Reeling from a year that is still learning how to cope with the effects of the pandemic, people are looking forward to the events that have been postponed to bring them some sense of normalcy. With this in mind, creating a web presence for events is strategically important. We have developed a guide to help you use SEO for events to your advantage.
Using SEO for events ensures that you reach a wider audience, both local and international, and employing it correctly will help you rise in search rankings. Optimising your event website won’t just boost traffic to the site itself but could encourage prospects to convert, driving ticket sales and even bringing more foot traffic if your event is in person.
Google even offers research engine results features for events based searches – events carousel and events pack. These offer some great options for those trying to be featured on search results pages. Some websites even offer apps to help sell your events.
Table of Contents
Google’s Event Carousel
When optimising your event’s pages, you’ll want to keep the event carousel in mind. This space sits above the organic search results and can display up to 16 results above the fold on a desktop and four on a mobile device – prime positioning.
When you click on a result on the event carousel, it will direct you to an event page that has already been crawled and indexed by Google.
Google’s Events Pack
The search engine results page feature that shows all the events in an area you have searched for is known as the events pack. Similarly to the local pack, it will take three top results and place them above organic search results.
This gives events chances to rank in a place called ‘position zero’. This position offers a business a high-click through rate than ranking number one on traditional organic search. Due to this being above the fold, position zero is the first thing a visitor sees – making it important that you get into this position.
Events packs can be created in a multitude of ways from concerts and festivals to shows and parties, and even tickets. Google offers plenty of opportunities to qualify as an event.
Using Knowledge Panels
Another great way to feature an event where you want to highlight the venue or the performer is using a knowledge panel. When people Google a performer they want to see, as we have below with Dermot Kennedy, you will be able to see events linked beside them.
Similarly to an events carousel, when you click on it, it will send you to a separate results page. If you are interacting with a knowledge panel on a mobile device, clicking on an event will send you to purchase tickets to the event in question.
How to Use SEO for Events
When promoting an event, it is important to take certain steps to improve SEO and develop your online presence. We’ve put together some of our best practices to help your event stand out against the competition.
Use Keywords in Your Event Names
You may already know how to get Google to trigger an event carousel or what you have to write in order to get Google to recognise your event as an event but it is also important that you optimise your event to get as much traffic to your website as possible.
Keyword research can be done on terms that will trigger an event pack and help you focus on what phrases and words perform better when they’re put through search engines. We’ve Googled ‘beer festival’ and already Google has pulled up beer festivals that are close to my location.
Whoever is hosting this festival has very specifically named it with ‘beer festival’ in the name. This is a key term so, if you’re holding a beer festival, it is crucial that you include that in your name. If you are hosting a festival in a particular city, try to include that within the name as well.
2. Select Dates and Times Carefully
One thing that Google loves is specifics. When you are planning an event, you want to ensure that you are using schema to alert Google when events are happening. One way that this can aid you in ticket sales is that Google can help you rank for key phrases like ‘events today’ or ‘events tomorrow’
A thing to note is that if you have events happening on non-consecutive days, you will have to create an event page for each day available and then you can get marked up with an event schema. This also ensures that people don’t attempt to attend an event that isn’t happening.
Google recommends to mark up multi-day events by specifying the start and end times of every event and adding separate event elements for every performance.
3. Use Event Schema
Arguably the most important part for SEO events, doing event schema is integral to ensure that organic search results push your event. Using things like rich snippets, the event pack and carousel, and even the knowledge panel all help in getting your event recognised.
Some of the important areas that Google advises you to markup to ensure you get great organic traffic and results are:
- Start and end date
- The venue and the venue’s address and name
- The event name and description
- Who is performing
When you include all of these, Google rewards you with being found easily in search. It allows for the event pack and carousel to be triggered by exact event name searches as well.
Using this schema also adds rich snippets to organic search results which gives a searcher the means to click directly into the event page from the search results – something that creates convenience for prospective customers.
