Exchnage links for more ticket sales at the Edinburgh Festival Fringe.
Link exchanges help ticket sales two ways:
How do people find shows at the Edinburgh Festival? Five years ago it was all about flyers and word of mouth. Today more and more people are turning to their phones for information about which shows to see (and to avoid) as well as information, directions, and even buying tickets. Location based services offer us the ability to find the closest theater, the next show playing, the top rated shows and the shows that will appeal to our tastes.
As more and more people turn to their mobile devices for information and reccomendations producers need to figure out how to be the show that comes up when folks search.
The single best thing you can do to increase your chance of being seen is to exchange inks with other shows. Google gives a great deal of weight to what other people think of you. The more related websites point to you the more attention google pays to your site. I will discuss this in greater detail in a moment but first I want to talk about the direct benefit of linking with other sites.
Exchanging links invites users from relevent websites to check out yours.
Link exchanges with other shows at the festival give an opportunity for immediate increase in web traffic. When people go to your site they find the information that they need. They decide if your show will fit in their schedule and if your show is what they want to see. Once they find what they want they leave. They may leave because they are headed to your show or they may leave because they are looking for something else. If they are looking for something else then why not send them to a friend? A partner site. Another show that is like yours but different and that has agreed to send traffic to your site as well.
No one looses in this situation. People who click on the link to the recommended show have already found what they need from your site… They are leaving anyway. So you lose nothing and you gain a partner site who will send traffic your way in exchange. Both shows benefit and so does the user who likes your show and is looking for more of the same… They will thank you for the recommendation. Everybody wins.
Link Exchanges help search engines find you so more people come to your site and more people buy tickets.
Link exchanges are a great way to improve your page ranking on Google and other search engines. This is a longer term benefit than the one mentioned above. According to Google’s website they look for three things. First they look to see if the website that is linking to you has a legitimate reason for the link. If we are both in show business then it makes sense for us to link.
Second they look at the “anchor text”. This is the actual words that are linked. So when you link to a magician’s site you might include the text that looks like this:
(the underlined section is a link to <a href=”http://www.badmagician.com”>http://www.badmagician.com</a>)
I have seen a lot of links like this where the anchor text, that is the actual text which is highlighted and linked to the other page is the part that says “click here to visit this site”. This makes sense to people reading the information but the search engines robots that look to see what is linked will only see that “click here” is linked. They don’t understand that the link to the juggler’s site is about juggling.
Instead it is better to link a sentence to the magician’s site like this:
<span style=”text-decoration: underline;”>Bad Magician is San Francisco’s best magician. Check him out – he does a great show. </span>
Now when the crawl agent looks at the site they see the words “bad magician” “best magician” “san francsico” “great show”. All of these things are linked to bad magician’s site. Now search engines know that at least one person beside the owner of the target site thinks that John’s website is about great magic in San Francisco.
So when someone types :
Best magician San Francisco
Into the search field of their browser the search engine will be more likely to return bad magician as a result.
For my shows in the Edinburgh Festival I have chosen the key words:
Best children’s show Edinburgh festival
For the I Hate Children Children’s Show
And
Best magic show Edinburgh festival
For Devil in the Deck
Hopefully now when people search for the best children’s show at the festival they will be more likely to catch the IHC show.
Now that you know a bit more about how to trade links, lets’ swap.
Send me an email and write something on your website about me with a link to one of my shows and I will return the favor. We will both benefit.
Paul Nathan is the producer of the I Hate Children Children’s Show and Devil in the Deck at the Edinburgh Festival Fringe.
Links:
http://www.ihatechildren.com
http://www.devilinthedeck.com
http://www.badmagician.com
http://www.firemagic.com


