Since the introduction of Google Panda 3.0 in 2011, the importance of non-branded search engine optimization (SEO) techniques within the performing arts has been increasing. Non-branded SEO involves optimizing a website or online presence using keywords and phrases not specific to a particular brand or organization. Non-branded SEO allows for a wider reach and better visibility on search engines, ultimately driving more organic traffic to the website.
Non-branded SEO’s importance in the performing arts pivots around attracting new audiences through the name recognition of performance, performer, or artistic expression to increase ticket sales. This article will explore the benefits of non-branded or event SEO in the performing arts and how it can help organizations thrive in today’s competitive landscape.
Branded traffic refers to visitors who reach your website through keywords containing the organization or service’s name. It’s crucial for targeting users familiar with the brand, often leading to quicker conversions.
However, relying solely on branded traffic limits growth potential, as it assumes everyone interested in your art already knows your brand. That may be true if you are the Boston Symphony, but not for smaller organizations. And what if you are playing works by Johann Heinrich Schmelzer, then what? That is where non-branded or show SEO comes in, where you become a part promoter, educator, and evangelist.
What is Non-Branded SEO?
Non-branded SEO, or unbranded SEO, optimizes a website for search engines using keywords and phrases not specific to a particular brand. This form of optimization focuses on terms, such as the name of a performance or artist and actors in a performance, in combination with more general and broad terms related to the content on the website. These could include keywords such as “live operatic performance by Sting” or “theatrical performance of wicked,” which are not tied to a specific brand for the performance hall (such as “Met Opera” or “Center Theater Group”) but are relevant to the branding of the performance or performer used as a hook.
By using event SEO, arts organizations and artists can increase their visibility on search engines for a broader range of keywords, ultimately reaching new audiences and driving more website traffic.
When our team first began exhibiting in NAMP in 2014, we focused on ensuring that the art organizations knew that promoting their art online is as important, if not more important, than promoting their brand. At that point, Google had just introduced Structured Data, and we found that stimulating the programming, classes, and exhibits utilizing schema and other sound SEO practices created a powerful engine for our client’s web traffic growth.
Since then, we have found that utilizing non-branded traffic is far more advantageous than focusing unquestioningly on optimizing the traffic for the brand.
Benefits of Event SEO in the Performing Arts
There are several key benefits to using non-branded SEO in the performing arts. As mentioned earlier, it allows for a wider reach and visibility on search engines. Event SEO is essential for arts organizations and artists looking to attract new audiences and increase ticket sales.
Additionally, non-branded SEO can also help build brand awareness and credibility. By ranking high for keywords related to performance and artists, arts organizations establish their expertise in their field and gain the trust of potential audiences.
Furthermore, event SEO can also lead to a more diverse arts audience. By targeting broader keywords, organizations, and artists can attract people who may not yet be interested in their brand or specific artistic expression, thus expanding their reach and potential audience base.
How to use Event SEO in the Performing Arts for Maximum Impact
Now that you understand what non-branded SEO is and its benefits let’s explore how organizations and artists can use it effectively in the performing arts.
Conducting thorough keyword research and identifying relevant, high-performing keywords related to each performance is essential. These could include “dance performances” or “musical theatre shows.” Next, organizations and artists should create high-quality, optimized content that utilizes these keywords throughout their websites. This content could include blog posts, show descriptions, and artist bios.
Building backlinks from reputable sources can also help improve search engine rankings for non-branded keywords. Collaborating with other performing arts organizations or getting featured on industry-related websites can effectively achieve this.
Regularly updating and maintaining the website with fresh, relevant content can also help improve search engine rankings. By consistently utilizing non-branded SEO techniques, organizations and artists can maximize their online presence and attract a wide range of potential audiences to their performances.
Should Non-Branded SEO be the Sole Focus?
While non-branded SEO can bring numerous benefits to the performing arts, it should not be the sole focus of an organization’s marketing strategy. Balancing non-branded and branded keywords is vital to promote your brand and specific performances effectively.
Furthermore, organizations should also focus on creating a user-friendly website and providing a seamless online booking process to ensure that they have a positive experience and are more likely to purchase tickets once potential audiences are directed to their website through non-branded SEO.
