The World of Search : Spotify SEO and PPC
The process of getting listed on search engines so consumers can find you is called Search Engine Marketing (I’ll use the acronym SEM in this article). Basically, SEM is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. This process have to go trough 2 different concept : The search engine optimization (SEO) and the Pay-Per-click (PPC). As a good example to explain and discuss about the SEM process, I’ve choose Spotify because It cope with a tough competition as Deezer, Google Play or recently Apple Music. It’s a reliable way to see if Spotify use SEM in a way that sets it apart from the competition.
First of all, let’s check the Spotify’s natural search engine rank.
We will test the visibility of Spotify in 4 most popular search engines, (obviously) the american Google.com (65% of the global research comes from Google), but also, the Chinese Baidu (8,2%), Yahoo (5%) and the Russian Yandex (more than 4%)
What can we say ?
First of all, we can notice that the global shape of these different Search Engines are not the same. Some of them have image or logo, (Yandex and Google) and the other part just have text. Considering the research, i’ve put « Spotify » in the research bar, and i didn’t have to correct something except for Baidu who’ve proposed to give me the Mandarin writing of Spotify. That’s one of the keyword aspect i would like to point, the name of a brand is a major element of the SEM because the name don’t have to be mingled by the search engine with another name which has nothing to do with.
I’ve colored in red all the social media redirection of Spotify. There is a huge difference between all the Search Engine. Google didn’t proposed that (Just if we look at the first page without scrolling down, but it’s there where the user attention is focused on) Baidu and Yahoo propose 1 website, Twitter or Facebook and Yandex is the most « socially aware » with four site available just in the first page : Twitter, Youtube and Reddit.
To conclude, Spotify is relatively well represented in the Search Engine and social media, with the keyword Spotify. But what it will happen if we ask to these engines to look for the most important keywords for that company : « Streaming Music Player » ? The rank of Spotify will move ? Let’s see.
Things have changed, Spotify now rule the concurrence (Deezer, Apple Music) on Google search engine, but it’s not the case anymore on the others search engines ! Notably Pandora and others websites are erasing Spotify of the page. Social Media are not represented anymore.
So what improvement can be made for Spotify.
I think that Spotify is doing well. Spotify is the first brand according to the « streaming music » research on Google, and, from my point of view these keywords are the most employed by users to research what Spotify can give. Moreover, Google has the largest part of users in the world. But, Baidu is also important, so, Spotify should improve his algorithmic search by creating keywords in Mandarin for example. About the Pay-per-click process, we have seen the presence of Spotify in Baidu Search Engine. I suppose that Spotify is already trying to export its brand over Europe and United States.
In other words, here are the steps I recommend to Spotify to improve its SEM model :
- The importance of Meta-name.
Search engines are focused on the HTML code, Spotify should index some metaname in an other language to target the Chinese market.
2. Follow the White Hat Method.
« In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.
For example, a website that is optimized for search engines, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices. Some examples of White Hat SEO techniques include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content for human readers. »
3. Use tools for keywords selection
As keyword suggestion tool for Google AdWords, research suggestions from engines and tools like SEMrush.
4. Content optimization
Regarding the content of the websites , the trend is oriented toward semantic search that Google plebiscite because this research method is suitable for the formulation of questions from users on the Web, especially with voice queries made from a phone.
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