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Spotify SEO Audit Joshua Singleton

1. Value of Keywords

Keywords are words that people might search up in order to find your site. Therefore, keyword research is of dire importance, as it allows your company to know the keywords that are most important to its site and pages, and optimize the site to act on those keywords accordingly. Below I will suggest the three most beneficial keywords for Spotify's homepage and why they are important.

Generic Keyword: "Free Music Streaming" - Spotify is a music streaming site, and in comparison to the several that are out there, it is handily in the number one spot in terms of number of users and streams. With that in mind, a generic keyword phrase I chose is “free music streaming”. I chose “free music streaming” as the keyword because it has a Click Through Rate (CTR) of 8.94%, and costs $00.19 per click (CPC). Why is this important? It is now 2017, and the era of buying albums and individual songs from ITunes is over. People want free music to download and stream. What these numbers tell me is that when people search up “free music streaming”, they often click on what they find. With that in mind, Spotify could do well to optimize their site to be more find-able when “free music streaming” is searched. Spotify offers free music streaming, and downloads once a premium subscription is bought.

"Free Music Streaming" Keyword Analysis

Generic Keyword: "Music Listening Trends" - As a music streaming service, it is important that Spotify is constantly up-to-date with everything popular and current within the music industry. From new releases to emerging artists to breakout hits, it is crucial that Spotify be aware of it all – and they are. Spotify is the go-to place for many people to not only stream the songs they know and love, but to find out what others like and what’s trending so that they can listen to it as well. For this reason, another generic keyword that is important for Spotify is “music listening trends”. Utilizing this keyword would allow Spotify to come up much more often when people are searching for music that is popular, new, or trending.

"Music Listening Trends" Keyword Analysis

Specific Keyword: "Spotify" - Spotify is most certainly in the top spot for music streaming services today. Its name is instantly recognizable, and as a college student, I can say that while everyone may not use it (though many, many do), everyone has certainly heard of it. Therefore, I believe the specific keyword should simply be “Spotify”. It seems obvious, possibly even redundant. Yet according to the keyword suggestion analysis on BruceClay, Spotify has been searched 32953350 times today, with a CTR of 19.06% and a CPC of $00.07. With numbers like these, it is clear that Spotify’s name alone is a driving force to its website traffic online; it would serve them well to further optimize “Spotify” as a keyword in order to continue their brand name’s dominance.

"Spotify" Keyword Analysis

2. Content Creation

Spotify’s homepage is well-designed and well-kept. It is immediately inviting and gets straight to the point: Either try Spotify for free, or ‘get’ Spotify Premium. The design of the homepage really pops, as it uses bright colors that are eye-catching, yet not overbearing.

Spotify Homepage Section 1

As you scroll down to view more of what the homepage has to offer, you come across three bolded phrases: Music, Playlists, and New Releases. I feel that they chose these words because they are important keywords for their site. Spotify is certainly known for its music, as well as its extremely customizable, personable, and sociable playlists. Therefore, Spotify wants to immediately let visitors to their site know what they are all about. However, if I could change anything, I would add another phrase to the list: Statistics. I would add this word because Spotify has implemented a feature that allows each user to see their cumulative listening trends and stats at the end of every year. It is an extremely personal and wonderful way for one to view their year in music, and to relish in the memories that it evokes. This feature has been a hit, and one that is unique to Spotify. Therefore, I feel that it would be a strong addition to the homepage.

Spotify Homepage Section 2

As you continue to scroll further down the homepage, you come across another bolded phrase – It’s Easy, followed by another three phrases – Search, Browse, and Discover. Spotify added this area of the homepage in order to acquaint site visitors with the three basic features for finding music, and ensuring/encouraging them that it is simple and beneficial to use. I would not change anything about this area of the homepage.

Spotify Homepage section 3

Scroll down further and you’ll find the phrase “One account. Listen everywhere.” Mobility of an app or device is an incentive and necessity for a growing number of people, and therefore Spotify seeks to showcase its mobility through its ability to be linked to multiple devices through one account. Spotify was one of the first streaming services to offer this feature, so it only makes sense that they would add this phrase in to utilize it in keyword searches.

Spotify Homepage Section 4

The last section on the homepage leaves the visitor with the end of the walkthrough, and a phrase that simply states “Go get the music.” I feel that this is an extremely effective way of encouraging people to purchase premium, especially by adding in the chart that shows both prices and accompanying features. Anyone that is searching for a music streaming service for a price range within $10 would be sure to come across Spotify on a search, therefore I would recommend that they continue to have this last chart/call-to-action area on their homepage. It truly brings the homepage to a cohesive and conclusive finish, rounding it out to utilize all the keywords necessary for their site.

Spotify Homepage Section 5

BONUS: If you already have a Spotify account and are signed into it, you are treated to a different, more personalized homepage that acts as a springboard for you to either jump back into the things you have already been listening to, or easily and immediately find new things that are similar. I feel that this is an effective way to change the homepage to fit the needs of different users so that you are utilizing the best of you SEO based on who is visiting the page. The only thing I would change on the account member homepage, is to add a scroll down option that would allow a user to send a link/code to a friend to purchase a discounted subscription to Spotify Premium for a month. This would act as in incentive for already-subscribed users to continue to visit the site, so that they would continue to invite others to visit it as well. It would be an effective way for Spotify to use their subscribers’ personalize homepages to drive new visitors back to their original homepage.

