How The Movie Industry Uses SEO to Help Films Succeed. By Franke Wallace.
Film production companies would be lost without search engine optimization (SEO). For those who do not know, SEO is the process of creating and marketing a website in ways that help it to rank higher in search engine results. This is primarily done by optimizing keywords, and it’s crucial to modern marketing.
Rankings can also be aided through links and references from film critics, ticket hubs, and other websites. The hope of this additional traffic is to gain conversions via ticket and merchandise sales. However, with so much content on the internet, it can be difficult to ensure this is working well enough for movies to reasonably compete.
Thus, the film industry has to use SEO practices efficiently to properly market their movies. As digital marketing practices change, these skills will need to be sharpened. But no business in 2019 will survive without SEO, and filmmakers are no exception.
SEO in Business
SEO can be a technical headache, but it’s extremely beneficial. Without it, businesses will lose online buyers to their competitors. In fact, many businesses fail because they’ve neglected the importance of SEO.
Whether they like it or not, any company with an online presence is competing in the search engine page results. Without a strong customer base, SEO will be necessary to rank effectively. There are, however, some important factors for movie production companies to consider when developing their SEO strategy. A few of them are:
- Social platform restrictions and formatting
- Legality of content such as pictures and video
- The importance of influencers for building views and credibility
- How to build relationships with relevant bloggers and site owners
If a studio has optimized their page for the correct keywords, then these efforts should drive traffic to them. Additionally, if they’ve included conversion links on said pages, site goers will be able to purchase tickets, buy merchandise, or begin streaming the movie in question. Including these options is just as important as generating traffic.
SEO in Movie Marketing
Movie studios have a strong arsenal of resources at their disposal. In 2019, some of these are being distributed directly to their SEO. Consider the use of anchor text, for instance. Movie studios have had to master the art of building their anchor text in ways that not only attract click-through traffic to conversion pages but increase those page’s rankings for certain keywords. Building authority to specific pages through your own domain is what experts call “internal SEO.”
Different forms of keyword optimization have been used with other means of digital marketing as well. One such example in the film industry is the use of social media. Due to the amount of time that people spend online, social media marketing is an important way to get content to go viral. Trailers, images, and multimedia can be shared with the press of a button — and thus, keyword buzz around a movie can also spread.
The use of these tools must continue, because people are always on the internet. According to a Pew Research Center study, one in three adults is online almost constantly. A large portion of that time is spent on social media or consuming content, which has only increased with the popularity of mobile devices. If a film production company wants to build online value, they have to consider all types of digital marketing.
SEO in Entertainment
The greater entertainment industry could learn from the film industry’s SEO and digital marketing practices. Particularly, entertainers should note how production companies use social videos and sponsored content to show trailers and behind-the-scenes footage. As put by At The Cinema, “If folks visit a trailer for a film, they will discuss it instantly, and all their followers may do exactly the same. This may create totally free viral traffic to the film manufacturers, saving them millions of dollars in marketing fees.”
This “totally free viral traffic” is translatable to musicians, authors, news anchors, radio DJs, and the like. SEO spreads the word, but it must bring conversation as well to be effective. The sooner that the greater entertainment producers of the century understand this, the more traffic their projects will receive.
Of course, traffic will diminish without proper SEO optimization as well. Using keywords via hashtags and online content is necessary. This is something that the film industry has done well, and others should take notice.
SEO is an incredibly viable part of digital marketing and important for all businesses everywhere. Movie marketers are using it to properly build traffic to their websites and conversion pages. This is sometimes done internally and sometimes done via social media and influencers. Due to their success with these tactics, we will hopefully see good SEO and social marketing practices grow within the greater world of entertainment.
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