy your music online
A store to buy physical music formats and merch
Your profile on major streaming services to easily sync your music
In today’s music industry attention spans are short, fans can be disloyal, and there are thousands of talented artists releasing great new music and content. It’s not guaranteed that you’ll keep the attention of your hard-won fans, even after they’ve downloaded your album or gone to your show.
Which makes fan Retention more important than ever.
Things like: signing fans up to your mailing list or growing your audience on social media. Maybe fans follow you on Spotify. That sort of thing helps you with fan Retention.
The Advocacy stage of the Fan Journey is where you’ve already won your fan over to the point where they become a super fan. He or she follows you, and you’ve created some sort of relationship with them. The super fans want to share your music with other people, to help build the movement. They're devoted fans.
Hopefully, you now have an understanding of where you need to start with your SEO.