Harness the Power of SEO for Events

Posted by Cat Virca in Planning, Tips, Trends

Social media and content marketing can bring quick results. But how do you keep people coming back to your site after the show or event has ended?

Tracy Cohen of Launch It takes us “under the hood” to learn about the long-term “internal workings” strategies of search-engine optimization, or SEO for events. In his article for Trade Show News Network, Cohen points out that search engines deliver results, not answers – and results are something you can control to achieve higher ranking.

• Select keywords people are searching for. Think like a customer. Exactly how would they type something into a search bar? It could be a single word like “tradeshow” or an entire phrase. Use a word/phrase exactly as people would type it, so search engines know how to display your content.
• Keyword density is next. Use your keywords multiple times in your article so search engines know they are the focus of your story. Your content should hopefully come up higher in results.
• Use “invisible” content that only search engines and spiders can see. URLs, or links, are your address online, and the most powerful part of SEO. Also, the words at the top when you open a new tab or window – called “title tags” – are important. They label the page for the search engines. Next in the hierarchy are H1 tags, which are the title or header of your story. All of these should align with your keywords.
• PDFs and documents are not good for SEO. You need to publish digital content to produce results for SEO for events. Writing a short blurb and attaching a downloadable document can hurt your SEO efforts.
• Name images properly for SEO results. “Launch-event-news” vs. “screenshot 00017” – which one would you search for? People search for images as well as text, so use descriptive names for them.

It takes time for search engines to crawl your content and index it, which makes SEO for events a long-term strategy. High quality content you’ve thought out increases your chances of being found and generating leads.

Read the full article.