Getting ready to launch you next hit?
Let’s talk about SEO (Search Engine Optimization) for your single…
Scenario 1 : Passive approach!
Sit back and allow others to take control over your music’s distribution as the begin to illegally offer your song by directing web traffic to THEIR sites with YOUR material! Just days after having launched a new single, chances are that a Google search will lead to an abundance of options directing people to download your song illegally.
Your song will be hosted on sites that will have tons of “sketchy” advertising (gambling, porn, con, etc.).
Scenario 2 : Active approach
Let’s be realistic – it’s almost impossible to avoid having your new hit song appear on illegal download sites. However, one can take the initiative to direct traffic to YOUR site – where you control the distribution and branding of your music. Now that your song is out and available on digital outlets (iTunes or Amazon.), the next step will be for you to tackle the search engines with a bit of SEO.
Misteur Valaire’s launch of their single, “Ave Mucho” ft. Bran Van 3000, on the web:
April 20 : – Creation of the “Ave Mucho” viinyl site offering a free mp3 download
- Official launch of the Ave Mucho viinyl site on their Facebook Page and Twitter account.
April 21 : - Mass email campaign of the viinyl song site to their mailing list
- Launch of the site to the media
Overall, within 2 days, all the web traffic was being directed to 1 destination avemucho.viinyl.com. Fans used the viinyl song site to discover and experience the song, as well as share it with friends via social network sites. The media and bloggers were posting the link to invite their audiences to discover the song on Misteur Valaire’s viinyl song site .
Google suggested search for Ave mucho.
Organic search engine positioning :
The party is in your house…
Promoting a site (including SEO) and organising a party represents almost the same challenges.
- You have to provide clear indications/directions in order for people to come (title of the page, URL, descriptive metatags);
- You have to put poster and distribute invitations in your neighbourhood (hyperlink, web entry points, banners, marketing collateral);
- You may even offer a shuttle service for your best friends to attend the party (facebook, twitter, mailing list, etc.).
Here we go. The party has started, everyone is there (web traffic), the music is great (your song is streamed and/or available for free download), the vibe and atmosphere has been set and is amazing ( the look and feel of your viinyl song site – branded to you). Your friends are having a blast, they call their own friends to come over and party with you (sharing tools) and they show their appreciation on their personal space (facebook status, tweets, etc.).
Unless there’s a bigger party elsewhere, say for example “mediafire”, Google will position your song at the top of a search. It would be almost impossible for Google not to consider your song site as an option when conducting a search for your song. Most importantly, you will be directing a large percentage of prospects and fans to a site that is under your full control and ownership (control over distribution, your image and info about you, news and announcements, licensing rights, links to your other sites , etc.). You can even have access to valuable statistics ( # of listens & downloads, # of visits and geolocation, referral links, etc.). And if you decide to give away your song in exchange of data (email, geolocation) you will be able to create an up to date fan database.
Do the same on YouTube. Be the first to upload your video (or image + song) on your YouTube Channel. You’ll increase the odds of coming on top of search queries thus allowing you to gather more channel subscribers. Remember, each subscriber will receive, on their YouTube homepage, your new videos and as such; you will experience increases in the number of views with less promotional efforts.
Add the link to your viinyl in the description portion of your video in order to offer your fans a free download in exachage of an email or a share.