This is the first post in a series of dance marketing tips for studio, directors and performance groups. For this post, we will focus on the basics of internet marketing. Getting found online is extremely important. Google gets approximately 100 billion searches per month worldwide, so having a website that Google recognizes is a necessary business strategy.
Rankings on Search Engines
“dance studios” gets over 8,000 Google searches every month of the year. More search volume statistics:
- “dance studios houston” – 90 searches per month
- “dance studios kansas city” – 30 searches per month
- “dance studio minneapolis” – 50 searches per month
These numbers only represent Google’s search engine, not Bing or others, so you can expect these monthly search numbers to be even higher. Did you know that over 60% of all clicks go to the top 3 rankings, with the first ranking getting 33% of clicks? If your studio is not ranking close to the top or on the first page of Google results, you are losing business to your competitors.
Here is an example when I search for “dance studios houston:”
Parents or kids searching for this term might not know the “best” dance studio in Houston, meaning they’ll probably click on the first few websites and choose between them. This is easy business to get and can be completely free with some marketing efforts.
How to Rank Your Studio High on a Search Engine
In order to rank well and show up before your competitors, you need certain elements of a good website. Without getting into extreme detail, here are the basic elements of a great dance studio website:
- Relevant Content
- Appropriate Use of Keywords
- Links Coming in and Out of Your Website
- Traffic Signals
- Social Media Metrics
- Clean HTML
- URL structure
Google chooses to show websites they think are most relevant and trustworthy to users so producing a quality site is more important than ever.
The first question you should ask yourself is: Is my website relevant to a reader? Am I offering quality information to whoever reads it? If your website doesn’t offer the information a user is searching for, you most likely will not rank. Luckily, if users are searching for “dance studio” and you happen to be a dance studio, you may already have this in the bag.
Appropriate Use of Keywords:
Does your homepage use the word “Dance Studio” or similar phrase? It may seem obvious, but many studios fail to place these words on their site. If your studio contains “performing arts” or similar, try to include the word “dance studio” anyway. Here is an example:
Welcome to Kelly’s School of Performing Arts. We are a 20 year old dance studio located in Houston, Texas with 6 teachers and a combined 40 years of teaching experience. Find out more about our scheduling, philosophy, teaching styles and more…
Having this specific text on your homepage tells Google what you are and where you are located. Use words that people search for- not what you think sounds artistic or unique. You will end up getting more traffic to your website which will translate to students.