Event SEO: How to Increase Your Event Visibility on Google

Is your event showing up on Google? If not, you’re missing out on a significant share of traffic from implementing a good event SEO strategy. You probably know that 9 in 10 online experiences start with Google search. But, did you know that 89% of people use search when deciding about whether to purchase a ticket or not?

Google search on laptop

However, just appearing somewhere in the SEPRs is not enough for you to get noticed, as most of your potential attendees would never scroll past Google’s first page.

Precisely because of that, you need to work on improving the visibility of your listing. Here are a few event SEO strategies you should keep in mind.

Create An Informative Event Page

Just like your target audience, Google wants to know the details of your event. Based on its location and date, it determines whether it is relevant to its searchers. With one of Google’s latest updates, relevant events now appear at the top of the SERPs in a callout box. This option allows a searcher to quickly see your event’s exact name, location, and date without even clicking on it. Most importantly, it gives you the opportunity to put your listing in front of those people who’re looking for the events in your vicinity but are not still sure what they’re looking for.

But, to get Google to feature your event, you first need to create a powerful event page. Here are the elements it needs to include:

  • The who, what, where, when, and why of the event. Make sure you include the map and directions.
  • Title and meta description
  • An optimised URL
  • Ticketing information
  • A powerful CTA
  • Social sharing
  • Contact information
  • A related image
  • A simple sign-up form

Optimise Your Event Page For Valuable Keywords

When assessing your site’s relevance to its target audience, Google first inspects your event name. The name is your most important keyword and it should match your domain name. Therefore, when one googles your event specifically, your website will probably be the first thing they’ll see in the SERPs.  

But, here’s the catch. What if a searcher is not looking for a specific event and searches for a more generic term, such as “events in nyc this week”? This is why you should optimise your event’s title tag, URL, meta description, and alt text for your most popular keywords, too.

Worker on laptop

Build Relevant Event SEO Links

Given that events are time and location-based, it’s in your best interest to put your listing in front of those people who live in your area or are planning to visit it anytime soon.

This is where local event SEO steps in. As the recent post by Elevate Digital explains, its main purpose is to “to help you capitalise on the local traffic and grab new customers as they’re searching for information on products or services you’re offering.”

Apart from optimising your page for your most important keywords, you should also focus on building relevant links to your event page. Namely, backlinks are the major localised organic-ranking signal.

Here are a few ways to do so:

  • Reach out to the local news and ask them to cover your event.
  • Search for the existing social communities. Facebook groups or Reddit threads are all amazing places where you can track relevant discussions and promote your event organically. Just make sure that the comments you leave are insightful and helpful to those reading them.
  • Look for local social media influencers and niche experts, build relationships with them, and get them to link to or even write about your event page.
  • Do competitor research to see what relevant sites are linking to related events. Tools like SEMrush, Moz, Ahrefs, and Majestic SEO can help you perform competitor research effectively.
  • List your event on all major local directories or discovery sites. This is an opportunity to generate lots of relevant and organic links and build your event’s authority by gathering positive reviews.

Create Amazing Content

Optimising your content for relevant keywords is half the job. The other half is to boost your site’s relevancy and show Google that your website is more relevant to the searchers than your rivals ranking for similar keywords. And, one of the most effective ways to do so is to create highly engaging content around these keywords.

Make sure you cover your event on your blog and keep your followers updated. You could also write about some other local events and news relevant to the people in your niche. To appear in front of local searchers, always add your city and neighbourhood information to your keywords. Most importantly, never forget that you’re writing content for people, not for search engines. By making it interactive, informative, and relevant to the people reading it, you will boost their engagement, reduce the bounce rate and automatically rank higher.

Invest In Local Paid Ads

SEO doesn’t bring overnight results. Sometimes, it takes a few weeks for Google to index and rank your content. So, if you want to boost your event’s visibility fast, you should invest in local paid search, too. Apart from helping you boost your event’s exposure fast, Google AdWords also offer amazing targeting options that will help you market your event to the people in specific locations and drive qualified traffic to your site.

Just make sure you reap the power of your paid ads. Make them highly informative. Write a catchy headline, include your major keywords, implement an action-oriented CTA, and provide relevant information. Remember, people want to know what your ad is about before clicking on it.

Wrapping It Up

Irrespective of your industry and the type of event you organize, to boost its attendance, you need to invest in its exposure on Google. And, I hope these techniques will help you plan your event strategically and help you rank high from the day #1.

What techniques do you use to boost your event’s visibility on Google? Let us know in the comments below. 

About The Author

Emma is a digital marketer and blogger from Sydney. After getting a marketing degree she started working with Australian startups on business and marketing development. Emma writes for many relevant, industry related online publications and does a job of an Executive Editor at Bizzmark blog and a guest lecturer at Melbourne University. Interested in marketing, startups and latest business trends.