4. Create Good Content and Links
Google shows transactional and editorial pages when someone types in particular keywords. This allows a user to either garner more information or directly make their purchase. Google rewards sites it believes have domain authority and create trustworthy experiences for their users. One way of doing this is displaying as much information as possible about the event you are going to run.
Creating content around your event can help you gain traffic and potential conversions from those who click the links that direct them to tickets from the editorial content. It helps you build links which helps Google find your events faster and give them more reason to rank your event higher than other events that might be offering a similar experience.
5. Use Ticket Marketplaces and Sites
One way to ensure that your event gets good exposure is to use ticket sellers. This can help you increase profits from people using reputed sites. Google is strict on who it lets sell tickets and does use event ticket seller certification. Some of the sites that it will let customers purchase tickets off are as follows:
These sites all offer you a platform to promote your event to an even wider audience and also let you link back to your domain, creating greater domain authority and visibility.
Market Your Events
Search results change daily so utilising SEO for events can help your event stand out from similar offerings and allow you to make more sales. Build awareness and gain a following with clever techniques like schema and keywords to help your event to be found quickly.
Understanding User Intent for Event SEO: Tailoring Content and Keywords
When optimizing your events for SEO, understanding user intent is crucial. Different search queries reflect different stages of the user journey, and your content and keywords need to align with their specific goals. Let’s dive into the difference between “best music festivals in London” and “buy tickets for London Music Festival” and how to tailor your approach for each:
Understanding the Differences:
- “Best music festivals in London”:
- Intent: Informational. The user is researching options, comparing festivals, and gathering information.
- Keywords: “best music festivals,” “London festivals,” “types of music festivals,” “festival lineup,” “reviews,” etc.
- Desired outcome: Learn about different festivals, discover new options, and identify potential choices.
- “Buy tickets for London Music Festival”:
- Intent: Transactional. The user has decided on a specific festival and is ready to purchase tickets.
- Keywords: “buy tickets,” “London Music Festival tickets,” “festival dates,” “ticket prices,” “seating chart,” etc.
- Desired outcome: Secure tickets for the chosen festival quickly and easily.
Tailoring Content and Keywords:
For Informational Searches:
- Content: Create comprehensive guides, listicles, and blog posts comparing different festivals based on genre, budget, atmosphere, and other relevant factors.
- Keywords: Target a mix of broad and long-tail keywords related to music festivals in London, including relevant genres, artists, and unique selling points.
- Example: “Top 10 Music Festivals in London for Indie Music Lovers,” “Things to Consider When Choosing a Music Festival in London,” “Ultimate Guide to London Music Festivals with Kids.”
For Transactional Searches:
- Content: Focus on clear and concise information about ticket availability, pricing, purchase process, and event details.
- Keywords: Target specific transactional keywords like “buy tickets,” “ticket prices,” “seating chart,” and festival name variations with location and year (e.g., “London Music Festival 2024 tickets”).
- Example: “Buy Your London Music Festival Tickets Now! Limited Availability,” “London Music Festival Ticket Prices and Seating Options Explained,” “Get Your Hands on London Music Festival Tickets Today!”
- Use Google Search Console and keyword research tools to identify relevant keywords and understand user search behavior.
- Optimize your website for local searches if your event is location-specific.
- Include clear calls to action (CTAs) throughout your content, directing users to the desired action (e.g., “Buy Tickets Now,” “Learn More”).
- Monitor your website analytics to track user behavior and see which keywords and content resonate best with your target audience.
Local SEO for Events: Boosting Visibility in Your Community
In the competitive world of event planning, leveraging local SEO is crucial to attract attendees and ensure your event reaches the right audience. Optimizing your online presence for local searches can significantly impact your event’s success. Here’s a deep dive into two key strategies:
1. Claim and Optimize Your Google My Business Listing:
- Importance: Google My Business (GMB) is a free platform that showcases your business information on Google Maps and search results. Claiming and optimizing your listing ensures your event appears in local searches, increasing visibility for potential attendees in your area.
