By Gabriel O’Brien
Published on: March 06, 2014
Many independent music retailers feel outgunned by large chain stores and internet-only retailers. With limited budgets and countless responsibilities, it can seem impossible to compete.
The good news? You can compete—and you can start in as little as 15 minutes a day. The first step is making sure customers can find you online. Today, Google is how people search for everything. If someone wants information, they grab their phone, tablet, or laptop—and they Google it.
1. Google like your customers
Start by Googling your business the way a customer would. Train your staff to do the same. This helps you understand how your store appears in search results and how to optimize it.
Search your store name
When customers search for your business name, your store should appear as the first result on the first page. These searches come from people who already know you and want details like store hours, lesson rates, rentals, or inventory.
Search “music store” + your town
This helps you capture new residents, travelers, or anyone unfamiliar with your business. Think about how you search for a coffee shop in a new city—your customers do the same.
Search brand names + your state
Example: “Taylor Guitars Ohio.” Customers often search Google rather than manufacturer websites because they expect broader, more relevant results.
Search services + your town
Examples include:
- Band instrument rental + your city
- Music lessons + your town
- Guitar repair + your area
Your goal is simple: think like a customer.
Ideally, your listings should appear above the halfway mark on the first page—because most people click one of the top five results and rarely go beyond page one.
2. Focus on unique products
Whether you sell online or not, highlight unique or hard-to-find products on your website. Search engines reward specificity. If you offer a rare finish, special edition, or hard-to-find model, you’re more likely to rank higher than if you list the same generic product as everyone else.
Unique products help your store stand out—and stand out online.
3. Optimize your keywords
Keywords are words or phrases customers type into search engines. Use full product names and repeat them naturally throughout your listings.
For example, instead of saying “this guitar,” use the full name: Taylor 614ce Koi Blue.
Include:
- Your store name
- Your slogan (if it includes helpful keywords)
- Brand-specific phrases like “Taylor acoustic guitars”
When listing a brand like “Taylor Guitars,” link it to a brand landing page on your website rather than an external manufacturer site.
4. Use landing pages strategically
Landing pages are dedicated pages for specific brands or services. For best results, the URL should reflect the brand:yourwebsite.com/taylor-guitars
Landing pages often rank higher than homepages because they are highly targeted and rich in relevant information.
Use targeted keywords on these pages and direct internal search results to them. For example, if someone searches “Taylor guitars” on your site, send them to the Taylor landing page.
Even if you don’t sell online, landing pages help customers find the brands and services you carry—and help Google understand what your store offers.
5. Get social and claim your listings
Make sure you’ve claimed your:
- Google Business Profile
- Yelp listing
- Foursquare listing
- Facebook page
These platforms link back to your website and help boost your search visibility.
Posting a new product daily on Facebook with a link to your website can drive traffic and improve search performance. YouTube videos showcasing unique products are another excellent way to attract customers—just be sure to include links back to your landing pages in the description.
6. Connect with manufacturers
Make sure manufacturers list your website on their dealer pages. However, avoid sending traffic from your site to manufacturer pages. That boosts their search rankings—not yours.
Instead, create a brand landing page on your site and direct traffic there.
15 minutes a day can change everything
If all of this feels overwhelming, remember: when you search for something, you Google it. Your customers do the same.
The 15 minutes a day you spend improving your online presence can deliver far better results than thousands spent on outdated advertising methods.
Focus on one task per day. Complete it. Move on. Over time, Google will update your results and reflect your improvements.
Get your staff involved. Small, consistent effort leads to significant gains in visibility.
“Once you pick something up, don’t put it down ’til it’s done.”
Gabriel O’Brien is the sales manager at Larry’s Music Center in Wooster, Ohio—a NAMM Top 100 Dealer. He has spoken at the NAMM Show and has been featured in MMR, Music & Sound Retailer, and Music Inc. magazines.
