Search engine optimization (SEO) is the process of improving a website’s search engine ranking, usually without the use of paid advertising. For any serious band or business, SEO is a critical element in building and maintaining an effective and engaging online presence. It’s a part of doing business online and, as a musician, it’s a strategy that can enhance the promotion of your music to old and new fans alike.
Of course, if search engine optimization were easy, you wouldn’t be reading this article. In fact, SEO is a less than glamorous, but necessary, task that requires patience and persistence. You can improve the ranking of your website, but it’s a gradual process that takes time. Luckily, there are tricks and techniques that can help you along the way. We’ll cover the use of meta tags, keywords, and complementary links to get you started in understanding how to delve into the world of SEO for your website.
Before we get started, however, it’s important to talk about your online content. Content is king, and no amount of SEO can overcome poor or nonexistent content. Make sure you’ve invested in creating quality content that engages your prospective audience. This is not only a prerequisite for SEO, but is a basic requirement for your own career longevity. For the purpose of this article, let’s assume you currently have a simple, but effective online presence that shows off your musical side to good effect.
Search engines, such as Google and Bing, are designed to organize the near infinite amount of information on the web using algorithms that change over time to reflect changes in search patterns and innovations on the web. These search engines analyze specific parts of a website to determine its importance and, subsequently, a particular site’s ranking in search results. This includes page titles, descriptions, keywords, links from other websites, interactions from social media sites, and the most important element, your site’s content.