When I consult with owners and operators, the two things they care about are that they want to increase sales and they want to be found online. Search engine optimization (SEO) helps accomplish both of these goals. The idea is that if you’re being found, then web traffic is being converted into paying customers. These customer conversions happen by people calling, requesting driving directions, filling out a groups event lead form, or booking a party online.
SEO evolves every day. There is a Google army of people manually checking search engine results and making adjustments based on search terms used. We’re no longer optimizing for keywords and search terms, but user search intent. Your goal is to meet the customer in the search engine results with the right solution to their problem or question.
A winning SEO strategy requires FECs and amusement parks to think about two different sets of results:
- Local map results
- Traditional organic results
Here’s how you can make an impact with your brand in local search engine results.
How FECs and Amusement Parks Can Rank Higher in Search Engines
SEO Disclaimer: First of all, it’s going to take a lot of work and plenty of patience. The good news is that achieving SEO success can dramatically increase your company’s sales.
- Develop Relevant and Valuable Content: If you can solve someone’s problem with the right answer at the right time, then you’re their hero! Content marketing is one of the best ways to help drive sales and improve your search engine rankings. Try starting your content marketing strategy by answering frequently asked questions.
- A Well Optimized Website: We have now audited the majority of the US based FEC market, and most have never been optimized by a professional. Everything from proper content optimization to site structure need to be scrutinized by owners and operators. This is a wide open door for FECs and parks looking to take advantage of others’ negligence
- Generating News About Your Business: Link building is a word that sends shivers up my spine. I do it, but I don’t trust others to do it. The reason is that it’s a practice that works but is frequently abused or misunderstood. However, generating quality and relevant links from other sites to your website will significantly help your web presence. One of the best ways to generate links from other sites to your website is through quality content.
- Local Citations: Local citations, or mentions of your business on the Internet, have long been considered a ranking factor with search engines. The idea is that the more citations (Google My Business, Yelp, YP.com, etc) that display correct information about your business, the better the user experience is with your brand. For Google and other search engines, delivering an accurate user is experience is their number one priority. Local citations help verify basic information (name, address, phone number) about your business to search engines.
- Online Reviews: It is believed that Google’s local algorithm pulls in a few hundred different signals to rank local businesses. One of these signals is online reviews, specifically through Google’s review system. You should be building a local SEO strategy that focuses on the number of reviews, the quality of reviews, and the freshness of reviews for your local center or park.
Implementing an SEO strategy for your entertainment center or park won’t be easy. It will take time and patience, but it can yield massive financial rewards for your business if done well. There is a massive opportunity for FECs and amusement parks to begin their SEO strategy, because the majority of their competition is completely ignoring it altogether.
Kevin Ekmark is the President/CEO of TrustWorkz, Inc, an Internet marketing agency located in Atlanta, Georgia. His passion is in local search engine optimization and paid lead generation strategies.
