How can SEO be used to bring people to the actual event?

If we look at the event-industry, then attracting interested visitors is the cornerstone of the industry. Huge efforts, decent and modest budgets, nerves and creativity can be wasted literally during one evening for which it was not possible to find the ideal guest.

To avoid such misfires, event organisers use the widest possible range of channels: contextual and targeted advertising, PR in the media and on television, marketing presentations in various formats and venues. However, few take the risk of using SEO.

Given the extensive experience of the service for organisers of Nethouse.Events, let's try to consider search engine promotion as a way of attracting the target audience to the event.

What are the disadvantages of SEO for events:

Key disadvantage: extremely tight deadlines. Unfortunately, search engines aren't as fast as many would like: if you've created and worked on an event page from an SEO perspective a couple of weeks before the event starts, your chances of shooting to the top of Google are minimal.

In addition, the requirements of search engines to sites are far from transparent, from which equally elaborated event-pages can give opposite results.

Search engines in general like sites that collect and offer the user as many goods and services as possible. Therefore, when competing in the top will constantly be an unequal battle between federal ticket services, local and all-Russian "posters".

The picture does not look very promising. But let's look for the pluses.

How SEO is more profitable than other channels of event promotion

Even a separate event page can collect traffic. And we are not talking about events that are interesting to 10 people all over Ukraine: in practice there are successful cases of collecting traffic to the pages of events created in the service Nethouse. Events to Nick Vujicic's performances and rock festivals.

If the site once competently worked out from the point of view of SEO, it can successfully compete with large sites even without additional costs. Thus, every event created on the site will quickly go to the top of the search results, as a properly composed SEO site will give a "boost" by default. It is no coincidence that SEO is considered the most "cost-effective" way to promote websites on the internet.

The web page is visited by the maximum target audience. In contextual advertising to attract visitors may be used not quite suitable "creatives" that will not give real conversions, or there will be large-scale campaigns without detailed elaboration for a particular event, wasting the budget. But users who independently search for a specific event will be maximally loyal if they get to the right site.

What to promote: a website or a lending?

It does not matter. It's a matter of taste, but it's worth understanding: the design, accessible usability and clear texts directly affect the likelihood of getting people to the event.

In general, the requirements for a website or lending for SEO are the same:

adaptive layout for mobile devices;

clear, understandable name of the event;

format (paid/free, online/offline, etc.) at the very beginning;

a brief summary (the essence in 2-3 words);

date of the event, duration of the event;

detailed characterisation (topic, for whom it is suitable, what the guest will get as a result);

speakers (personality, professional regalia and merits, topic of the speech, the main thing is to show the level of expertise);

event programme with timings;

address of the event, travelling directions + modes of transport;

ticket price in all variants (depending on the seating area/depending on the package of options and privileges, etc.);

registration terms and conditions;

feedback (if, for example, the event has been held before);

information about the organisers.

As you can see, there are not so many points, but they are all important. And here it is already a matter of taste and the specifics of the organisation of your work - to compose it into a banding or make a separate web page on the site.

If you have worked, extracted "blood and sweat" data on the needs of the target audience, be sure to take them into account when designing a web page.

But what about the dreaded SEO-optimisation of texts that everyone is so scared of? What about verified wording that should inspire the user and encourage them to buy a ticket?

When promoting an event, it is absolutely necessary not to forget about SEO. For some events it is an excellent channel of promotion, and most importantly - cheap. Presented AVSEO aspects of promotion of the event website - the necessary minimum, which is often neglected. It is worth remembering: professional event promotion is not only a symbiosis of content, PR and advertising, but also a well-designed web resource for search engines.