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As a music streaming service, what seems to be an opportunity has become a threat for Deezer, which experienced a strong decrease in visibility in November 2021 after a Google algorithm update. The reason for that? Deezer offers a catalog of hundreds of millions of pages (from songs to artists to playlist pages…), which is available in 36 different languages.
Offering such a catalog brings many challenges, especially around crawling, loading times, and content quality.
By early 2023, Deezer reached outstanding SEO visibility and traffic growth in its main countries, including:
This is how they achieved these results:
The first priority was to build a keyword list that would help Deezer to prioritize and monitor its efforts in an efficient way. The challenge is that, as a music streaming platform, the potential is almost infinite.
They have decided to focus their keyword list around 3 main thematics, in their key countries:
*This one is tough, and it requires many explorations. Leveraging insights from Semrush’s Keyword Magic Tool, the team can get a quick idea of the main associated keywords, helping them understand what combination they should aim for.
Regarding albums and songs, the main challenge was seasonality. For this part, the Semrush Organic Research tool was the best way to judge the impact of their actions. All the team had to:
With local and international competitors offering the same catalog size, analyzing the keyword gap was a quick way to understand what was missing to reach better performances. Semrush's Keyword Gap tool data was also helpful in convincing internal stakeholders of all the traffic potential that Deezer was missing at that time.
Where they started - April 2022:
=> The gap they had filled a year later - April 2023:
Once all of the keyword patterns were defined, the challenge was to use the different combinations to get an overview of performances per thematic.
Leveraging internal data and the Semrush Position Tracking tool, the Deezer team built a solid list of thousands of keywords per key country, allowing them to monitor the visibility of:
These keywords were split into 20 different tags with Semrush’s tagging feature and monitored daily. This helped Deezer quickly measure and pilot efforts on different projects.
Metadata optimizations have shown to have a quick and direct at-scale impact on Deezer’s SEO performances, but are not enough, especially when it comes to content quality and uniqueness.
Deezer has therefore decided to be more aggressive in the way they display content, implementing the following actions:
Leveraging metadata, Deezer has improved its pages’ templates to provide more unique content at scale, so that its pages would offer different information than their competitors.
In their focus countries, Deezer has decided to develop and push more localized biographical content on many of their artist pages.
Leveraging the great power of their internal recommendation algorithms, they have implemented on each of their page types contextualized recommendation modules to optimize crawl, but also to bring additional unique content.
Adding content and new modules to pages always brought loading time issues. Thanks to the success of its first loading time action on landing pages, Deezer has prioritized this topic on its catalog pages to reach best-in-class performances on a high volume of pages.