Businesses can interact with their customers in person at live events. This type of interaction allows customers to understand their needs better and generate leads. It also helps them build relationships.
Local media are also attracted to offline events. This could increase the interest in the business hosting it. This can increase brand awareness and reputation. It can also be used as a local SEO. It allows media outlets to link directly to the company’s website.
Promotion of Events for Success
Hosting a successful event will bring the business the most significant benefits. Google makes it easy for companies to promote local events via a rich results carousel. The results of an event-based search should look like this:
The event carousel places events at the top organic search results, increasing their discoverability.
You can increase awareness and possibly attend an event by marketing it to a local client.
How do you achieve this? Here are five ways to localize SEO for events.
1. Use the right keywords
The first task is to make it easy to search engines to find what your event is all about. It would be best to use the right keywords to do this strategically.
Find out which keywords are most relevant to the event of your client. Location-related keywords are the first and most apparent keywords to target.
The title and description of the event can include the city. If the event takes place in Los Angeles, you can mention it multiple times in your event description. This will allow search engines to crawl, index, show, and display the event for both events in Los Angeles’ and near me’ search queries.
Next, imagine yourself as an attendee and ask yourself what terms or phrases you would use to search for the event.
This is where you will need to do sufficient keyword research to make sure your client’s event appears for the correct search queries. You don’t just want to attract traffic, but you want relevant traffic from which your client will benefit.
To find the most relevant search terms for your event, you can use keyword research tools. These tools can help you find the right keywords for your event by showing you relevant keywords that you may have missed.
Google also allows you to search for alternative keywords which you can use to optimize your event description. If you create a listing about a wine tasting, search for “wine events” on Google. Next, look at the “related searches” section at the bottom. This will help you to identify additional keywords that might be useful.
Next, consider the customer persona attending the client’s event. This will help you make informed decisions about keywords.
For example, rather than optimizing an event for ‘wine festivals,’ you might want to target terms like ‘couples events or ‘events open to singles over 40’.
If you are interested in outdoor events, you could also target keywords. A variety of keywords can be used to reach your target audience and increase interest in the event.
These keywords should be used where?
Your primary keywords should be used in the page title and the event title. You can also use alternate keywords or variations of your main keywords in the page title and event title.
Below is the meta description for an Eventbrite art event. The meta description includes critical buzzwords such as ‘immersive art, ‘film in 360’ or ‘VR’ that will entice art enthusiasts.
It can take time for SEO Results to appear. Optimize the event listing as soon as possible and ensure the page is indexed.
2. Use Event Schema
Event schema promotes rich results that enhance the event experience on Google. Structured data allows search engine crawlers to find out more about a web page. The event’s likelihood will be featured in local search results, and the event carousel increases by indexing relevant keywords.
You can add the necessary information to the event schema. You can add information such as the event status, location, name, and endDate. These details are called event schema properties by Google.
Google can use these properties to display rich snippets within search results. This allows interested attendees to see more information about the event without clicking through to the listing.
Eventbrite presents structured data as rich snippets to show results. You might see an example result if you search for “Jazz Events LA” on Google.
This example shows multiple links that lead to different dates and jazz events. Additional links can be viewed to view the menu or free events.
Add context to Event Schema
Search queries can be enhanced by adding event schema properties. The location property, for example, provides additional information about the place where the event is being held. The startDate property may also be displayed for time-based searches such as “events today,” “events tomorrow,” and “events this week.”
A WordPress plugin can be used to add event schemas to event pages. If WordPress isn’t being used, you can copy the structured HTML code from Google. Before adding the code to the page, edit the code to reflect the event’s properties.
To ensure that the schema is correctly implemented, you can use the Rich results Test.
3. Tap into Ticketing Sites
You can also use trusted ticketing sites like Eventbrite to ensure your client’s event is well-known.
There are many benefits to listing your event here. It has a large audience and performs well in search results. Eventbrite listings will often appear at the top of search results when you search for top events.
It would help if you also considered other ticketing websites such as LiveNation and StubHub. Before you list your event, make sure to review the guidelines.
4. For multi-date events, add timings
It is important to include accurate timing information in your event listing, both for the benefit of search engines and people looking for tickets.
Google uses endDate and startDate to provide users with relevant and accurate results. Google has also added a property called previous start date. This property allows organizers to notify attendees when events are rescheduled.
These event schema properties can be used to improve the event’s ranking in search results. As we have already discussed, these properties will help you rank higher for time-based searches.
These properties can also be beneficial for attendees, despite their ranking. It would be a mistake for potential clients to miss an event that has been rescheduled. It makes it easier for attendees to add dates and times. This will save them time searching through other places on the internet for this information.
What happens if multiple performances take place on different days and tickets for additional tickets? Google suggests that you add a separate event to each performance in this case.
You can, for example, create an artist X’s first event on a specific date. You can then add an event for artist Y on a different date. You’ll treat both performances as separate events.
5. Track and modify your listings
Last but not least, ensure that you track and update your event listings as you would any other SEO task. Your local SEO efforts will be evaluated by monitoring your event listings. This information can be used to improve your SEO strategies.
You can change the keywords in the event title and meta description and H1, H2s, and meta description. You can see if this adjustment will improve the listing’s position in search results.
It would help if you considered click-through rates (CTR) and rankings. If an event ranks well but has a low CTR, you might consider changing things.
You can, for example, add event schema properties such as availability, price, and offers to your listing. This might encourage more people to click through and book a room.
Key metrics such as clicks, ranking, impressions, and clicks can be monitored. Search Appearance provides access to these metrics. It’s also a good idea to use Google Search Console to monitor event listing performance.
Google’s event experience makes it easy for marketers and event organizers to promote their events. It doesn’t matter if you rank number one or not. You can optimize your event listing to achieve ‘position zero.
You’ve read this article, and you can see that there are five methods to promote an event using local SEO. These tips will help you to market local events with success.