When most people think about SEO they think about working for businesses, corporations, and services. Working with permanent businesses is pretty straightforward compared to optimizing for a temporary event. When working with a business, consistently creating good content, managing metadata, and working on links will improve ranking over time. In most cases, SEO strategy is about maintaining search engine ranking for keywords over a long period of time. But how do you manage SEO for a single event?
1. The Benefits of Event Schema
Schema markups are very important in how search engines view your content. Using the right event schema can help get your event’s listing on Google’s Event Carousel & Event Pack. These two Google snippets appear above the organic search. Both of these snippets are extremely important in getting noticed on Google. Events on the Event Carousel direct users to a new search page, whereas the Event Pack sends users to the listing on the event search tab on Google. When formatting event schema, make sure to include event start-end dates, pricing, location, performer and an image.
2. Designing Content & Social Media For Events
Google’s events search tab works the same way Google’s main search does. Create quality content that features the event’s information and links to the ticket purchase page. Using blogs and social media that links to your event page will improve ranking. Another is to make sure that other publishers that are writing about your event link to the event’s page on your website instead of the general website. Your event page should become one of the main landing pages for your website leading up to the event.
3. How Keywords Affect Event Ranking
Just like any other SEO strategy, keyword research is the key to search results. Certain keywords are more likely to trigger Google’s Event Carousel and Event Pack. For instance, using words like “festival” or “concert” are more likely to boost your event’s listing in search results. Do keyword research for the words your customers are searching when looking for events. Also, make sure to distinguish the type of event with your keywords. If you are marketing a charity run, including the distance and the charity in the title. If you are marketing a special event for a restaurant, focus on the type of food in your keywords.
4. Listings on Ticket Selling Sites
Another SEO strategy for event marketing is getting more backlinks for your website. Even if you are selling tickets for your event on your website, there is a great SEO benefit to having your event’s name, description, time, and website link on multiple ticket seller websites. Make sure information is consistent, especially the title of the event to maximize the benefits of multiple listings.
For more information on getting your events, businesses, or other services to rank higher on search engines, take a look at our blog. For a free website consultation, contact us at Boston Web Marketing.