Web Marketing for the Music Business, 2nd Edition

Chapter 7

Optimizing and Monitoring Your Web Site to Increase Traffic

Building a good web site is imperative for being successful on the Internet, but there are also certain modifications to a web site that can generate more traffic. Part of that involves adding elements to the web site that improve search engine rankings, called search engine optimization (SEO). Increasing traffic to the web site includes not only SEO, but also creating elements of the web site that will (1) bring in more visitors, (2) retain visitors longer, and (3) create more repeat traffic. Web surfers visit particular web sites because they are looking for something of interest. For music fans, information about music and the music itself play an important part, but it ...