For many industries, search engine optimization, or SEO, defies explanation. No matter how much research or testing we attempt, only Google truly knows what goes into the algorithms that rank one site above another.
Cracking that SEO code requires us to jump through countless hoops. First, you’re dealing with the algorithm builders’ changing whims and constantly more advanced technologies. There’s also the daunting task of converting any users that finally reach your site and curating the kind of content they want to read.
It all may seem like too much to handle. But if you’re putting on an event — with a specific time, a specific place, and a narrowed audience in mind — local SEO could be exactly what your event needs.
Compared with international SEO, local SEO affords you a narrower field of competition. With local SEO as your assistant, you can find individuals searching for tech conferences in Seattle during August (for example) and capture their attention with greater ease.
Our own internal research found that 89 percent of event attendees use search engines when deciding whether to buy tickets. Follow these four steps if you want local SEO to bring those searchers to your page:
1. Inject keywords into your event title and summary. The heart of local SEO is figuring out the terms your potential attendees are most likely to type into the search bar. Instead of getting too creative with your event’s name, go simple and make sure those keywords are front and center.
If you’re hosting a beer festival in Northern California, don’t beat around the bush. “The Northern California Beer Festival” stands your best chance of coming up at the top of search results. The same goes for event descriptions and even your event page URL. Make the what and where a part of the search to make your event easier to find for potential attendees.
2. Beef up your domain authority to boost your ranking. The more Google’s algorithm trusts your page’s value and legitimacy, the higher you’ll rank on the front page. It takes time and consistent effort to build authority on your website, but you can also increase the rank of your ticketing page by working with a partner that has a higher domain authority than yours.
3. Keep mobile searchers in mind. It should be no surprise, but more than half of all your potential event attendees search with their mobile devices. Your event page needs to be optimized for mobile, but don’t forget to account for predictive search.
Predictive search is the process Google uses to suggest the next word users might type when conducting a search. One of the quickest and easiest ways to break into predictive search is through an accelerated mobile page. AMP is a framework where pages are built to load quickly and inform the reader before a phrase is completely typed out. This produces mobile pages that Google responds well to when suggesting search words for mobile users.
4. Build a page people want to visit. Beyond all the gamesmanship, Google likes pages that are popular and trustworthy. It highly ranks pages that inspire engagement and prompt visitors to stay, read through content, and click important links. Building a page that people enjoy visiting is a big first step toward making a dent in local SEO.
For the links, reach out to local news sources and vendors working your event and ask whether they’ll link back to your main page. Finally, make sure your page and content are easily shareable with Facebook and Twitter buttons so that visitors can help boost your rank.
Local SEO is a tool your event marketing team can use to push its next gathering over the top. Have any strategies boosted your local SEO in the past? Sound off in the comments!