Whether you’re planning a 10,000-capacity festival or a local fundraising event, getting fresh enquiries through your website is a must. In this SEO guide for event organisers, we’ll look at what SEO is and why it’s so important for planning your event.
What’s more, you’ll pick up some valuable tips on improving your search engine ranking and get those all-important attendees.
What is SEO?
SEO, or Search Engine Optimisation, is the process of improving website visibility, ideally on the most relevant and high-volume keywords in your field.
This means that whenever guests search for live music, your festival or concert is more likely to be clicked on by a prospective attendee, thus meaning you end up with more ticket sales than ever!
Why is SEO important for your event?
Depending how saturated the market is in your area, a search for “events in…” could return tens or hundreds of results.
And that’s what makes SEO so important for your event management – it gives you the opportunity to get ahead of the competition and maximise ticket sales from prospective attendees.
Search engines like Google use a number of factors each time a prospective attendee search for an event. The better your event ranks on those factors, the more visitors you’ll get!
According to research from Backlinko, the #1 result on Google has an average CTR (click-through-rate) of 31.7%, which is 10x as likely as if the site is ranked #10 (bottom of page 1).
What’s more, if your event doesn’t make it to page one at all, you could be lucky to get a click as only 11.9% of users click through to the second page.
SEO will help you optimise your performance on these key ranking factors, helping you to acheive the first page rankings which will make all the difference!
Local SEO for Festivals, Concerts and Other Events
Another very important thing to consider for event managers is local SEO. Local SEO is the process of optimising a site to appear for searches related to the local area – which is especially relevant for events.
For example, important keywords could be:
- ‘Concerts in Cornwall’
- ‘Events in London’
- ‘Live music in Manchester’
- ‘Local festivals in Exeter’
- ‘Food festival in Bristol’
- ‘Charity events near me’
You will need to think of how you can create pages or content targeting these terms and thus appearing for these local searches.
Another important aspect of local SEO is appearing on Google Maps by setting up and maintaining a Google My Business profile.
Top Tips for Event SEO
We’ve put together these top five SEO tips for events, festivals and concerts so you can start making changes and reach the top of the rankings today.
1. Target your keywords
It’s vital to have a clear understanding of the keywords and phrases that your potential attendees will use to find your event online. Search engines like Google rank your website according to the keywords they find.
For festival and event co-ordinators, location is key and will likely be an important aspect of any keyword strategy.
It’s important to think about keywords potential spectators may search when looking for an event.
Keyword research is usually done using specific SEO tools such as Google Keyword Planner, but these tools may not be easily accessible to you if you’re not using an SEO agency.
Here are some SEO keyword ideas for festivals, concerts and events that could be relevant to include on your website:
- Camping festival
- 3-day long event
- Near beach
- Family friendly
- Live music
These keywords will likely also be the USPs of your event, so you may be shouting about them already, but – if not – include the keywords in the text and meta title/descriptions (more about that later on!)
2. Add Keywords to your Site Meta Info and Page Content
There’s no doubt SEO can seem extremely complicated, especially for event managers that have a million other things to think about. Your keyword research will have revealed just how many different search terms you need to be aware of.
However great the challenge, the best advice is: start small. Optimise your site for critical keywords and then keep widening the scope of your site visibility.
One of the best places to start is with the meta descriptions and page titles on your site.
Ensuring that each page title and meta description is unique and includes target keyword/s gives potential visitors a brief idea of what to expect and helps to optimise that page for that term.
To edit your meta info and page titles, you’ll need to be able to access your website’s content management system (CMS), where there should be simple instructions on how to update these on a page-by-page basis.
3. Make sure Technical SEO is on Point
However, optimising your site for keywords is just one chapter of the SEO story. To really start ranking your event, you’ll need to consider the technical aspects of your website.
Technical SEO involves optimising the infrastructure of your website so it’s quick and simple for search engines to understand.
Technical SEO is made up of several different facets, including:
- URL structure
- Page loading speeds
- Broken links (404s)
- Image alt tags
- Site localisation
- Much, much more!
A bonus tip for improving the visibility of your events is implementing structured data to get your event indexed on Google – this can really help increase the number of visitors you get to your event!
Implementing technical SEO is crucial when you’re trying to attract all-important organic traffic generated by search engines.
There are free SEO audit tools to understand your technical SEO but the results may be difficult to understand. Consider a paid SEO audit as a vital starting point to start to uncover and fix any technical issues on your site.
4. Create Relevant, Useful Content
Content creation is another excellent strategy when you’re trying to improve SEO.
Content types can cover a wide range of features including blogs, FAQs, help pages, videos and more which all help to educate visitors interested in your niche within concerts, festivals and events.
The purpose of these guides is to share your expertise and rank for terms potential customers may search for related to your specialism.
When creating content for your website, think about your potential attendees and what questions they will be asking about the event – the more useful information you can provide, the better.
Here are some more blog content ideas for festivals, concerts and other event providers:
- Best concerts in [location]
- Top 5 unmissable concerts in [location]
- Where to stay [event location]
- Best way to get to [event location]
- How to make the most of your [event] experience?
Remember, it’s also an opportunity to rank for a different set of keywords (referred to as long-tail keywords) and boost your SEO.
Don’t forget to add a call to action to ‘book now’ with a link to your event’s ticketing page. It could tip the balance for festivalgoers already considering a concert to book a ticket to your event whilst reading one of your blogs!
5. Scale your SEO with link building
If you’ve implemented the first four tips, you could be ready to take things to the next level.
One of the biggest factors in Google rankings is the number and quality of links from other sites that point to yours.
Quality is especially important – getting links from high-visibility sites in the event marketing space will help skyrocket your brand ahead of the competition!
The best way to build links long term is through a targeted content marketing strategy, which basically means creating quality content that can be exchanged for links.
For event marketers, building links can be tricky. You may not have a lot of content or a blog of your own. However, there are a number of strategies you can use:
- Guest posting on authoritative sites in the events industry. Try approaching the site and seeing if you can write a post for them in exchange for a link.
- You may also look to approach relevant directories such as list of local events, well-reviewed festivals or local newspapers.
- Another tried and trusted method is through the use of digital PR – basically doing something newsworthy like announcing headlining acts for a festival and releasing these to local newspapers and relevant online publications. You may be promoting your event anyway through these channels so it’s always worth asking for a link at the same time.
How About PPC For Events?
Whilst SEO can take months to see results, PPC (Pay-Per-Click) or Google Adwords can deliver instant website traffic for chosen keywords.
Utilising Google’s text ad campaigns Google Search, you can appear top of searches for your target keywords. You will need to identify these terms and decide on a bid for how much you are willing to spend to receive a click through.
Google Adwords is a particularly useful tool for event organisers as you can focus your attention on the event area, whilst they also have the advantage of being able to be switched off when you reach capacity.
As well as the costs to Google for the clicks (which can often feel like they are only going up!), you will also need to consider the costs of a PPC Agency to set up the ad campaigns for you.
Confused by SEO for Festivals, Concerts and Events? Search Hog Can Help
It’s perfectly normal to feel overwhelmed about setting up the SEO for events such as festivals and concerts. We hope this SEO guide has helped, but f you are more confused than before you read this guide, an SEO expert could be the best option for you.
If you would like any help with the SEO strategy for your events, please get in touch with Search Hog today. We can help improve your website visibility online and attract more visitors to your events!