* SEO - Now More Than Ever!
Current circumstances have upended the entire marketing landscape and how people view our industry. Here’s why SEO matters now.
By Dirk Johnson
First, I hope you are all doing ok.
None of us are doing great.
I am running at about 50% of where I was, but fortunately, I have other
business interests that provide other steady income.
I hope that your business has not completely collapsed during this challenge.
All of us have unique teaching situations and client profiles, and some
solutions, like providing online lessons, work better for some than others.
Please be strong and THINK your way through this. This article is a part of
Is This the Time for a Business Marketing Discussion?
I’d say yes, but with a
caveat. I am not claiming that this is the time to be putting on the “hard
sell” and going all out. That’s probably not going to work right now.
I am instead, advocating that now is the time to start or tweak the search
engine optimization on your website.
There Are Good Reasons For Doing Some Revised SEO Work
First, not every family
is in dire financial straits here. Some people do have income, and with schools
closed, they are looking for outlets for their kids. They might think that NOW
is the time for them to get the kid into online music lessons, as a diversion.
These might be technically sophisticated parents, and they may have decent
equipment to apply to the task.
Similarly, prospective adult students might look at this as an opportunity to
take up guitar or piano, or brush up their skills, or whatever.
These people are going to go straight to a search engine like Google or Bing
and search for something like “online [name an instrument] lessons in [your
city]” or Zoom lessons, or Skype lessons.
Catching the Impulse Sale
It’s an “impulse search”, sometimes made just out of curiosity.
These people are not
going to take time to seek out ads, and they may not participate in local
social media. Facebook reaches only a fraction of the population, and other
platforms, like Instragram, much less. If someone doesn’t participate, they’ll
never, ever see your social media postings.
Instead, these people are just making quick investigation, maybe while at their
laptop while working from home, or on their phone while watching TV.
After all, there is a
lot of “homemade” music being broadcast right now, which makes music seem
accessible to everyone once again.
You HAVE TO Be Prepared
Sure, some of us might get lucky and earn this traffic, if you are in a low
competition environment without doing much of anything. That’s likely a small
city or town.
In larger cities, none of this is search traffic happens by chance. There’s
already competition for search traffic. If your website is prepared and properly
positioned for this kind of search, then there’s a good chance that you’ll get
There Is No Going Back – This Is “NEW NORMAL”
When were return to
“normal” (whenever and whatever that is), we’ll find that a wide swath of the
entire population has now been exposed to “online learning”, often through
That means they have options. Maybe no more driving to the studio, dropping off
the kid (or waiting around), and then picking them up afterward. It’s not
For me, I have adult students who used to travel up to 40 miles to come here. I
suspect that I won’t see them all that much in-person in the future. This is
online training is working (with some disadvantages, of course), but it is
saving them a lot of time and mileage.
From now on, SOME people (especially busy people) will be seeking out online
lessons, even in their hometown.
What To Do Now?
It is simple. Set up
your site to attract traffic for various types of online lessons in your town.
That is, properly designed title tags, page descriptions, page headlines,
on-site images of your capability, and content that describes your online
capability and experience.
You have to use “online”
and Skype, and “Zoom” and “Facetime” and whatever else, in your tags and content.
By doing that, you can corner your local market that exists for this “new
normal” that’s most likely coming to stay.
Most certainly, someone
in your city will do thisSEO work on their website. It should be you.
In the Meantime Don’t Hold Yourself Back!
Using the SEO
Guide for music lesson studios, you can either do all of this yourself, or
if you don’t have time, or if you prefer to have someone else manage the basics
of SEO for you, please contact
as always, if you want to get a quick review of your current website SEO
condition, please contact
me with your website address, and I’ll be glad to have a look and report
back to you what I find.
Thanks again for tuning