How can we market/ promote our event page? Well usually the companies top marketing challenges start with finding an executive sponsor, hiring & training top talent, managing the website, defining budget etc. But what are the least & top most priorities in those marketing initiatives? It’s surprising to see that 63% weightage goes in generating online traffic & leads for your event page. Let’s redefine this weightage as generating high ranking SEO (Search Engine Optimisation) for your event page. Why should we require a better ranking SEO can further be illustrated in way of infographic shown below:
SEO does not always work the way we want, hence it is difficult to determine the right way or technique for doing it. The simplest answer to that is Google needs to receive the right signals from you to optimise your event page. But to be frank, its not always so easy. There is a very thin line between optimisation & over optimisation. Too many signals from the website/ event page can also mislead Google to divert to any other web page. This thus, shall further reduce your overall web ranking on Google search engine. The change in trend for searches over decades is as shown below:
Following are the few tips to make your event rank higher on Google Search Engine
Choose the right event title
First impression is always the last impression. On Google search engine “the first impression” is always your “event tile”. It’s thus, recommended to spent your maximum efforts in choosing the right title. Using the tool “Google Key word planner” you can find out the potential key words related to your event. You may then create individual pages using those key words. It thus covers all the probabilities of how end user will search your event.
Event promotions in B2C are generally location specific. As an event organiser your marketing strategy’s top most priority shall be get maximum local audiences for your event. It’s thus, always an add-on advantage to have the location of your event included in the tile. For eg; Pune comedy festival, Satara Hill Marathon etc.
Make your event searches appear on mobile first
48% consumers start mobile search with a search engine & from that nearly 51% have discovered a new event when conducting search on their smartphone. The above mentioned facts & figures thus illustrate how important it is to have the right event campaigning on a mobile device. The mobile device screens unlike the desktop screens are comparatively way smaller. So we need to ensure of having the right event detailing in the limited space available. Few tips are as listed below:
a) The event title should include the location where the event is going to take place. It makes the searches appear more faster on mobile device.
b) Event details in the card/ banner image should comprise of only event name, date & location. Too many words shall make the image blur.
c) The background colour of event page should preferably be dark. It makes the content more readable & focused.
Event Content Strategy
Event description equally plays an important role as event title. It’s always necessary to serve the intent of event title in the event description. Now there is always a clash between should you implement content marketing/ strategy or SEO? Well the simplest answer to that is if the content is of high quality it automatically ranks higher on the search engine. To develop these high quality content you need few focused key words to create a beautiful description. Following are the steps for the same; Tool used: Google Key word planner
a) At first evaluate the key words that have high volume seraches
b) Identify the competition/ keyword difficulty
c) And finally evaluate the total traffic value/ cost
The key trick here is that you should look for keywords which have high search volume and low difficulty. However, all your important keywords will not fall within this ideal cross-section, so you should also prioritise lower-difficulty topics.