Search Engine Optimisation (SEO) has grown to become one of the most popular marketing disciplines, which is focused on driving more visibility in organic (non-paid) search engine results. Even though SEO embraces both technical as well as creative elements in order to improve rankings in search engines, at the end of the day, what it is really about, is a way of ensuring your online presence is structured in a search engine-friendly matter.
Having an online footprint optimised such that search engines understand, allows event professionals to communicate with their target audiences more efficiently and make the most out of their interactions. Here’s what you need to consider to improve your event’s SEO and consequently, increase performance.
Are your keywords aligned with your target audience’s needs?
Tip: Before jump-starting your SEO strategy, you need to attend to your target audience’s needs and expectations. Understanding what they find compelling and interesting around your events will allow you to define the right keywords to further enhance your online footprint, including your content and website structure. Keywords are fundamental to the search process, as they will make your website and content easily found online.
Your website is not your only communication channel
Tip: In most cases, websites are seen as the main communication channel. Event professionals, however, should look beyond traditional search engines and focus on social media too, as they are amongst the most popular search engines. It is important to ensure that your target audience can identify the correct official social profile – so avoid having any duplicate accounts – and you need to facilitate on-point, frequent communication that results in greater social proof and ultimately, in more traffic and visibility to your site.
Are your efforts focused on content?
Tip: Keep feeding your online channels with consistent, high quality content. As there is a huge variety of search engines available online, optimising your content will allow you to reach more people and thus increase your chances of boosting your event’s attendance and impact.
In the end, SEO isn’t just about building a search engine-friendly website, but it’s also about delivering powerful content and facilitating interaction with your target audience. MCI can help you engage and activate your audiences using the latest technology and implementing social media strategies to your event here.