Personal Spotify Homepage Section 1
Personal Spotify Homepage Section 2

3. Overall Site SEO Tips

Spotify is a large and successful company, so at this point, their coding is up to snuff with that of any major company. That being said, their sitemaps and robots.txt are very well executed and implemented into their sites. The sitemaps contain all the necessary information – URL’s for all the pictures and songs and images that are on every page for Spotify. The robots.txt page is up-to-date and contains exactly what is necessary for the spiders to crawl through, from the “User-agent:” to the “Disallow”.

Spotify Sitemap Page 1
Spotify Sitemap Page 2
Spotify Robots.txt

Spotify also does a great job of siloing. It silos through themes based around keywords, as well through keywords themselves. Furthermore, Spotify incorporates both physical and virtual siloing into their SEO operations. Spotify enacts physical siloing through their “Help” page, most notably. The broad category for this siloing would be ‘support.spotify.com’, with each subcategory coming afterwards. The subcategories include ‘premium_for_family’ and ‘using_Spotify/troubleshooting’. Spotify incorporates virtual siloing basically everywhere else on their site. Every page is linked to another, and many are based off of themes. The ‘Discover’ tab would take you to a list of albums, playlists, and artists. Clicking on each of these would take you to another page of seemingly the same thing. All in all, Spotify silos extremely well.

Where Spotify suffers quite a bit, in my opinion, is its 404 page. If you were to search up ‘Spotify 404’, you would find countless questions being asked on the Spotify Community page, where dedicated subscribers within the Spotify community help one another with technical issues and details. The fact that so many people have had to contact the community page, though, shows that Spotify’s 404 page error needs work. The issues lies in the fact that the 404 normally occurs for people who have trouble logging into their account due to a firewall. It happens fairly often, enough to the point that there are entire community pages dedicated to navigating the issue. In order to make sure that search engines continue to see Spotify’s site as wholesome and void of broken links, I recommend that Spotify improve its log-in protocol across all its platforms. I feel that it would lead to fewer log-in errors and, in turn, fewer 404 page errors.

Spotify 404 Page Error

4. 8 Helpful SEO Tools

1. Keyword Suggestion Tool: Does your site lack proper keywords to make it relevant in search results? If you have a list of keywords and are looking for more ideas, the keyword suggestion tool is a systematically tested and proven way to provide related words and phrases pulled from actual search query data. This tool also provides data like average monthly search volume (Activity), cost per click (CPC), and click-through rate (CTR) – valuable statistics that will allow you to understand the importance and relevance of the keywords you have chosen.

2. Search Engine Optimization/KSP Tool: This tool acts as an extension to the keyword suggestion tool by using all the same features, however, it also analyzes approximately how many searches your keywords are getting on Google and Bing monthly. Furthermore, you are able to go over each keyword to analyze its demographics, allowing you to take advantage of knowing your target audience. In turn, this allows you to more accurately choose keywords that might hold more relevance, importance, or productivity for your brand.

3. Top-Ranked Websites by Keyword: This tool allows you to see who your top competitors are for each of your top keywords. If you hope to get either an understanding or an edge on your competition, this tool is crucial as it enables you to have a clearer, more precise view of exactly who holds the top 10 domains for each keyword. If your site is not on the list, it is a red flag that tells you that you must better optimize your site towards your keywords, or pick a new keyword entirely. If your site holds a spot in the top 10, it is a sign of your successful keyword optimization.

4. Single Page Analyzer: One of the most popular and effective tools, the single page analyzer provides the analysis of a competitors top keywords for their top-ranking pages. While this is somewhat similar to the use of the ‘Top-Ranked Websites by Keyword’ tool, this one varies in that it provides a more in-depth analysis for a single page. This tool is crucial for any company or organization seeking to improve their own keyword optimization by either learning from a competitor, or taking the edge over a competitor.

5. SEO Multi-Page Information Tool: If your company or organization is looking for an efficient and quick way to see the crucial on-page elements for many different web pages all-at-once, then the multi-page information tool is precisely the tool necessary. It shows elements like title page, meta description and meta keywords, H1 and canonical tags for up to six pages. This is a useful tool for your SEO optimization for your site because it allows you to structure your site based upon the positives and negatives that you’ve gleaned from partners and competitors.

6. Check Server Page: Use the Check Server Page tool to quickly verify the “spiderability” of your site. When search engine spiders visit your website, it’s important to make sure they can crawl around easily and index the maximum number of pages possible. After reading the server’s response headers, the tool reports any potential roadblocks that could cause a problem for search engine spiders. You can run it anytime as a precaution, but it’s especially useful before you submit your site to search engines for indexing new content. This tool is mainly helpful for knowing what’s behind the basics of your site, and also knowing how to keep it running smoothly for a more optimal user experience.

7. Link Analysis Report: The Link Analysis Report lets you see who is linking to a particular web page. You can use it to research links to a competitor’s page and compare them to your own page’s backlinks. Websites that link to a top-ranked page might also be good candidates to link to yours, but be sure to fully research each link. You only want to attract backlinks from established websites with content directly related to the content being linked to in your website.

8. SEO Cloaking Checker: Cloaking refers to the practice of showing one version of a web page to humans, but a different version to search engine spiders. For search engine optimization, cloaking is generally considered bad practice and should be avoided. Search engines want to index what the user sees, and can get pretty suspicious and even levy penalties if they think something deceptive is going on. This is important for you site as it allows you to be more secure, as well as keep up with best practices that fit the guidelines of sites for most companies and organizations.

Created By
Joshua Singleton
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