Marketing Hack: A Fast and Free Way to Improve the SEO on your show.
Google changes their algorithm more often than Barry Manilow changes keys.
It’s hard to keep up with the search engine giant if you want your show or your business to get on the first page of Google search results. In fact, one change in Google’s algorithm is what caused The Awesome 80s Prom to close. We were ranked #1 for customers searching for “Bachelorette Party” and then poof, we weren’t, for no reason. Traffic plunged, and so did sales. (I should have sued Google, now that I think about it.)
I’ve given you tips on SEO (Search Engine Optimization) before to help make it easier for your potential customers to find you when they search, but there’s one quick and easy action you can take today to not only get your potential customers to find you faster, but also squeeze things you don’t want on the first page of Google to the second page.
If you search for anything on Google . . . whether that’s a Broadway show, a Brazilian City, or a sneaker brand, you’re going to find something that is always on the first page of Google.
A Wikipedia page.
Google loves Wikipedia. Actually, Google is obsessed with Wikipedia. Like stalker obsessed. See, Google’s mission statement is “to organize the world’s information and make it universally accessible and useful.”
And what is Wikipedia? It’s the world’s information. And it’s curated. And ad-free. (Not to mention the traffic it gets, the massive # of inbound links it has, the millions of pages, its age, etc.)
You can see why Google wants to have Wikipedia’s babies.
If you’re a big brand . . . like Jersey Boys or Rio or Nike . . . a Wikipedia page is going to get built for you whether you like it or not.
But if you’re an emerging brand . . . like a new show or an up-and-coming Author, or hey, even a Broadway Producer, you might not get on Wiki’s radar.
Which is why you need to build your own Wikipedia page.
I know, I know, why didn’t you think of that before, right? It’s so easy, and so valuable.
Building your own page will not only get you another entry on that valuable first page of Google, but Wikipedia has authority and value. (I know, I know, there have been reports of BS Wikipedia pages, but with the monitoring and qualifying procedures they have now, they are few and far between). People and Productions that have pages seem just a bit more important . . . like they’ve qualified for the annals of history. Even though you’ve built it yourself!
Now, you can’t just write anything you want on the page. You do have to join their community and prove you’re not just a marketer. You’ve also got to have some proof of what you’re saying in the form of press articles. And it also helps if you help improve other people’s articles (they love it when you fix grammar). But putting in a little time, or getting someone else to put in some time for you, can quickly get you a high authority article about you or your show . . . that you’ve authored yourself. Imagine if the New York Times let you do that!
If you need help getting a Wikipedia page up for you, your show, or your business, email me. I know someone that can help you.
(Got a comment? I love ‘em, so comment below! Email Subscribers, click here then scroll down to say what’s on your mind!)
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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.