- Optimization Tips:
- Complete your profile: Fill out all information accurately and comprehensively, including event name, date, location, description, high-quality photos, and contact details.
- Categorize accurately: Choose relevant categories like “music venue,” “conference center,” or “festival” to improve search ranking.
- Manage reviews and respond: Encourage attendees to leave positive reviews and respond promptly and professionally to both positive and negative feedback.
- Post updates: Regularly update your listing with event details, promotions, and engaging content to keep your audience informed.
- Utilize event features: Leverage GMB’s event posting feature to showcase upcoming events with detailed descriptions, dates, and booking links.
2. Harness the Power of Local Keywords and Citations:
- Local Keywords: Include relevant location-specific keywords in your event descriptions, website content, and social media posts. Target terms like “[event type] near me,” “[city name] + [event type],” and specific local landmarks or neighborhoods.
- Citations: Building citations involves getting your event name, address, and website URL mentioned on other reputable local websites, directories, and event calendars. This signals trust and relevance to search engines, boosting your local ranking.
Benefits of Local SEO:
- Increased visibility: Appearing in local search results exposes your event to a targeted audience actively seeking events in their area.
- Improved organic reach: Optimized listings with relevant keywords attract more organic traffic without paid advertising.
- Enhanced trust and credibility: A complete and well-maintained GMB listing builds trust with potential attendees.
- Community engagement: Local SEO helps connect you with local media, influencers, and other relevant partners.
Local SEO is an ongoing process. Regularly monitor your GMB listing performance, analyze search results, and update your strategy based on insights and evolving trends. By implementing these local SEO tactics, you can ensure your event reaches the right audience in your community, maximizing your event’s visibility and success.
Content Marketing for Events: Attract Attendees with Engaging Content
In today’s digital landscape, content marketing is a powerful tool for attracting potential attendees and building excitement around your event. By creating engaging and informative content, you can educate, entertain, and ultimately convert interested individuals into ticket-holding participants. Here’s a roadmap to creating content that magnetizes potential attendees:
Content Formats to Captivate:
1. Blog Posts:
- Informative guides: Offer practical advice related to your event theme. Example: “Top 5 Tips for Getting the Most Out of Our Music Festival.”
- Event previews: Highlight key speakers, activities, and unique experiences. Example: “Unveiling the Speakers and Sessions at Our Upcoming Tech Conference.”
- Industry insights: Share expert opinions and relevant news related to your event’s focus. Example: “The Future of Sustainable Fashion: Trends to Watch at Our Eco-Fashion Expo.”
- Behind-the-scenes glimpses: Offer exclusive peeks into event planning, speaker interviews, or venue preparation. Example: “Meet the Team: Inside the Planning Process for Our Food Festival.”
2. Infographics & Visual Content:
- Compelling statistics: Showcase key facts and figures about your event or industry in a visually appealing format. Example: “The Impact of Music Festivals on Local Economies.”
- Event timelines: Visually represent the schedule, highlighting key sessions and activities. Example: “Your Guide to Navigating Our Day-Long Design Workshop.”
- Speaker profiles: Introduce your speakers with captivating visuals and key information. Example: “Meet the Minds Behind Our AI Summit: A Look at Their Expertise.”
3. Videos & Podcasts:
- Speaker interviews: Offer in-depth conversations with your speakers, providing valuable insights and personality. Example: “Get to Know Our Keynote Speaker: A Conversation About Sustainability in Fashion.”
- Event highlights: Showcase the best moments from past events to create excitement for the upcoming one. Example: “Relive the Magic: A Look Back at Our Unforgettable Music Festival.”
- Behind-the-scenes footage: Offer exclusive access to event preparation, speaker interactions, or backstage activities. Example: “The Making of a Festival: A Glimpse into the Planning and Execution.”
