For most events, search can be expected to drive between 5-10% of ticket purchases or registrations. But these sales aren’t automatic — it takes dedicated effort to make your event rank in Google search results.
The key is Search Engine Optimization (SEO) or, put more simply, designing your event page to show up at the top of search results. Here are three basic principles to follow to get your event to rank on Google.
Use descriptive keywords in your title and event summary
Keywords — the words that a potential attendee would search on Google to find your site — are the heart of SEO. You’ll want to use keywords strategically on your event page, especially in your event name and description.
Sometimes, this means putting creativity aside for a straightforward name. For example, if you host a beer festival, you want to make sure your event name has the term “beer festival” in it, since that keyword is searched nearly 3,000 times per month on Google. (You can find out which keywords have the highest search volume for your event using Google AdWords — find out how here.)
Search engines know that events are timely and location-based, so they will use your event’s date and location to determine its ranking. That means you want to make sure the date and location are front and center in your event description. It’s also a good idea to repeat geographic terms like “Northern California” and “New York City” in your copy.
You increase your chances of ranking even more if you include your city or state in the title of your event. For example, nearly 200 people search for beer festivals in Los Angeles each month. That means naming your event the “Los Angeles Beer Festival” or “Craft Beer Festival: Los Angeles” could pay off in major traffic.
If you’re directing traffic to your own event page, make sure your domain name (or URL) also includes the keyword-optimized name of your event.
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