Rank On Google: How To Manage SEO For Events

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 average event can expect 5-10% of their sales to come through search

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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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Beyond local SEO: Greg Gifford on how to win the visibility race

Last Friday at a packed-out Brighton SEO conference, expert local search consultant Greg Gifford delivered a fast and furious presentation on the secrets of local marketing visibility: it’s not just about local SEO.

In a slide-show brimming with references to classic car movies, Greg Gifford raced through a host of tips and tricks that can massively improve your business’s local visibility and let you storm ahead of the competition.

The days of “just having a website” and trying to make it rank near the top are over; it takes more than just SEO to market to local customers. That’s not to say that local SEO isn’t important, of course, but it shouldn’t be your only consideration.

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Is SEO Right For Your Business?

SEO, or search engine optimization, is still a buzzword. If you’re not an SEO expert, you probably either think your company needs SEO but don’t know the first thing about it, or you know you need SEO and think you can do it yourself. But is SEO even the right fit for your company?

I spoke with my friend Tony Tovar, founder of LocalReachPros.com (a specialty SEO company) about decision-making factors and how a company can know if SEO is the right choice when evaluating its advertising budget. Here are some insights I had after our conversation:

Importance of SEO

Search engines have become today’s Yellow Pages. If your company would have paid for a Yellow Pages ad 15 to 20 years ago, you now want your business to appear at the top of search engine results pages. Even B2B buyers conduct research online before contacting a company’s sales team. SEO takes into account your company’s online reputation and overall presence.

For example, if Company A has a great reputation and publishes articles written by its management team on its website, it may have a good ranking for searches. Company B has a great website with all the pieces Company A has, and they also encourage their executive team to write for other websites and be quoted in other places around the web. They also have a fantastic social media plan. Company B will show higher in search.

Google’s latest algorithm, Hummingbird, emphasizes the intention of the searcher. It’s great if you understand your buyers’ intention, but it’s far more important to understand what Google thinks the intentions of your prospects and buyers are. Knowing how to optimize your website, offers and messaging around what Google believes the intention to be will not only save you thousands of dollars in your advertising budget, but it can also substantially increase your lead acquisition efforts and sales.

Some of Our SEO Results 

I’ve seen 52 percent more visitors to StandOut Authority after enacting an intentional SEO strategy. It took about six months, but we started seeing a trickle of more visitors within about three weeks of starting our campaign.

Source : http://www.forbes.com/sites/theyec/2016/04/05/is-seo-right-for-your-business/#528bf9786d8c