Social Media Promotion for Events: Reaching Your Audience Where They Are
Social media offers a powerful platform to connect with your target audience, generate excitement, and promote your event to a vast online community. But navigating the diverse landscape of platforms and tailoring your approach for each requires strategic planning. Here’s a guide to choosing the right platforms, crafting engaging content, and leveraging targeted ads to maximize your event’s social media reach:
Choosing the Right Platforms:
- Facebook: A versatile platform suitable for various demographics and event types. Leverage groups, events, and targeted ads to reach a broad audience.
- Instagram: Ideal for visually appealing events and targeting younger demographics. Utilize captivating photos, stories, and influencer partnerships.
- Twitter: Excellent for real-time updates, live tweeting events, and engaging in industry conversations. Target relevant hashtags and participate in trending topics.
- LinkedIn: Perfect for professional events, conferences, and B2B promotions. Utilize targeted sponsored content and connect with industry professionals.
- TikTok: A rising platform for short-form videos, ideal for showcasing event highlights and reaching younger audiences. Experiment with creative trends and challenges.
Crafting Engaging Content:
- Go beyond just event details: Share interesting stories, behind-the-scenes glimpses, speaker interviews, and user-generated content to keep your audience engaged.
- Utilize visually appealing content: High-quality photos, videos, and infographics grab attention and make your posts stand out.
- Run contests and giveaways: Encourage participation and excitement with interactive experiences and the chance to win tickets or merchandise.
- Tell the story of your event: Highlight the impact, unique value proposition, and emotional connection attendees can expect.
- Interact with your audience: Respond to comments, answer questions, and run polls to foster a sense of community.
Leveraging Targeted Ads:
- Utilize platform-specific advertising tools: Each platform offers advanced targeting options based on demographics, interests, and behaviors.
- Create compelling ad copy and visuals: Capture attention and clearly communicate the event’s value proposition.
- Set realistic budgets and track performance: Start small, monitor results, and adjust your budget and targeting based on data and insights.
- Retarget website visitors and engaged followers: Reach individuals who have already shown interest in your event or website.
- Partner with relevant influencers: Collaborate with influencers in your niche to reach their engaged audience and build trust.
1. How long does it take to see results from SEO for my event?
SEO is an ongoing process, and results can vary depending on your event, competition, and implementation strategy. However, you can expect to see initial improvements within a few months, with significant results taking 6-12 months or longer.
2. Do I need to hire an SEO expert to optimize my event website?
While SEO expertise can be beneficial, it’s not always necessary. You can achieve good results by learning the basics and implementing the strategies outlined in this guide. However, complex events or competitive niches might benefit from professional assistance.
3. What are the most important SEO factors for events?
Content quality, user intent optimization, local SEO, mobile-friendliness, and technical SEO are all crucial factors. Building backlinks and promoting your event online also play a significant role.
4. How can I track the success of my SEO efforts?
Use tools like Google Search Console, Google Analytics, and event ticketing platforms to track website traffic, keyword rankings, and ticket sales. Analyze this data to identify what’s working and adjust your strategy accordingly.
5. What are some common SEO mistakes to avoid for events?
Keyword stuffing, neglecting local SEO, ignoring mobile optimization, and creating low-quality content are all common pitfalls. Stay updated on SEO best practices and avoid these mistakes to maximize your success.
SEO is a powerful tool for event organizers to reach a wider audience, attract attendees, and ultimately drive ticket sales. By understanding user intent, creating high-quality content, optimizing your website, and promoting your event effectively, you can leverage the power of search engines to propel your event to success.
Remember, SEO is a journey, not a destination. Stay committed to ongoing optimization, track your progress, and adapt your strategy based on data and insights. By following the guidance in this comprehensive guide, you can equip yourself with the knowledge and tools necessary to navigate the ever-evolving SEO landscape and ensure your event thrives online.