events and your seo strategy
TRANSCRIPT
Using Your Online Events in Your SEO StrategyPresented by:
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We Build Event Communities That Keep Them Coming Back
Learning Objectives:
• Why events are important – promoting your organization through key events.
• Basic Tips, Tricks and Takeaways.
• How calendar software and building an event community can improve your organization’s rankings.
We Build Event Communities That Keep Them Coming Back
EVENTS AS A DIFFERENTIATOREvents are an ideal way to highlight the importance of a positive experience
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We Build Event Communities That Keep Them Coming Back
Robust Event Promotion and Marketing
Your Organization’s Events
Fresh Content Community Outreach
Growing ParticipationIncrease Revenue
We Build Event Communities That Keep Them Coming Back
The Event Conversion Funnel
World Wide Web
Search Engine Optimization
Site Visitors
Event Registrants
Attendees
We Build Event Communities That Keep Them Coming Back
We all know this one. So now here’s the data.
We Build Event Communities That Keep Them Coming Back
All these goals contribute to higher yield rates
We Build Event Communities That Keep Them Coming Back
TIPS & TRICKS FOR BETTER RANKINGSThe Stuff You Should Know
We Build Event Communities That Keep Them Coming Back
Search Engine Optimization
“Natural Search” (or organic)
We Build Event Communities That Keep Them Coming Back
Search Engine Optimization
Source: http://kapost.com/content-marketing-facts/
• TechnologyAre all your pages readable, crawlable, and findable?
• RelevanceDo your pages answer particular search engine queries?
• AuthorityIf yes to the above, then what’s the rationale for a search engine to rank your page highly?
We Build Event Communities That Keep Them Coming Back
Things to Remember…• Google Updates Algorithm 400 Times A
YearMake sure you’re valuable enough to withstand all the quality changes. Always stay on your SEO campaigns.
• Up to 80% Of Clicks Come From Top 5 RanksIf you’re not in the top 5, many searchers refine their search. Be in the top 5 every time for branding and mindshare.
• SEO Is Not Just About Rankings…What good is a high rank if nobody searches or clicks the ranking? Consider SEO a marketing channel.
We Build Event Communities That Keep Them Coming Back
SEO EVENT OPTIMIZATIONMore visibility. Better Rankings.
We Build Event Communities That Keep Them Coming Back
Optimize Titles and HeadlinesUse the opportunity to write splashy titles that not only use keyword research, but influence a click.•Include Calls To Action•Include Location and Region
Examples:•“Join Our Event – Philadelphia SEO Education Session”•“Sign up for our open call – Abington, Penn State”
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
SEO and Your Events
Use Keyword Research to Choose The Right WordsUse the words visitors use to search for your pages.
Ex: URL registration (3,600 monthly searches) vs. website registration (27,000 monthly searches)
https://adwords.google.com/KeywordPlanner
We Build Event Communities That Keep Them Coming Back
Write Full, Detailed, Descriptions• The more you write, the more it educates Google
and your users in tandem. This improves your rankings!
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
• What about images and attachments?
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
SEO and Your Events
Promote your events and earn linksIs your event interesting to a specific group? Promote your event URL and encourage links.
• Blast the URL to your email list• Put it in your newsletter• Ask interested parties to promote in
social (improves amplification)• Link from other departments within
your domain• The “publish” button is not enough.
Google is attracted to buzz.
We Build Event Communities That Keep Them Coming Back
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
Active Data events use schema.org
• Google can grant “rich snippets” if microdata exists. Active Data’s code base has this built in:
• Example:
SEO and Your Events
We Build Event Communities That Keep Them Coming Back
A Few Final Thoughts & Highlights
All Together, It’s A Recipe For VisibilitySearch engine algorithms try to determine the best results for their users. They rely on over 200 signals (most are a secret).•Quality of backlinks is a factor•Text in links is a known signal•Put keywords everywhere – Tags & content•Keywords in URLs when you can•Social shares help amplification•Page load speed – quicker the better•It’s always about relevance•The sooner you get an event online, the better for Google
We Build Event Communities That Keep Them Coming Back
Q & A?
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We Build Event Communities That Keep Them Coming Back
Contact Details
David A. LavignaEducation Practice Manager
www.linkedin.com/in/davelavigna
Bill SebaldOwner, Greenlane Search Marketing