Before taking action, it is necessary to define your objectives. Do you want to increase ticket sales? Attract a more diverse audience? Strengthen your online reputation? Your SEO strategy actions will heavily involve your teams and resources.
That's why it's important to manage them within a global strategy. You will need to ensure it aligns with the reality of your organization. For example, you probably won't have the capacity to produce content daily, even though this is a factor that ranking algorithms are sensitive to.
The core of your SEO strategy lies in your site content. Each page of your website must be written to meet both the expectations of search engines and those of your visitors. Your content creation should follow some best practices:
- Web-optimized texts: Website presentation texts should ideally be written specifically for the web, but unfortunately, this is rarely the case. Often, texts are shortened reuses of content originally designed for print materials (brochures, flyers...) or even simple copy-pastes. Investing budget or editorial effort into texts crafted for the web could be an effective content strategy, improving site ranking beyond the basic presentation pages. Texts should be sufficiently long, properly structured (H1, H2, H3 titles, bold text, etc.), and include relevant keywords related to your topic, institution, and audience.
- Original texts: One of the biggest enemies of SEO is duplicate content. If the same text appears on many websites, search engines will penalize those sites in ranking-common practices of using identical descriptions for a show across sites harm the discoverability of a program.
If you want to implement a long-tail SEO strategy-focusing on more specific keywords that appear less frequently on the web-you'll need a regular content production policy, which is demanding both financially and in terms of communication team time and resources.