Discoverability & Search Engine Optimization (SEO)
When the topic of “discoverability” comes up in the creative sector, it is mostly in the context of getting found via algorithmically powered search results or recommendations. While I endorse a more holistic, audience led approach to discoverability, it is still important to have an understanding of the best practices of search engine optimization (SEO). The following are some basic and advanced tips to help get your creative work found through the mechanism of search and recommendation engines:
5 Basic SEO Tips: Building the Discoverability Foundation
1. Understand your (audience’s) language ecosystem
People search using words, whether they type or speak them. You need to understand the relevant areas of interest and the intent behind these queries to have an effective SEO strategy. It is a primary piece of data for the search engines that anyone can access through tools like the Google Ads Keyword Planner tool.
2. Provide the best user experience
The search engines want to send searchers to websites that provide the best user experience possible. That means have a fast loading site with no typos that is mobile friendly and has a logical navigation and structure so people can find things easily. There has also been more emphasis in recent years on security and so HTTPS sites often are given preference over HTTP sites.
3. Think strategically about creating content
Keyword research and other data can help you make informed decisions about what kinds of content your audience will be the most interested in, like answering pertinent questions or providing relevant entertainment or information. Content should also be of high-quality, and use focused, individual pages for key actors, events and other important elements. Remember: text still provides the context for all assets, visual or otherwise.
4. Think strategically about how to connect and share your content
Give thought to how you link and share the various parts of your online footprint as this also helps the search engines to better understand what you and your work are about.
5. Establish your authority
The search engines want to send searchers to the highest quality resources. It is important to imbue your entire professional and creative brand with expertise, authority and trustworthiness for the work or storytelling you want to be known for. Consistency, quality and publishing on external sites like LinkedIn and Medium can help with this.
5 Advanced SEO Tips: Leveraging the Knowledge Graph
1. Use structured data markup
Search results have grown more complex and sophisticated, with standard listings being pushed further and further down in the rankings. One of the best ways to enhance your listings is to use structured data, an in-page code markup that adds extra meaning and value to your content. The major search engines agreed to the Schema.org standards for structured data. Creative work including TV series and movies, as well as actors and events are some of the schema that could be used by media storytellers.
2. Get included in publicly accessible data sources
Google uses information from a wide variety of data sources to inform what is known as its Knowledge Graph. These “trusted and authoritative” sources include Wikipedia, LinkedIn, Fandom.com, IMDb and Wikidata to name just a few. In Canada, there is also an attempt to establish a data source like this for our culture sector called ArtsData.ca. Some of these are easier to get into than others (the human editors at Wikipedia are notoriously difficult to please) but a good place to start would be LinkedIn for you and your company and Wikidata for yourself and specific creative work.
3. Establish your “notability”
To be seen as notable or important enough to be included in the Google Knowledge Graph or Wikipedia, you will need to go even further than the steps recommended to establish authority under the basic SEO tips above. You, your company and your work will need to have coverage in major press, participate in industry research or publications, and establish presence through PR and similar professional initiatives.
4. Maximize the opportunity of Google My Business
Google My Business is the foundation for any kind of geographic based searches (think queries that include “near me”). While not all creatives will have a significant physical presence serving a specific local community, Google My Business offers a great opportunity for those for whom it is relevant. You can control the information about your business, get reviews and post updates and event information. This can help you stand out visually in the Google search results page and establish presence in some very unique ways.
5. Create a kicka** ABOUT US page
It may seem like a small thing, but creating an About Us page that has complete info about your business location and key personnel and that is marked up with appropriate Schema.org structured data, can do a lot to help get enhanced listings in search and recommendation engines (and is something rarely done in the creative sector).