Also, incorporating other digital marketing techniques, such as social media and email marketing, can help create a well-rounded strategy that supports non-branded SEO in the performing arts.
Does Non-Branded SEO Work?
The short answer is yes, non-branded SEO does work. Numerous organizations and artists in the performing arts have seen significant results from implementing non-branded SEO techniques into their marketing strategy.
By targeting a more comprehensive range of keywords and reaching a larger audience, these organizations have experienced increased website traffic, improved brand awareness, and, ultimately, increased ticket sales.
However, it is essential to note that non-branded SEO is not a quick-fix solution. It takes time and consistency for results to show, but the long-term benefits are worth the effort. By continually optimizing and updating website content with relevant keywords, organizations can continue to reap the rewards of non-branded SEO in the performing arts.
Can Non-Branded SEO Benefit Other Industries?
While this article has focused on the benefits of non-branded SEO in the performing arts, it can also be applied to other areas. Any business or organization looking to increase its online presence and reach a wider audience can benefit from incorporating non-branded SEO into its marketing strategy.
In industries such as retail, healthcare, and hospitality, where there is fierce competition for top keywords, non-branded SEO can provide a more cost-effective and efficient way to improve search engine rankings.
Plus, with the ever-increasing use of search engines to find products and services, non-branded SEO is becoming more critical for businesses in all industries. By staying up-to-date with SEO trends and implementing effective strategies, organizations can see significant results in their online visibility and success.
Tips for Effective Non-Branded SEO in the Performing Arts
To wrap up, here are some quick tips for effectively utilizing non-branded SEO in the performing arts:
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- Conduct thorough keyword research and identify relevant and high-performing keywords related to the performing arts.
- Create high-quality, optimized content that utilizes these keywords throughout your website.
- Build backlinks from reputable sources to improve search engine rankings for non-branded keywords.
- Regularly update and maintain your website with fresh, relevant content to continue improving search engine rankings over time.
- Strike a balance between non-branded and branded keywords in your marketing strategy.
- Focus on creating a user-friendly website and providing a seamless online booking process.
- Incorporate other digital marketing techniques, such as social media and email marketing, to support non-branded SEO efforts.
- Stay up-to-date with SEO trends and continuously adapt your strategy for maximum impact.
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By following these tips, organizations and artists in the performing arts can effectively use non-branded SEO to expand their reach, attract a wider audience, and ultimately achieve success in the competitive online landscape.
FAQs
What is the role of Google Search Console in improving non-branded SEO?
Google Search Console is vital in enhancing non-branded SEO for the performing arts. It provides insights into how your website performs in Google’s search results, including data on organic search traffic.
How does an SEO strategy focusing on non-branded traffic differ from one prioritizing branded traffic?
An SEO strategy focusing on non-branded traffic aims to attract visitors searching for generic terms related to your offerings rather than your specific brand. This strategy can help increase brand recognition among people who may not be aware of your brand. On the other hand, an approach focusing on branded traffic targets users who are already familiar with your brand and are using branded keywords in their search queries.
Can non-branded SEO help in attracting the target audience?
Yes, non-branded SEO can significantly help attract the target audience in the performing arts. By optimizing your content for non-branded search terms relevant to the performing arts, you make it easier for people interested in this field to find your website through organic search. This approach can complement traditional advertising campaigns, increasing your brand’s visibility and attracting organic search traffic.
How can I improve non-branded traffic for my performing arts website?
Improving non-branded traffic involves understanding the search terms your target audience uses when looking for content related to the performing arts. Tools like Google Search Console can provide insights into these search terms and their search volume. You can incorporate these terms into your website’s content, meta tags, and alt texts.
Conclusion
In conclusion, non-branded SEO can be a highly effective tool for organizations and artists in the performing arts to increase their online visibility, attract a wider audience, and ultimately drive ticket sales.
By conducting thorough keyword research, creating high-quality content, building backlinks, and continually optimizing and maintaining their website, these entities can see significant results from implementing non-branded SEO into their marketing strategy.
However, balancing non-branded and branded keywords and utilizing other digital marketing techniques is crucial for a well-rounded approach. With the ever-increasing use of search engines in today’s society, incorporating effective non-branded SEO strategies is crucial for success in any industry. So, implement these strategies and watch your online presence and ticket sales soar!