How to Use SEO for Event Promotion

Search Engine Optimization is a tool which helps you to put your event in front of the people who are searching for it on Google, Yahoo or any other search engine. Most of us ignore SEO and do not include it in our event promotion strategy and the main reason for that is most of us don’t know how to do it in the right way. Excluding SEO hampers your event promotion and you miss out on a chunk of people who might have been interested in your event because nowadays everyone Google’s event before deciding whether they want to attend and if your event is not even showing up in the search engine result pages(SERP’s) you have already lost the battle.

In this article I’ll provide you with some basic tips that you should implement on your event page to appear in the search result:

1. Appropriate Use of Keywords
   
   
    
   Keywords are those words which people will type in the search engine to discover your event, not all the people will search by your event name. For example if your event is a business conference related to startups taking place in say Mumbai then your keywords will be business conferences, conferences in Mumbai, Startup events in Mumbai, etc, you need to make sure to use these keywords on your event page so that search engines will know what your event is about.
   
   

2. Optimize your Meta Tags
    
   Optimizing your meta title and meta description is very important when a user sees a page with appropriate title and description related to his search query in the search engine result pages, he is more likely to click on that page over the other pages. Your meta should contain your keywords. The meta title should be no more than 60 characters and meta description should be no more than 160 characters.
   
   

3. Optimizing your Header tags
    
   
   
   Header tags are basically used for highlighting the text, bolding the text and increasing the size of the text. Your header tags should contain the name of your event and your keywords. The header tags are H1, H2, H3 and so on H1 can be used for the main heading, H2 for subheadings and so on.
   
   

4. Page Content 
    
    Your event page should give a detailed description of your event, it should include the following:
    a) Event Name
    b) Location
    c) Date
    d) Time
    e) Description- Detailed description including the name of the artists, speakers chief guest, etc.
    f) Option to book ticket (if applicable)

5. Google Structured Data
   
   
    
    This helps the users to see your event listing along with the name, date, location, of your event without actually opening your event page link and this helps to increase your click-through rate by showing your event to maximum people who are looking for events like yours. To get your event page the structured data markup you can go to https://www.google.com/webmasters/markup-helper/ and select the event type and mark up the data you want to highlight, generate the HTML code for it and code it in your web page HTML. You can also test your structured code using https://search.google.com/structured-data/testing-tool.